Have you ever heard about the term of “micro-film”?
Well, actually it is not something new. In fact, micro films are just type of commercial video normally produced in less than two months and are broadcasted mainly on video websites and mobile devices instead of television.
Background of micro-film
The term ”micro-film” seems only being used in Great China area. It comes from the phrase “micro” era. After the appearance of micro-novel and micro-blog, micro-films have been popular now. They meet the needs of movie viewers who are caught up in the rapid pace of life.
For advertisers and marketers in China, they are excited about micro-film being a new tool to communicate with consumers. Chinese government considers program should serve the public good. In 2011, China even announced Limit Entertainment Policy to reduce the amount of entertainment shows on satellite channels aims to maintain good morals. Since advertisements rely on program audiences to get profits, undoubtedly, these also seriously affect the advertisement developments.
Advertisers and producers definitely will consider their business. Therefore, they have to follow the trend to promote the products by other media such as computers and mobile devices. Consequently, micro-films become a fast-growing industry in China. In the past year, the movie industry’s investments in micro films have exceeded the summary of the previous few years. I believe a successful video marketing strategy should have diverse opinion and interaction. That is, more discussion will help to spread the products and the meaningful values quickly.
However, micro films also meet a dilemma which is China’s internet control. Thus, people who are interested in entering into China’s market should know better about the internet environment.
China tightens controls on internet use
According to Consumer News and Business Channel(CNBC)’s report, China has a long-standing practice of censoring traditional television programs and films, and it bans access to several popular foreign websites including YouTube. The government would scrub any internet content they consider to be offensive. So far the government does not offer specific standards or mention penalties of offensive content or comments. State Administration of Radio, Film and Television and the State Internet Information Office jointly issued that online video providers should bear responsibility for web programs and must prescreen content before it is posted.
[Call to Action!]
More internet control background please check Internet censorship in the People’s Republic of China