/PRZWT/January 13, 2025 Chengdu - On January 8, the annual "Starry Shining" micro-drama ceremony, jointly directed by the China Federation of Radio and Television Social Organizations, Xi'an Jiaotong University, the Development Research Center of the State Administration of Radio, Film and Television, the Sichuan Provincial Radio and Television Bureau, the Sichuan Provincial Writers Association, and the Propaganda Department of the Chengdu Municipal Committee of the Communist Party of China, was successfully held in Chengdu, Sichuan. In the "Starry Shining Micro-Short Drama Night", China Mobile Migu Digital Media Company won the "Annual Micro-Short Drama Creation Agency", and its Migu Reading APP was selected as the "Annual Micro-Short Drama Communication Platform".
In addition, the micro-drama "Puppy Laifu" produced by Migu Digital Media was selected as the "Annual Innovative and Creative Micro-Drama Case", and the co-produced work "I Was a Knight in Paris" was selected as the "Star Index Annual Influential Micro-Drama Case".
Yu Hang, Secretary of the Party Committee, Chairperson and General Manager of Migu Digital Media, was invited to attend the ceremony and shared the high-quality development ideas of Migu Company in the field of micro-short dramas on the topic of "platform responsibility, building a good ecosystem of micro-short dramas" during the round table dialogue of the main meeting.
"Fanxing · Muguang", open the road of high-quality creation, and build a "win-win ecology" where content gathers
Migu Digital Media, as a subsidiary of China Mobile Migu Company, is based on the national team of online literature, actively deploys the short drama industry, promotes the integration and innovation of "online text + short drama", successfully creates the "Migu short drama" record label, and launches many excellent works. Committed to building the industry's leading micro-short drama aggregation and distribution platform, through self-production and aggregation, build a win-win micro-short drama ecology, and open up a new micro-short drama track for operators.
In April 2024, Migu Digital Media released the "Fanxing Muguang" 1.0 plan with the goal of creating 100 high-quality scripts and 100 high-quality short dramas during the 3rd National Reading Conference, encouraging the creation of high-quality micro-short dramas. In November 2024, at the Migu Company Ecological Conference, the "Fanxing Muguang" 2.0 plan was launched. The plan relied on the user scale and channel distribution advantages of China Mobile, closely linked to the three core characteristics of "+ traffic, + product, + data", comprehensively upgraded the promotion activities of short drama packages, and built a distribution matrix covering all channels of the Internet.
Since the implementation of the "Fanxing Muguang" series plan, 200 + original scripts of Migu short dramas have been promoted, and 100 + self-made high-quality micro-short dramas have been launched.
In terms of content aggregation, Migu Digital Media has introduced more than 100 copyright holders, gathered more than 8,000 high-quality micro-short drama resources, and established close cooperative relationships with many excellent industry partners. Migu Digital Media will give full play to the advantages of the operator's main business scale, and realize a positive cycle of short drama supply, distribution and income through strategies such as win-win and common prosperity, basic guarantee, and account sharing escort. It plans to expand the number of partners to 200, realize the convergence of 15,000 short dramas, and build a "win-win ecology" of short drama aggregation.
Build a foundation, drive core productivity with excellent scripts, and promote high-quality development in the industry
In terms of script creation, as a national team of online literature, Migu Digital Media has more than 200,000 original registered authors and more than 600,000 online novels, and has been committed to the development of literature and script quality. Under the guidance of the China Writers Association, it will continuously strengthen the ability training of writers, and will also launch an industry-oriented "Happy Reading Good Book List" to encourage and guide authors and screenwriters to create more works in line with the spirit of the times.
In addition, Migu Digital Media 10,000 more than premium creators, including Guan Pingchao, Miao Juan and many other well-known writers. Among them, Mai Su's "Tao Sanyuan's Spring, Summer, Autumn and Winter" was selected for the 17th "Five One Project" Award of the Publicity Department of the Chinese Communist Party. Migu Digital Media actively encourages and guides authors to transform into screenwriters, and through professional training, improves script creation skills and methods to continuously output high-quality scripts.
Maintain integrity and innovation, respond to the call of the General Administration, and empower thousands of industries with diverse themes
In terms of theme innovation, Migu Digital Media has actively responded to the call of the state, adhered to the correct creative orientation, and continued to pay attention to the creation of high-quality content in the fields of cultural tourism, legal popularization, and excellent traditional culture. At present, it has jointly launched a number of high-quality short dramas with social influence. Among them, the "I am a knight in Paris", "Turtle City" and "I have a house of treasures" produced and co-produced by the State Administration of Radio, Film and Television have been selected for the third, fourth, and fifth batches of recommended plays in the "Travel with Short Dramas" creative plan of the State Administration of Radio, Film and Television. These works have achieved remarkable results in promoting local cultural tourism.
Migu Digital Media has always adhered to the people-centered creative concept, actively responded to the General Administration's "follow the micro-drama to learn the law", created the anti-fraud and legal micro-drama "The Pretender under the Sunset", responded to "Look at the brand in the micro-drama", and created the micro-drama "Save A Ling". Created the traditional food theme work "God of Cooking", which has been played more than 700 million times on the whole network, which has well promoted the excellent traditional Chinese culture. In addition, it also launched the micro-drama "Puppy Laifu", which cares for the silver-haired elderly in the countryside. At present, the broadcast volume of the whole network has exceeded 100 million.
At the recent 2025 Tencent Advertising Content Ecology Summit, Migu Digital Media also won the "Star Dome Leap Award" for its outstanding content innovation and leading distribution performance.
Migu Digital Media will accelerate the iterative upgrade of micro-short drama creation from "expressing emotions" to "expressing emotions" and then "expressing feelings". Adhere to the correct creative direction, actively respond to the "micro-short drama +" action plan implemented by the State Administration of Radio and Television, promote the combination of micro-short dramas and thousands of industries, enrich and expand the themes and themes of micro-short dramas, and better meet the diverse spiritual and cultural needs of the people.
Short plays go overseas, tell Chinese stories well, spread the essence of culture, and expand the international market
As a state-owned enterprise, Migu always takes telling Chinese stories as its corporate mission and social responsibility, actively promotes in-depth cooperation with foreign short play platforms, and comprehensively promotes the record label of Migu short plays to go global through translation, joint self-production, and self-building client side.
Migu Digital Media has in-depth cooperation with overseas short drama platforms to translate all-copyright self-produced dramas overseas, and currently covers English, Korean, Japanese, Arabic and other multilingual markets. Not only that, Migu Digital Media actively explores the co-production of overseas short dramas, and jointly produces Korean short dramas around the script of "The 19th Year" with Korean short drama companies. It cooperates with short drama creators, production teams, distribution platforms and other parties to realize the content self-production of overseas local short dramas and promote overseas monetization.
Migu Digital Media will also create its own overseas products, jointly create an overseas short drama client side with China Mobile Hong Kong and international companies, promote the overseas operation of its own clients, strengthen the translation ability of short dramas AIGC and the joint production ability of overseas short dramas, and build an "operator system overseas short drama platform".
In the future, China Mobile Migu Digital Media Company will continue to respond to the call of the State Administration of Radio, Film and Television, make full use of the advantages of the operator's platform, further promote the integration of culture and technology, continue to create a benchmark for the creation of high-quality micro-short dramas, and tell Chinese stories well with high-quality masterpieces and innovative ideas, build Chinese spirit, spread Chinese culture, and contribute wisdom and strength to the construction of a cultural power....
