Organization and How Bytedance Transforms the Traditional Film and Television Industries Using Short Dramas

Abstract

Although micro-short dramas have only entered the public eye as a mainstream online video format within the past two to three years, they are not an entirely novel narrative form. In 2022, researchers including Zhu Tian defined the characteristics of online micro-short dramas as “short duration, serialized updates, landscape or portrait orientation, and plot-driven content.” On November 14, 2022, the National Radio and Television Administration issued the “Notice on Further Strengthening the Management of Online Micro-Short Dramas and Implementing the Creation Enhancement Plan,” which further clarified relevant requirements for micro-short dramas. Amid this development, ByteDance has also begun to gradually expand its short drama business. By comparison, ByteDance possesses undeniable advantages in short-form drama development: massive platform traffic and precise algorithms. As its global operations expand, these strengths will further intensify. However, it is also important to note that ByteDance has encountered significant challenges in developing its short-form drama business, particularly noteworthy being the changes within its organizational structure. By examining the challenges ByteDance has encountered in its short drama ventures, we can dissect how specific measures have been implemented and explore how other companies have successfully navigated similar issues, thereby establishing a standardized development template.