Shanghai Today
Several Measures of Shanghai Municipality on Supporting the Creation of High-Quality Internet Content Policy Q&A - July 15, 2025
上海市支持优质互联网内容创建的若干措施政策问答
【Policy Background】
1.What is the main purpose of formulating the "Several Measures of Shanghai Municipality on Supporting the Creation of High-Quality Internet Content" (referred to as the "Several Measures")?
A: High-quality Internet content is critical to tell China's stories well and showcase the image of the city. Supporting and promoting the creation of high-quality Internet content is a strategic layout for cultivating new cultural productivity and enhancing the soft power of the city. At present, the Internet content creation industry is developing rapidly. Shanghai always welcomes and endeavors to assist relevant enterprises and talent, especially young talent, to unleash their potential and realize their dreams in this city. Therefore, we hope to create a favorable ecosystem and enhance the industrial level, further promote the development of high-quality content creation on the Internet, and better carry forward mainstream values, public opinion and culture through more powerful policy guidance and support.
2. Who will benefit from the Several Measures?
A: Everyone is very concerned about the beneficiaries of the policies. The identity forms of creators can be very diverse, including but not limited to uploaders, bloggers, contracted creators, start-up teams (studios), and influencers contracted by MCN agencies. The key is to create high-quality content (such as text, images, audio and video) that actively spreads positive energy, and enjoys high social recognition with significant influence.
3. What are the highlights of the policies released this time?
A: The Several Measures consist of 9 measures, which can be summarized as the "Nine Measures of Shanghai" to promote the creation of high-quality content on the Internet. They cover aspects such as financial incentives, talent policies, scene construction, and support for going global. Generally speaking, the highlights are:
First, solving problems. During policy-making, opinions were widely solicited and advanced experiences were drawn upon. The pain points and difficulties that various creative entities and related enterprises were concerned about, such as professional titles, household registration, housing and supporting services, were all covered and responded to.
Second, policy coordination. We focus on matters of municipal-level authority, such as talent policies and those that we enjoy resource advantages. We also moderately distinguish and coordinate them with district-level policies that specifically serve enterprises to achieve a better synergic policy effect.
Third, ecosystem construction. We not only strive to address the urgent and difficult issues in the present but also take a long-term perspective. We focus on invests elements in the upstream and downstream links of the industrial chain, such as spatial carriers, industry activities, financial capital, supporting services, scene opening, and going global, with the aim of building a complete and sound industrial "ecosystem".
Fourth, policy innovation. For instance, in terms of household registration policies and other aspects, priority will be given to high-quality content creators; for instance, it is necessary to open up career development paths, including supporting platform enterprises in filing for vocational skills evaluation institutions, and including high-quality content creators in talent plans, award evaluations, and professional title appraisals to provide creators with clearer career development paths.
[Cluster Area Construction]
4. What are the geographical advantages and industrial foundations for the Huangpu District and Yangpu District to build industrial clusters?
A: In 2024, the number of high-tech enterprises in the Huangpu District exceeded 200, and new private science and technology innovation enterprises reached 480. The number of employees in the cultural, sports, entertainment and scientific research and technical service industries will increase significantly, forming a distinctive urban science and technology innovation service system. In the field of Internet content creation, the Huangpu District has leveraged the headquarters effect of Red Note and the advantages of its fintech industry, and utilized spatial resources such as the Central Innovation District and the second facade of the Bund to attract high-quality Internet content creation entities in the fields of finance, technology, and fashion. Meanwhile, the professional service industry in the district has obvious advantages and can provide high-quality services in human resources, legal affairs, finance and taxation, etc.
In recent years, the digital economy in the Yangpu District has seen a "double increase" in terms of both quantity and quality. The "online new economy" was selected as one of the first batch of "city-district collaboration" one-hundred-billion-yuan industrial clusters in Shanghai. The digital economy has also become the largest tax contributor for the first time. Moreover, Bilibili's headquarters is located in Yangpu. The company’s ACG and knowledge-based content ecosystem is highly compatible with the atmosphere of universities. At present, the district has over 8,000 digital economy enterprises. The scale of the software and information service industry has exceeded 300 billion yuan, maintaining double-digit growth for five consecutive years and accounting for nearly one-fifth of the city's total. The district has attracted many leading MCN institutions and Internet content platforms, forming an industrial agglomeration effect.
Therefore, relying on the Huangpu and Yangpu to build clusters is an effort to leverage the comprehensive advantages of the existing core industries and leading platforms of the two districts, laying a foundation for the implementation of policies and the differentiated and characteristic development of the agglomeration area. Of course, the Several Measures encourage each district to build advantageous links in the high-quality Internet content creation industrial chain based on their actual conditions and optimize the industrial layout of the whole city.
5. How can policy coordination at the municipal and district levels be achieved?
A: The key is giving full play to the coordinating and guiding role of municipal policies and the characteristic and refined implementation capabilities of district-level policies. For instance, in terms of talent policies, the Several Measures have addressed the issues that are not within the remit of districts, accelerating the convergence of talent to the clusters; in terms of award and subsidy policies, the rewards and subsidies provided by the municipal policies for spatial carriers and outstanding talent can coordinate with the district-level policies to further enhance the financial support and the sense of gain of the relevant entities; in addition, the municipal policies promote the establishment of comprehensive service platforms in the clusters, increasing the number of creators and ecological enterprises, and improving related industrial elements, which coordinates better with the district-level policies.
[Content Creation]
6. What assistance can the fast-track for protecting the legitimate rights and interests of high-quality content creators on the Internet, as mentioned in the Several Measures provide?
A: The Office of the Cyberspace Affairs Commission of the CPC Shanghai Municipal Committee has set up a fast track for cyberspace services in the clusters, providing both online and offline services. An online "one-stop" service matrix has been established. Direct services such as rights protection, compliance guidance, honor application, and legislative suggestions are provided by relying on the cyber information service column of the government service system in the clusters. The demands of creators can be directly delivered to the policy supply end with one click. We regularly hold offline events such as KOL salons in the clusters to enhance communication among creators, platforms and government departments and organize experts in the field of cyber information to interact with creators, answer questions and provide on-site services to ensure the compliant and healthy development of creative entities.
7. What exclusive services and rights protection in the Internet field can high-quality content creators in the clusters enjoy?
A: Mainly four core rights and interests: First, creation support "Starlight Plan". High-quality content can be recommended for national-level honor activities such as "China Positive Energy Online Exemplars", and self-recommendation to the Office of the Cyberspace Affairs Commission of the CPC Shanghai Municipal Committee is supported, all of which can be handled at the one-stop service point in the clusters. Second, rights protection "Shield Operation". We strive to help enhance online rights protection capabilities. In case of online infringement such as extortion, rumor-mongering and defamation, smear attacks, cyber violence, and account counterfeiting and imitation, local cyberspace administration departments will have the priority to handle and protect creators in accordance with the law. Third, technology empowerment "Compliance Engine". We provide policy interpretations and detailed guidance related to generative AI, and offer safe and user-friendly technical connections. Fourth, legislation participation "Crowd-wisdom Platform". Through the channel for collecting opinions and suggestions on the network rule of law in the clusters, creators can directly submit revision opinions on relevant laws and regulations in the network field. In addition, the Office of the Cyberspace Affairs Commission of the CPC Shanghai Municipal Committee has also guided the two local platforms, Bilibili and Red Note, to formulate measures to support the creation of high-quality content, which comprehensively assists the development of high-quality uploaders and bloggers.
[Financial Support]
8. What considerations are there regarding the establishment of relevant special funds? What other supportive financial policies are there?
A: It is proposed to establish a new Shanghai High-Quality Internet Content Investment Fund. In addition, it is planned to provide policy-based guarantees for high-quality Internet content creators and ecosystem enterprises with preferential rates and interest subsidies of no more than 50% of the loan prime rate for the same period to bank loans.
[Talent Policy]
9. How can we appeal to more high-quality Internet content creators?
A: Shanghai provides household registration support to outstanding creators who have won important awards and honors and made positive contributions to telling the story of China (Shanghai) well. Platform enterprises and MCN institutions are inscribed in the list of key cultural and creative enterprises. The government supports enterprises in appealing to urgently needed and scarce outstanding talent.
10. Some creators have reflected that narrow career development paths and a low sense of honor and gain are pain points. Will high-quality content creators on the Internet also be able to participate in relevant vocational skills assessments in the future?
A: Yes. In 2020, the Ministry of Human Resources and Social Security of the People's Republic of China established and released a new occupation, "Omni-Media Operation Specialist". In recent years, the Ministry has gradually expanded the supply of vocational skills evaluation resources for omni-media operation specialists. It has selected the Shanghai Multimedia Industry Association and Migu Video Technology Co., Ltd. to be registered as social evaluation institutions and conduct vocational skills level certification for omni-media operation specialists to the public. From the perspective of creators, Internet content creators who are over 16 years old and meet the application conditions stipulated in the national vocational skills standards for omni-media operation specialists can apply to social evaluation institutions for the vocational skills level assessment.
11. What are the new arrangements in the policy regarding the participation of high-quality content creators on the Internet in professional title evaluation?
A: Professional title evaluation is a concern for talent. Focusing on the professional characteristics and career paths of Internet content creators, the human resources and social security department of Shanghai, in collaboration with industry authorities, has specifically improved the professional title evaluation channels and standards. On the basis of the existing pilot projects in the field of science and technology communication, it has guided the professional title evaluation of Internet content creators in fields such as crafts, art, cultural relics and museums, and economics. At the same time, we will optimize the professional title evaluation service system, support various types of talents such as freelancers and creators of SMEs, to participate in the evaluation, and increase the publicity of the career growth stories of typical figures to further stimulate the vitality of talents.
[Scene Resources]
12. What creative scenarios does Shanghai provide for high-quality Internet content creators?
A: We encourage creators to actively produce moree high-quality content that showcases the image of Shanghai and tells good Chinese stories. We also strive to provide creators with diverse and high-quality real-scene materials and photographic creation spaces.
We coordinate relevant spaces and activities to provide convenience for content creators, including landmark scenic spots, cultural and museum venues, characteristic streets and blocks, fashionable spaces, commercial facilities, and major cultural, entertainment and sports exhibitions throughout the city. In addition, the live-streaming rooms, recording studios, photography studios and other facilities equipped in the clusters are also important creative infrastructure and application scenarios. The policy also encourages municipal state-owned enterprises, mainstream media and creators to engage in content co-creation and business cooperation, injecting more creative resources.
[Next Steps]
13. After the release of the Several Measures, what are the considerations for the next steps?
A: First, we should do a good job in publicity and interpretation so that our policy can reach out to more people. Besides that, efforts should be made to ensure detailed implementation. Policy standards should be refined in aspects such as policy thresholds and covered objects to enhance the operability and precision of policies, so that relevant enterprises and creators can have a greater sense of gain. Our vision is to make Shanghai a "dream factory" of high-quality Internet content, where everyone can create, gain both fame and fortune, grow together with the city and soar with the future.
Source: Shanghai Eye
Application Status
| 04-16 | 21315227 | Processing |
| 03-12 | 21315226 | Processing |
| 09-26 | 21315225 | Processing |
Inquiry Status
| 02-29 | 02131558 | Received |
| 03-06 | 02131557 | Received |
| 11-14 | 02131556 | Received |
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