Shanghai unveils 'Nine Measures' to boost online content creation

The city has released a new set of policy measures—dubbed the "Shanghai Nine Measures"—to promote high-quality digital content as a core soft power asset for its broader economic and social development. Jointly issued by the city's publicity department and cyberspace administration, the measures aim to improve industry ecosystems and foster world-class content clusters.

Under the initiative, Shanghai will provide up to 10 million yuan annually to reward high-performing public service platforms within designated clusters, as well as top-ranking incubators and creative industry parks citywide. Huangpu and Yangpu are expected to lead the effort, with targeted support to build international visibility and influence. District governments are also encouraged to strengthen key segments of the content production value chain and coordinate with citywide industrial planning.

The policy calls for greater international engagement, backing major events such as global creator summits and innovation competitions hosted by platform companies and industry associations. These are expected to form high-level venues for exchange and deal-making.

A fast-track mechanism for protecting creators' intellectual property rights will be established in the clusters, ensuring legal and regulatory support for sustained, compliant content production. Creators whose work significantly promotes the image of Shanghai or China may receive individual awards of up to 100,000 yuan and priority consideration for national or municipal honors. Projects integrating technologies such as artificial intelligence into content production may receive funding support covering up to 30% of total investment.

To address financing challenges for small studios and freelancers, the city plans to launch dedicated funds, open green channels for bank lending, and offer interest subsidies of up to 50% of the benchmark loan rate. Clusters will also offer shared spaces and facilities such as livestreaming studios, along with one-stop services for business registration, tax consulting, policy guidance, and copyright certification. Eligible content creators may also receive support for housing and household registration.

Shanghai will open more public venues and cultural spaces—ranging from museums to major events—for content creation. Partnerships between state-owned enterprises, mainstream media and individual creators will be encouraged, while policies to promote overseas distribution of Chinese content will be strengthened. Visa facilitation for foreign creators is also part of the initiative.

Finally, the city plans to refine professional qualification pathways for online content creators, encouraging platform firms to participate in skills certification and expanding career development channels. Universities will be linked more closely with content hubs through internship programs, and creators will be considered for inclusion in talent awards and municipal-level recognition programs.