The country's top broadcasting and Internet watchdogs are to tighten oversight of online video content, including Internet dramas and microblog movies, demanding online content providers step up self-discipline to filter harmful content.

According to a circular jointly issued by the State Administration of Radio, Film and Television (SARFT) and the State Internet Information Office on Monday, the providers were asked to closely examine their videos before making them available online for public viewing.

The circular also instructed relevant industry associations to step up self-discipline, provide training to staff at video content providers and examine their professional qualifications.

The circular did not contain a guideline for identifying improper content nor specify whether standards for public broadcasting would apply to online contents.

The China Online Audio-Visual Program Service Association could not be reached for comment as of press time.

An official with the Online Audio-Visual Program Management Department at SARFT, who asked not to be named, told the Global Times Tuesday that video content providers will be held responsible for any vulgar content in videos on their websites, and video producers will be punished if their productions contain illegal content such as obscene passages.

He also said industry associations will be responsible for setting up specific guidelines to regulate the content of online video productions.

In an interview with the Xinhua News Agency on Monday, an anonymous spokesperson with SARFT said the circular was issued following requests from the public, as videos with vulgar, obscene or violent content are believed to have had a negative impact on both the mental health of young people and the development of online video content providers. China currently has more than 500 million Web users.

The circular came as "micro movies" and Internet dramas, both of which are broadcast through new media platforms, including the burgeoning microblogging services, see rapid growth.

According to the China Business News newspaper, more than 2,000 "micro movies" were produced in 2011. The latest report compiled by Internet market research firm iResearch puts the market value of micro movies at over 10 billion yuan ($1.57 billion).

Dong Qianqiu, director of the public relations department of iqiyi.com, a video-sharing website, told the Global Times that her website had already been examining the content of video productions it carried.

"We believe the policy came at a critical time. Now there are only a limited number of productions containing vulgar and obscene content, the policy will help nip such unhealthy and illegal content in the bud," she said.

However, some micro movies and Internet drama producers expressed concern that the tighter measures may limit their artistic creativity.

"It will definitely put a psychological strain on artists and movie makers. They'll be somewhat worried their energy and investment devoted to the productions will be in vain due to tightened regulations," Song Xiaobai, a playwright and producer, told the Global Times.

Song further expressed worries on whether the watchdogs will impose the same content examination standards on online video productions as those for movies and dramas shown in theaters and on television.

SARFT imposes strict examination standards on the content of TV and film productions.

Those works need to obtain approval from the body before they can hit the silver screen or go on air. Producers of movies and TV dramas are required to modify their works in accordance with SARFT guidelines if the content of their productions is deemed inappropriate.

Xinhua contributed to the story