Top 15 entertainment events in 2011
- By Zhang Rui
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China.org.cn, January 2, 2012
4, Government acts over TV ads, program content
In early October, The Chinese government issued a regulation which sought to restrict vulgar entertainment programs broadcast on provincial TV stations. In the belief that TV is swamped by such content, the department in charge of broadcasting media signaled its determination to promote better quality programs.
It seems, however, that audiences, especially young viewers, can't get enough of such programs. An investigation by the State Administration of Radio, Film and Television (SARFT) revealed that China's 34 Satellite TV channels run a total of 126 entertainment programs during prime time every week. The new policy will reduce that number and require channels to diversify their programming to include news and other programs promoting better social values.
There has also been heated debate online regarding the regulation. Many Internet users felt that, while advocating good taste is not a bad thing, the regulation itself was unnecessary. Some industry experts also expressed concern that the ban will simply drive audiences away from traditional media to the internet.
In a drive to improve cultural services for the public, SARFT will issue another TV ban, which will go into effect Jan. 1, 2012. The ban will prohibit commercial breaks during the broadcasting of TV dramas. Commercials will still be permitted before and after shows, in designated time slots.
The governing body stated that the supplementary provision to current television regulations was issued "in accordance with the people's interests and demands." In the long-run, officials say the move will encourage TV stations to improve service quality.
However, it's unrealistic to say that the restrictions won't hit TV stations financially. Bidding for advertising slots during the 2012 broadcasts of CCTV's "Golden Theater" has already reached 1.6 billion yuan (US$251.31 million), while reports state that Hunan Satellite TV's "Golden Eagle Theater" advertising slots are worth an estimated 1.4 billion yuan (US$219.89 million). A large proportion of advertising revenue is generated from time slots during a program's running time. TV stations are still discussing what changes they can make to minimize losses caused by the ban. Industry insiders believe the regulations will have an enormous impact on television advertising patterns.
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