November 28, 2011 Source: Media Management Department of the State Administration of Radio, Film and Television Editor: Science and Technology News Network, Mai Qi
[Editor's Note: Today (November 28), the rumors regarding the General Administration's announcement to ban advertisements from being inserted into television dramas have finally become a reality. Is this move beneficial or merely an administrative intervention in the market? We have specially organized a discussion on this topic.]Related Topics"Providing you with a different perspective."
On November 28, the National Radio and Television Administration issued the "Supplementary Regulations on the Management of Broadcasting Television Advertisements" (Order No. 66 of the National Radio and Television Administration), deciding that starting from January 1, 2012, no television station across the country may insert advertisements in any form during the broadcast of TV dramas within each episode.
It is reported that the "Supplementary Regulations" amend Article 17 of the "Regulations on the Management of Broadcasting Television Advertisements" (Order No. 61 implemented on January 1, 2010) to state that "advertisements may not be inserted in any form during the intervals of each episode when broadcasting TV dramas." It is also clarified that this regulation will officially take effect on January 1, 2012.
The spokesperson for the National Radio and Television Administration stated that the Sixth Plenary Session of the 17th Central Committee of the Communist Party emphasized the need to vigorously develop public welfare cultural undertakings and improve a public cultural service system that covers urban and rural areas, has a reasonable structure, is well-functioning, and is practical and efficient. As an important platform for propaganda and cultural thought, television bears significant responsibility in the construction of the public cultural service system. It should fully leverage its role in leading trends, educating the public, serving society, and promoting development through a rich variety of cultural and artistic forms.
The spokesperson for the National Radio and Television Administration pointed out that television dramas are one of the deeply loved spiritual and cultural products that reach households across the country. The cancellation of mid-episode advertisements during the broadcast of television dramas can effectively ensure the integrity of each episode's storyline and the continuity of viewers' viewing experience, aligning with the interests and wishes of the general public, and better reflecting the function of public cultural services in broadcasting and television. In the long run, this will also promote the scientific and healthy development of the television drama industry and encourage television stations to be more people-oriented, enhancing the level of public service. The National Radio and Television Administration requires broadcasting administrative departments at all levels and television stations to unify their thoughts with the spirit of the 17th Central Committee's Sixth Plenary Session of the Party, and to implement the decision to cancel mid-episode advertisements in television dramas, ensuring public satisfaction. Furthermore, it warmly welcomes television viewers to supervise the implementation of this decision.
The reporter learned that to ensure the effective implementation of the new policy, on November 28, the National Radio and Television Administration issued a special notice titled "Notice on Implementing the Supplementary Provisions of the 'Regulations on the Management of Broadcasting and Television Advertising'." It requires television stations at all levels to immediately clear and revoke the advertising slots for TV dramas from 2012 and to rearrange their programming and advertisements. It also mandates that broadcasting and film administrative departments at all levels closely monitor the compliance of television stations. Institutions that continue to air advertisements will face serious penalties in accordance with relevant regulations.