Ads axed during popular TV shows
By Staff Reporters |
November 26, 2011, Saturday
|
Print Edition
Print Edition
COMMERCIAL breaks during television dramas are to be banned from next year, it was announced yesterday.
No adverts will be allowed during dramas on any television channel, Li Jingsheng, head of the TV drama department under China's State Administration of Radio, Film and Television, told China National Radio yesterday.
No reason was given for ban, though viewers have long complained that their favorite shows are interrupted too frequently by adverts.
This deals another heavy blow to China's television stations as TV soap operas and other dramas brings in more than 70 percent of advertising revenue.
TV stations across China stand to lose more than 20 billion yuan (US$3.19 billion), statistics from West China City Daily showed.
In October, the watchdog announced limits on numbers of entertainment programs such as game shows, talk shows and reality TV shows - programs that generate big ad revenues.
Some TV channels sought to be upbeat about yesterday's announcement.
"The order is a double-edged sword," Ren Jianwei, an official of Shanghai's Drama Channel, told Shanghai Daily. "It will certainly affect our ad revenue, but it will also attract more people to watch TV."
The channel may lengthen advertising slots before and after each episode, Ren added.
Many viewers have welcomed the ban.
"I may turn back to TV if the order is properly implemented," said Kevin Fan, an IT worker in his 30s.
Fan said he never watches dramas on TV as he cannot stand the ads, instead choosing to view shows online or on DVD.
Experts are calling for legislation to ensure the ban is strictly implemented.
"The ban should be extended to other programs, not just dramas," said Gu Xiaoming, a professor at Fudan University and TV expert.
Web users expressed concerns that television stations may split 50-minute episodes into smaller segments to run more commercials.
Under current regulations, total advertising time cannot exceed 12 minutes in one program and each commercial break should be within 90 seconds. However, the regulations do not limit the frequency of breaks.
No adverts will be allowed during dramas on any television channel, Li Jingsheng, head of the TV drama department under China's State Administration of Radio, Film and Television, told China National Radio yesterday.
No reason was given for ban, though viewers have long complained that their favorite shows are interrupted too frequently by adverts.
This deals another heavy blow to China's television stations as TV soap operas and other dramas brings in more than 70 percent of advertising revenue.
TV stations across China stand to lose more than 20 billion yuan (US$3.19 billion), statistics from West China City Daily showed.
In October, the watchdog announced limits on numbers of entertainment programs such as game shows, talk shows and reality TV shows - programs that generate big ad revenues.
Some TV channels sought to be upbeat about yesterday's announcement.
"The order is a double-edged sword," Ren Jianwei, an official of Shanghai's Drama Channel, told Shanghai Daily. "It will certainly affect our ad revenue, but it will also attract more people to watch TV."
The channel may lengthen advertising slots before and after each episode, Ren added.
Many viewers have welcomed the ban.
"I may turn back to TV if the order is properly implemented," said Kevin Fan, an IT worker in his 30s.
Fan said he never watches dramas on TV as he cannot stand the ads, instead choosing to view shows online or on DVD.
Experts are calling for legislation to ensure the ban is strictly implemented.
"The ban should be extended to other programs, not just dramas," said Gu Xiaoming, a professor at Fudan University and TV expert.
Web users expressed concerns that television stations may split 50-minute episodes into smaller segments to run more commercials.
Under current regulations, total advertising time cannot exceed 12 minutes in one program and each commercial break should be within 90 seconds. However, the regulations do not limit the frequency of breaks.
- About Us
- |
- Terms of Use
- |
-
RSS - |
- Privacy Policy
- |
- Contact Us
- |
- Shanghai Call Center: 962288
- |
- Tip-off hotline: 52920043
- 沪ICP证：沪ICP备05050403号-1
- |
- 互联网新闻信息服务许可证：31120180004
- |
- 网络视听许可证：0909346
- |
- 广播电视节目制作许可证：沪字第354号
- |
- 增值电信业务经营许可证：沪B2-20120012
Copyright © 1999- Shanghai Daily. All rights reserved.Preferably viewed with Internet Explorer 8 or newer browsers.
