CRI听力:China to Ban Commercials Inserted in TV Dramas

Audiences often complain about TV dramas that are suddenly disrupted by commercials. Sometimes commercials can interrupt a 45-minute drama several times.

"I really hope we can open an exclusive channel for commercials. I get tired of these ads. I don't want to be disturbed while watching dramas."

"I can accept commercials inserted into dramas. They can appear on TV screens while the dramas are playing, but they cannot be junk ads or promotions of fake or shoddy products."

The regulation issued by China's State Administration of Radio, Film and Television bans all TV broadcasters from disrupting TV dramas by inserting advertisements.

What's more, the broadcasting watchdog has ordered TV channels to rearrange their program schedules for next year and cut commercials as requested.

Yu Guoming, Deputy Director of the Journalism Department at Renmin University of China, says the purpose of the ban is to urge broadcasters to show respect for viewers.

"The elimination of commercials can ensure the integrity and coherence of the TV plots and conform to public interest. It can also spur TV channels to put people first and improve their public service. In fact, the suddenly inserted commercials may not achieve positive promotional effects because they frustrate attentive viewers."

Generally speaking, more than half the profits that TV channels gain come from commercials. Now with more people searching for information or entertaining themselves through online media, TV broadcasters must increase the duration of ads to compensate for the lost profit. Some have even decided to run commercials before TV dramas or make them appear onscreen while the dramas are being aired.

Yu Guoming believes TV broadcasters must try other means to make a profit instead of relying on advertisements.

"TV channels need to develop other lucrative products from TV dramas for new profit; for instance, relevant books, DVDs, toys or even T-shirts printed with the drama's logo."

Furthermore, commercials can be played in TV drama trailers instead of inserted into the drama itself. Tianjin TV Corporation is one station that is doing this. Hu Chunling is Director of the station's Advertisement Department.

"We tried some new ways of marketing. Some of our clients showed an interest in advertising in our TV drama trailers. Others choose to advertise during other time periods. Meanwhile, we are cooperating with paper and online media to promote our newly produced dramas. We also set up a BBS forum to exchange ideas with our viewers. We can gain profit through these means."

China's broadcasting watchdog warns that TV stations that violate the ban will incur harsh punishments. It has invited viewers to monitor how well the stations follow the regulation. The new regulation will take effect on January 1st.

For CRI, this is Wei Tong.