The measures, which apply to all broadcasters across the country, and take effect at the beginning of 2004, include the quantity, type and content of commercials being aired.
The most draconian guideline calls for a ban on TVCs within programmes, although commercials will continue to be allowed between shows. In addition during prime-time between 7pm and 9pm, the total amount of advertising cannot exceed 15 per cent of the daily total and account for less that 20 per cent of programming time.
ZenithOptimedia Shanghai vice-president of strategic resources, Zoe Tan, believed the move aimed to reduce the amount of advertising clutter during prime-time. "The authorities are trying to protect the interest of consumers," she said. Although Tan said Sarft was serious in enforcing the rules, other sources said many stations were thinking of ignoring the restrictions.
"The small stations rely heavily on ad income; they will ignore the guidelines or raise prices." The guidelines follow an unprecedented drop of more than 20 per cent in Beijing TV viewing over summer (Media, Oct 3).