Media: Comment - Yet more change in China's TV market - but at what cost?

China is now the seventh largest advertising market in the world. The television medium, which takes a dominant 43 per cent share of total adspend, has, over the years, largely ignored the regulations on available prime-time commercial minutage. But at the end of 2003, the State Administration of Radio, Film & Television (Sarft) imposed a ceiling of 15 per cent of total airtime for commercials between 7pm to 9pm - that's just nine minutes per hour in prime-time.