The State Administration of Radio, Film and Television has issued another document to regulate TV drama advertisements not to hype "uncut versions"

the General Office of the State Administration of Press, publication, Radio, Film and Television recently issued the notice on further standardizing the broadcasting management of TV series-related advertisements (hereinafter referred to as the "notice"). The non-standard behavior of TV dramas and related advertisements is once again managed and standardized, especially there are new regulations that advertisements are not allowed to be inserted at the beginning and end of the play.

"notice" points out that the pre-broadcast censorship and rebroadcast shall be reviewed; the license issuing authority, license number and TV series production license number shall be clearly marked, and the display shall not be less than 3 seconds; hype shall not be carried out with "full version", "non-deleted version", "deleted segment", etc. No advertisement or related column shall be inserted in the middle of a TV series, nor shall there be any notice of any program or column, nor may the length of the episode be changed without authorization, and no advertisement shall be inserted in any form at the beginning and end of the film. as early as the end of November 2011, the State Administration of Press, publication, Radio, Film and Television issued a document requiring that advertisements should no longer be broadcast in any form in each episode of TV series from January 1, 2012. "the reposting of this article means that there are new problems in the TV station. TV series management stipulates that the TV series of major satellite TV stations should be broadcast completely, and the content can not be added or decreased privately, but many satellite TV stations play on the edge. Under the pattern of one play and two stars, satellite TV emphasizes the differences in the future, proposing 'simplified version', 'undeleted version' and 'full version' as promotional selling points, as well as shortening the title of the film, increasing content broadcasting, and speeding up the broadcasting process to compete. " Weibo certified "TV program innovation engine" TV commentator told reporters. at the annual meeting of the national TV series industry held on February 27th this year, SARFT specifically named and criticized the improper publicity of some TV dramas. "Beishangguang does not believe in tears", which was broadcast on Beijing Satellite TV at the end of last year, is a case in point. Large-scale pictures of the show have been circulated on the Internet, giving viewers the illusion that there is something wrong with their orientation. Beijing Satellite TV has responded that the inappropriate content circulating on the Internet actually comes from the first version of the play, which was released during the production stage. By the time the production was completed and handed over to Beijing Satellite TV, these large-scale images no longer exist.

it is reported that TV dramas need to be broadcast through two rounds of permission.After the completion of the film, it must first be examined by the radio and television organization where the producer is located before it can be broadcast on the terrestrial channel; before preparing to broadcast it to the satellite TV platform, it must be examined by the State Administration of Radio, Film and Television, as well as by the television station itself. Yu Fei, deputy secretary-general of the Chinese TV series writers' committee, said that as long as it is examined by the State Administration of Radio, Film and Television, the content of TV dramas broadcast on any platform should be consistent. "the so-called large scale is just a publicity stunt."

this "notice" of the State Administration of Radio, Film and Television also once again requires that advertisements and programs are not allowed in the play. In fact, as early as 2011, the State Administration of Radio, Film and Television issued a regulation requiring that advertisements should not be inserted in the middle of each episode of TV series. At this year's annual meeting of the national TV series industry, all TV stations unanimously expressed their hope to resume advertising in TV dramas, but this demand was not supported by the State Administration of Radio, Film and Television.

in addition, the notice also requires that advertisements are not allowed to be broadcast at the end of the film. Yu Fei said that this is particularly important. "before, many TV stations have randomly inserted advertisements at the end of the film, which has formed a bad habit in the industry. this is a great disrespect for the performers, and now it is time to give them back the dignity that belongs to them."

in the view of Chen Liqiang, a professor at the School of Journalism and Communication of Tianjin normal University, satellite TV interruption advertising is universal, and the purpose of not interrupting advertising is to ensure the interests of viewers, but for satellite TV, which takes advertising as the main profit model, it has also become a major test in terms of advertising revenue. And after the advertisement is not allowed to be inserted, new loopholes will appear, including the placement of advertising. [notify the original text]

Edit: vian