Rumor: SARFT Abandons TV Audience Ratings

Sina, 9/05/12

According to several verified Sina (Nasdaq: SINA) Weibo microblog users, China's State Administration of Radio, Film and Television (SARFT) will soon release a revised edition of Document No.77 according to which TV programming will no longer be solely evaluated based on audience ratings. SARFT will add four new indexes to its evaluation procedure that will reflect "guidance, influence, dissemination, and expertise."

According to Weibo user "TV Programming Innovation Engine," SARFT will implement three new rules prohibiting ranking TV shows solely based on audience ratings, cancelling programs solely for poor ratings performance, or evaluating TV stations or programming solely based on rankings in audience ratings.

Keywords: programming ratings television SARFT regulation

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