Chinese TV Stations Lengthen Ad Breaks Between TV Drama Episodes

Xinhuanet, 1/04/12

China's TV stations have recently begun lengthening TV advertising breaks between TV drama episodes, holding sweepstakes, and using other methods to offset losses brought about by the State Administration of Radio, Film and Television (SARFT)'s recent ban on TV ad breaks during TV drama episodes.

TV stations have extended ad breaks between episodes from five minutes to 10 and even 20 minutes, and are dropping end credits in order to skip directly to advertising.

Other stations are trying alternative advertising models. Shanghai Media Group's Dragon TV has begun holding lottery drawings at the end of each episode, offering prizes provided by sponsors. Hunan Satellite TV has begun running ads at the end of programming stating "this program was brought to you by" its sponsors.

Editor's Note: For more information on this topic, please see "SARFT Confirms Ban on TV Drama Ad Breaks," MD 11/28/11 issue.

Keywords: Shanghai Media Group TV advertising television Hunan Satellite TV SARFT TV Drama Dragon TV regulation

Feedback

Sending

Disclaimer

The information contained in this newsletter is based upon sources that Marbridge Consulting believes to be reliable, and we have made every effort to translate the original articles or article excerpts as faithfully as possible. However, Marbridge Consulting makes no warranty of and assumes no legal responsibility for the accuracy of either the original source material or the English language translations.

Marbridge Daily