????WHEN it comes to China’s TV culture, one move contradicted international norms but was applauded by audiences: the ban on commercial breaks during TV shows. However, the ban has recently been challenged by China’s TV production industry. ????A proposal submitted to the State Administration of Radio Film and Television of China (SARFT) by the Chinese Television Drama Production Industry Association (CTPIA) says that mid-show commercials should be allowed, but it has met with public outcry, according to China Daily. ????A survival plan ????for TV stations ????The ban on advertisements during a TV show on all mainland TV stations was handed down by SARFT in 2011. The move received wide support from TV watchers, who suffered from frequent yet low-quality ads when watching their favorite TV shows. ????The ban came at a time when TV advertising and the TV industry were on the rise. In order to make more profits, TV stations increased the frequency and duration of ads, causing growing complaints from TV viewers. ????According to statistics provided to Modern Express, more than 90 percent of more than 4,000 netizens voted for the ban in 2011 even though the move contradicted international norms. ????Four years later, the TV industry in China is experiencing an unprecedented challenge. The fast development of new media and the change in people’s viewing habits are endangering the survival of traditional TV. ????According to statistics provided by market information and insight provider CTR, overall TV advertising dropped 3.7 percent during the first four months of this year and the number of brands investing in TV ads has been declining during the past three years, in sharp contrast to the booming advertising market for new media. ????Meanwhile, profits made by TV shows — through advertising — is still a big chunk of overall income for TV stations. For many, this profit accounts for more than 50 percent of annual revenue. ????TV stations, especially smaller ones, have been trying to make ends meet by either increasing the number of advertisements between TV shows or by reducing the copyright purchase cost of a series. ????Support from TV industry ????TV stations are not the only ones who were affected by the advertisement ban. Certain conditions are often imposed on purchase contracts, putting extra financial pressure on production teams. Hence, the call for the return of advertising has grown louder. ????“TV shows should make a profit for a TV station. To meet that end, mid-show advertisements are necessary,” said Hu Xiaosu, editor of Tianjin TV station, “but there could still be limits.” ????Her comment echoes many professionals in the industry. Li Xingwen, a celebrated television researcher and critic, pointed out that mid-show advertising is a future trend and TV stations cannot survive with the ban in place. The key is not to allow too many advertisements. ????“The ban will intensify the competition between TV stations and video websites. Advertising shares may flow into the latter, which enjoys more flexibility,” Li said. He stressed that lifting the ban would ease the financial tension for TV stations, especially lower-level satellite televisions or local channels that often struggle to buy content. ????“It would help TV stations improve their operation status and maintain the industry as a whole,” Li said. ????Criticism from public ????However, the proposal received more boos than thumbs-ups from the public. Most netizens say no to the possible change. Their attitudes reflect the negative attitudes viewers had toward over-bloated commercial breaks that TV shows had before the ban. ????“What’s the duration for inserted ads in the West and how about in our country? It was because they inserted way too much that they got banned. Who can ensure that the situation won’t return to the past if we lift the ban?” said a netizen with Weibo account named “Wo jiao Elaine o.” ????“It was just pieces of TV shows inserted into ads, (instead of the other way around),” said another Weibo user “Deng Jian Sword.” ????Meanwhile, a number of people said they don’t watch TV anymore, so inserted ads would only make them stay further away. ????“Domestic TV series are badly produced and no one watches them anyway. Inserted ads? Ah, who would watch them?” said Weibo user “Zhuan Shen Zhi Hou-Li Kai Zhi Qian.” ????(SD-Agencies) | 