Broadcasters promise a more frugal New Year gala

Broadcasters of the world's most watched television spectacle, the Spring Festival gala, are promising to reduce spending and adhere to the country's call for a more frugal style and to eliminate waste.

The State Administration of Radio, Film and Television (SARTT) issued a notice on January 31 requiring all TV stations to reduce spending on stars, theatrical design and costumes. The major broadcasters immediately promised to tone down their shows and stick to frugality.

SARFT said TV stations should focus on the common people, and promote simplicity in various art forms.

CCTV's website says its New Year's gala last year was watched by more than 770 million people.

Liu Yuan, chief media officer from Jiangsu TV, told the Global Times Sunday that Jiangsu TV would not chase the most expensive stars this year. "We launched a ballot on our website and invited audiences to choose the stars they want to see. We believe the preference of audience is more important than a star-studded lineup," said Liu.

Chen Yan, general theatrical designer of the 2013 CCTV Spring Festival Gala said he would use last year's props.

Chen Shaofeng, deputy dean of the Institute for Cultural Industries at Peking University, told the Global Times broadcasters' profits should be cut before the shows' budgets are slashed.

"Frugality is good, but audiences are expecting to see quality programs," said Chen.

According to the Beijing Morning Post, CCTV earned 650 million yuan ($104 million) from the 2010's Spring Festival Gala. Last year CCTV broadcast its gala commercial-free and will do so this year.