A proposal submitted to the State Administration of Radio Film and Television of China (SARFT) by the Chinese Television Drama Production Industry Association (CTPIA) suggesting that advertisements be displayed in TV plays has sparked a public outcry.
Official ban on advertisement insertion in 2011
As early as 2011, the SARFT banned advertising in the middle of TV series on all mainland TV stations. The move received wide support among audiences, who suffered from frequent yet low-quality ads when watching TV dramas.
The ban came at a time when TV advertising and the industry were on the rise. In order to make greater profits, TV stations increased the frequency and duration for ads, causing growing complaints among the public.
According to statistics provided to Modern Express, more than 90 percent of more than 4,000 netizens voted for the ban in 2011, although the move contradicted international norms.
TV station: A pain for survival
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 increasing risks to 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 in the past three years, in sharp contrast to the booming advertising market for new media.
Meanwhile, profits made by TV plays - through advertising - is still a big chunk of overall income for TV stations. For many, this profit counts more than 50 percent of annual revenue.
By either lengthening the advertisement span between TV episodes, or reducing the copyright purchase cost of series, TV stations, especially smaller ones, are trying to make ends meet.
Support from the Industry
In fact, it is not just TV stations that have been affected. Certain conditions are often imposed on purchase contacts, putting extra financial pressure on the production teams. Hence the call for the return of advertising grows louder.
" TV plays should make profits for the stations. In that way, inserted advertisements are necessary," said Hu Xiaosu, editor of Tianjin TV station, "but it should not be too much."
Her comment echoes many professionals in the industry. Li Xingwen, a celebrated TV drama researcher and critic, pointed out that inserted ads are future trends and TV stations cannot live long with the ban. The key is not to insert too much.
"The ban will intensify the competition between TV stations and video websites. Advertising share may flow into the latter that enjoys more flexibility," Li said. He stressed lifting the ban would ease the financial tense for TV stations, especially for 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 smooth running for the industry as a whole." Li said.
Critics from the public
However, the proposal received more booing than thumb-ups from the public. Most netizens say no to the possible change. Their attitude reflected the bad impression that overdosed inserted ads gave them 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 wouldn't return to the past if we lift the ban?" said a netizen with Weibo account named "Wo jiao Elaine o"(@我叫Elaine哦)
"It was just pieces of TV plays inserted into ads, (instead of the other way around)", said another weibo user "Deng Jian Sword" (@鄧劍Sword).
Meanwhile, a number of people said they don't watch TV any more, so inserted ads would only make them stay further away.
"Domestic TV series are badly produced and no one watches at all. Inserted ads? Ah, who would watch them?" said weibo user "zhuan Shen Zhi Hou- Li Kai Zhi Qian"(@轉身之后-離開之前).
