Feelings mixed over return of ad placement on TV

Chinese Television Drama Production Industry Association (CTPIA) asks for the return of inserted ads in TV plays. [Photo/IC]

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.