Notice Concerning the Implementation of the “Supplementary Provisions to the ‘Radio and Television Advertising Broadcast Management Rules'”

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On 25 November, SARFT issued the “Notice Concerning the Implementation of the “Supplementary Provisions to the ‘Radio and Television Advertising Broadcast Management Rules'”” to all provincial, autonomous region and municipal radio, film and television bureaus, the Xinjiang Production-Construction Corps Radio and Television Bureau, the three central stations, the Film Channel Programme Centre and China Education Television, the Notice says that the “Supplementary Provisions to the ‘Radio and Television Advertising Broadcast Management Rules'” (SARFT Decree No. 66) will be officially implemented from 1 January 2012. In order to guarantee that the new provisions are realistically implemented, the relevant matters are notified as follows:

 

I, It is necessary to unify ideological understanding. The 6th Plenum of the 17th Party Congress stressed the necessity to forcefully develop public interest-type cultural undertakings, and perfecting of a public culture service system covering town and country, with rational structure, complete functions and high-efficiency functioning. Radio and Film acts as a mouthpiece for Party and people, an important cultural battlefield for propagating ideology, has an important responsibility in constructing public cultural systems, and must give full rein to its superiority and realistically implement its duties well. All levels’ administrative radio, film and television entities and broadcast organs must make ideological unification up to the spirit of the 6th Plenum of the 17th Party Congress, make cancelling advertising inserted in the middle of television drama into an important move for the radio and television system establishing a public culture service system, raising public cultural service levels, guaranteeing the people’s basic rights and interests, reflecting the service purpose of taking the people at the core, adopt realistic steps, realistically grasp tightly and well, letting the popular masses be satisfied.

 

II, It is necessary to determinedly implement this. All levels’ television stations must solidly, carefully and purposefully do well their work; vigorously adjusting advertising attraction and arrangement in the year 2012, settling and cancelling all advertising blocks inserted in television dramas in 2012, reorganizing programme and advertising block arrangements, appropriately dealing with corresponding matters such as advertising contracts, etc., guaranteeing that from 1 January 2012, when broadcasting television dramas, in every episode (to be calculated as 45 minutes), it is prohibited to insert advertising in any way. At the same time, the implementation of the provision in Article 2 of the “SARFT Notice Concerning Further Strengthening Radio and Television Advertising Broadcast Management” (SDC No. (2011)79) that “standardizes advertising activities inserted in films and television dramas” is ended.

 

III, It is necessary to identify focus supervision content. SARFT has decided to classify January 2012 as the “Special Supervision of the Prohibition of Advertising Inserted into Television Dramas Month”. In this period, all levels’ administrative radio, film and television entities must expand supervision strength, implement comprehensive supervision and management over the advertising insertion in television dramas situation of all levels’ television stations in their jurisdiction, where problems are discovered, they must be strictly dealt with immediately. All provincial-level administrative radio, film and television entity must within 10 working days after the completion of special supervision and management, report the special supervision and management situation to the SARFT Media Department for filing.

 

IV, It is necessary to expand investigation strength against activities violating regulations. All levels’ administrative radio, film and television entities must strictly manage according to the law, and must impose punishments such as ordering rectification, warning, an admonishing conversation, temporary cessation of commercial advertising broadcast, etc, against broadcasting organs still inserting advertising into television dramas according to the provisions of SARFT Decree no. 61, etc., and report it for filing to the administrative radio, film and television entity of one level higher within five working days.

 

All provincial-level administrative radio, film and television entities are requested to, after receiving this “Notice”, immediately transfer it to relevant work units, and earnestly implement it.

 

广电总局关于贯彻执行《〈广播电视广告播出管理办法〉的补充规定》的通知

  11月25日,广电总局向各省、自治区、直辖市广播影视局,新疆生产建设兵团广播电视局,中央三台,电影频道节目中心,中国教育电视台发出《关于贯彻执行〈《广播电视广告播出管理办法》的补充规定>的通知》,通知说,《〈广播电视广告播出管理办法〉的补充规定》(广电总局令第66号)将于2012年1月1日起正式实施。为确保新规定得到切实贯彻执行,现将有关事宜通知如下:
一、要统一思想认识。党的十七届六中全会强调要大力发展公益性文化事业,完善覆盖城乡、结构合理、功能健全、实用高效的公共文化服务体系。广播电视作为党和人民的喉舌、重要的宣传思想文化阵地,在公共文化服务体系建设中担负着重要责任,必须充分发挥优势,切实履行好自己的职责。各级广播影视行政部门和播出机构必须把思想统一到党的十七届六中全会精神上来,把取消电视剧中间插播广告作为广播影视系统构建公共文化服务体系、提高公共文化服务水平、保障人民基本文化权益、体现以人为本的服务宗旨的重要举措,采取有效措施,切实抓紧抓好,让人民群众满意。
二、要坚决贯彻落实。各级电视台要扎实细致有针对性地做好工作:积极调整2012年广告招商安排,清理并撤销2012年电视剧的插播广告时段,重新组织好节目和广告时段编排,妥善处理好广告合同等相关事宜,确保自2012年1月1日起,播出电视剧时,每集(以四十五分钟计)中间不得再以任何形式插播广告。同时,《广电总局关于进一步加强广播电视广告播出管理的通知》(广发〔2011〕79号)中第二条“规范影视剧中间插播广告行为”的规定终止执行。
三、要确定重点监管内容。总局决定将2012年1月份列为“禁止电视剧插播广告专项监管月”。期间,各级广播影视行政部门必须加大监管力度,对辖区内各级电视台电视剧插播广告情况实施全面专项监管,发现问题,立即严肃查处。各省级广播影视行政部门需在专项监管结束后10个工作日内,将专项监管情况上报总局传媒司备案。
四、要加大对违规行为的查处力度。各级广播影视行政部门要严格依法管理,对播出电视剧时仍插播广告的播出机构,要依据总局61号令等规定,给予责令整改、警告、诫勉谈话、暂停商业广告播出等处理。作出相关处理决定的,应当按照总局61号令要求,于5个工作日内报上一级广播影视行政部门备案。
请各省级广播影视行政部门接本《通知》后,立即转发有关单位,认真贯彻执行。

One thought on “Notice Concerning the Implementation of the “Supplementary Provisions to the ‘Radio and Television Advertising Broadcast Management Rules'”

    […] Now, how does SARFT make policy according to The 12th Five-Year Plan? First, Chapter 43, “Promoting Cultural Innovation” of the 12thFive Year Plan mentions “promotion of mainstream values”, which is the policy basis for the SARFT “decree limiting entertainment”, because the Western-style entertainment shows they target do not belong to mainstream values as defined in the Plan. Second, Chapter 43 mentions that cultural content should be “based on the practice of contemporary China, reflect the People’s dominant position and real life, and improve the quality of cultural products”. This is the policy basis for limiting the proportion of historical themes in television drama and limiting imported television dramas. Third, Chapter 44 mentions media must “always put social interest first”, which is the policy basis for limiting advertising. […]

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