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