China TV stations lengthen spot breaks


In response to losses brought about by the State Administration of Radio, Film and Television (SARFT)’s recent ban on TV ad breaks during TV drama episodes, China’s TV stations have recently begun lengthening TV advertising breaks between TV drama episodes, holding sweepstakes, etc.

They’ve extended ad breaks between episodes from five minutes to 10 and even 20 minutes, and are dropping end credits in order to skip directly to advertising. Other stations are trying alternative ad models. Shanghai Media Group’s Dragon TV has begun holding lottery drawings at the end of each episode, offering prizes provided by sponsors. Hunan Satellite TV has begun running ads at the end of programming stating “this program was brought to you by” its sponsors, reports Xinhuanet.