This is a news report from Dragon TV, a major Chinese television network. It’s been embedded onto Youku, China’s leading online portal.
This might be future for Chinese television, as SARFT (广电总局 State Administration of Radio Film and Television) announced on Monday that beginning in January, 2012, ads will be banned from the middle of TV dramas.
But they didn’t ban soap operas being embedded into adverts
About a year ago, from 6pm to 10pm I watched the classic adaptation of Three Kingdoms (三国演义) and The Water Margin (水浒传). As I was watching the best parts, ads came out of nowhere, discussing its products at length, repeating itself, it felt like I had bitten on a burnt peanut in a plate of fresh ones. I waited patiently, or I stopped viewing, just in case I couldn’t wait for the end. In two years I’ve been busy and had no time to watch classic shows. Lately CCTV had a Spring Festival gift to us views: Journey to the West (西游记), so once again I stopped everything I was doing and sat in front of TV, but when it should have been an ad, there were none… until the whole thing was over and I had enjoyed a full episode, and said to my wife, “Look, there are no ads in Journey to the West.”
TV stations get their revenue from ads, banning ads from prime time TV is like taking away its lifeline? The State can’t just do whatever it wants!