New rules set off television scramble
Restrictions on televised entertainment issued by the broadcasting regulator on Tuesday have forced some provincial cable television networks to reorganise their programming schedules, with industry professionals and analysts expressing fears about falling ratings and declining advertising income.
Starting next year, the State Administration of Radio, Film and Television (Sarft) will limit the number, frequency and duration of entertainment programming, including talent, dating and game shows, as well as evening performance galas, talk shows and reality shows.
Sarft has also ordered networks to launch compulsory 'moral education' programmes, improve the quality of news programming, and introduce more shows featuring news, economics, culture and science, along with programmes for children. Some provincial cable television stations have reacted to the rules by launching 'moral shows' and moving popular entertainment shows out of prime time.
Xinhua reported that many cable channels had launched 'morality enhancing' programmes since September 1.
Li Hao , a spokesman for Hunan TV, said it planned to keep two popular variety shows in prime time - Happy Camp and Day Day Up - and launch more shows promoting heroism and patriotism, as well as shows about education, public security, laws and health.
Fan Yu , a director of Shandong TV's branding department, said it was launching Singing Legend, a cultural gala show, yesterday - with Leon Lai starring in the first programme. It had also overhauled two shows to promote 'harmony and filial piety'.
Analysts and television professionals worried about ratings and advertising revenue.
Professor Zhou Xing, of Beijing Normal University's college of art and communication, said: 'The networks with entertainment shows as their selling point, including Hunan, Jiangsu and Zhejiang, will be affected considerably.'
But some put on a brave face. Li said drops in ratings and advertising revenue were not the main issue.
'I believe that if we adjust and try to create more actively, we will reach a new level and receive new gains,' he said.
A Sarft spokesman told Xinhua that cable television networks would be forbidden from rating their shows and no shows would be allowed to be cancelled based on ratings. The regulations also authorise newly established Sarft provincial bureaus to enforce the rules through task forces.
State media have joined media experts and internet users in condemning Sarft's measures. A commentary carried by the People's Daily-owned Global Times on Thursday said limiting entertainment shows should not simply mean a reduction in number but also an improvement in standards.
'Historical experience shows that cultural vitality comes from relaxed regulations, not from 'management',' it said.
Such rigid regulations, Zhou said, guaranteed 'no room for creativity'.
The new rules are part of an ongoing crackdown amid a Communist Party Central Committee meeting this month at which leaders discussed boosting the nation's 'soft power' and 'cultural security', asserting the party's role as the arbiter of social morality before an expected leadership transition next autumn.
No more than nine entertainment shows will be allowed to air on the mainland's 34 cable channels from 7.30pm to 10pm each day. Currently, 126 entertainment shows are aired, a Sarft spokesman told Xinhuanet.com. Each network will be limited to two such shows a week, occupying no more than 90 minutes between 7.30pm and 10pm on any given night.
