Rules to limit length and content of TV, radio commercial breaks

The broadcasting watchdog is imposing restrictions on mainland television networks on the length and content of commercial breaks.

From next year, TV stations will be limited to 10 minutes of commercial breaks per hour. They face a fine of up to 20,000 yuan (HK$22,700) for any violations, according to a revised set of rules released by the State Administration of Radio, Film and Television (Sarft) on Thursday.

Chen Gongde , director of Sarft's Institute of Industry and Economy, said TV networks and radio stations had a need to attract advertising, 'but fundamentally they're public broadcasters and they must draw the line somewhere'.

The rules stipulate that only a single minute-long commercial break is allowed per drama episode aired between 7pm and 9pm. Two 90-second adverts are allowed per episode at other times. Episodes of TV dramas are usually 45 minutes long.

Overall, commercial breaks must not exceed 18 minutes during this prime-time period, while for radio stations the same limit applies from 11am to 1pm.

Restrictions on the amount of advertising per hour of programming are common across the world, but such rules are a first on the mainland. In Hong Kong, broadcasters are allowed 12 minutes of breaks per hour of programming, 10 minutes of which can be commercials.