2011165438+122 October, the relevant person in charge of the TV station said that the industry did hear the statement that the General Administration of China 20 12 asked TV stations to cancel TV advertisements, but it has not been clearly stipulated or detailed. The State Administration of Radio, Film and Television denied that it would issue a broadcast restriction order, saying that advertising had not been restricted.
SARFT: Advertising is allowed, and the duration of an episode is not limited for the time being.
After the rumors of "advertising restrictions" came out, many netizens worried that there would be an increase in product placement. According to relevant sources from the Program Department of the State Administration of Radio, Film and Television, the regulations have not yet been promulgated, and there are no documents restricting product placement at present. He said: "What should I do before the relevant regulations are issued?"
Although the "broadcast restriction order" has not yet been issued, there have been many suggestions on the Internet to "exploit the loopholes", such as shortening the original 50-minute series to 30-minute series, and inserting justified commercials in the middle. In this regard, the person said frankly: "Although the SARFT Order 6 1 mentioned that a TV series usually lasts for 45 minutes, it did not stipulate that a TV series could not be split, nor did it specify an episode. It is not ruled out that it will be limited to 30 minutes in the future. "
TV Station: It will definitely affect the quality of self-made dramas.
A staff member of the brand promotion department of Hunan TV Station said that it is not convenient to comment on this matter because he has not received any documents at present, but when asked what impact the "broadcast restriction order" will have on the TV station's self-made dramas, he lamented: "If the advertising revenue is affected, it will definitely affect the sophistication of the self-made dramas and the number of good dramas purchased."
According to the data disclosed by Huaxi Dushi Bao, TV plays bear 70% of the revenue burden of TV stations. From the bidding meeting held by Anhui TV Station on 20 12, the first socket of the first theater of Anhui TV Station won the bid of 33.36 million yuan. The first socket in the second phase won the bid of 38.89 million yuan, and the average premium rate has reached 200%. The newspaper quoted people in the industry as saying that this ban will cost TV stations all over the country no less than 20 billion.
However, the staff of Hunan Satellite TV said that it is difficult to count the proportion of advertisements. Regarding whether the TV series will be split, for example, two episodes will be cut into three episodes, he said that he would not comment on news with inaccurate sources.
Ms. Hu, a staff member of Shandong Satellite TV, also admitted that she did not receive the documents, but she thought that the "broadcast restriction order" would not have much impact on the income of the TV station. She said: "It will have an impact, but the TV station will make adjustments again. She is not very worried about the new regulations." Ms. Hu also revealed that TV dramas are mainly related to the positioning of channels, and some channels do not rely on TV dramas to drive advertisements.
Video website: increasing investment is not affected.
According to the core data of 201/kloc-0 in the third quarter released by iResearch, the online video market in China reached 194 billion yuan in the third quarter, up 30.9% from the previous month and 96.7% from the same period last year, and the growth rate remained at around 100% for three consecutive quarters.
According to industry sources, the prohibition of advertising spots will make the competition between TV stations and video websites more intense, and advertisements will flow to video websites with higher freedom. Wei Ming, senior vice president of Youku Operations, bluntly said: "Limited broadcasting is good for video websites. In 20 12, we will continue to increase investment and increase the advertising price of hot programs to increase revenue. "