About 80 per cent of China's 558 television channels break impending new rules that limit commercials to 15 per cent of airtime during prime-time hours (7pm-9pm), reported South China Morning Post. The new State Administration of Radio, Film and Televidigital sion regulations, which come into force on January 1, also limit adverts to 20 per cent of an entire day's broadcast.
Observers pointed out that China was still being more permissive of advertising than other countries in Asia, with 12 minutes of commercials per hour allowed under the rules compared with the six to 11 minutes allowed elsewhere in the region. The move will hit the revenues of television stations, however, with some of them already threatening to increase their advertising rates. Last year television advertising sales in China reached Yn25.3bn, representing 28 per cent of total advertising revenue.