A much-hyped TV sex talk show has been pulled from the air before even its first broadcast, state media reported. "The Mask", a show giving individuals the chance to raise and debate issues relating to their sex lives, had been due to debut on January 1. Producers had promoted it as a vehicle for the healthy discussion of sexual problems helping break down some of the taboos and misconceptions that lead to the spread of sexually transmitted diseases. However the State Administration of Radio, Film and Television (SARFT), China's TV regulator, said the show's producers, Beijing Shixi Media Company, did not have a license to make broadcast programs. In a statement it called on broadcasting agencies across the country to take a tighter reign on TV talk shows, warning that shows "giving wrong guidance to public opinion and leading to bad social impact" will be forbidden.