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  3. China’s top broadcasting watchdog, State Administration of Radio, Film and Television (SARFT), has announced a ban on commercial

China’s top broadcasting watchdog, State Administration of Radio, Film and Television (SARFT), has announced a ban on commercial

admin2013-10-02  31
问题     China’s top broadcasting watchdog, State Administration of Radio, Film and Television (SARFT), has announced a ban on commercial advertisements inserted in TV dramas, requiring all TV broadcasters to re-arrange their programs and delete commercials that are scheduled to air in the middle of soap operas and other dramas. People take this regulation with mixed feelings. What is your opinion? Is SARFT’s regulation a wise movel Write an essay of about 400 words. You should supply an appropriate title for your essay.
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答案 TV Commercials Will Never Walk Away Are you fed up with those endless low-grade commercial ads popping up right at the key turn of a TV drama? "No worries", some says. State Aclministration of Radio, Film and Television (SARFT) is here to turn the table with a ban on inserted ads. In my opinion, however, this ban is not a wise act. Firstly, advertising revenue is one of the important sources to keep a TV station in operation. Limiting the amount and time slots of commercial ads is no doubt cutting down their financial resources. It is estimated that cutback on TV commercials may cause a loss of more than 20 billion yuan. With the advertising revenue dwindling, it is not surprising that we may have to pay for a TV program in the near future. Secondly, as a Chinese saying goes, where there is a policy, there is a countermeasure. In order to stay in the competition, TV broadcasters will figure out their own ways to get around the ban, either by lengthening ads before and after an episode, or by tagging sponsors’ logos on the comers and inserting rolling titles at the bottom of the screen during the show. Product placement, i.e. brand goods to be displayed in the program, could be the new trend in the TV industry. So far product placement is not yet subject to any legal restrictions in China. Therefore, TV viewers would fall into victims of rampant product placements in the episodes. Finally, cutting down the excessive commercials is only treating the symptoms. Ever since 2003, SARFT has ordered a number of bans concerning commercial ads, none of which has proven effective for the ad complaint so far. Is there an ultimate prescription that not only alleviates the symptoms, but serves a permanent cure as well? A quantified solution such as "no more than 12 minutes of commercial ads per hour" is obviously not the answer. In my opinion, SARFT might as well restructure its regulation measures. For example, instead of pushing forward a restriction-oriented policy, SARFT should turn to an incentive-driven measure, where TV stations with the fewest commercial complaints will be financially rewarded. To guide, but not to restrict, might be a better option. In a nutshell, this ban is only beating around the bush and it won’t be long before a new one is in need. What the whole TV industry needs is a reform that gets to the core.
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