China to ban all adverts during TV dramas
In a move likely to be eyed jealously by UK fans of ITVs Downton Abbey the Chinese government has announced a new directive to all commercial broadcasters operating in the country, banning them from screening adverts during TV dramas.
The move is aimed at retaining the attention of fidgety Chinese viewers, who are increasingly plumping for alternative forms of media such as the internet for entertainment.
Television is the most tightly regulated media in China with the government already clamping down on the volume of reality shows to improve quality.
In a statement the administration of radio, film and television said the move would: “improve the level of public cultural services, protect people's basic cultural rights … and leave the people satisfied".