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Viewers complain ads last almost as long as programs

By Li Yao (China Daily)

13:56, January 03, 2012

TV networks are trying to adapt to a new advertising ban that came into effect on Sunday.

The new rule, which demands TV stations stop screening ads in the middle of drama episodes running for 45 minutes or more, was announced by the State Administration of Radio, Film and Television, China's top broadcasting watchdog, on Nov 28. Audiences complained that too many ads made it seem that the TV shows were interrupting the ads.

"It came as a shock when I realized the ads were gone," said Wu Ting, a junior student studying public management at the University of International Business and Economics in Beijing.

But while viewers can now enjoy their favorite shows without any ads, some viewers have started complaining that the ad breaks between shows are too long as many TV stations now run the ads in a block between programs.

"I had enough time to use a facial mask during the ads between two shows," said Yang Chunli, 27, an interpreter in Shanghai.

"The time for ads before and after a program is as long as the show itself," Liu Chun, vice-president of, one of China's largest Internet portals, wrote on his Sina micro blog on Sunday evening, saying he watched 20 minutes of ads before a drama episode on Zhejiang TV.

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