In an effort to improve cultural services for the public, a ban on commercial breaks during the broadcast of TV dramas will go into effect Jan. 1, the State Administration of Radio, Film and Television announced on Monday. Commercials will still be permitted before and after shows, in designated time slots.

The supplementary provision to current television regulations was issued "in accordance with the people's interests and demands," the governing body said. In the long-run, officials say the move will encourage TV stations to improve service quality.

To ensure the new regulations are enforced, the administration issued a supplementary circular to TV stations, reminding executives to "clear" and "cancel" scheduled commercials and re-arrange their program schedules.

Television executives have thus far expressed support for the policy. Zhang Huali, vice head of Hunan Broadcasting and TV Station said he would support to regulate advertising behavior, whether "as an industry person or as a member of the television audience."

However, it's unrealistic to say that the restrictions won't cost TV stations anything. Bidding for advertising spots during the 2012 broadcasts of CCTV's "Golden Theater" has already reached 1.6 billion yuan (US251.31 million), while Hunan Satellite TV's "Golden Eagle Theater" advertising spots are worth an estimated 1.4 billion yuan (US219.89 million), according to reports. A large proportion of advertising revenues occur from spots inserted into the program's run time. TV stations are still discussing what changes they can make to minimize losses caused by the ban.

Industry insiders also say that the regulations will have an enormous impact on television advertising patterns. They predict that once the ban is implemented, the value of remaining advertising space will be greatly enhanced, particularly for spots immediately before and after a show. Secondly, as advertising blocks between shows grow larger, their impact on the public will be changed. Finally, with less space available for commercials, product placement may become more important as an advertising tool.

The administration warned that stations would be penalized for any violations of the ban, and invited audiences to monitor how well the TV stations follow the new regulations.

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