【新唐人2011年11月30日訊】繼發佈“限娛令”後，中共廣電總局再祭出“限廣令”。自2012年元旦起，全面禁止電視臺在播放電視劇時插播廣告。許多專家懷疑它的合理性和效果。
中共廣電總局對媒體實施的最新限制，要求全國所有電視臺從2012年開始，全天播出的電視劇時段，一律禁止插播廣告。
中國藝術研究院學者吳祚來：“他們這樣一個行為，是不合國際慣例是吧，插播廣告適度就可以，如果太氾濫了，大家也是受不了，所以這個他不能用行政的方式，他應該有一些公開徵求業界的意見，然後再做出一些調整，他不能動不動就做出一個甚麼規定，不允許娛樂節目超過多少時間，或者不允許插播廣告，這些都是沒有道理的。”
而大陸文化評論學者葉匡政認為，這種禁令對於電視產業來說，是「上有政策下有對策」，電視臺為了經濟利益，可能變個新花樣刊廣告，也可能為了植入廣告而修改電視劇本內容。
大陸文化評論學者葉匡政：“我認為無論是限娛令還是限廣令，都應該說是比較荒唐的，那麼如果通過禁止的話，他會導致電視劇本身這種產品出現變質，比如說，他可以通過大量的植入廣告來完成這個（收入），就使得電視劇脫離藝術這種方式可能越來越遠，比如講，為了某個車子的廣告，明明故事情節不需要出現那樣的車，他會出現一輛車。”
「限廣令」對電視臺和廣告商影響最大的就是廣告收入減少。葉匡政認為，這個禁廣令不排除是個保護令，也就是保護央視一家獨大的利益。
大陸文化評論學者葉匡政：“我個人認為可能是為了保護中央電視臺的利益，用這個解釋才能合理，因為各地很多電視劇，因為各個地方的電視臺、地方衛視這種電視劇，他能播的電視劇相對來說，要比央視的尺度要寬一點，也就是說，他對民眾的吸引力，或者是說觀眾可能更喜歡看，那麼這就導致了可能很多大的廣告商、或者是廣告客戶，開始把更多的廣告費用投入在這種能夠吸引觀眾的地方電視臺。”
有媒體報導，電視劇所獲得的廣告收入，佔據了電視臺收入的2/3左右，禁廣令的出臺必定會對電視臺營收產生一定影響。
中國藝術研究院學者吳祚來：“他們這個行政權力，它不受任何制約，一家產業獨大，所以他就可以想怎麼規定就怎麼規定，大的電視臺就可以依靠他們的行政力量，來打壓地方電視臺，使地方電視的廣告慢慢的流向中央電視臺。”
大陸文化評論學者葉匡政：“這些壟斷的利益集團，透過這種方式，讓廣電總局做了這種禁令，我覺得這種可能性更大，他其實是為了某個利益集團在代言，這個利益集團可能就是中央電視臺，目前出現了很多禁令，還是屬於體制內部的各個利益集團之間的爭奪吧。”
中共當局在近幾個月進行一連串所謂的文化清理整頓行動，目的是為了加強對電視和喜歡發表意見的互聯網文化的控制。學者擔心，禁廣令一旦實施，未來觀眾看到的電視劇，可能全部都是「廣告商品展示劇或推銷劇」，這樣反而使廣告無所不在。
新唐人記者秦雪、黃容、薛莉採訪報導
SARFT Limits Chinese TV Ads
China’s State Administration of Radio Film and Television
(SARFT) issued the Advertisement Limit Order after issuing the Entertainment Limit Order.
Effective Jan. 1, 2012, all Chinese TV stations are forbidden
to add any paid advertisements during their respective TV series.
Many experts doubt the legitimacy and effectiveness
of these orders.
Effective Jan. 1, 2012, SARFT ordered all TV stations in China
not to add any advertisements during their respective TV series.
Wu Zuolai, a scholar from the Chinese Academy of Arts:
“SARFT’s actions are incompatible with international practices.
Inserting an appropriate number of advertisements is fine,
but if there are too many, audiences won’t be able to take it.
The SARFT shouldn’t use its administrative power
to control people.
The SARFT should openly seek the industry’s opinions
and then make some adjustments.
Now, SARFT issues orders with impunity and freely limits
the length of the different TV programs, not allowing ads. This is ridiculous.”
Ye Kuangzheng, a China cultural commentator, thought that
local TV stations will find a solution to deal with the ban.
Facing the pressure of turning a profit, TV stations may resort
to using other means to insert ads, and may even change the TV series’ script and insert ads this way.
Ye Kuangzheng, a China cultural commentator: “I think both
the Entertainment Limit Order and the Advertisement Limit Order are ridiculous.
This kind of ban will wind up changing the TV series itself.
They can add a lot of ads to any given TV series to make money,
but this will wind up commercializing the TV series.
For example, a particular story doesn’t call for a car, but there’s
a car ad so the TV station changes the script to show a car.”
The main effect of the Advertisement Limit Order is
to decrease a TV station’s ad income.
Ye Kuangzheng thought that this order was issued to protect
China Central Television (CCTV), the sole beneficiary.
Ye Kuangzheng, a China cultural commentator: “I think
SARFT wants to protect the CCTV, which is a rather reasonable explanation.
China has many TV stations that play many different types of
TV series.
Compared with the CCTV programming, the local TV series’
content offers more diversity, which means it will attract more viewers.
This causes many ad clients to spend more of their ad budget
with local channels.”
Some media report that their ad income is about 66%
of a TV station’s total income.
There’s no doubt that the Advertisement Limit Order
will impact every TV station’s bottom-line.
Wu Zuolai, a scholar from the Chinese Academy of Arts:
“This kind of administrative power has no constraint.
It’s like one person can control everything and
can make any kind of rules based on his own needs.
Bigger TV stations can use their administrative power
to suppress local TV stations, and then ads will gradually flow to the CCTV.
Ye Kuangzheng, a China cultural commentator: “It’s very
possible that these monopolized profitable groups asked the SARFT to issue the ban using its administrative power.
In fact, SARFT is a representative of some highly profitable
group, and this group is most probably the CCTV.
Now, there are many bans that have come along whose sole aim
is for one group to profit at another group’s expense.”
The Chinese Communist Party (CCP) implemented a series
of so-called “cleaning actions” to gain control over TV stations and the Internet.
Scholars worry that audiences will see “ad shows” than real
TV series once the Advertisement Limit Order is implemented.
At that time, they’ll be commercials in all types of the
TV shows everywhere.
NTD Reporters: Qin Xue, Huang Rong and Xue Li
