General Bureau of Radio Film and Television prevent television advertising from to be messy to take form a complete set stipulate supervise with the public while being alike

General Bureau of Radio, Film and Television prevent television advertising from to be messy to take, form a complete set, stipulate, supervise with the public while being alike
On September 10, General Bureau of Radio, Film and Television announces>,The commercial advertisement can not exceed long while broadcasting to demand to broadcast each program of organization per hour in the future clearly 12 minutes. Broadcast TV play, can concentrate on, insert, sow 2 commercial advertisement each time, can't exceed 30 second past 1 while being long when each time. Among them, at not broadcasting TV playing between 21:00, may insert and broadcast a commercial advertisement while being centralized while being every, hour can't exceed to grow One minute . The method also sows the content to carry on the limit of the advertisement completely.
Have caused people's earnest concern to the long regulation while plugolaing. It will be expected to enjoy a TV programme to endure the excessive audience of the bitterness who inserts advertisement to the fullest extent completely.
The new policies happen to prevent television advertising from broadcasting messily and alikely
" Where is that the TV play plugolas now, it is the advertisement that inserts and sows the TV play. " Live old Mr. Su of the Residential Area of famous site of the foresight of Xuanwu District of Beijing retires at home, it is a genuine one " R The couch potato " . He tells reporters, heat watched on ordinary days sows the drama, unexpectedly one part some insert and sow three advertisements, it is close to ten minutes each time that average, and the form one of advertising content, broadcast repeatedly tirelessly, do not consider the audience's feeling at all . In this case, " And then continued waiting to see feeling just as ate the fly of only dying, it would be better to change the platform " .
Old Mr. Su agrees to this regulation which General Bureau of Radio, Film and Television issued this time very much, called the method " L In view of the audience's rights and interests, humanization very too " .
It is reported, what the broadcast television advertising that was issued in 2003 is broadcast and managed to stipulate in the temporary means is that a part of TV plays can only be inserted and sown an advertisement, when exceed 2.5 minute,switch over to not inserting to if you can't sow, twice, exceed 1 minute and 30 seconds each time method on it is present, total time also lengthened 30 more than the original regulation Second.
" It is more scientific and more rational to stipulate like this. The general trend that the relevant law requires to the advertisement is time too it is wanted that a short, content is precise, the kind is more in the world, in this way the requirement for putting forward by itself advertisingly, will inevitablely promote the improvement of advertising quality. " Media and information law research room Deputy Director Chen Gen of Ins of law,Chi Acad of Social Sciences send and tell reporters, each program plugolas per hour time is generally 9 to 16 minutes in the world, this method is fixed for 12 Minute should consult the international practice.
The way is clearer and improving too in the restriction on advertising content. For example, prohibit broadcasting the content of sowing the advertisement with the limit and enumerate the range to increase and define further that concrete, have strengthened practicality.
It still needs to make the implementing regulation to carry out and store the difficult point
As to that method stipulate advertisement being insert, sow, long to limit, the intersection of university and the intersection of department of law and the intersection of media and the intersection of regulation and the intersection of policy and king, Deputy Director of research center, media of China, 4 think newly, the biggest problem is how to be carried out.
" Bring to the TV station to say, there is a TV station in each administrative area above county level at least, at county level to combine with the provincial TV station at central level at city level, the quantity is very huge, channel number is more. Under broadcasting the ubiquitous situation of the advertisement illegally, if you want to implement this regulation, it is basically impossible in practice, the task of investigating and prosecuting the radio station which violates this regulation, TV station will be very arduous too. " The king is four new statements.
In addition, " The way will inevitablely reduce the broadcasting amount of the advertisement to the restriction of advertising time, if the TV station does not raise the advertising price, mean this income will be reduced, carry the price too high, enterprises can bear. How to simplify the advertisement within limited time, quality is high, it will be a test to TV station and enterprise. " He says.
Gen Chen take place, think, under compare, it carries out to be to advertising restriction of content while being difficult most. He thinks, the restriction of the advertising content was not very ideal in the past, mainly check to the form of the advertisement because of laying particular emphasis on (hardwares such as the business license, products qualified proving, legal representative's authorizing, agreements of both sides,etc.) ,And examine ( contents such as healthy, ideological content, political nature,etc. are examined) the essence Does not stipulate clearly enough, so it is very difficult to launch.
" After there is this method, examine and say the basis is comparatively sufficient from the essence, but it will still be difficult to implement. " L Gen Chen take place, think way propose similar in restraining content from " R The medical equipment " , " The drinks " L Products and " R Non- suitable minor's rating " L Wait for the concept, but these concepts and content laws do not have clear regulation, and there are different views in law circles and the society, need to be further clear.
" With the issue of the method, it is believed that the related departments will be carrying on the method constantly completely to these questions, make the implementing regulation with stronger practicality, form a set of principles and standards that can be supervised, examined effectively. " Chen Gen sends and says.
It needs the public to supervise the relevant department doing one's duty to implement
" The method is good, the more important thing is to see whether can fulfill. " Old Mr. Su's idea has represented most audiences' worry.
Television advertising compares with other advertisements, there are a lot of different characteristics: Television advertising is easy-to-understand, adult, child are all easy to influence by advertising content; The importance in daily life of the TV and characteristic that the television advertising incorporates picture and text, sound into an organic whole, make the influence of the advertisement stronger than the advertisement on other media; Television advertising also has time nature, namely it is broadcasting at any time, can broadcast at any time. Except broadcasting the organization in television advertising, consumer, go on and searches to their like level media advertisement on while being easy very by administrator.
" It is to investigate and verify the big difficulty that these characteristics give and supervise the direct influence brought, and, because the TV station broadcasts the time for advertisement there is many long, content, more difficult to the investigation of the unlawful practice. " Four of king is new to still think, did not implement to the restricted regulations of time and content well in the past, because a lot of TV stations have not observed such a limit and sown orders conscientiously at all, the TV station of the basic unit, the more serious the problem is. " Implementing effect that if you want to up to, the more important thing is every relevant functional department fulfils the duty conscientiously, investigate and prosecute the problem existing in practice conscientiously, handle affairs according to the relevant regulation conscientiously. The experience tells us, the problem existing in the advertisement, can't pass the trade to since restrains, let alone turn a blind eye to . "
Method manage, go on special chapter stipulate, stipulate among them supervising too: The administrative department of radio,film and television of people's government above county level should set up, improve management system of supervision and technological means. Should set up the advertisement and manage, examine, broadcast the management system while broadcasting the organization, responsible for examining advertisements broadcast.
Another light spot is the public reports the mechanism, the method stipulates, the administrative department of radio,film and television of people's government above county level should set up to the public and report the mechanism, announce the informants' hot-line telephone, investigate, deal with and announce the result in time.
" If these contents can all be implemented in place, the effective supervision management system can be set up. " Chen Gen sends and says. (Reporter Liu ShuHong )
|