Chinese authorities issued new regulations to ban anumber of TV networks' "inappropriate hype,"reported Beijing Daily.
据北京日报报道，中国政府发布了一项新规定，禁止大量电视剧“不适当的炒作”。
According to the rules to further regulate televisionbroadcast issued by the state Administration of Press,Publication, Radio, Film and Television (SAPPRFT), themedia promotion was strictly regulated. The circularasked Chinese TV networks, video websites, and TVproduction entities not to hype the so-called "fullversions", "uncut versions" or "deleted scenes".
根据国家广播电影电视总局发布的进一步规范电视广播的通知，媒体广告宣传被严格管控。同时，该通知还要求国内的电视台、视频网站、电视剧制作机构不得以带有“完整版”、“未删减版”、“被删片段”等字样进行炒作。
Yu Fei, the deputy secretary general of the China Radio and Television association TV-seriesScreenwriters Committee, explained that after SAPPRFT's review, the final approved version of a TVseries is the final cut. "No matter what platforms the TV series will be broadcast, the version shouldbe the same, there is no such thing as an uncut version. Anything else is just hype."
中国广播电视协会电视剧编剧工作委员会副秘书长余飞表示，广电总局审查之后核准的版本就是电视剧的最终剪辑。“不管在哪个平台播出的电视剧内容应该都是一致的，不存在未删节版的说法。其他的一概都是炒作。”
The circular also asked again that there should be no commercials and shows cut in the broadcastof a TV series. The administration asked TV networks to do so as early as in 2011, but theindustry still hoped that extra commercials would be back for TV episodes this year, which SAPPRFTdoes not support.
该通知还重申，不得在电视剧中间插播商业广告或其它节目。这项规定早在2011年就要求实施，中国的电视剧制作行业仍希望今年能恢复电视剧中插广告，不过未得到广电总局的支持。
There should also be no added commercials at the time when an episode ends and the credits startto roll. Yu said this rule is important, adding, "Many TV networks add extra commercials at free will,and this has become bad for the industry which doesn't respect the cast and crew, now it's time togive them back their dignity."
而在每集电视剧结束、播放演职人员表时，也禁止播出任何形式的广告。余飞表示这一点尤为重要，他说：“许多网络电视随意插播广告，这是对演职人员的极大不尊重，成为行业中一种不好的现象。现在是时候把属于演职人员的尊严还给他们了。”
Chen Liqiang, a professor with the School of Journalism and Communication at Tianjin NormalUniversity, said to Beijing Business that the added commercials are normal for satellite televisionnetworks. The rules which ban the added commercials have guaranteed the audiences' interest.However, for TV networks which see the commercials as a major part of their profits, this is achallenge for them. Chen believes there will be new loopholes after the rules are issued, such asplanted commercials in TV series.
天津师范大学新闻传播学院的陈力强教授在接受北京现代商报采访时表示，卫星电视网络插播广告很正常。禁止插播广告的规定虽然保证了观众的利益，但是对于将广告作为重要收入来源的电视台来说，这是一个挑战。陈教授认为，这个规定出台后一定会有新的漏洞，比如在电视剧中植入广告。
