China's State Administration of Radio, Film and Television (SARFT) will reportedly further curb primetime entertainment programming, expanding the effective period of restrictions from 7:30-10:00 PM to 7:30 PM to 12:00 AM.

After SARFT introduced limits on primetime entertainment programming in October 2011, many broadcasters responded to pressure from viewers and advertisers by scheduling entertainment shows after 10 PM. According to recent data, 20 entertainment programs are in slots in the 7:30-10:00 PM bracket, while 25 are shown after 10 PM.

SARFT's tightening is in response to satellite TV stations' attempt to increase entertainment programming, according to analysts. SARFT released regulations in order to curtail certain programs that were too focused on ratings, ad revenues, and excessive focus on entertainment.

Source:marbridgeconsulting