Most TV productions are forced to strike a balance between artistic quality and shamelessly commercial concerns, with the latter so often winning out (E4’s new Desperate Scousewives, anyone? Thought not). However the Chinese state is determined to push creative considerations right to the fore of its nation’s programme-making, and the latest initiative in this quest is the banning of adverts during TV dramas and movies.

Unlike the controllers at ITV2, China’s ruling communist party is keen to raise the quality bar for its TV productions. And if that means government regulator, the State Administration of Radio, Film and Television, getting nasty with Chinese programme-makers who have grown fat and soft through the lure of easy commercial lucre... well, then so be it.   

For instance, last year saw the SA of RFT (as it's known to friends and well-wishers) moving to cut the number of entertainment shows being made in China. Then, earlier this year, it entirely banned Supergirl, China’s answer to American Idol and the nation’s most popular TV talent show.

And now its newest scheme for cutting down on the mind-rotting dreck infiltrating the minds of the young and impressionable via the medium of idiot box is to prevent adverts from being shown during any programmes running for 45 minutes or longer, with this likely to affect dramas and films in particular.  

The ban comes into effect on 1 January 2012 and, in the wise words of the SA of RFT, it is expected to help ‘fully utilise the TV networks to build a public cultural service system, raise the level of public cultural services, protect people’s basic cultural rights… and leave the people satisfied.’ Yeah!

Check out a clip from Supergirl below, to see what the Chinese people are missing out on/being saved from.

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