BEIJING ? China's government is prohibiting television stations from placing advertisements in the middle of TV dramas in a move meant to attract viewers and boost program quality.
The ban, which was published Monday and takes effect January 1, says no ads may appear in any drama series, whose episodes typically run 45 minutes.
The order is the latest in a series since the ruling Communist Party last month endorsed a program to raise the entertainment and ideological value of cultural offerings to better hold the attention of Chinese increasingly turning to the Internet for alternate viewpoints.
Broadcasting executives and analysts quoted by state media say the ban is likely to shrink ad revenues but will force TV stations to air higher quality series to keep viewers from switching stations.
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