China sets rules for ad-free TV start-up
The gist
China's broadcasting regulator published two TV service regulations banning start-up ads and requiring live-first screens.
The rules, effective Nov 27, target paywalls and complex menus that frustrate older viewers.
How it unfolded
- Dec 31, 2023By the end of 2023, start-up ads on cable and IPTV had been removed and the longest start-up time had been cut from 118 seconds to no more than 35 seconds, per the regulator.
- early September 2026Draft versions of the two regulations were released for public comment.
- Oct 27, 2026The regulator published the Regulations on the Management of Cable Radio and Television Operation Services and the Interim Regulations on the Management of Interactive Network Television Operation Services.