A still from the TV drama "The Empress of China". The drama has been heavily edited due to the cleavage-bearing costumes worn by the actresses. [Photo/China.org.cn]

Chinese authorities issued new regulations to ban a number of TV networks' "inappropriate hype," reported Beijing Daily.

According to the rules to further regulate television broadcast issued by the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT), the media promotion was strictly regulated. The circular asked Chinese TV networks, video websites, and TV production entities not to hype the so-called "full versions", "uncut versions" or "deleted scenes".

Yu Fei, the deputy secretary general of the China Radio and Television Association TV-series Screenwriters Committee, explained that after SAPPRFT's review, the final approved version of a TV series is the final cut. "No matter what platforms the TV series will be broadcast, the version should be the same, there is no such thing as an uncut version. Anything else is just hype."

The circular also asked again that there should be no commercials and shows cut in the broadcast of a TV series. The administration asked TV networks to do so as early as in 2011, but the industry still hoped that extra commercials would be back for TV episodes this year, which SAPPRFT does not support.

There should also be no added commercials at the time when an episode ends and the credits start to 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 to give them back their dignity."

Chen Liqiang, a professor with the School of Journalism and Communication at Tianjin Normal University, said to Beijing Business Today that the added commercials are normal for satellite television networks. 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 a challenge for them. Chen believes there will be new loopholes after the rules are issued, such as planted commercials in TV series.