The Chinese authorities have asked provincial governments and TV stations to “put an end to extravagance” and “to be economic in celebrative events”.

The national directive issued on August 13 said that the State Administration of Radio, Film and Television (SARFT) will rein in the number of celebrative programs on satellite TV stations. The stations should file for approval to SARFT two months in advance and stagger their airing schedules.

It also asks TV stations to encourage social participation in the celebrative programs, while at the same time reducing the appearance of and spending on big stars.

The directive came following a series of national requirements from the central Chinese government, including a ban on radio and TV adverts that encourage extravagant gift-giving and the "three bans" imposed on public servants -- referring to cars, banquets and foreign travel.

Cultural and art events have been playing an important role in enriching social life and celebrating the achievements of a modern socialist country, but some are redundant and focus solely on grand scenes, stage effects and big-budget productions. The spectacles lead to squandering and unreasonable comparison, the directive noted.

But celebrations organized by financially stressed governments or local enterprises are dangerous as they damage the image of the Communist Party of China and the governments. They have even led to a catalogue of complaints from society, it added.

A county official was quoted as saying that impoverished counties rely on outside investment for development. But with no rich resources on hand, the local governments have to hold celebrations to attract the attention of investors and their superiors.

China Youth Paper said that in 2010, celebrations, seminars, forums and other events put on by local governments and central government organs cost a total of 4.05 billion yuan ($661.2 million).

In relation to the policy, the Spring Festival Gala, produced by Central China Television Station, will focus on “soft power”, said staff at the station. Unlike previous editions that boasted big productions, the 2014 edition, to be directed by famous film director Feng Xiaogang, will be “simple, humorous, close to life and entertaining”.

The policy was greeted with mixed response from citizens. Some say that it is a good step in regulating the market and ensuring the best use of public funds. Others doubt its rationale.

“When preparing celebrative galas, we Chinese people tend to focus on stage effects alone, rather than content. We think abstract art is fashionable, but in fact, it is out of touch with the people,” said Mango朵朵, a Sina Weibo user.

“SARFT asks the TV stations to be thrifty and not invite big time stars. But they don’t realize that the main attraction of the celebrative galas is the stars,” said 988忘记距离微博达人.

“When less is spent on celebrations, less will be earned by the stars,” said 米屑也叫畅麟.

“Good policy. The call for thrifty celebrations is a restriction and a reasonable consideration. Let our art production return to art itself, to simplicity, to humanity, to feelings, to life and to the people,” said 长春能见度.

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