Under the new directive, a channel can only broadcast a maximum of 90 minutes of content defined as entertainment every day during the prime-time hours of 7:30 p.m. to 10 p.m.

Eunice Kang

IT’S not the end of the world. But a new order from the State Administration of Radio, Film and Television (SARFT), China’s media watchdog, will surely send some Chinese satellite TV stations scrambling for novel ways to stay competitive. This time, they will have to achieve their goal without relying too heavily on “vulgar and overly entertaining” shows.

The brakes will be slammed on the country’s 34 satellite TV stations from Jan. 1 next year. Under the new directive, a channel can only broadcast a maximum of 90 minutes of content defined as entertainment every day during the prime-time hours of 7:30 p.m. to 10 p.m.

The changes aim to “meet the public’s demand for varied, multilevel, and high-quality viewing,” said the order, published Wednesday.

“Satellite channels are mainly for the broadcast of news and should expand the proportion of economic, cultural, science and education, children’s, and documentary programming,” the order said.

Among the stations that “are feeling the heat” is Hunan Satellite, dubbed “China’s second most popular television network.” With the restrictions in place, the station will see three quarters of its entertainment programs being affected. The broadcaster’s schedule for next year shows that it will launch new programming for news, security and DIY instead.

It is not the first time that the broadcaster has been in trouble since the start of the year. Authorities last month ordered it to suspend broadcasts of the hugely popular “American Idol”-style singing contest “Super Girl,” allegedly for running overtime.

A phone call to Li Hao, spokesman for Hunan Satellite, by Daily Sunshine reporters went unanswered Wednesday.

Jiangsu Satellite has also been thrown off balance by the curbs. Three of its dating programs face being dropped. Liu Yuan, director of the station’s brand promotion department, said it was too early to announce how the programming would be tailored.

While the top-tier satellite stations find the restrictions “a hard pill to swallow,” some broadcasters find it a blessing and the wind seems to be blowing their way.

“We have always focused on cultural programming,” said Pan Yu, who supervises Shandong Satellite’s brand building. “Our competitiveness has indeed dwindled in recent years in the face of competition from entertainment programs produced by other satellite stations.”

Pan said long before the restrictions were announced, the SARFT has called on other satellite stations to learn from Shandong Satellite because one of its programs, “Parents,” has played an important role in strengthening social morality.

“Our programming complies fully with the restrictions,” Pan said.