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国家广电总局颁布的《广播电视广告播出管理办法》自2010年开始实施,为提高电视广告播出质量和社会效果,新法规对于电视广告的播出内容、监管方式、法律责任等添加了诸多限制。通过对该管理办法逐条解读,笔者认为新法规从播放时间、内容和质量等多方面对各级电视台产生了非均衡的冲击,建议各电视台必须在提高节目质量、升级客户、跨媒体整合资源等方面主动出击,尤其需在植入式广告中采取超常措施,以便在法规允许范围内规避新法规的实施可能带来的困境。
The State Administration of Radio, Film and Television promulgated the Administrative Measures on the Broadcasting of Radio and Television Advertisements since 2010, and in order to improve the quality and social effects of the broadcast of television advertisements, the new laws and regulations have added a great deal of content, supervision and legal responsibility for the broadcast of television advertisements limit. Through the interpretation of this management approach one by one, I believe that the new regulations from various aspects of broadcast time, content and quality of all levels of television have a disproportionate impact on the proposed television stations must improve program quality, customer escalation, cross-media integration of resources Take the initiative to take the initiative, especially in the placement of ads to take extraordinary measures in order to allow the extent permitted by the law to avoid the implementation of new laws and regulations may bring difficulties.