Advertisements in the middle of TV series were banned on all mainland TV stations years ago. [Photo/IC]

TV station: A pain for survival

Four years later, the TV industry in China is experiencing an unprecedented challenge. The fast development of new media and the change in people’s viewing habits are increasing risks to the survival of traditional TV.

According to statistics provided by market information and insight provider CTR, overall TV advertising dropped 3.7 percent during the first four months of this year and the number of brands investing in TV ads has been declining in the past three years, in sharp contrast to the booming advertising market for new media.

Meanwhile, profits made by TV plays - through advertising - is still a big chunk of overall income for TV stations. For many, this profit counts more than 50 percent of annual revenue.

By either lengthening the advertisement span between TV episodes, or reducing the copyright purchase cost of series, TV stations, especially smaller ones, are trying to make ends meet.