The ban made it difficult for TV stations to earn revenue. [Photo/IC]

Support from the Industry

In fact, it is not just TV stations that have been affected. Certain conditions are often imposed on purchase contacts, putting extra financial pressure on the production teams. Hence the call for the return of advertising grows louder.

" TV plays should make profits for the stations. In that way, inserted advertisements are necessary," said Hu Xiaosu, editor of Tianjin TV station, "but it should not be too much.”

Her comment echoes many professionals in the industry. Li Xingwen, a celebrated TV drama researcher and critic, pointed out that inserted ads are future trends and TV stations cannot live long with the ban. The key is not to insert too much.

"The ban will intensify the competition between TV stations and video websites. Advertising share may flow into the latter that enjoys more flexibility," Li said. He stressed lifting the ban would ease the financial tense for TV stations, especially for lower-level satellite televisions or local channels that often struggle to buy content.

"It would help TV stations improve their operation status and maintain the smooth running for the industry as a whole." Li said.