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Supervision Department Launching a New Regulation and Advertising Films to be Submitted in High-definition, and Standard Definition for Approval

06-14-2012 16:49 BJT

Ma Yihong

  From May 15, Supervision Department of CCTV Advertising Center launched a new regulation requiring all advertising films submitted by agencies for approval to be of high-definition. As today not all channels have realized broadcasting in high-definition, as a matter of fact, advertising films submitted for approval should be in both high-definition and standard definition.

  Yin Xuedong, deputy director of Supervision Department of CCTV Advertising Center, expressed that, “the new regulation is launched for meeting the demands of adapting to moving of CCTV to the new address. In the new address of CCTV, all channels will broadcast programs in high-definition.”

  It’s reported that the regulation requiring advertising films to be submitted in two copies of high definition and standard definition respectively will be in use until all work relating to CCTV moving to the new address has been completed. “As the work of CCTV Advertising Center has relations with all channels of the station, advertising films submitted in high definition and standard definition will be conducted until moving of the station to the new address is completed. Moving of all channels to the new address will be conducted in a few batches which fall into a few phases each. And then broadcasting of channels including CCTV-3, CCTV-5, CCTV-8, CCTV-14 Children’s Channel and CCTV-9 Documentary Channel will be conducted in the new address, hence the first phase of the first batch.”

  Yi Xuedong introduced that: “At the first phase, broadcasting of programs will be mainly conducted at the original address of the station, only some programs broadcasted at the new address. The true broadcasting signals will be those at the original address. At the second phase of the first batch, broadcasting will be carried out mainly at the new address. All programs by then will be broadcasted with equipment of the new station in high definition. If TV programs of standard definition are broadcasted on new equipment, difference will become obvious that all the TV programs are compressed and they look like framed at the top and the bottom on the screen.”

  “At the third phase, the new address will bear all the tasks of broadcasting independently and the old address will be no more in use. By then, if clients’ advertising films are only broadcasted in high definition by the channels moved to the new address and need not to be broadcasted by other channels, then only advertising films in high definition is needed to be submitted for approval.”

  In light of the plan, the second batch of channels to move to the new address include 10 channels, including CCTV-1 and CCTV-2, also featuring broadcasting mainly conducted at new address and some programs broadcasted at the original one. After completion of the second batch, the third batch of channels will be moved to the new address, until all the channels are moved there.

  All agencies should remember that from May 15, even advertising films to be submitted will be only broadcasted by channels of standard definition, it’s also necessary to submit the high-definition version for approval.

  Since the adoption of the new regulation on advertising films to be submitted in high definition and standard definition respectively, although the work load of supervision Department is increased, its necessity and importance has been generally recognized by clients and agencies. It’s undoubted that it’s launched for adapting to the moving planning of the station from the original address to the new one and the requirements of technologies and equipment for broadcasting all programs in high definition at the new dress.

Editor:肖斐 |Source: CNTV

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