In 2017, General Secretary Xi Jinping outlined the direction for the continued prosperity and development of socialist literature and art. The 19th National Congress of the Communist Party of China introduced a new development concept from a national strategy perspective, aiming to promote the flourishing of socialist culture, including radio and television, in the new era. This included the introduction of new strategies and policies that emphasized cultural growth and innovation.
The State Council and the China Affairs Office issued the "Opinions on the Implementation of the Inheritance and Development Project of Excellent Traditional Chinese Culture," offering guidance for the broadcasting and filming industries on how to inherit and develop China's rich cultural heritage. The "National Outline for Cultural Development Reform during the 13th Five-Year Plan" highlighted the growing importance of the cultural industry as a pillar of the national economy, with radio, film, and television playing a central role in this strategic vision. Additionally, laws such as the "Film Industry Promotion Law" and the "Public Cultural Service Protection Law" were implemented, ensuring legal support for the construction of radio and television culture.
First, forward-looking planning and macro-level policies have guided the transformation and upgrading of the radio and television industry. On September 27, the General Administration of Press, Publication, Radio, Film and Television released the "13th Five-Year Development Plan," which aimed to enhance public opinion dissemination, guidance, influence, credibility, and public cultural services by 2020. The plan promoted the "digital, smart, radio and television" strategy and advanced the digital transformation of news and publications. It also emphasized the improvement of national cultural security and the effectiveness of spreading China’s voice and image globally.
According to the plan, radio and television would focus on 11 key areas, including mainstream media construction, content production, media integration, public services, technological innovation, industrial development, market systems, film and television reform, international communication, cultural information security, and copyright management. These tasks had clear goals, solid execution plans, and strong guarantees, providing a practical roadmap for the industry's future development.
Second, establishing a content-oriented policy mechanism has helped promote cultural prosperity and strengthen cultural confidence. One key aspect was enhancing cultural self-confidence and promoting the flourishing of socialist culture. On August 5, the General Administration issued a notice requiring TV satellite channels to function as lecture-oriented and cultural communication platforms. Local satellite programs were urged to follow high standards, emulate CCTV, and avoid negative content. This initiative marked the first time that all TV channels were clearly defined as cultural platforms, encouraging more educational and public interest programming during prime time while limiting excessive entertainment shows.
Another key policy focused on supporting the development of TV dramas. A circular issued by five ministries on September 4 proposed supportive measures for the production, regulation, and international expansion of TV dramas. Additionally, regulations were introduced to control actor pay, limiting total salaries to no more than 40% of production costs, with main actors not exceeding 70%. This move aimed to address long-standing issues of high actor fees and ensure better investment in creative and script development.
Third, strengthening online audiovisual supervision and maintaining value leadership became a priority. Regulations were introduced to manage the dissemination order of online content, with strict guidelines on internet news services and content editing. New rules required stricter approval processes and limited non-public capital involvement in news editing. These changes marked a shift toward legal governance and increased accountability in the digital space.
In response to the rapid growth of online audiovisual markets, the administration took action against platforms like Tencent and Sina Weibo for violating content regulations. Measures included suspending program introductions, rectifying violations, and shutting down services that did not comply with state standards. This demonstrated a stronger commitment to regulating emerging formats such as webcasts, short videos, and VR content.
Moreover, the principle of "unified standards and the same standards" was reinforced, ensuring consistency between traditional and online media. Strict rules were imposed on the broadcasting of unapproved content, including full versions, uncensored clips, and other restricted materials. These efforts aimed to create a safer and more regulated digital environment for users.
Overall, 2017 marked a significant year for the radio and television industry in China, with a strong emphasis on cultural development, regulatory oversight, and technological advancement. The policies and initiatives implemented during this period laid a solid foundation for the future growth and stability of the sector.
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