SARFT Will Check The TV Shopping &Nbsp Again, And Take A Series Of Actions Around The Two Key Points: "Management" And "Promotion".

From next week to the end of April, the broadcasting and television programs across the country will conduct cross supervision and inspection for more than one month, focusing on provincial and local markets. In addition, the State Administration of radio and television is also considering severe penalties for serious violations of television channels or the suspension of licences.

As a shop selling format, TV shopping is being welcomed more and more by the market and consumers because of its convenient and fashionable lifestyle, but it also brings some problems.

A few days ago, Yang Zheng, deputy director of the program management office of the media management department of the State Administration of radio, film and television, revealed that the two key points surrounding "management" and "promotion" will take a series of actions in the near future.

In an interview with the first financial daily, Yang Zheng said that SARFT had completed training for more than 200 TV stations and more than 200 radio stations in December last year. During the new deal implementation this year, two illegal Urban TV stations have been punished, and they have been ordered to stop broadcasting business for a week, while the TV broadcast of satellite TV has also been greatly improved.

Yang Zheng also revealed to reporters that the SARFT will also issue three major documents in the near future. From next week to the end of April, the broadcasting and television programs across the country will conduct cross supervision and inspection for more than one month, focusing on provincial and municipal markets. In addition, SARFT is also considering severe penalties for serious violations of TV channels or the suspension of licences.

Yang Zheng stressed that while strengthening strict supervision, measures are also being taken to promote the TV shopping industry to become stronger and bigger.

In developed countries, radio and television shopping accounts for about 15% of the total retail sales, while less than 1% in China. This is closely related to the current non-standard TV shopping industry and irrational industrial structure in China.

"The operation pressure of local TV stations is higher than that of Taiwan Provincial TV stations. We suggest that different TV stations can cooperate to launch common shopping channels and implement advertising alliance mode.

Some local TV stations may also consider changing the mode of simply collecting advertising fees, and entering into cooperation agreements with local products retailers to jointly promote products, so as to form a substitute for advertising fees, and bind them more closely together. For example, when a local television station in Hubei promotes the name of local excellent agricultural products in advertising, it not only eliminates the time of false advertising, but also gains good economic benefits.

In addition, there is a big gap between the eastern coastal areas and the central and western regions due to the level of economic development, and we hope to change the current unbalanced development trend by promoting exchanges and cooperation among these TV stations.

Yang Zheng said.

In view of the chaos in the TV shopping industry, Li Jinxing, executive editor in chief of the Asia Pacific TV shopping and senior researcher of TV shopping, said that in addition to the importance of legislation and law enforcement in the TV shopping industry, the construction and standardized operation of trade associations should also be put on the agenda.

Yang Zheng reflects that according to the survey, the whole TV shopping industry is not disorganized. A number of home shopping channels with state-run TV background have been developed to a certain scale, such as Shanghai Dongfang shopping, Hunan happy shopping, etc., and can play an exemplary role in the industry.