[THE INVESTOR] China has officially announced plans to strengthen regulations on imports of overseas contents, according to China Daily on June 20.

The directive issued by the State Administrator of Press, Publication, Radio, Film and Television focuses on producing media embodying “Chinese spirit and value” starting July 1, and is expected to deal a blow to the spread of hallyu, or Korean Wave, contents that have been steadily gaining popularity in the country. 

All television stations have to cancel shows based on foreign formats if they do not meet the proposed standards set by the government. Networks that wish to air licensed foreign program must earn approval of both state governments and the media regulator two months prior to its broadcast. The rules also state that all satellite networks cannot air more than two foreign licensed shows during its “golden time” -- China’s television prime time hours from 7:30 p.m. to 10:30 p.m.

The media outlet explained the government’s decision was stimulated by the recent phenomenal popularity of overseas programs that were either directly imported or spawned similar formats. As prominent example, they cited Zhejiang Satellite TV’s remake of Korean network SBS’ megahit variety show, “Running Man.”

Pre-produced drama, “Descendants of the Sun,” which aired simultaneously on Korea’s KBS2 network, and Chinese online streaming platform iQiyi from February to April, set new viewership records by drawing more than 2 billion views in China. According to US-based news channel, CNBC, the government posted a warning on Weibo in March, regarding the hugely popular drama – “Watching Korean dramas could be dangerous, and may even lead to legal troubles.”

Despite its recent move, this is not the government’s first attempt to regulate the flow of foreign contents, as they limited the online broadcast of foreign contents to 30% of domestic contents in 2014. Last July, they sent notifications to all networks stating that all reality shows must promote China’s traditional values along with its socialism.

“Only programs that uphold Chinese culture, color, personality, and spirit can carry on the theme of ‘Chinese dream,’ socialism, patriotism, and esteemed traditional culture,” the ministry said.

By Jung Min-kyung (mkj1105@heraldcorp.com)