Abstract
A recent regulation issued by the State Administration of Radio, Film, and Television (SARFT) of China bans all Chinese television stations from broadcasting advertisements during episodes of television dramas. The official aim of the new ban is to ensure that the audience enjoys watching television without being disturbed by TV commercials. In the meantime, the cuts in advertisements greatly decrease the financial revenues of the television station. Nevertheless, the regulation is ineffective in changing the viewing habits of the audience even with a large financial sacrifice. My study shows that the regulation does not work because of the complex of the nature of Chinese television, its conflicting functions, and its unquestionable state ownership. It is crucial to understand the unique political and social background of China. By conducting this case study, I understand that the current Chinese television system does not work well, yet it exists for a reason.