Enhanced government scrutiny of overseas TV programs could delay their release in China, but industry insiders are embracing the new policy. Han Bingbin reports.

Starting next year, US TV serials are likely to run on Chinese video websites at least six months later than their premieres in the US, due to the time-consuming process of content examination, local media report. Chinese video websites used to examine the content by themselves, but the State Administration of Press, Publication, Radio, Film and Television will reportedly ask to review whole seasons of TV serials in 2015 with ready-made Chinese subtitles before they can run on a video website. The number of foreign TV series to be licensed in 2015 is also likely to be restricted to no more than 30 percent of content.

Southern Metropolis Daily recently quoted sources from the administration as denying the six-month delay, yet confirming that content of foreign TV serials will be examined before being shown in China.

Local video websites have remained discreet in expressing their views toward the new policy. A spokesman with iQiyi.com tells China Daily on condition of anonymity that they believe the policy is beneficial to the industry, and the website will continue license overseas programs accordingly.

Earlier this month, Chinese online giant Tencent Video announced a deal with HBO to exclusively stream about 10 of the network's TV productions starting next year. The playlist includes TV serials like Game of Thrones and True Detective, which haven't been legally shown in China.

Sun Zhonghuai, vice-president of Tencent Holdings, believes the policy is positive.

"Before this policy, video websites were acting in a gray area. There was never a rule saying that we can do this (licensing and streaming foreign shows). This is the first time that we gained a legal identity," he says.

Du Zezhuang, co-founder and analyst with TV industry consultancy Ze Media, suggests that the purpose of the policy is not to restrict US TV serials but rather to improve market order.

New regulations will encourage video websites to refine their overseas purchase plans by taking into consideration more detailed factors, such as a balance in the types and nationalities of TV serials and the needs of audiences, iQiyi's vice-president Wang Zhaonan tells Southern Metropolis Daily.

"Video websites will act more rationally in licensing overseas content. The prices will likely drop. And more attention will be paid to the quality," Sun says.

One major concern is the potential delay in streaming the shows, which could cause audiences to look for pirated versions on illegal websites. The authorities have worked hard to shut down a number of such websites as YYeTs.com and translated subtitle provider Shooter.cn.

Ding Heng, senior director of Youku Tudou, tells Beijing Evening News that his company looks forward to working closely with the authorities on addressing pirated material.

Du from Ze Media says industry regulators will have to improve their supervision to protect video websites' legal rights.

Previously, all overseas TV serials aired on television channels were examined by the State Administration of Press, Publication, Radio, Film and Television. The new regulation, however, requires overseas content streamed on video websites to be examined by regional-level media administrations in provinces where these websites are registered.

Provincial authorities "who have little experience in content examination will have to build a professional team and examine content in various languages", Wang Zhaonan tells Southern Metropolis Daily.

Despite the enhanced supervision, most industry insiders say the restrictions won't affect video websites' business interests.

Ma Ke, executive director of copyright purchasing with Sohu.com, says in an earlier interview with China Daily that US TV serials are not their most popular shows, even though the website has earned reputation for airing high-quality US TV productions.

The success of House of Cards, for example, was rather random, she says. The two seasons of the show are exclusively licensed to Sohu.com and remain the only US production to make the Top 10 list of the website's most viewed TV series. The list is dominated by local productions and a small number of South Korean soap operas.

"US TV serials in China appeal mainly to urban youth with a decent income and educational background," says Du with Ze Media. "The removal of such shows may cause a drop in advertisement placements of products targeting high-end consumers. But it won't have a major influence on the whole website."

Regardless of the quality of overseas productions, the average person still prefers to watch productions that have a Chinese cultural background, Sohu's CEO Zhang Chao-yang said during the 2nd China Internet Audio-Visual Conference in Chengdu earlier this month. Imported shows will never become mainstream, he said.

"So don't worry. Licensing these shows will benefit the development of the industry. I don't think we need to protect the local industry. Only by remaining open can we fuel development," he says.

For example, Zhang says, the current success of the country's online game industry is due to the way China embraced South Korea's online games and learned from them.

Zhang also cited the state administration's current policy that allows video websites to examine content by themselves as vital to promoting fair and effective competition in the industry.

"This policy is very important. I think we should carry it forward. This is great progress," he says.

Contact the writer at hanbingbin@chinadaily.com.cn

(China Daily 12/25/2014 page20)