China has ordered a ban on advertisements during TV dramas as part of a reform of cultural activities.
Adverts will not be allowed in the middle of programmes lasting for 45 minutes from 1 January next year.
The BBC reports the Communist Party has always kept close control over cultural activities such as television programming and the announcement was made by the State Administration of Radio, Film and Television.
TV stations say it will result in a loss of revenue. The BBC reports the rights for one top slot before the main evening news on China Central Television cost 440 million yuan for eight months at a recent auction.
The Xinhua news agency reported that the aim was to make TV shows conform to "public interests and aspirations".