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Two Shanghai local TV channels that target children say it is still too early to say how a prime-time ban on foreign cartoons will affect viewership and revenues when it goes into effect next month.

 

The State Administration of Radio, Film and Television announced last week that television channels are no longer allowed to show foreign cartoons between 5 PM and 8 PM, a move aimed at protecting the domestic animation industry.

 

The change means a complete schedule overhaul for Toonmax TV, which currently fills its entire prime-time line-up with a trio of Japanese cartoons - Ultra, Astro Boy and The Prince of Tennis.

 

Programming directors at the station are currently drafting up a new schedule for September, which should be released in the next few days, said Lin Lan, an official with Toonmax TV.

 

The overseas cartoons will likely be replaced with domestic classics such as Monkey King - Uproar in Heaven and The Gourd Brothers.

 

Those shows typically don't draw as large an audience as Japanese cartoons, particularly The Prince of Tennis, the channel's biggest hit.

 

"It is hard to predict the regulation's influence," Lin said.

 

Shanghai Oriental Children's Channel, or Haha TV as it is commonly known, won't have to change as much of its schedule as Toonmax, as it only plays one or two cartoons during prime time each night.

 

"I don't think the new policy will largely reduce our viewership rates and advertisement revenue," said a Haha TV official surnamed Chen.

 

Advertisers have yet to respond to the ban, which was only announced over the weekend.

 

One major ad firm, which represents several companies that sponsor cartoon, said it would advise clients to wait and see how popular replacement shows are before making changes to their advertising plans.

 

While broadcasters ponder how the foreign cartoon ban will affect them, cartoon studios in the city are thrilled by the announcement.

 

"It is inspiring news," said Zhou Jun, deputy director of Shanghai Animation Film Studio. "Many countries have similar preferential policies to protect their own cultural industries. Now we feel much more responsible for generating better-quality cartoons for our kids."

 

Impressing local kids might take some work however.

 

"Domestic productions are not that funny," said Yang Yanjun, a primary school student who enjoys Japanese cartoons.

 

"They always copy the storyline of Japanese works. But my parents will be glad to know that I will spend less time in front of the television from September 1," he added.

 

(Shanghai Daily August 17, 2006)