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国家广电总局《广播电视广告播放管理暂行办法》(第17号令)的出台和实施,对广播电视广告的经营管理产生了深刻影响,广告的经营手段、管理方法乃至广告节目编排形式和播出情况都发生了很大变化。浙江广电集团以贯彻落实17号令为契机,进一步理顺广告价格体系,调整优化广告结构,大幅压缩广告播出总量,自觉规范经营管理,努力推进广播电视广告从粗放经营向集约经营转变,从外延扩张向内涵提高转变,取得一定成效。
The promulgation and implementation of the Interim Procedures for the Administration of Radio and Television Broadcasting by the State Administration of Radio, Film and Television (Decree No. 17) have had a profound impact on the operation and management of radio and television advertisements. The means of operation and management of advertisements, and the format and distribution of advertising programs Great changes have taken place. Zhejiang Radio and Television Group to implement the Order No. 17 as an opportunity to further rationalize the advertising price system, adjust and optimize the advertising structure, substantially reduce the total amount of broadcast advertising, and consciously regulate the management, and strive to promote radio and television advertising from extensive management to intensive management change from Extension expansion to connotation to improve change, and achieved some success.