Regulators are now shifting focus toward standardizing integrated smart television terminals.
The comprehensive sweep, which eliminated deceptive health marketing across national airwaves by the end of March 2026, marks a major milestone in ongoing broadcast reforms. Officials highlighted that sustaining these consumer protections requires permanent regulatory safeguards, noting that newly revised departmental regulations covering cable television and IPTV operation services are scheduled for imminent release.
Eliminating Deceptive Medical Advertising Across National Channels
To ensure that broadcasters do not slip back into old habits, the agency maintains continuous monitoring schedules and open consumer complaint channels to prevent any recurrence of illegal advertising. The upcoming release of updated operating rules for cable and IPTV services serves to reinforce legal frameworks and protect viewer rights.
Upgrading Public Spaces and Rural Communities
While commercial channels cleaned up their advertising, parallel efforts targeted accessibility and user interfaces in underserved regions. Over the past three years, coordinated interventions across multiple government departments have tackled nested fee structures and cumbersome navigation menus.
Public institutions and remote households are already reaping the benefits of these service upgrades.
- Uninterrupted startup access to live broadcasts, ad-free startup sequences, and dedicated classic rerun channels.
Deploying Integrated Smart Terminals for the 15th Five-Year Plan
Looking ahead into the 15th Five-Year Plan period, the regulatory body is moving from basic troubleshooting toward a comprehensive elevation of user experience. Working alongside the Ministry of Industry and Information Technology, authorities have established a unified technical standard for integrated televisions.
This hardware shift merges traditional set-top box capabilities directly into the television set as software, eliminating external clutter. Viewers will interact with a single universal remote capable of managing power and channel selection with single-button commands, accessing live and on-demand programming seamlessly.
National Radio and Television Administration
Because older television models cannot support immediate software integration, the rollout will happen in phases. Officials confirmed plans to initially deploy tens of millions of advanced units, with broader market penetration accelerating as consumers naturally upgrade their household displays over the coming years.
National Radio and Television Administration Vice Administrator He Biao stated that during the previous year, the agency coordinated efforts with China Broadcasting Network, China Telecom, China Unicom, China Mobile, and industry partners to deploy over ten million plug-in micro set-top boxes, which received favorable public feedback. He Biao detailed that entering the 15th Five-Year Plan, the administration will build upon the dual governance foundation to advance toward a dual enhancement of service and experience.
He Biao outlined plans to develop family comprehensive smart terminals centered around the large television screen, creating rich digital life scenarios encompassing audio-visual programs, senior care companionship, children’s education, and smart home functions. These intelligent terminals will support dialect voice controls, gesture interactions, and cross-screen linkages to enable elderly residents and children to effortlessly enjoy a colorful digital life.
Furthermore, He Biao explained that the administration aims to actively promote the deep integration and collaborative development of broadcasting and network audio-visual businesses, firmly grasping the three major attributes of ideological orientation, public service, and technology industry. Officials will coordinate the four business levels consisting of the broadcasting network, IPTV, internet television, and the public internet, driving the dual advancement of leading media firmly into the internet main battleground and propelling audio-visual services into the main battleground of economic and social development.
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