In August 2025, China’s National Radio and Television Administration (NRTA) released a landmark reform officially titled 《进一步丰富电视大屏内容 促进广电视听内容供给的若干举措》. Known as the China Broadcasting 21 Measures, the policy loosens restrictions on TV and streaming content and opens new opportunities for producers, broadcasters, and international collaborators.
Key Changes in the China’s Broadcasting 21 Measures
📺 No More 40-Episode Limit
The China Broadcasting 21 Measures remove the long-standing 40-episode cap. Long dramas, especially historical and epic series, can now be approved with extended length.
📅 Flexible Scheduling for Seasonal Shows
Under the China’s Broadcasting 21 Measures, the one-year gap between seasons is eliminated, allowing platforms to respond to audience demand with quicker releases.
👘 Looser Controls on Genres
Period dramas are no longer capped by quota. The China Broadcasting 21 Measures encourage more flexibility and market-driven decisions.
💰 Return of Mid-Roll Advertising
With NRTA approval, mid-roll ads up to 30 seconds are now permitted — a key financing mechanism reintroduced by the China Broadcasting 21 Measures.
⏱ Faster Review & “边审边播” (Review While Broadcasting)
The China Broadcasting 21 Measures streamline review processes, allowing episodes to be broadcast while others are still under review.
🎥 Documentary & Animation Boost
More policy support for documentary production and animation content creates opportunities for diverse producers.
📱 Micro-Dramas Enter Broadcast TV
Micro-dramas (短剧) are officially supported for television broadcast under the China Broadcasting 21 Measures, signaling their entry into the mainstream.
🌍 Easier Import & Adaptation of Foreign IP
The policy promotes international collaboration — encouraging adaptation of foreign works and supporting imported dramas, documentaries, and animations.
Why the China’s Broadcasting 21 Measures Matter for the Industry
For Local Producers:
- Greater creative freedom for long dramas
- Faster production-to-broadcast cycles
- New ad-based revenue models
For International Partners:
- Expanded space for co-productions and foreign IP adaptation
- More opportunities for licensing overseas works in China
- Clearer policy pathways for documentaries and animation
Learn More & Connect
The China Broadcasting 21 Measures represent a major shift in content regulation, designed to revitalize China’s film and TV landscape. For international production companies, this is the right moment to explore partnerships in China.
👉 Learn more about our production support in China, discover filming locations in China, or meet our bilingual crew for your next project.