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China OKs wares for air

Org opening door for product placement, more revenue

HONG KONG — China’s Broadcasting Authority has relaxed broadcasting codes, allowing more program sponsorship.

Broadcasters can now place products within programs, except for those aimed at children.

They can also include more sponsor information in the beginning and end sponsor credits, and new identification formats will be allowed so that sponsor info may appear not only in titles of programs but also in titles of various parts of the programs.

The Broadcasting Authority aims to “allow more flexibility for licensees to generate advertising revenue without compromising viewers’ interests.”

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