Ad fest dulls creative spirit

Beijing – China’s state broadcaster issued an apology on Sunday after parents complained that a compulsory television programme targeting millions of school children was preceded by almost a quarter of an hour of nonstop advertising.

All elementary and middle school students and their parents were told by the education ministry to watch the programme First Lesson of New Semester.

The programme, produced by state broadcaster CCTV and the education ministry, is aired on September 1 to mark the start of the new school year after a twomonth summer break. This year, the programme focused on the “spirit of creativity” as China observed its 40th year of opening up.

But viewers had to sit through 12 minutes of advertisements on cars and scooters, home appliances, toothpaste and stationery.

“We sincerely apologise,” CCTV wrote on a blog.