The report, from Reuters, adds that the official Shanghai Securities Journal, citing an order by the General Administration for Press and Publication to domestic television stations, said foreign programmes could not be broadcast in prime-time viewing hours during the year in which the broadcasting rights were purchased.

This announcement follows the policy initiated in February 2013, which restricts the broadcast of foreign shows to 50 episodes. 

Reuters adds that this campaign also could result in the migration of viewers away from broadcast television toward pre-recorded shows downloaded from the internet to other screens.

The English-language Shanghai Daily said the new restrictions were intended to crack down on the practice of buying the copyright of proven shows like Britain’s Got Talent, then localising them without further modification, spawning shows like China’s Got Talent, according to Reuters.

Reuters adds that the new rules also stipulate that stations must increase the amount of public-interest programming such as documentaries, education and “morality-building” programmes to no less than 30 percent of the total, and restrict the number of new musical talent shows to one every three months.