Beijing (Xinhua) – The Shanghai Daily reports that China’s television watchdog is to limit the prime-time airing of a TV series to two satellite channels, down from four, in a move to freshen up programming and boost competition.

A statement issued on April 15 by the State Administration of Press, Publication, Radio, Film and Television (SAPPRFT) also set a two-episode limit per day for every TV series aired during prime time.

The new rules, which will go into effect on January 1, 2015, are expected to balance and enrich TV programming and offer viewers a better choice, it said.

The current policy stipulated that a TV series can be aired simultaneously on as many as four channels, which created a huge gap between mainstream dramas and less popular ones, many of which end up without buyers.

Senior SAPPRFT official Li Jingsheng revealed earlier this year that the country produced 15,000 TV episodes in 2013, but many series remained unaired.

“It is a big waste of resources when several TV channels broadcast the same TV drama at the same time,” said entertainment commentator Jian Wenjuan on Sina Weibo, compared to the channel-exclusive broadcasting of most Western series.

Meanwhile, many fear that, without other channels to split the costs, relatively more exclusive airing rights might be too expensive for small TV channels.

Script writer Wang Hailin said TV series makers may have to cut their budgets to invite more airing opportunities, selling at a lower price.

While insiders are trying to gauge the pros and cons of the policy, online video websites, which offer TV series from domestic hits to foreign productions like House of Cards free of limits, might be the unexpected beneficiaries.

Zhu Xiangyang, chief content officer with Youku Tudou Inc., a major online video platform, said that online video websites’ importance will be further amplified as viewers can still enjoy TV series they like the most.