On December 13, the "2017 China Radio and Television Public Service Advertising Conference & National Forum on Public Service Advertising," jointly hosted by the Development Research Center of the State Administration of Press, Publication, Radio, Film, and Television, the Guangdong Provincial Administration of Press, Publication, Radio, Film, and Television, and the People's Government of Qingyuan City, was held in Qingyuan City, Guangdong Province. The conference was themed "Responsibility, Innovation, and Value," and featured discussions on various topics, including enhancing the sense of responsibility in public service advertising, strengthening value-driven initiatives, promoting innovation and excellence, improving communication effectiveness, refining development mechanisms, and advancing innovative policies. Deputy Director-General Tian Jin of the State Administration of Press, Publication, Radio, Film, and Television, along with Yao Zhibin, Vice Chairman of the Guangdong Provincial Committee of the Chinese People's Political Consultative Conference, attended the event.

In his keynote speech, Tian Jin highlighted that since the beginning of this year, public service advertising in radio and television has continued to achieve new milestones, showcasing strong momentum for growth. First, significant results have been realized in promoting major themes—several key public service ad campaigns were produced and aired ahead of the celebration and implementation of the 19th National Congress of the Communist Party of China. Second, an increasing number of high-quality, standout works are emerging, with richer subject matter, more diverse styles and formats, and an overall improvement in quality compared to previous efforts. Third, the creative landscape is becoming increasingly varied: while central radio and television organizations continue to lead as the main driving force, provincial and sub-provincial broadcasters have significantly stepped up their production efforts. Meanwhile, film and TV production companies, advertising agencies, and even other social institutions and individual creators are increasingly eager to contribute to this field. Finally, the environment for development has been further enhanced, with substantial expansion of channels for broadcasting public service ads and more comprehensive support policies now in place to nurture this vital sector.
To further enhance the work on public service advertising for radio and television, Tian Jin put forward four key requirements. First, one must be highly self-aware. We must firmly treat public service advertisements as a crucial communication tool and an important area for innovative radio and television promotion. We should consciously align with the underlying principles, fully leverage our strengths and unique capabilities, and thereby enhance the impact and effectiveness of public service ads. Second, we need to produce more high-quality works. First, we must closely focus on promoting key themes, carefully planning and organizing efforts to create a batch of impactful public service advertising pieces that resonate strongly with uplifting messages and positive energy. Second, we need to elevate the level of creativity by investing more deeply in crafting compelling content—specifically in terms of language, imagery, and storytelling. Finally, we must strive for excellence by strengthening the operational capabilities of our professional teams. Third, we must innovate communication. Broadcasting stations and television networks must strictly adhere to relevant regulations, ensuring that the daily airtime allocated to public service advertisements across all programs meets or exceeds 3% of the total commercial advertising time. Specifically, radio stations must broadcast at least four public service ads between 11:00 a.m. and 1:00 p.m., while television stations should do the same between 7:00 p.m. and 9:00 p.m. Additionally, dedicated public service ad slots should be established on key frequency channels such as news, general programming, and traffic-oriented broadcasts, with these ads aired regularly, on a scheduled basis, and integrated into routine programming. Meanwhile, broadcasting stations and TV networks at all levels are encouraged to increase their output of public service ads, particularly by prioritizing high-profile time slots and popular programs for such content. Furthermore, greater emphasis should be placed on enhancing the international reach and visibility of public service advertisements. Fourth, policies need to be improved. While ensuring the effective implementation of existing policies, we will further intensify support in terms of policies, funding, and resources, encouraging more stakeholders to get involved in the creation and dissemination of public service advertisements. At the same time, we will strengthen management and improve service quality, continue building a robust library of public service ad content, implement a robust recommendation and broadcast system for outstanding works, and actively organize professional training and exchange programs focused on public service advertising.
Additionally, Bai Jie, Party Secretary and Director of the Guangdong Provincial Administration of Press, Publication, Radio, Film, and Television; Ge Changwei, Secretary of the Qingyuan Municipal Party Committee; and Liu Min, Director-General of the Advertising Supervision and Management Department of the State Administration for Market Regulation, attended the conference and delivered keynote speeches. Cao Yin, Director of the Film Satellite Channel Program Production Center; Li Yi, Deputy Director of the Advertising Operation and Management Center at China Central Television; and Li Jian, Deputy Director of Beijing Radio Station, shared insights from various perspectives, offering valuable experiences and best practices in the creation, production, broadcasting, and management of public service advertising campaigns.

This forum also features the unveiling and opening ceremony of the first-phase project for the National Public Service Advertising Digital Museum, the launch event for the Guangdong-based Collaborative Alliance Information Service Platform on Public Service Advertising, an exhibition showcasing outstanding public service ad campaigns and production/broadcasting institutions, parallel forum discussions, a visit to the Qingyuan Demonstration Site for Public Service Advertising Applications, as well as the award ceremony and gala for the China Radio and Television Public Service Advertising Conference’s “Bailan Cup” competition—highlighting top entries from the campaign. Additionally, there will be workshops focused on exchanging best practices in public service advertising and fostering creative skills. Notably, the Production & Broadcasting Institutions Forum and the "Radio & TV Public Service Advertising +" Forum bring together key stakeholders from China’s public service advertising sector to delve into pressing challenges and potential solutions for the industry's growth. These forums aim to champion the spirit of public service advertising, celebrate exemplary broadcasting organizations and platforms, and explore innovative ways to establish a collaborative platform that drives development—and ultimately supports the strategic vision of the "Four Comprehensive Strategies," helping to build a robust public service advertising ecosystem aligned with China’s mission in cultural and ideological development.
Representatives from relevant national administrative bodies, institutions dedicated to spiritual civilization development, directly affiliated units of the General Administration, news, publishing, radio, film, and television production and broadcasting organizations, online audio-visual program service providers, advertising agencies, industry association organizations, and institutions recognized in the "Bailan Cup" Original Advertising Competition, along with several academic experts and media representatives, attended the conference—totaling approximately 350 participants.