Danwei has translated SARFT's new set of guidelines for online video providers in China. Yet another muddy step is taken in the great quagmire of who really owns regulation of online video. Go have a read. My conclusion: SARFT is doing its very best to ensure that online video is every bit as scintillating, energetic and imaginative as broadcast television and cinema are in China.

In fact, individually many of the rules seem perfectly appropriate, especially in a Chinese context. But in aggregate they pretty much ensure that anything considered undesirable can be considered to fall afoul of one or other guideline. Among other things, I'd say satire will become increasingly difficult. I guess it's variety shows from here on out.

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A source of light (Illuminant Partners blog): SARFT again visiting harshness on China's video sharing sites. (Their point-of-view is that it won't make much of a difference in the end. This is probably true. I see this kind of regulatory approach being less about day-to-day operation and more about making sure SARFT has a mighty regulatory stick that it can wield at its discretion, should it need to. -Will)