China's television regulator has announced a major initiative to integrate set-top box capabilities directly into television sets through software, eliminating the need for external hardware. The plan aims to simplify the viewing experience so that a single television can access all types of broadcast services, including live programming and video-on-demand.
During a State Council Information Office press conference on September 17, the National Radio and Television Administration (NRTA) outlined its key initiatives for the upcoming "15th Five-Year Plan" period. The agency's deputy director and spokesperson, He Biao, revealed that the NRTA has collaborated with the Ministry of Industry and Information Technology to develop unified technical standards for integrated televisions. This effort will embed set-top box functions within the television itself, creating a minimalist terminal that requires only a single universal remote control. Viewers will be able to power the device on and off or switch to their preferred channels with one press, streamlining the entire user interface.
He Biao noted that this refinement follows three years of persistent efforts to address complex operational procedures and the "matryoshka doll" pricing structure that had long frustrated consumers. The campaign has already produced significant results, including the deployment of over ten million plug-in micro set-top boxes last year through collaboration with China Broadcasting Network, China Telecom, China Unicom, China Mobile, and industry partners. However, given that a substantial number of older televisions cannot support integrated hardware upgrades, the initial rollout will begin with tens of millions of units. As households gradually replace their aging televisions, the regulator anticipates that integrated TVs will achieve much broader coverage throughout the "15th Five-Year Plan" period.
Beyond hardware innovation, the NRTA is strengthening public service guarantees to expand the reach of its "dual enhancement" initiative. Service improvements are being extended to nursing homes, facilities for people with disabilities, and rural areas. To date, 1.13 million public venue terminals and 40.41 million rural users have benefited from features such as booting directly into live TV, ad-free start-up screens, and access to the "Remembering Classics" channel. The next five years will see continued improvements to television services in these settings, along with enhanced features tailored for elderly and disabled users.
The regulator is also intensifying its campaign against fraudulent pharmaceutical advertisements. As of the end of March, such misleading commercials have been completely eliminated from television channels nationwide. The NRTA pledges to continue monitoring and inspection efforts while maintaining accessible complaint channels to prevent any resurgence of these prohibited ads. During the "15th Five-Year Plan," the agency will deepen its governance of violations in broadcast advertising to ensure viewers can watch content with complete peace of mind.
Legal protections are being reinforced to safeguard viewers' rights and maintain the progress already achieved. Two newly revised departmental regulations concerning cable television and IPTV operations and service management are scheduled for release in the near future, strengthening the regulatory framework against backsliding.
Additionally, the NRTA is developing comprehensive smart terminals centered on the television screen as a home hub. These devices will integrate video programming, eldercare assistance, children's education, and smart home controls, featuring support for dialect voice commands, gesture interaction, and cross-screen connectivity. The goal is to make digital life easily accessible and enjoyable for users of all ages, from the youngest children to senior citizens.
The construction of a new-generation broadcasting network has been formally incorporated into the national "15th Five-Year Plan" outline. He Biao emphasized that this network constitutes vital national information infrastructure and represents critical support for building a culturally strong nation, a cyber superpower, and a digital China. The NRTA is now focused on building three interconnected networks: an upgraded infrastructure network, a unified content services platform, and a comprehensive monitoring network.
Building a robust infrastructure network involves integrating wired, wireless, satellite, internet, and 5G resources while incorporating cloud computing, big data, artificial intelligence, and security technologies. This creates a "gigabit, ultra-high-definition, intelligent, collaborative, and integrated" technical foundation capable of supporting diverse audiovisual applications with ultra-high definition, large data flows, and high bandwidth requirements.
The content services network addresses the fragmentation of high-quality audiovisual content that currently remains dispersed across different regions, administrative levels, and providers. By consolidating and sharing premium content across the country, this network breaks down information silos and establishes efficient connections, reducing the number of user entry points while enabling better content to reach grassroots audiences directly. As an example, He Biao cited the NRTA's organization of China Broadcasting Network to aggregate over 640 matches from 17 provincial city leagues, including the Northeast, Jiangsu, and Hunan super leagues, streaming them live on both television and mobile platforms to enthusiastic sports fans. Beyond sporting events, specialized services such as education, cultural tourism, and eldercare will continue to evolve to bring broadcasting and audiovisual content closer to the people.
The upgraded monitoring network is being developed as a unified, nationwide system with efficient coordination. It will conduct real-time surveillance to detect and address harmful content, "matryoshka" pricing schemes, complex operating procedures, and illegal advertisements. This comprehensive system is designed to fully protect users' viewing rights while fostering a healthy, clean broadcasting environment where the public can watch and use services with complete confidence.