(LI SHIGONG)

The State Administration of Radio, Film and Television (SARFT), China's media watchdog, issued a new set of rules on June 9 that strictly regulate TV match-making shows, which have been sweeping the country's prime-time programming.

"Improper social and love values such as money worship should not be presented in these shows. Humiliation, verbal attacks and sex-implied vulgar content are not allowed," the new rules said.

The rules also demand hosts of the shows be people with good reputations, rather than controversial figures, and contestants must use authentic identities and undergo strict screening procedures before participating in such matchmaking programs.

As for a group of rich men and overseas returnees showing up on the programs, the notice suggests producers invite more people from all walks of life, rather than filling screens with actors, actresses and wealthy people.

Red-hot farces

In 1998, Date on Saturday and Rose, two matchmaking TV programs, were launched by Shanghai Dragon TV and Hunan Cable TV, opening China's "TV dating show craze" and generating some similar programs across the country.

But because of the audience's aesthetic fatigue, such programs faded-out in the following years, said Liu Lei, creator of Rose.

On December 24, 2009, Take Me Out, a brand new matchmaking TV show, was established on Hunan Cable TV. The program triggered another round of fervor for TV dating shows in China.

In the following few months, similar dating shows, such as If You Are the One of Jiangsu Cable TV, Run for Love of Zhejiang Cable TV and I See You of Guizhou Cable TV climbed the rating charts with spit battles between participants and heated arguments about social issues.

According to Liu Yuan, Director of the Market Promotion Department of If You Are the One, ratings for the program surpassed 1 percent when it first appeared on Jiangsu cable TV in January, peaking at 4 percent during the following months.

The popularity of the shows is the reflection of reality, said Tian Fanjiang, Chief Executive Officer of Baihe.com, a Beijing-based dating network company. According to the latest statistics provided by the research institute of Baihe.com, the number of single people who are at marrying age in China has surpassed 180 million.

Wang Gang, producer of If You Are the One, said his show had introduced a new style offering confrontation, nerves and suspense.