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CCTV undergoes makeover to win back ratings
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09:10, June 09, 2009

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CCTV is to shake off its "serious and restrained" style with a major revamp of its primetime national news program.

The new look News Broadcast will be among a series of sweeping changes to other news programs at the state broadcaster from June 20 as it competes to attract back viewers and maintain ratings in an increasingly competitive market.

CCTV1, the channel which carries the main news bulletin, has been inspired by the methods of foreign TV programs, and will increase the content of news program and promote more live news, said media watchers.

CCTV Tower. (Photo: CFP)

"News Broadcast had to be reformed to win back viewers who had been won over by smaller but seemingly more exciting, progressive provincial and private stations," said Zhan Jiang, dean of the department of journalism and communications at the China Youth University for Political Sciences.

The facelift is set to be the biggest change in more than a decade, according to Professor Yu Guoming, vice president of the College of Journalism at Renmin University of China.

He said: "News Broadcast has been going out on air at 7 PM every evening for the last 30 years, and reflected the attitude of the Chinese government.

"But the new edition will be more lively and closer to viewers. It will move away from its serious and monotonous style. It'll present China's mainstream values in various and approachable ways."

The State Administration of Radio, Film and Television recently ordered CCTV to set up an evaluation system and listen to viewers' opinions of News Broadcast.
"CCTV also realized the trend of market-orientation and is edging toward that change," claimed Yu Guoming.

Former CCTV president Yang Weiguang, said, "Generally speaking, our style had become too serious and restrained."

Source: The Global Times

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