The still shows the opening ceremony of Leifeng Channel that was lanuched at the end of March in Fushun, Liaoning province. [Photo: Chinanews.com]

China's first "Leifeng channel," which aims to inspire the selflessness exhibited by folk-hero Lei Feng, has failed to attract the attention of viewers since it was launched at the end of March in Fushun, Liaoning province.

The Leifeng Channel includes six programs that encourage people to cultivate virtue and do good deeds, according to the China Youth Daily. Shang Zeyou, the vice-head of Funshun broadcasting and TV station, said that the channel hopes to further set Leifeng as a role model for both Fushuners and people living throughout the province.

Lei Feng was a soldier who built his reputation through doing many selfless deeds in his life time. Chairman Mao Zedong called on all Chinese people to learn from Lei Feng after the altruistic soldier died at the age of 22 in 1962.

However, China Youth Daily reported that most locals have barely heard of the Leifeng Channel and are not able to differentiate its programming from that of regular commercial television.

Some Fushuners are also questioning the Leifeng Channel's chances of spreading good will and selflessness.

A local taxi driver, who did not give his name, said that the altruistic spirit of Lei Feng has gradually faded from people's minds in the face of China's sprawling materialism and egotism. The taxi driver added that many people today are unwilling to do good deeds because it could prove to be a burden to one's own interests.

Zhang Xiuli, who came up with the Leifeng channel, said that no marketing campaign has been created to push its brand, and thus, the channel has a long way to go before it gains a steady viewership.