A Chinese state-run newspaper says waning interest in the flagship news show on China Central Television (CCTV) has prompted the broadcaster to revamp its programing.
A report in the China Daily Wednesday says that despite a monopoly, CCTV's programming has seen a decline in market share from 40 percent in 1998 to less than 10 percent.
The report adds that CCTV will change the content of its main news program Xinwen Lianbo [Pto include more human interest stories and critical reporting.
Renmin University journalism professor Yu Guoming told China Daily that programmers need to address audience demands and changes in the media landscape or face further decline.
The content of China's 7 p.m. nightly half-hour news broadcast has focused heavily on the activities of Chinese President Hu Jintao and other main leaders as well as official announcements and economic achievements.
Some information for this report was provided by AP and chinadaily.