The battle for young viewers

CCTV is embracing Internet culture and working with independent producers on TV shows to woo audiences under 35. Han Bingbin reports.

After charming audiences with his warm smile for 14 years, China Central Television host Li Jiaming recently found himself targeted by a group of young netizens unhappy with his style.

The complaints came after Li hosted the premiere of Rising Star on Oct 31. It is a singing competition show that originated in Israel. Many young netizens found his hosting style slow and boring and mocked it as "CCTV evening gala style". They even initiated an online campaign to replace him.