Opinion / From the Press

CCTV dress code dilemma

(China Daily) Updated: 2014-04-11 07:46

Viewers have complained against and even criticized Zhu Xiaolin, a female anchor on CCTV sports channel, for her attempt to break established norms by wearing a deep-V cut dress. But the way female anchors dress deserves understanding rather than criticism from people who are used to seeing "traditional" presenters on TV, says an article in Qianjiang Evening News. Excerpts:

The complaints reveal the complicated attitude of Chinese TV viewers toward China Central Television. They want to see CCTV as a modern media outlet but, at the same time, expect it to follow established norms when it comes to the "dress code" of its anchors. TV anchors have been appearing on screen in suits and ties, and viewers have become so used to their image that they flinch at the first instance of change. It seems Chinese viewers will never get tired of conventions.

As a result, CCTV receives complaints and criticisms every time it musters the courage to do something different, be with its programs or the dresses of its anchors and presenters. In fact, CCTV had ceased to attempt any change fearing that viewers might complain against it.

There are no hard and fast rules on what female sports anchors should wear. It is accepted, though, that anchors for entertainment programs can wear fancy (which many consider revealing) dresses. Similarly, it's okay for a female anchor to wear a suit or a one-piece dress if she is presenting programs other than news and sports.

To tide over the problem, CCTV should use its advantage to turn itself into a platform offering rich contents to suit the demands of viewers. No viewer will pay attention to what an anchor is wearing if the content of the program she or he presents is great.


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