On chinadaily.com.cn

Trends: News show attracts young viewers

Xinwen Lianbo (China Central Television's flagship news program at 7 pm) has been on the air since 1978 and has taken to using the short video apps such as Douyin and Kuaishou to reach younger audiences with its bulletins. Since CCTV News opened an account on Douyin nine months ago, it has begun publishing shorter videos and switched to using vertically formatted videos better suited to being watched on a phone screen. The first short video posted on the Douyin account of Xinwen Lianbo featured anchor Kang Hui. Within a day, it had 15 million followers and topped Douyin's list of its most popular accounts. Xinwen Lianbo has since opened an account on Kuaishou, another popular short video app, and has gained more than 12 million followers.

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