(Ecns.cn) -- Lang Yongchun and Ouyang Xiadan, called Dan Chun by netizens, joined the prime-time news program "Xinwen Lianbo" on China Central Television (CCTV) in late September.
Their mild and approachable reporting style is an unprecedented trial for the invariably serious half-hour news program since it began in 1978.
Yet scholars question the substantiality of this change. A slight difference in the anchor team does not essentially bring much innovation to the program itself.
Stiff broadcast
The language used in Xinwen Lianbo has always been highly standardized. As one online commenter described, "conferences are always solemn; closing ceremonies always mark successful endings; leaders' speeches are always significant; and applause is always enthusiastic."
The audience can easily zone out during an airing of Xinwen Lianbo, for most of them sound quite similar with their extremely stylized wording.
This style hasn't changed even after Dan Chun took over the microphone.
The stiff limitations on anchors go beyond just language. Li Ruiying, an experienced anchor of the old news program, concluded: the scripts determine her expressions, tones, and gestures.
The deceased Luo Jing, also a respectable anchor of the program, couldn't change his hairstyle once the program's commander said "if he changes his hairstyle, the audience will hardly recognize him."
More than these, "in the minds of the public, Xinwen Lianbo has become the voice and image of China," said Li Xiaohua, doctoral supervisor at the Communication University of China (CUC).
Scholars have also noticed the information released by the program does not always consist of "fresh facts," but is the viewpoint of the authorities towards values and facts.
"Despite the invariable content, its high audience rating！which has dropped compared to the 1980s but still prevails over dominant news programs in other countries！is a unique Chinese phenomenon," said Professor Lei Yuejie at the CUC.
