Illustration: Liu Rui/GT

Xinwen Lianbo, a daily news program produced by China Central Television (CCTV) in 1978, is supposedly the most watched TV program in China, because it is viewed as a platform for important official announcements. But recently, there has been a controversy over the program's ratings.

Earlier this month, CCTV released a television programming satisfaction report, claiming that Xinwen Lianbo topped the satisfaction ratings with a score of 4.25 (out of 5) in the entire country.

But days after the announcement, China's Internet tycoon NetEase found entirely opposite results in a survey of its own, which features how popular Xinwen Lianbo is in the eyes of Chinese Net users: 63.3 percent of those surveyed said they don't watch the program, and 69.8 percent rated the program as "bad."

The contradiction soon caused a stir in Chinese public opinion. Online comments not only voice their overwhelming support for NetEase's survey result, but also blame CCTV for blowing its own horn.

It seems that neither set of results are exactly representative. CCTV has not released any details on who was surveyed or how, while NetEase conducted the survey online, where young people who are suspicious of official news programs and more fond of entertainment shows.

Without a more comprehensive study gauge, neither survey result can be deemed as convincing.

The opening-up of Chinese society has lifted many bans and taboos. Not only have the TV programs become more entertainingly popular and varied, but many topics which were once seen as "politically untouchable" are also allowed to be discussed.

As for Xinwen Lianbo, the most political TV program in China, people now have all kinds of expectations.

Xinwen Lianbo is now being observed from a more entertainment-oriented and grass-roots perspective. Viewers would like to see the program to be more connected with their daily life, especially reporting the news which is closely related to their immediate interests.

They also want it to cover almost every aspect of what is going on in the nation, especially bad news or tales of official malfeasance.

However, these expectations are probably too weight for the program which works as an indicator of the official position in a wide range of matters. Xinwen Lianbo is used as a transmission belt to convey to the public official announcements, decisions and commentaries on major political, economic and diplomatic issues.

Unlike most TV shows, the lack of entertainment value or daily relevance probably makes Xinwen Lianbo less popular among young people. The parade of official visits that leads off the program is hardly a ratings-grabber. But it is still one of the most important programs that can bridge the gap between the leadership and the public. Popularity or ratings are not the only benchmark to assess its value or even decide on its existence.

But meanwhile, its privileged position does not mean Xinwen Lianbo is problem-free. As for a TV program, attracting more viewers equals bigger influence. Although ratings are not its lifeline, a larger audience can certainly signify that its role is being played well.

People have noted that Xinwen Lianbo is changing to be closer to the ordinary people. But these changes, such as introducing younger anchors and allowing them to wear bright clothes and varied hairstyles, are still too minor to make a difference.

For TV programs, content should always be the key, and it will probably be a good start if it can touch upon more major and influential issues, especially sensitive ones.

The author is a reporter with the Global Times. liuzhun@globaltimes.com.cn