Prime-time broadcast was awkward because it fell during traditional dinner time, state-run station says
CCTV has finally defended a 2004 decision to move the broadcasting of the national anthem from prime time to early morning, countering criticism from viewers who said the network was sacrificing patriotism for profit.
On its website yesterday, the state broadcaster issued an announcement saying the rescheduling, from seconds before the popular 7pm news broadcast, to 5.55am, was done because it could be 'undignified' or 'awkward' to broadcast the anthem during the traditional dinner time.
The anthem's former prime-time slot has been taken by advertisements for a health-care product maker, an insurer and an alcohol company, with each paying hundreds of millions of yuan for 15 seconds of air time.
The change was included in a restructuring of CCTV-1 programming on September 1, 2004. Since then, people have been complaining on internet chat rooms.
An article endorsed by hundreds of contributors and posted in CCTV's chat room and other online state forums raised sharp questions.