BEIJING - CHINA'S state broadcaster plans to revamp its staid news broadcasts for the first time in a decade to combat a sharp decline in viewership, an official newspaper said on Wednesday.

More human interest stories and critical reporting will be introduced to try to win back viewers who have flocked instead to cable channels and the Internet, the official China Daily said.

Despite wielding a monopoly on the national prime time news broadcast, CCTV's program has seen a decline in market share from 40 per cent in 1998 to less than 10 per cent at present, the paper said.

Programmers need to address audience demands and changes in the media landscape or face further declines, the paper quoted Renmin University journalism professor Yu Guoming as saying.

The content of the 7 pm nightly half-hour news broadcast - CCTV's main news show - must first be approved by top communist propaganda officials, and focuses heavily on the activities of President Hu Jintao and other main leaders, along with official announcements and economic achievements.

Anchors are devoid of personality and tend toward a ponderous delivery, while production values are basic, and international, sports and entertainment news generally receive only passing attention.

The political straightjacketing has proved a turnoff, especially for young, better educated urbanites who command a range of options for obtaining information, from cable and satellite channels to Facebook and Web sites that are less susceptible to the tight government controls faced by traditional media.

CCTV's prime time news broadcast drew only a market share of 5.6 per cent, according to a survey of 35 cities from January to May, the paper said.

Media experts quoted by the paper offered only slight odds on the chances for significant changes given the broadcast's overriding political nature and its constant need to portray the government in the most positive light possible. -- AP