Greater China: CCTV unveils music, youth channels

In addition, both are now pay-TV channels, as opposed to free-to-air.

In a separate development, CCTV is planning to launch a number of foreign-languages channels by the end of this year, aiming to build a more 'international' flavour into the image of the station.

A spokesperson from CCTV's foreign affairs centre said: "At this moment, we do not have a timetable. We are now still working on the positioning, content and all details for the channels.

"In China, we have to go through different processes in order to get the permit to launch new channels officially. This work is relatively complicated."

According to industry sources, CCTV will roll out at least four paid-channels, including French and Spanish-language channels, by October in order to better target overseas viewers.

According to ZenithOptimedia buying director Racino Hou, as CCTVwas now working to develop its pay-TV business, it was anticipated that in addition to launching new pay-channels, existing free-to-air channels would likely be converted to pay-channels in the near future.

Hou said: "CCTV originally planned to start (seeing ROI) from its pay-TV business by the end of this year. However, the reality is that it cannot achieve this aim. The station doesn't promote the pay-channels. The advertising revenue is very not good.

"Worse still, the programming is not attractive enough to drive the interest of TV audiences."