China Central Television (CCTV) has announced that it has no intention of changing its name to "China National Television" despite pressure from Chinese netizens.

"There is no need to change the name. It would confuse the public and damage the brand's value," said a statement released by the state television Tuesday.

The name "CCTV" is recognized and accepted by Chinese citizens,and has been listed in the World Top 500 brand names for the last two years, the statement read.

An on-line article written and posted by a netizen called "Te Kan Bo Wu Guan", calling on CCTV to make the change, sparked a heated debate among Chinese netizens earlier this month with hundreds of follow-up posts and 7,000 clicks.

The article argued that the name "CCTV" over-emphasizes control of the television network by the central government. The name of the national TV station should reflect the fact that it is a service for the people of China.

"The words 'national television' forge a strong and unified image of China, and make it clear that it is a state television station," the article claimed.

CCTV officials, however, insisted that CCTV, which was established 48 years ago, symbolizes both the Chinese people and the whole nation.

It is the content and information the TV station transmits rather than its name which determines whether it is influential inthe world, the statement said.

Although other organizations also use the abbreviated form "CCTV", as some netizens have pointed out, it is common for organizations to share the same abbreviation in English, the statement said, adding that a change might confuse people at home and abroad.

(Xinhua News Agency August 17, 2006)