China Central Television （CCTV） requires urgent reform. Chen Gong, ANBOUND chief researcher, states that the reform of this SOE will inevitably face various challenges. Maybe it can be considered as becoming a state-owned fund-management organization. If separated into 4 TV stations and through the unified management from the national fund, the current CCTV can carry out a more comprehensive employment of funds and make a proper balance between its social and economic responsibilities. We hope that in the future, CCTV can be more efficient and more, authoritative. Otherwise it is no more than a privileged commercial institution with occasionally superficial performance.