Sun Yusheng, 61, deputy director at China Central Television (CCTV), will be responsible for the programming, style and content of Phoenix TV and will report to founder and CEO, Liu Changle, Caixin reported, citing an internal memo dated Feb. 24.

Phoenix has a large audience in mainland China.

Phoenix Media Investment (Holdings) Ltd, the satellite broadcaster's parent firm, said in a Hong Kong stock exchange filing on Feb 10 that it was considering appointing a new CEO and splitting that position from the chairman's role.

Liu, born in 1951, is a former officer in China's People's Liberation Army.

(Reporting by Yew Lun Tian; Editing by Simon Cameron-Moore)