A subsidiary of China National Radio (CNR), one of the State-owned media giants, Wednesday kicked off a shareholding reform to prepare for its IPO projection, news portal cnr.com reported.

Establishing shareholding system and getting listed are something needed so as to stand out in the media industry, said Wang Qiu, head of CNR.

"With the growth of new media, traditional media operators have to adopt various new media channels and establish an efficient capital platform," he noted.

Wang did not give the timetable for the IPO plan.

The company has established a special group to push forward the plan of getting its wholly controlled unit CNR Mobile listed on China's A-share market, according to the report.

CNR Mobile was established in 2007, aiming at delivering mobile radio and TV programming to audiences.

State-backed media companies appear to be actively seeking IPOs on the stock market, especially after seeing the success of people.com.cn's IPO.

The Internet portal of State-owned Xinhua News Agency has already applied for an IPO on the Shanghai Stock Exchange in January 2013.

But analysts said that the latecomers like CNR and xinhuanet.com may find it difficult to attract as much interest as people.com.cn did, unless they could offer unique positioning and targeted contents.

People's Daily launched its IPO on April 27, 2012, becoming the first State-backed news website with a public listing. The IPO attracted overwhelming interest, more than doubling its target of 527 million yuan ($84.4 million) to 1.38 billion yuan in funds raised.