China Central Television, the mainland's state broadcaster, has launched an internet television network as the authorities wake up to the power of the internet in shaping public opinion.
China Network Television (CNTV) was up and running yesterday, in an initiative described by CCTV president Jiao Li as a step forward in building a new media platform.'The launch of CNTV was an important initiative to seize the high ground of the new media and to strengthen capability in international communications,' added Jiao.
CNTV offers internet users 24-hour live news, sports and entertainment programmes as well as video-on-demand and file-sharing. CNTV will add another five channels in the second half of next month to provide films, drama and documentaries.
The venture, said to have cost CCTV 200 million yuan (HK$227 million), came after Xinhua launched a CNN-style news network last month, and the launch of an internet-based television channel by Golden Eagle Broadcasting System, which owns Hunan Satellite TV, the mainland's most successful regional network.
The aggressive expansion of official media outlets was seen by many to be a result of an ideological shift among senior state officials prompted by protests over the country's human rights records and its handling of Tibet during the international leg of the Olympic torch relay in 2008.
The central government reportedly earmarked 45 billion yuan earlier this year for the expansion of major official media outlets including Xinhua, CCTV and People's Daily in a push for greater international reach.
Professor Huang Yu of Hong Kong Baptist University said CNTV was part of an official campaign to harness the so-called soft power of the country to match its rising economic clout.