Al-Jazeera US channel faces resistance but could benefit journalistic brand

Can Al-Jazeera win hearts and minds in America? The pan-Arab news giant is laying the groundwork for the launch of Al-Jazeera America after buying struggling US cable channel Current TV. It is likely to face an uphill battle for viewers but could solidify its journalistic brand, analysts say.

"Al-Jazeera is going into extremely unfamiliar terrain," said Adel Iskandar, a professor of communication at Georgetown University and co-author of a 2002 book on the Qatar-based news organisation.

But Iskandar noted Al-Jazeera's English-language operation around the world "has done a spectacular job" in areas of the world "where international broadcasters can't afford to go".

Al-Jazeera, with its "extremely deep pockets" thanks to funding by Qatar's royal family, had the money to hire a solid team of journalists to carve a niche in the difficult US market, he said.

Al-Jazeera has not released details on the launch but it has announced plans to open offices in a dozen US cities, including Detroit and Chicago, and hired respected journalists. Among those on board are former CNN business news host Ali Velshi and former New York Times and Wall Street Journal investigative reporter Edward Pound.

"All Al-Jazeera America reporters will be fiercely objective, substantively strong and absolutely committed to the truth," said a blog post from Ehab Al Shihabi, executive director of Al-Jazeera international operations.