State-run China Central Television (CCTV) will launch its around-the-clock channel featuring the developing western region this Sunday, in a response to the central Government's call to attract more investment.
The new channel - Western Region TV - will be the 12th channel for the state broadcaster, which shows about 200 hours of programmes to the country's one billion audience every day.
Chi Hongye, deputy director of international relations at CCTV, said the new channel was being set up to show the political, economic, social and cultural development in the western region, as part of Beijing's Go West campaign.
'Because of the State Council's order, we are going to launch an infotainment channel with a major focus on the region,' Mr Chi said.
He said the broadcaster had been preparing the channel for more than a year but refused to say how much it had cost.
'We want to expose this region to more audiences,' he said, adding that there was no timetable for another launch plan.