China’s state broadcaster CCTV rebrands international networks as CGTN in global push
The broadcaster says move to ‘integrate resources and adapt to the trend of media convergence’ will consolidate worldwide reach
State broadcaster Central China Television (CCTV) has rebranded its international networks and digital presence under the name China Global Television Network as part of a push to consolidate its worldwide reach.
On Friday CCTV unveiled several new mobile apps under the CGTN brand, and visitors to CCTV’s non-Chinese language websites have been directed to a new Cgtn.com website.
The broadcaster said it made the move to “integrate resources and to adapt to the trend of media convergence”, with foreign language channels, video content and digital media falling under the new group.
The broadcaster published a congratulatory letter from President Xi Jinping on Saturday, urging the newly launched CGTN to “tell China’s story well, spread China’s voice well, let the world know a three-dimensional, colourful China, and showcase China’s role as a builder of world peace”.
The government has long grumbled about the Western news media’s hold on international discourse and has spent vast sums in recent years to enhance its own influence and shape global opinion, with CCTV as one of its spearheads.
The broadcaster has channels in English, Arabic, French, Spanish and Russian and production centres in Washington and Nairobi.