China launched a multilingual international broadcast network on Saturday which experts believe could play a role in seizing a greater share of global discourse.
Launched Saturday by the China Central Television as a rebranding of CCTV news, the China Global Television Network (CGTN) is designed as a multilingual, multi-platform media group consisting of six TV channels, three overseas branches, a video content provider and a digital media division, the Xinhua News Agency reported.
Chinese President Xi Jinping congratulated CGTN on its launch, urging it to "tell China stories well" to the world.
"The relationship between China and the rest of the world is undergoing historic changes. China needs to know more about the world and the world needs to know more about China," Xi said in a congratulatory letter to the CGTN, Xinhua reported.
"The successful experience of Russia Today shows that in the age of global information, in which discourse is imbalanced, such media can work wonders," Zhang Shengjun, an international politics professor at Beijing Normal University, told the Global Times on Monday.
"The establishment of the CGTN shows China has changed its broadcasting strategy from a focus on domestic news to trying to seize greater international discourse," Zhang noted.
The CGTN will not just serve people in China, but also, in the long term, provide a channel to express China's view on global affairs, Zhang said, adding that experts' comments and Chinese citizens' opinions could be showed on this platform to the world.
However, Zhang said the platform should avoid narrow-minded nationalism, but report with a global view. "CGTN is a good start, and in the future we can have two or three such platforms competing with each other."
In February 2016, Xi called for innovation in concepts, content and methods while visiting the country's three leading media institutions - the People's Daily, the CPC's flagship newspaper; Xinhua News Agency, the state news agency; and CCTV, the country's broadcaster, Xinhua reported.
Xi told media groups to use the new media's edge in reaching people, turn up their voice on the international stage, tell stories about China well, and build flagship media groups with a strong global influence.