With tens of millions of overseas cable TV viewers, global satellite transmission and around-the-clock Internet live broadcasting, China arms its top media with a new English-speaking global television and wishes more voices to be heard by the rest of the world.

Xinhua News Agency, a 79-year-old wire service from China, announced the official launch of China Xinhua News Network Corporation (CNC) World, offering a full operation of TV news broadcasts, including news and in-depth reports, feature stories, talk shows and cultural and lifestyle programs.

On the kick-off ceremony at its Beijing headquarters, Xinhua President Li Congjun said, "CNC World will report international news with a China perspective and China news with a global vision."

Besides the newly-born television service, Xinhua, with more than 10,000 employees positioned around the world, also has print publications, financial services, photo suppliers and new media research and development capacities.

The ambitious global expansion of Xinhua, a multi-billion-dollar media industry leader in China, echoes Chinese President Hu Jintao's aspiration for "a modern communication system" and "communication capacity" for Chinese media at home and abroad.

By hosting the World Media Summit in October 2009 in Beijing, Xinhua has strived to keep on a par with modern operation skills and media business management from its top-tier global competitors, most of which were in attendance at the media summit.

Encouraging fairness in news service and innovation in media technologies, Xinhua tailors its news and information products into diversified terminals, such as outdoor LED screens, cable TV receivers, personal computers, cell phones and, most recently, iPads. Xinhua-made video products meet most requirements of various electronic devices.

Although supplying audiences with more than half of its programs on international news, CNC World is competing for the strongest forces for covering China news. With ubiquitous correspondents positioned throughout China, CNC World produces extensive and in-depth TV programs on China news.

During the CNC World two-month trial, one of its programs, the talk show "China View," often invites influential scholars, strategists, decision-makers and opinion leaders to share their views on big news and events in China.

Fernando Salazar, Chief Economic and Commercial Councilor of the Spanish Embassy in China, was invited to a CNC World talk show on the Spanish sovereign credit crisis.

"CNC World has provided a new platform for exchanges between China and the rest of the world," Salazar said.

Rising rapidly to the world's third largest economy, China is still sometimes misunderstood by some foreign countries, from illusions of "China collapse" to "China threat."

"Lack of understanding of China among international audience offers CNC World room for expressing China's voice and potential for promoting China's global image," said Sun Yingchun, an international relations professor at the Beijing-based Communication University of China.

CNC World is broadcast via satellites, cable networks, the Internet and cell phones to Asia-Pacific, Europe, America and Africa. Internet-surfers can visit the official portal, http://www.xhstv.com/english_video_online.asp, to view live broadcasts.