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China launches global media platform to rebrand country’s image

China Media Platform

China Central Television (CCTV), Beijing’s largest and most important TV network, said it will launch a new global platform on New Year’s Day to help re-brand China overseas.

The state broadcaster published a congratulatory letter from President Xi Jinping, urging the newly launched China Global Television Network 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.”

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The government has long grumbled about the Western news media’s hold on international discourse and in recent years has spent vast sums 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.

The new multilingual media cluster will have six TV channels, a video newsletter agency and a new media agency.