CCTV has disappeared as a brand from China’s consumer-facing international TV channels, replaced by a new name: China Global Television Network (CGTN). Overnight on 30 December, CCTV’s English, Arabic, Spanish, Russian and French channels were rebranded under the CGTN umbrella, while new mobile apps were launched.
According to the South China Morning Post, CCTV carried out the rebranding 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.
This rebranding – and the new apps – are part of a continuing effort by China to project its soft power internationally. It is widely reported that billions of dollars are spent each year on China’s international television channels and on its cultural initiatives in markets globally.
Watch the CGTN promotion here: