First Look: China’s New Global 24 Hour English News Channel

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China’s New Global English News Channel, CNC World, has launched. Run by China’s State News agency Xinhua, the network hopes expanding foreign language media will help promote China’s image and viewpoint, ultimately “challenging the BBC and CNN”. CNC World preview here:

Unfortunately, based on some initial previews of the new on-air package and branding, they may have some significant way to go. The new CNC World’s new on-air package looks flat and dreary next to its domestic rival CCTV (read our coverage of CCTV’s “Believe in the Power of the Brand” here), let alone CNN or Al Jazeera (read our coverage of Al Jazeera’s latest rebrand here). You can see what CNC World is up against with these two spots:

With reports of over $5 billion (yes with a B) being spent by the government on CNC World, state broadcaster CCTV, and the People’s Daily Newspaper expansion into the global marketplace, expect to see a swift refresh fix of the CNC World package.  Many countries look to their domestic and global news presence as a reflection of their growing economic prowess and position on the world stage.

The Chinese broadcaster plans to build a state of the art newsroom as its New York headquarters at the top of a 44 story skyscraper in Times Square alongside nearby Reuters, Condé Nast, and The New York Times.

Speaking at the launch in Beijing yesterday, channel president, Li Congjun, said CNC would “present an international vision with a China perspective”. I’d say based on what we’ve seen on-air so far, CNC World should give me a call ASAP.

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Filed under branding, channel identity, ident, industry news

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