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.

More from Al Jazeera’s 2009/2010 Rebrand

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Qatar: A pretty exclusive look at a bit more creative (including some original concept copy) from Al Jazeera and their latest rebrand. You can catch up with the earlier part of the campaign here.

Al Jazeera Main Ident

Original Creative Concept: “Water is an essential element for Al Jazeera. The ident starts with a globe filled with news information dropping into the ocean. Unlike the impression of the ocean we have, the world below is bright and warm from where countless particles emerge and spread. Every particle represents something that’s going on in the world. These particles follow the current, finally absorbed at ocean surface by the logo of Al Jazeera to signify the central idea: ONE WORLD, ALL ASPECTS.”

Al Jazeera General Promo

Original Creative Concept: “The sea surface represents an objective platform for opinions, and water drops are different opinions in the world. Water particles move freely in the ocean, coming and going in all directions, bobbing up and down on the sea surface; some water particles collide with the sea surface and some blend in, just like the interflow of various opinions. The endless convergence of opinions finally forms the Al Jazeera logo and slogan: Opinion & Other Opinion.”

Al Jazeera Network Rebrands for 2010

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The Qatar headquartered Middle Eastern News Network, Al Jazeera, has rebranded. Serving a 140 million audience, the (at times controversial) network launched the new look on its 13th anniversary, simplifying its color palette from 20 to 3 main colors, gold, sea blue, and pearl white. The brand assignment was helmed by Taiwan-based JL Design.

While launched initially as an Arabic current affairs satellite news channel, Al Jazeera has since expanded into a network with several outlets, including an internet offering, and channels Al Jazeera Sports, Al Jazeera Live, Al Jazeera English, Al Jazeera Children.

It was just five years ago that the network surprised a few by being voted as fifth most influential global brand (Brand Rankings by Impact) Readers Choice Award, behind Apple, Google, Ikea, and Starbucks. If you like this blog, please support us by joining Art & Business of Motion on Facebook. You can of course still follow us on Twitter.