Modeling a proposed 24-hour cable news channel on Al-Jazeera is bound to be taken the wrong way in the U.S. and set false expectations elsewhere. But that is the model that Beijing reportedly has at the heart of a 45 billion yuan ($6.6 billion) investment in its three main state media, Xinhua, CCTV and the People’s Daily, expanding their services to give China a global media voice commensurate with its emerging superpower status.
Beyond the 24-hour cable channel, CCTV will add Arabic and Russian language services to the Mandarin, English, French and Spanish ones it already has, and from May the People’s Daily will publish an English-language version of its tabloid Global Times.
The expansion comes when Western commercial media are scaling down their own international coverage so there is a vacuum to fill. Beijing’s plan calls for more reporters, more bureaux and more outlets, but not necessarily more freedom to report. China’s press has increasingly been feeling if only occasionally pressing the edges of the envelope within which it operates, but three organziations getting the money are still state-run media in a country where propaganda is a term, as Variety puts it, “used without negative connotations”.
The primary task, though, is to present China to the world, not the other way round. The melamine tainted milk and other recent food and product safety scandals have shown Beijing that it needs to do more in that regard, and is a further sign of the country’s confidence in stepping out into the world on its own terms.
And those terms must be true, because we’ll have seen them on TV.