The launch of three specialized channels by the China Global Television Network (CGTN) on Thursday highlights how new technological trends are changing the way media is being consumed, and allows for more niche-content to target specific audiences worldwide, according to a European media leader.
As the international arm of the China Media Group(CMG), CGTN has now launched its first three Free Ad-supported Streaming Television (FAST) channels worldwide -- CGTN Global Business, China Travel, and Discovering China -- which will be broadcast 24/7 across 15 major international FAST platforms, reaching nearly 200 million viewers worldwide
The official launch came at the Global South Media Partners Mechanism Inauguration Meeting and the 13th Global Video Media Forum (VMF), which opened in Xi'an City of northwest China's Shaanxi Province on Thursday.
It marks a pivotal advancement in the CMG's strategy to enhance its global communications strategy as it develops new models for international media distribution.
Speaking on the sidelines of the VMF in Xi'an, Adrian Wells, managing director of the Luxembourg-based European News Exchange (ENEX), said the move is another sign of the transformative power of technology in the constantly evolving media landscape.
"I think this is one of the opportunities presented by technology, right? Technology is probably the main driver in the media industry for change right now. Some of it is incredibly helpful allowing a station like CGTN to launch three new channels, directed at specific audiences in quite sort of a rapid way, more niche-orientated, directed at particular audiences with particular interests," he said.
As an emerging and fast-growing business format in the global television market in recent years, FAST TV features specialized content, recognizable branding, accessible programming and operational support via advertising. Since 2023, CGTN has been working on advancing the FAST medium, and has already promoted the CGTN English Channel and Documentary Channel on leading global FAST platforms.
The two-day VMF gathered hundreds of government officials, leaders of international organizations, and representatives of major media outlets in Xi'an under the theme "Building Consensus for Shared Benefits: Media's Role in Global Governance."
The forum also saw the inauguration meeting of the Global South Media Partners Mechanism, a new initiative launched by CMG which aims to promote deeper collaboration among Global South media and enhance the discourse power of the Global South.
Launch of new CGTN channels highlights tech transformation of media trends: European media chief
