On May 27, 2010, The National published an article about China’s engagement strategy, carried out by state broadcaster China Central Television (CCTV), toward Arab television viewers in the Middle East and North Africa.
Many countries broadcast to the Middle East in Arabic, including France, Russia, and the U.S., but China is different: it broadcasts, from Beijing, to the region in Chinese with Arabic subtitles. Instead of focusing on news and current events in the Middle East, CCTV highlights Chinese culture and the arts. Simply, “…CCTV Arabic aims to tell the Arab world about China.“
In his article, Daniel Bardsley further describes China’s strategy, which involves voicing the views of the Chinese government. This approach allows China to “…extend its ‘soft power’ without becoming entangled in the region’s politics,” which reflects China’s non-intervention culture.
Now a world power, China ambitiously aims to be part of the mainstream international media alongside CNN and BBC. This year, China will also reach milestones in its international broadcasting efforts as CCTV Arabic will mark its first anniversary in July and CCTV plans to open news bureaus in the Middle East later this year.