Chinese state TV pushing to go global

BEIJING  -- China's state broadcaster, China Central Television (CCTV), is pushing to gain an international audience and extend its global influence, a senior official with the broadcaster said on Wednesday.

More efforts are needed to promote CCTV's international channels, which help the world better understand China, said vice president of the broadcaster Wei Dichun at a seminar held on Wednesday.

About 200 people from world media organizations, including the Walt Disney Company, were invited to the seminar hosted by CCTV in Beijing to exchange views on global expansion.

"Given the rapid development of science, technology and media convergence today, innovative thinking is vital to establish and maintain international media," Wei said.

The broadcaster's global expansion plan has been carried out well, said Yan Chengsheng with the State General Administration of Press, Publication, Radio, Film and Television.

CCTV has been pursuing an international audience by providing global and multilingual news services featuring Chinese history, culture, and daily life. The broadcaster has also increased overseas staff.

"Cultural diversity should be taken into consideration when it comes to building international communication ability," Yan said.