China is about to embark on a multibillion dollar media expansion overseas, including the establishment of a 24-hour English language all-news channel modelled after CNN. These are only the most recent steps in a methodical strategy for Chinese state media to "go global" and make "the voice of China better heard in international affairs" -- a plan set in motion by President Hu Jintao immediately after his accession to power in 2002. Since then, Chinese state broadcasters have considerably strengthened their foreign news operations, enhanced foreign language services and established the supporting bureaucracy to get the government's message out swiftly when news breaks.
Many governments do just that with state-sponsored broadcasting, like Voice of America or Germany's Deutsche Welle. So what's different with China?
The difference lies in the strong control the Chinese government and Chinese Communist Party exert over news and information. Sure, in recent years China Central Television (CCTV) and even the People's Daily look slicker, more contemporary and less political than in the past. But this has not changed the fundamental premise that all information on state-run channels must reflect the government's views.