CCTVNEWS, the 24-hour English news channel of China's state broadcaster, China Central Television, became one of the first Chinese media organizations to sign up to Facebook's Instant Articles on Thursday, December 3.
With more than 16 million fans on Facebook, CCTVNEWS has one of the largest presences of Chinese news on the social media platform. Instant Articles is the latest way that CCTVNEWS is building on its social media output to increase its news distribution and deliver high quality journalism directly to the world's growing number of mobile devices.
CCTVNEWS has also worked directly with Instagram, YouTube and Twitter to improve its presence on the content-sharing app and broadcasts on a range of platforms, including its own app.
"CCTVNEWS is about representing not only China to the world, but giving a global audience a Chinese perspective on international events," says Guo Yuhua, Chief Editor of CCTVNEWS. "The world is increasingly becoming multi-polar, and CCTVNEWS demonstrates that reality in its news coverage. Joining Instant Articles is one of the best ways of delivering that reality."
The ambition for CCTVNEWS is not only to further increase its audience's understanding of China and the world through a diversified lens, but also to give people the opportunity to access its content as easily and as quickly as possible, whether that is through their television, computer, phone or tablet.
"In a changing media environment, we do not expect the audience to come to us. We have to go to where they are. Signing up to Instant Articles, doing social media and launching mobile apps is just the part of that strategy," says Zhang Shilei, head of CCTVNEWS Digital.
