In an effort to consolidate its worldwide reach, China's state broadcaster Central China Television has rebranded its international networks and digital presence under the new name of China Global Television Network (CGTN).

The broadcaster also released on Friday several new mobile applications under the CGTN brand. Foreign language channels, video content, and digital media will fall under the new group. 

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The broadcaster said that it made the new move "to integrate resources and to adapt to the trend of media convergence."

The initiative was also commended on Saturday by Chinese President Xi Jinping.

"Tell China's story well, spread China's story well, let the world know a three-dimensional, colorful China, and showcase China's role as a builder of world peace," Xi said in the congratulatory letter.

China's communist government has long complained that the Western media has a monopoly on international discourse. In order to address this alleged imbalance, Beijing has spent vast sums in recent years in order to strengthen and shape not only its own opinion but also the world's.

CCTV is one of the efforts spearheaded by the Chinese government to get its voice heard on the global stage. The broadcaster has channels in English, Arabic, Spanish, French, and Russian. It even has its own production centers in Washington and Nairobi.

A CCTV official, Chen Lidong, said the rebranding will not have any effect on CCTV's domestic operations.

Since taking power, Xi has tightened the ruling Communist Party's leash on state media outlets. Its core mission is now to serve as the government's mouthpiece.

In 2009, China announced a plan to commit $6.5 billion to help spread its message overseas. Since then, CCTV and Xinhua have made their presence in the US count. They have released videos explaining China's stance on the South China Sea dispute.

The two state-owned Chinese broadcasters have also employed a vast number of journalists, including from countries in the Middle East and Africa.

Tagschina, CCTV, President Xi Jinping