DALLAS, TX — The rebranding of a channel group that reaches over one billion people requires more than just a name change — China Central Television International (CCTV) is now China Global Television Network (CGTN), emphasizing an even more expansive worldview and mobile-first strategy. To make the updated focus crystal clear, Stephen Arnold Music continued its collaboration with the network to evolve its memorable musical theme.
The new themes for the rebrand followed Stephen Arnold Music’s work with Flint Skallen on a sonic brand and comprehensive music package launched in 2015 and shared between CCTV’s five International Channels. Their engaging four-note mnemonic remains at the heart of a campaign that announces the channel group’s new name while demonstrating the network is even more easily accessible as CGTN.
Stephen Arnold Music’s composers post-scored the music to Flint Skallen’s bold graphics, building on the sonic signature and creating fresh arrangements to accompany the design team’s visceral new images. For the latest package, Stephen Arnold Music combined traditional orchestration with modern soundscape elements that drive home the mnemonic. As the sonic logo crescendos in announcing the network’s new name, the visuals highlight the multi-platform shift at CGTN.
“As CGTN, the DNA of the international news channels remains the same: to cover the whole globe, reporting news with a balanced view from a Chinese perspective,” says Chad Cook, Vice President, Creative for Stephen Arnold Music. “Flint Skallen’s graphics were the driving force in their evolved messaging. Stephen Arnold Music’s updated themes reinforce the network’s leadership in global newsgathering, while highlighting the brand’s newly enhanced digital media and mobile aspects.”
Experience the CGTN Sonic Branding package here.
About Stephen Arnold Music:
Often referred to as the most-heard, least-known composers in America, Stephen Arnold Music’s creativity is experienced every day in more than 100 million homes throughout the U.S. Based in Dallas with offices in San Diego and New York, with additional recording studios in Santa Fe, “The World Leader In Sonic Branding™ has more than 20 years of success delivering impactful, brand-defining music that makes a difference for today’s top broadcast networks, cable channels, television stations, film production studios and advertising agencies. With multiple Emmys, Addys and Promax Golds to their credit, Stephen Arnold Music’s specialized approach and commitment to the power of sonic branding, state-of-the-art production and unparalleled customer service is at the core of its promise. Stephen Arnold Music continues to set the creative bar in a highly competitive content landscape.
Music: Stephen Arnold Music, Dallas, TX
President: Stephen Arnold
VP, Creative Services: Chad Cook
Design: Flint Skallen, Munich, Germany
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