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CCTV International/Network Rebrand


Right Word Media
Wednesday, Jun. 3, 2015


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China Central Television International (CCTV) entrusted the sound of the rebrand for their five international channels to Stephen Arnold Music (, which created a range of compelling new themes for CCTV English, French (African), Spanish, Russian and Arabic.  

Stephen Arnold Music was tasked with creating a sonic brand and comprehensive music package that would be shared between the five CCTV International Channels, all while taking into account the individual channel regions, cultures, and target audiences.

“We were involved in a top-to-bottom rebrand of one of the largest global news organizations anywhere: The music we made is being heard on channels that reach billions – not millions – of homes worldwide,” says Chad Cook, Vice President, Creative, for Stephen Arnold Music.


Client: CCTV International

Project: Network Rebrand (Foreign Language Channels)

Agency: Flint Skallen, Munich, Germany

Music/Sonic Branding: Stephen Arnold Music, Dallas, TX
President: Stephen Arnold, Vice President, Creative: Chad Cook

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