Bejing-based media giant China Intercontinental Communication Center (CICC) has commissioned its first general interest YouTube channel.
Produced by U.K.-based True North, which previously made the 3-part series Designed In China for CICC, the channel called China Icons aims to offer an insider’s view of Chinese culture, society, industry and arts, as well as a collection of short-form original and repackaged content, also curated by the producer.
All the videos are funded and owned by CICC. The channel is targeting international audiences who want more than a “standard tourist’s perception of the country,” according to a spokesperson. With some videos, they will be going after special-interest groups like movie enthusiasts and business people.
The channel launched with an exclusive interview with NBA star Yao Ming, footage of giant panda cubs in the wild, and a feature on China’s “taikonauts.”
A video strand will also be dedicated to foreigners sharing a video diary about their insights and enthusiasm for Chinese life, culture and heritage, in a move that CICC hopes will demystify modern day China and promote feedback through user comments enabled through the content, which will be updated weekly.
“In the future we hope to evolve China Icons into a suite of channels, each one focusing on a particular special interest,” Wang Yuanyuan, deputy director of CICC’s digital media center, said in a statement.