[caption id="attachment_14173" align="alignleft" width="300" caption="CCTVA turned to the sonic branding experts Stephen Arnold Music to create the music behind much of their original programming. "][/caption]DALLAS, TX – With the launch of China Central Television America (CCTVA), the network has expanded the presence of mainland China’s predominant television outlet -- with 42 channels reaching some 1.2 billion people -- into the U.S. market for the first time. With so much riding on the launch, the CCTVA turned to the sonic branding experts Stephen Arnold Music to create the music behind much of their original programming.
The Stephen Arnold Music team wrote the music themes for its three flagship shows -- “The Heat,” “Americas Now,” and “Biz America.” With deep experience creating strong sonic brands for all of the major news networks, including CNN, HLN, CBS, MSNBC, Fox News and others, Stephen Arnold Music was more than ready to deliver something extraordinary for CCTVA’s debut.
Broadcasting from a new production center in Washington, DC, the launch of CCTVA represents as a unique chance for the network to reach out to American viewers and provide its global audience with diversified news coverage. Stephen Arnold Music created three distinct themes for each show, recording driving scores that met CCTVA’s call for a high-end, international feel.
“The CCTVA keywords were ‘visceral,’ ‘emotive,’ and ‘forward-looking,’” says Stephen Arnold, President of Stephen Arnold Music. “Each theme we developed reflects those qualities, while standing on its own as a unique composition.”
For the South America-focused broadcast news magazine “Americas Now,” Stephen Arnold Music’s composers combined flamenco guitar and Latin percussion to set an inspiring tone with a hint of tension. A current affairs talk show “The Heat” theme sears with distorted electric guitars over charging rhythms and electronic elements. The daily global news program “Biz Asia America” is elevated by Stephen Arnold Music’s memorable piano hooks and mid-tempo groove, punctuated with bold rock guitar strikes.
“We appreciated the opportunity to score to picture for CCTVA’s shows,” notes Arnold. “The visuals helped us tap into the attitude and power that each piece required.”
For Arnold, every arrangement the company creates is a custom sonic signature, mindful of the elements needed for credibility with today’s viewers. “News organizations are experimenting more,” he observes. “Their music has to tap into what audiences hear on their mobile devices and YouTube. Our latest sonic brands for CCTVA reflect that connectivity.”
About Stephen Arnold Music:
As a multiple Emmy, Addy and Promax Gold award-winning music production company, Stephen Arnold Music has over 15 years of success in delivering the sounds that make a difference to networks, television stations, advertising agencies, film studios and video game companies the world over. The company's Commanding Sonic Branding approach to music production and commitment to industry-leading service is at the core of its promise. For more information, please visit http://www.stephenarnoldmusic.com. ?
Click here to watch a montage of Stephen Arnold Music’s work for CCTVA:
Click here for more info about Stephen Arnold Music: