SAM Brands CCTVA Launch

CCTVA turned to Stephen Arnold Music to create the music behind much of its original programming for the U.S. market.
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Dallas, TX (March 26, 2012)—CCTVA turned to Stephen Arnold Music to create the music behind much of its original programming for the U.S. market.

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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.

The Stephen Arnold Music team wrote the music themes for its three flagship shows—The Heat; Americas Now; and Biz America. Having created sonic brands for all of the major news networks, including CNN, HLN, CBS, MSNBC, Fox News and others, Stephen Arnold Music was ready to aid CCTVA's debut.

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 a tone with a hint of tension. A current affairs talk show, The Heat theme features distorted electric guitars over charging rhythms and electronic elements. The daily global news program Biz Asia America theme includes piano hooks and a mid-tempo groove, punctuated with rock guitar strikes.

"News organizations are experimenting more," said Arnold. "Their music has to tap into what audiences hear on their mobile devices and YouTube. Our latest sonic brands for CCTVA reflect that connectivity."

Stephen Arnold Music
www.stephenarnoldmusic.com