CCTV on Friday unveiled several new mobile apps under the CGTN brand, and visitors to CCTV's non-Chinese language websites are directed to a new http://www.cgtn.com site.
The broadcaster says it made the move to "integrate resources and to adapt to the trend of media convergence," with foreign language channels, video content and digital media falling under the new group.
The broadcaster published a congratulatory letter from President Xi Jinping on Saturday urging the newly launched CGTN to "tell China's story well, spread China's voice well, let the world know a three-dimensional, colourful China, and showcase China's role as a builder of world peace."
The government has long grumbled about the Western news media's hold on international discourse and has spent vast sums in recent years to enhance its own influence and shape global opinion, with CCTV as one of its spearheads. The broadcaster has channels in English, Arabic, French, Spanish and Russian, and production centres in Washington and Nairobi.
CCTV's international newscasts will now carry CGTN logos, while CGTN has unveiled two new smartphone apps: one that contains mostly news articles and one for live broadcasts.
CCTV's social media accounts on Facebook, Twitter, YouTube, Instagram and Tumblr - all of which are aimed at international audiences, because the platforms are all blocked inside China - have all been rebranded as CGTN.
In the past year, Xi has tightened the ruling Communist Party's control over state media outlets while re-articulating their core mission to serve as the government's mouthpiece.
During a high-profile tour of CCTV's Beijing headquarters in February Xi urged journalists to ramp up their coverage of positive news and pledge loyalty to the party.
In recent years CCTV and Xinhua have invested heavily in newsgathering and broadcasting and raising their international visibility.
In 2011, Xinhua leased a giant display in New York's Times Square that has, among other things, broadcast videos arguing China's position on the South China Sea territorial dispute.
The outlets have also deployed vast numbers of journalists to produce extensive daily reports from around the world, including from countries in the Middle East, Latin America and Africa where Western media presences are shrinking amid vanishing budgets.
Their swift inroads have at times raised concerns among some domestic media in Australia and politicians in the US.
