Even before it starts to broadcast in September, however, there are many questions surrounding content and editorial control. Handled poorly, the satellite network is poised to reinforce Russia's poor image.

Announcing the establishment of the English-language satellite television channel Russia Today, its management stated it would receive state funding of $30 million for the next two years and would not be forced to toe any government editorial line. According to management, its primary mission is to report world news from a Russian perspective.

News of the channel comes as European regulators Tuesday approved government funding for a French global television network to take on British and U.S. broadcasters.

The Moscow-based channel, however, is expected to have four foreign bureaus - Washington, London, Brussels and Jerusalem. Beyond these capitals, a network of stringers and other news services planned for news coverage of other countries.

Russia Today expects to hire up to 500 staffers, as well as about 200 editorial staff. Most would be Russians, while native English speakers would be employed as news presenters and media professionals to train Russian staff.

For many in the Kremlin, this project is long overdue.

The Kremlin, particularly Russia's Foreign Ministry, is keenly aware Russia has a major image problem. Rarely explaining its actions in a fashion that is coherent and informative, the Kremlin time and again finds itself stumbling to explain the nature of the country's legal system, political development, the ongoing Chechen crisis, the state of free expression, and most recently the nature of the Yukos affair.

Because of these and other issues, it is assumed Russia Today will only present Russia to the world in positive light. If this is the case, it is already off to a poor start.

The Moscow news conference Tuesday announcing the project generated more questions than answers.

"We will not cover Russian news specifically," said Russia Today head Margarita Simonyan, 25, a former Kremlin pool correspondent for Rossia state television. "We will be reporting world news and will be distinguished by our Russian approach to this news."

Why the planned round-the-clock Russian channel would not "cover Russian news specifically" was not made clear, nor was what a "Russian approach" to news means.

The comment Russia Today will not cover Russia news specifically has confirmed much of the skepticism many have voiced over the station. Will it be more concerned about reporting on problems around the world than with issues at home? Such an approach surely would not improve the image of Russia.

If Russia Today intends to downplay events in Russia, many others wonder what meaningful purpose the channel could serve.

On a budget of $30 million a year, one could hardly expect it to be in the position to compete with international heavyweights such as CNN and the BBC. The only added value it could possible present is news on Russia and related issues.

The words "Russian approach" may have been a poor choice. International media and governments have repeatedly expressed concern over a "Russian approach" to country's domestic television broadcasts, deeming them to be overly influenced by Kremlin politicians and state business interests.

Since Vladimir Putin became president in 2000, most of the country's televisions stations are owned by the state or those friendly to the state.

Russia Today has an uphill struggle to realize its mission to improve Russia's image. It has limited funding and is dependent on the state for support. If it does not focus heavily on Russia and related events, it will find it difficult to attract a large global audience.

However, the limited budget is not too small and interest could be quite high if Russia Today actually attempts to explain events in Russia instead of promoting a good image. In many cases what is written on Russia in the Western media is exaggerated and out of context.

Russian media - even in English translation - often struggles to explain events to foreign audiences. If Russia Today is given a chance to explain Russia to the world, then Russia's image problem will the be least of the Kremlin worries.

Peter Lavelle is United Press International's Moscow correspondent.

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