i24news, particularly its Arabic broadcast, looks to show a different face of Israel by highlighting its diversity. The channel's main English-language anchor, for instance, is an Arab woman.
The content also tries to spotlight the tough choices the country faces.
A report about an Israeli Cabinet vote this week to release Palestinian prisoners ahead of renewed peace talks was followed by an in-studio debate between two parents over whether the killers of their children should be freed in return for the prospect of peace.
"It is part of the diversity of the Israeli society, and it is part of also showing the world that nothing is easy," Melloul said. "You can discover another face of Israel you don't see anywhere else in the world."
Even without direct influence, Israeli officials are predictably pleased.
Nitzan Chen, the head of the government press office, said such an outlet has been "definitely missing" and wished the new station success.
Marcus Sheff of The Israel Project, a pro-Israel advocacy group, said that a broadcaster that "does not instinctually bash Israel is probably a good thing."
Tal Azran, a professor of communications at Interdisciplinary Center Herzliya, a college north of Tel Aviv, said the backing of private sponsors with ideological motivations represents a new breed in global news.
"i24news is part of a larger trend in international media where more and more countries, rulers and governments have begun to understand that international news reporting can be highly influential on what we call global public opinion," said Azran, who has written extensively about the effect of Al-Jazeera. "It has almost become something that every country 'must have.'"
Given Israel's prominence in current affairs, he said i24news would likely become part of the new media marketplace, where consumers shop for several different perspectives before forming their own opinions.
"During operations in Gaza, for instance, those seeking the Israeli voice may tune into i24news," he said. "What's the Israeli angle? No one has ever heard it before on television."
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