Xue Jijun Offers Four Suggestions on the Development of the Belt and Road Media Community
source:By Wang Jiazhu, Gao Yuting, CCTV.COM 2018-09-11
Xue Jijun, Representative of China Media Group and Chairman and President of CITVC, speaks at the opening ceremony
Once the wind blows, you must set sail. On the morning of September 11, the 2018 Belt and Road Media Community Summit Forum, based on the theme of “New Era, New Achievements, New Breakthroughs”, kicked off in Xi’an, China, with about 300 in attendance eager to discuss future cooperation and development plans.
In his speech, Xue Jijun, representative of China Media Group and chairman and president of China International Television Corporation, said that the event was one of the most important to be hosted by China Media Group since its establishment. Following its establishment, China Media Group has made it its key goal to build an international first-class state-level modern media carrier, firmly seize this historical opportunity, effectively integrate superior resources, deepen integrated development and build itself into a comprehensive media conglomerate with the largest scale, the highest number of business formats, the largest production capacity and the widest coverage in the world. It has insisted on guiding its work based on Xi Jinping’s socialist ideology with Chinese characteristics in the new era, continuously deepening the integration of China Central Television, China National Radio and China Radio International (“three stations”), maximizing the use of resources, effectively advancing the establishment of new media, significantly improving international communication capabilities and emphasizing the innovative application of new technologies, new models and new business formats. In addition, China Media Group has firmly held a dominant position and led industry trends in the coverage of major events, the interpretation of important information, commentary on key current affairs and the development and broadcast of film and television dramas, documentaries, variety shows and other areas, all of which demonstrate its strong power in communication, influence, leadership and credibility.
Speaking on the topic of the development of the Belt and Road Media Community, Xue Jijun put forward four suggestions:
First, creating high-quality content. The Community should persist in regarding content as key and maintaining quality as the top priority, centering on important time points, major international events and hot topics in key regions. The Community should also focus on the coproduction and resource sharing of news, film, television, variety shows and cultural programs, and work closely in various aspects including topic selection and planning, shooting and production and promotion and distribution. Such cooperation is certain to facilitate the production of high-quality radio, film and television programs that are needed and favored by the people of all countries and regions around the world, telling compelling stories about the Silk Road and China to meet multi-level and diversified cultural needs.
Second, deepening all-round cooperation. We should closely follow the trends of scientific and technological development, persist in innovation, make full use of new technologies, new media and new resources to expand areas of cooperation. The Community should also actively promote all-round cooperation in 4K ultra-high definition broadcasting, 5G networks, artificial intelligence, big data application and cloud computing and push notifications to enhance technology-driven capabilities and support media upgrading. Also key is to give full play to respective advantages, expand cooperation spaces, strengthen capital operations, industry funding and other international, multilateral win-win commercial cooperation models to jointly promote the prosperous development of the film and television cultural industry.
Third, expanding omni-channel communication is of great importance. We should deepen the integration of resources, exploit the content advantages of traditional media, adopt internationalized and market-oriented means and expand cooperation to set up local program slots or channels. The Community should also strive to jointly build a mutually beneficial and win-win international broadcasting platform to enhance mutual understanding among the people of all countries and regions, promote the joint development of the radio, film and television industry in the countries and regions along the Silk Road and further enhance the international influence and discourse power of Silk Road media organizations. We should exploit the communication advantages of new media to broaden cooperation platforms, upgrade communication channels and actively explore the means of international communication that meet the needs of the new era to continuously reinforce the media convergence, jointly enhance integrated communication capacity and attract a larger audience of those young and active online.
Fourth, strengthening omni-business communication. In response to new changes and new challenges, we should strengthen business discussions, personnel training and technical cooperation with the media of various countries and regions. Additionally, we should focus on the agenda setting of Belt and Road coverage, the construction of the discourse system, the application of cutting-edge technologies and the integration of communication channels. We should deepen normal cooperation mechanisms, jointly create new cooperation models, build platforms for communication and cooperation in various forms and at various levels, learn from one another’s ideas, experiences and technologies, foster a greater number of win-win cooperation projects and enhance the professional level of media personnel to support the construction of the Belt and Road.
The Summit Forum was guided by the State Administration of Radio and Television, hosted by China Media Group, organized by China International Television Corporation and the China Radio, Film, and Television Programs Exchanging Center and co-organized by the Xi’an Broadcasting Station. The event marks the third Summit Forum since the establishment of the Belt and Road Media Community and the first to be hosted by China Media Group.