The fourth forum on China-Africa Media Cooperation is currently taking place in Beijing, from Monday until Wednesday. The forum on Tuesday saw over 460 attendees from Chinese and African government departments, as well as media organizations from more than 40 African countries. Wei Lynn Tang reports.

The assimilation of different cultures through performances unique to each country. At the 4th China-Africa Media Cooperation Forum, government representatives and media industry bigwigs called for a sense of urgency, to seize opportunities brought forth by the advancements in technology, and more.

NIE CHENXI DEPUTY HEAD, CPC CENTRAL PUBLICITY DEPARTMENT "Under the context of globalization, the media in China and Africa are faced with many challenges such as Western discourse hegemony, market competition and profound media transformation. China and Africa should strive to discourse on this power and present to the world a true and comprehensive China; as well as a beautiful and progressive Africa, to the world."

Meanwhile, China's state broadcaster says developing nations still face the common predicaments of gaps in information flow and a huge digital divide.

SUN YUSHENG VICE PRESIDENT, CHINA CENTRAL TELEVISION "As an international media company, we should first clarify our values, which determine our attitude. CCTV will continue to uphold its principles of truth, accuracy, objectivity, and balance. We are in a post-truth era, and it's worrisome. We do not want to appease when personal and subjective sentiments are used to interpret the truth."

WEI LYNN TANG BEIJING "Seeing is believing. And being here in China, the African government and media delegates have commended efforts of this forum, which aims to enhance understanding between China and their home countries."

Some government representatives believe both China and Africa are in a good place when it comes to telling their stories, but note that more needs to be done.

DORA SILIYA MINISTER OF INFORMATION & BROADCASTING SERVICES, ZAMBIA "We believe the cooperation with China gives us this opportunity to take quantum leaps in technology, because the cost now is reduced to provide citizens and we can now focus on content, content that is positive about ourselves."

Meanwhile, others agree that the role of the official media is still crucial, if not more so, amid the rise of various new media channels.

LAMBERT MENDE OMALANGA MINISTER OF COMMUNICATION & MEDIA, D.R. CONGO "I belong to a country with more than two thousand ethnic groups, so if there's no development of media, there is no interconnections between these groups. There is no unity in the country, in the nation, there is no progress."

As such, it is the hope of China and Africa to leverage on this media cooperation forum as a platform, to bring further positive and far-reaching influence to the two regions and beyond. WLT, CGTN, BJ.