CGTN's strategy for international communication

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02:51

The 2nd China Global Television Network (CGTN) Global Media Summit and the 8th Global Video Media Forum (VMF) kicked off on Tuesday in Chongqing, southwest China, with the theme of "Opening and Connecting the World."

Experts from leading media organizations from around the world are in attendance to discover fresh opportunities, explore the future of media development and discuss new technologies.

Jiang Heping, controller of CGTN, shared the entity's approach and strategy for international broadcasting at the summit.

Jiang elaborates his understanding of communication through five Chinese characters, which expresses the relationship between roots and branches.

Foundation and branches

As Jiang said, the CGTN News Center, which launched in 2017, is like the trunk of the oak – spreading its branches into platforms of all media ranging from TV broadcasting, Internet, mobile apps, social media, to a video news agency.

"The strength and depth of our integration determine the vigor and robustness of the tree's trunk, which is the key to our multimedia efforts," Jiang said.

As the Chinese saying goes, a firm root anchors the tree.

CGTN's Beijing headquarters and the regional production centers in North America, Africa and soon Europe are part of the root and foundation; while domestic and overseas bureaus and special correspondents are like its branches.

Jiang indicated that the vitality of CGTN's global infrastructure of news coverage determines the quality of its services and its viability and success in this highly competitive industry.

Internet and broadcasting

CGTN's strategy stresses both the Internet and broadcasting while giving precedence to new and emerging media, which focus on content production and platform construction.

"These guidelines have informed our efforts in content production, platform construction, and research and development," Jiang added.

CGTN is thriving as part of China Media Group, a gigantic conglomerate combining the former China Central Television, China National Radio, and China Radio International. The Group operates nearly 50 TV channels, 130 radio frequencies, four leading news websites, and some 40 newspapers and magazines.

It distributes content in 55 languages to the world. This media giant provides the forest and ecology for CGTN to grow and develop.

"We hope this specific set of values will inform the mentality of the world's media organizations and the ecology of our industry in general," said Jiang.

(Top Image: Jiang Heping, controller of CGTN sharing the entity's approach to and strategy for international broadcasting at the summit, October 16, Chongqing, China. /CGTN Photo)