The second China Global Television Network (CGTN) Global Media Summit and the Global Video Media Forum 2018 kicks off on Tuesday, October 16, in southwest China's Chongqing Municipality. CGTN Controller Jiang Heping delivered a keynote speech at the summit, emphasizing on maintaining the focus in operating the media organization and respecting the rules of the market while participating in fair competition.

Referring to Daoist insights, Jiang said that the approaches best suited to the goals should be adopted and staying on focus is the key point. Specific approaches and strategies are employed to target each different language, culture, and platform, and, as he noted, "a high degree of specialization and focus ensures the precision and effectiveness in presenting quality content."

Serving many regions and their various cultures across the globe, CGTN aims to supply comprehensive and diverse content in different languages, and strive for top quality in a focused scope. For Jiang, to target a specific region and culture, it is necessary to adapt to their distinctive local circumstances and seek the optimal points of entry and contact. In addition, in operating different platforms, the format of the content must be tailored depending on each medium's unique features.

According to Jiang, staying on focus also means that specialization – the division of labor – should be highly respected and appreciated in running the media organization. It is necessary to build an environment where professionals can focus on their specialty.

On the international communication efforts from one of the world's leading media organizations, the CGTN Controller highlighted that CGTN appreciates the market rules of international broadcasting, participates in fair market competition and insists on standard business practices in its operations.

Taking the sales and distribution of apples and relevant products as an example, he pointed out that the content producers have to improve their products and add greater value for the customers to achieve more competitiveness in a modern marketplace.

Jiang then emphasized that commercial approaches are necessary in international broadcasting operations. In this sense, CGTN applies varied commercial approaches to deliver its English-language services "through both general distribution and through segmented and precise targeting," offering tailor-made content to its audience in different categories, from high-end customers to the general public.

"Through value-added communication, CGTN is supplying products and services to millions of individuals and winning their hearts and minds," said Jiang. 

(Cover: CGTN Controller Jiang Heping delivers a speech about "CGTN's Approach to Value-Added Communication" at the 2nd CGTN Global Media Summit in Chongqing, China, October 16, 2018. /CGTN Photo)