Media touted as a key cultural bridge

Officials and experts from China and Africa gathered in Beijing for the 7th Forum on China-Africa Media Cooperation and hailed audiovisual industry cooperation as a crucial pathway to promoting industrial development and economic exchanges.

Gregoire Ndjaka, CEO of the African Union of Broadcasting, highlighted media's capacity to build bridges between China and Africa. He emphasized that "the economy needs media", as it helps people learn about new things in other parts of the world and fosters participation in the development of other countries.

Virgilio Seriche Riloha, presidential adviser for media and television in Equatorial Guinea, said that effective communication can connect collaboration policies, industry researchers, entrepreneurs and the general public, ultimately deepening mutual trust and ensuring smoother China-Africa collaboration.

Jing Jiayi, an associate research fellow at the Institute of Journalism and Communication of the Chinese Academy of Social Sciences, pointed to the audiovisual industry as an increasingly important information channel connecting Chinese and African markets.

"While past discussions on connectivity focused on hard infrastructure like roads and ports, the rapid growth of the mobile internet means digital platforms now form a crucial link in market connection," Jing explained.

She said that television networks, social media and mobile audiovisual platforms not only disseminate information but also serve as key channels for businesses and consumers to connect.

Jing highlighted that the audiovisual industry is becoming a "new commercial gateway" for connecting content and trade. "A short video or a livestream can introduce a local culture while also showcasing a product directly to consumers," she said, citing examples like African coffee and tea products being presented with their origins and cultural backgrounds.

This approach, she added, strengthens connections between consumers through digital channels and reduces information costs for small and medium-sized enterprises entering new markets.

This emphasis on digital promotion comes as China implemented a zero-tariff policy for 53 African countries with diplomatic ties with the nation, effective May 1. Data from the General Administration of Customs shows that following the measure's implementation, China's imports from Africa reached 193.8 billion yuan ($28.82 billion) between May and June, a year-on-year increase of 23.5 percent. Specialty products like avocados, apples, oranges and grapefruit saw import growth of 1.3 times, 89.6 percent, 27.9 percent, and 11.9 percent respectively.

Wu Chuanhua, associate editor-in-chief of the Chinese Journal of African Studies of the China-Africa Institute, stressed the need to leverage audiovisual communication to better unleash the benefits of the zero-tariff policy.

"Through various forms of audiovisual products, we should ramp up the promotion of the zero-tariff policy and encourage more African products to enter the Chinese market, thereby making audiovisual communication directly serve China-Africa economic and trade cooperation. Moreover, the zero-tariff policy also provides increased content for audiovisual outreach," said Wu.

In recent years, Chinese and African radio, television and audiovisual institutions have been actively developing "audiovisual + trade" businesses to boost China-Africa economic exchanges.

For instance, the Africa Shopping TV show on Ghana Golden Mango TV, a channel jointly launched by Hunan Broadcasting System with a local media partner from Ghana, has generated a transaction volume exceeding 30 million yuan in the past two years.

yangran1@chinadaily.com.cn