The China-Russia Media Forum is held in St. Petersburg, Russia, on June 25 (XINHUA)

The China-Russia Media Forum was convened in St. Petersburg, Russia, on June 25, resulting in several major Chinese and Russian media organizations signing a number of cooperation agreements. The Chinese organizations included China News Agency, China Radio International (CRI) and China International Publishing Group. The agreements covered pacts to exchange press releases, to conduct interviews together, and share launch duties for certain publications and TV shows.

The forum has a solid background. Back in May, the China-Russia Summit held in Moscow saw the two governments sign a declaration to cooperate on the construction of the Silk Road Economic Belt and the Eurasian Economic Union. The Silk Road Economic Belt is a China-driven initiative aimed at strengthening economic cooperation and improving traffic connectivity in the Eurasian region, while the Eurasian Economic Union is an economic bloc among states located primarily in northern Eurasia including Russia, Belarus and Armenia. The summit also announced that 2016-17 would be a Media Exchange Year Between China and Russia.

"Media cooperation is an important part of cooperation between countries," said Virgin Khodorkovsky, an associate professor at the Faculty of Journalism at Moscow State University. "The media forum is a bridge, acting as a channel for bilateral cooperation and providing reliable information. It is the main and practical purpose of the year of media exchanges."

Deepening media cooperation

In an era when the media is present everywhere, information dissemination and accessing information are undergoing tremendous change. This has strengthened the international expansion of emerging-market economies, including China and Russia, helping them to enhance their stories for the world. In recent years, political trust between China and Russia has strengthened, pragmatic cooperation in various fields has deepened and there have been deeper bilateral exchanges as well as cooperation in the media. These factors will boost the two countries' bilateral comprehensive strategic partnership.

"Sino-Russian relations have continuously achieved new heights in recent years; media organizations from both sides should do timely follow-ups to promote cooperation." said Lu Xinning, Deputy Editor in Chief of People's Daily . Lu also said that from a media perspective, Chinese and Russian media are at the forefront of the development of all media and could share their experiences. Media cooperation between China and Russia, in addition to creating a mechanism for international expansion at a strategic level, should be practical. The two sides should work together to create cultural products and provide well-rounded images of their countries to the world. "As long as the two sides pool their wisdom and passion together, we will be able to find more worthwhile topics to discuss and stories worth telling together," Lu said.

Remarkable achievements have been made in China-Russia media cooperation. On the sidelines of the forum, CRI and Russia Today (RT), Russia's international news agency, signed a supplement to the cooperation agreement. As per the supplementary agreement, CRI and RT will deepen the exchange of information and programs, report events together, jointly organize media events and cooperate in the field of new media. The two sides will also establish and develop a Sino-Russian media space to promote information exchanges.

"During the Media Exchange Year, CRI will take the initiative in elevating media cooperation between the two countries. Topping our agenda will be a roundtable meeting of the Media Council, a Silk Road-themed joint reporting project, and a new episode of our joint project Hello, China. We hope to demonstrate the concrete results of the bilateral media cooperation through a multimedia platform," said Wang Gengnian, CRI Director General.

Wang Gangyi (left front), Vice President of China International Publishing Group, and Sergey Mikhaylov, Director General of the Itar-Tass News Agency, shake hands after signing a collaborative publishing agreement at the China-Russia Media Forum in St. Petersburg, Russia, on June 25, while Liu Qibao (left back), Minister of the Publicity Department of the Communist Party of China Central Committee, and Alexi Gromov, first deputy head of the Presidential Administration of Russia, look on (LI BO)

Growing in tandem

RT is a brand under Russian news agency RIA Novosti's TV company TV-Novosti. Founded on April 6, 2005, it is the Russian flagship for foreign-oriented publicity. It has 630 million viewers in more than 100 countries, accounting for 28 percent of cable TV subscribers worldwide. Since it was established, its programs have been broadcast by 30 satellite TV channels and 500 cable TV operators. In the United Kingdom, it has more than 2 million viewers; in the United States, it has 85 million viewers, making it the second highest viewed foreign news channel after BBC News. In 2012, according to Pew Research Center, RT had become the most popular news channel on YouTube; in June 2013, it became the first TV station on YouTube with 1 billion viewers.

RT's Editor in Chief Margarita Simonyan said, "Russia is a major player. Her voice should always be heard. We hope all foreigners are able to get first-hand information rather than interpreted information."

RT's success provides a good reference for Chinese media organizations, which are vigorously strengthening their capacity for international expansion.

In the past, China and Russia have held National Years, Years of Languages, Tourism Years, Youth Friendly Exchange Years and other people-to-people exchange events. The media of the two countries report each other's activities, complement each other in their reports, and have a tacit understanding. The two sides have also jointly organized a Chinese singing Russian songs contest, a Sino-Russian Friendship Tour and other activities, which have had a broad impact.

The television, radio and other media organizations of the two countries have co-produced special programs as well, including language learning and introduction to cultures. The newspapers and news agencies in both countries have held annual activities for each other's young reporters and publishers from both countries have produced translation of each other's literary classics and other projects.

Forward with the times

In addition, 2015 is the 70th anniversary of the victory of the Chinese People's War of Resistance Against Japanese Aggression, the 70th anniversary of Russia's Great Patriotic War and World Anti-Facist War. The media of China and Russia have been working closely on these important events, reflecting their responsibility to defend the fruits of victory in World War II. Through joint media interviews, photo exhibitions and live video reports, they have been highlighting the importance of cooperation between the peoples of the two countries and the need to adhere to peace and avoid repeating the tragedies of history.

Liu Qibao, Minister of the Publicity Department of the Communist Party of China Central Committee, who led the Chinese delegation to the forum, called for closer cooperation between Chinese and Russian media to advance the two countries' relations.

"With China-Russia relations having made big strides forward, the media organizations of the two countries should foster mutual trust and deepen exchanges and cooperation," Liu said. "They should focus on major strategic blueprints, initiatives and projects; they should jointly boost the bilateral comprehensive strategic cooperative partnership; and they should serve the construction of the Silk Road Economic Belt and Eurasian Economic Union together."

Quotes From China-Russia Media Forum

At the China-Russia Media Forum in St. Petersburg, Russia, on June 25, attendees touched on a variety of topics in their speeches, particularly enhancing cooperation between media organizations of the two countries and improving their abilities in international communication. Edited transcripts of selected speeches follow:

Liu Qibao, Minister of the Publicity Department of the Communist Party of China Central Committee

The New Media Era has redefined the way of getting and spreading information, which has provided a rare opportunity and favorable conditions for developing countries and emerging markets to strengthen international communication, contribute their say to the global arena and catch up with their competitors.

As China-Russia relations have been making great strides, media setups on both sides should deepen exchanges and cooperation in the spirit of mutual trust. Media cooperation should center on the two countries' major strategic blueprints, initiatives and projects, so as to jointly boost the China-Russia comprehensive strategic partnership of coordination.

Chinese and Russian media organizations should also jointly facilitate the integration of China's Silk Road Economic Belt Initiative with the Russia-led Eurasian Economic Union framework. They should work together to safeguard the outcomes of the victory of World War II and international justice and promote cultural exchanges and mutual learning, in order to make greater contributions toward consolidating the basis of the two countries' friendship, enhancing mutual strategic trust and upholding their development interests.

Alexey Volin, Deputy Minister of Telecom and Mass Communications of the Russian Federation

It's significant for Russian and Chinese media organizations to cooperate, which will promote the integration of China's Silk Road Economic Belt Initiative with the Russia-led Eurasian Economic Union framework. We are closely focusing on that. In fact, media cooperation itself is a part of the integration of the two strategies.

We propose to introduce good Chinese movies, documentaries and TV series with high-quality translation for a Russian audience. We can help make those works more localized.

As for the new media section, we think it a must for Chinese and Russian media organizations to cooperate on mobile platforms. Russia is going to invite Chinese online writers to visit Russia, and we have prepared interesting schedules for them.

The cooperation mentioned above is absolutely promising. The two governments have created a favorable environment. Now, it's time for the market.

He Dongping, President and Editor in Chief of Beijing-based Guangming Daily

Chinese and Russian media organizations should undertake the important responsibilities of providing information, eliminating doubt and confusion and facilitating communication in the integration of China's Silk Road Economic Belt Initiative with the Russia-led Eurasian Economic Union framework. They should help citizens in both countries understand the significance of the efforts to create new room for growth and boost regional economic integration.

Media organizations of both countries should include full coverage of the common ground and shared interests of China and Russia in the process, in order to enhance public support for bilateral cooperation and promote the building of a community of common destiny for China and Russia.

Pavel Negoitsa, President of Russian official newspaper Rossiyskaya Gazeta

Russia-China relations are at an all-time high currently; however, there is a long way to go in the cooperation between the media sectors. State leaders of the two countries have designated 2016-17 as the Year of Russia-China Media Communication, which is a testament to the importance of these efforts for a bilateral relationship between the two powers.

Media counterparts in Russia and China should strengthen cooperation, guide world opinions and gain more of their say globally. Western media presents only one perspective. As a response, Russian and Chinese media should enhance their capabilities in international communication to present the truth to the global community by means of all platforms including news agencies, TV, broadcasting, newspapers and new media.

Russia and China have been devoted to developing tourism, facilitating cooperation between their small and medium-sized enterprises and jointly building some large projects. Only by increased understanding of the two peoples can we promote bilateral exchanges and diversify areas of cooperation.

Peng Shujie, Deputy Editor in Chief of Xinhua News Agency

Currently, the news product has evolved from print to an inclusive media package including texts, pictures and TV episodes. Our readers have been used to getting news on their mobile devices anytime and anywhere rather than in a fixed place such as the office or home.

The most challenging thing for traditional media organizations is managing the contradiction between the trend of multimedia journalism and the current section-divided management.

How can we promote the media integration and enhance international communication? We should consider at least these four methods:

First, reforming the internal management process. Multimedia journalism requires reorganizing the current reporting and human resources. I think project management can help realize the reorganization of staff members from cross-departments, cross-areas and cross-media platforms.

Second, editing news materials for multiple platforms, by which the communication effects will gain enhancement. Traditional media organizations should therefore generate news products fit for multiple terminals and users in different areas.

Third, highlighting agenda-setting embedded with not only information but also opinions. Our readers are always bothered with too much information but less authoritative opinions. They may not know who they should listen to or believe, especially in international communication.

Fourth, integrating the strengths of both traditional and new media and having them develop and prosper together. Some may hold that the emergence of the new media will inevitably weaken traditional ones, even result in the latter's extinction. However, they can coexist and develop together if we can handle their relationship properly.

Sergey Mikhaylov, Director General of the Itar-Tass News Agency

Itar-Tass has reported on Asia-Pacific news for a long time and has kept in touch with our peers in the region. Our most important business is in China; therefore, we are committed to presenting China comprehensively and reporting what is happening in the country based on the information and resources we have. Tass hopes to become an information partner of Chinese media organizations and realize a cooperation-driven outcome not only in reporting tasks but also in new media exploitation under our cooperation.

Dmitry Kosyrev, political observer with RIA Novosti

Russian Culture Minister Vladimir Medinsky recently answered the question of why we have culture in a published article. He cited a quote from Russian poet and playwright Alexander Sumarokov saying that the culture should nurture people's taste among them. The culture is not business but education, which means it's a method to nurture people's spirit.

What about newspapers? I once asked a lady with People's Daily  when we toured Beijing years ago. She said that the newspaper is a necessity after a person's graduation. If not updating your knowledge of this world, your certificate of the graduation will lose its value day by day. At the same time, the graduates of middle schools and universities need different newspapers.

Correspondingly, news professionals are not sponges absorbing information with no meaning and publishing words without thought. They are teachers. They tell the news they get to people who don't know it. Therefore, journalism is a respectful profession and needed by society.

Copyedited by Kylee McIntyre

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