Global Media Forum Aims to Strengthen Voices from the Global South

The 12th Global Video Media Forum: A Platform for the Global South

The 12th Global Video Media Forum (VMF) commenced on December 6, 2024, in Quanzhou, a historic trading port in eastern China's Fujian Province. This prominent event has brought together approximately 200 representatives from 87 media organizations across more than 60 countries and regions. The forum's core objective is to bolster cooperation and amplify the voices of the Global South in the media landscape.

Organized by the CCTV Video News Agency of the China Media Group (CMG), this year's theme, "Intelligence Without Borders, Vision Beyond Horizons — the Role of Media in Communication and Cultural Exchange," emphasizes the impact of artificial intelligence (AI) in media. The forum aims to foster new platforms for exchanges and contribute to a bright future for digital civilizations within the Global South.

CMG Director Shen Haixiong and other distinguished guests introduced the Joint Initiative for Media Dialogue and Cooperation among Global South countries, marking a significant success of this year's forum. This initiative, collaboratively established by CMG, the Asia-Pacific Broadcasting Union, the Arab States Broadcasting Union, the African Union of Broadcasting, and the Latin American Information Alliance, aims to develop a narrative system for the Global South that strengthens the voices of its media and promotes mutual learning and exchanges. By doing so, this initiative aspires to advocate for justice on the global stage and foster common prosperity among civilizations in the Global South.

The forum also focused on cultural exchange, highlighted by the global promotional video for the "2025 Spring Festival" produced by CMG. This annual gala, a mainstay since 1983 during the Chinese Lunar New Year celebrations, has become one of the world's most-watched television programs and serves as an iconic platform for promoting Chinese culture worldwide.

In addition to cultural promotions, four high-quality dramas and documentaries were screened, providing viewers with deeper insights into daily life in China, its rich history, environmental conservation efforts, and achievements in space exploration. CMG announced plans to continue screening films and television shows in Central Asia, Europe, and America in 2025, offering a panoramic view of China to a global audience.

To mark the 75th anniversary of the founding of the People's Republic of China, CMG launched the "Close-Up China" campaign, integrating various media formats to invite Chinese and international reporters and influencers to witness firsthand China’s dynamic culture and socioeconomic development.

In collaboration with Quanzhou, the origin point of the Maritime Silk Road, CMG also introduced the International Communication Season, where stories of this ancient trade route are interwoven with contemporary narratives to enhance China's global influence and communication capabilities.

The forum included interactive experiences such as CMG’s 3D sound technology showcase, attracting attendees. Furthermore, it hosted breakout sessions on topics like how new technologies empower media and how cultural exchanges promote international communication. Panel discussions explored the deployment and management of AI in the media sector, the creation of innovative communication platforms through smart technologies, and strategies to build a better future for the digital civilizations of the Global South.

The significance of the Global Video Media Forum lies not only in enhancing media dialogue and cooperation between countries but also in shaping narratives that empower voices from diverse backgrounds, promoting a more inclusive media landscape globally.