As mobile applications gain popularity on the African continent, new media is becoming an effective platform to conduct cultural exchanges between China and Africa, a Chinese media executive said.
In an exclusive interview, Zhu Qiliang, director of CNTV’s International Department, said new media is growing as a new force to boost non-governmental cooperation between China and African nations.
“With the bridge of new media, people from two continents…are closely connected to know more about each other,” Zhu said.
CNTV’s “I Love Africa” mobile app, which launched in 2011 and provides instant information regarding all aspects of China to 700,000 viewers in four languages, is a good example of the potential influence of new media in improving mutual understanding, Zhu said.
Because new media provides a rich diversity of content to users at a low cost, it can serve as a large platform to attract people from both sides who are interested in culture, and can pave the way for both virtual and actual cultural exchange events, Zhu said, pointing out that “Why I Love China,” this year’s African segment of the 2013 CCTV Spring Festival Web Gala, which was live-broadcast on CNTV, attracted a huge following in Africa. The special featured two families from Tanzania and Kenya who were invited to Beijing to participate in the gala.
”New media has created excitingly easy access to different cultures and values, [and is] a brand new way to communicate beyond our political exchanges. I believe the future is quite promising and there is a lot for us to explore,” Zhu said.
The African Digital TV Development Seminar, to be held in Beijing June 5-6, will serve as an arena for high-level cooperation for development of digitalization and new media in Africa.