China has reaffirmed its commitment to strengthening international media cooperation under the Belt and Road Initiative (BRI), hosting senior media managers from 30 countries, including Ghana, for a two-week intensive training on integrated media operations and marketing.
The programme, organised by the China Broadcasting International Economic and Technical Cooperation Co., Ltd (CBIC) and sponsored by the Chinese Ministry of Commerce, forms part of Beijing’s broader strategy to promote the global adoption of its media technologies, standards, and products.
Addressing participants, Professor Liu Qingzhen of the Beijing Sports University said the training was designed to equip mainstream media leaders with modern tools to adapt to an evolving media landscape shaped by digital platforms and artificial intelligence. He cited China’s own experience of restructuring state media into the China Media Group (CMG) in 2018 as a model of convergence that could inspire others.
“Traditional media must urgently integrate new technologies or risk losing relevance in a world dominated by digital platforms,” Prof. Qingzhen warned, stressing that cross-screen dissemination and AI-driven content creation were now central to media survival.
Representing Ghana, Mr Albert Kofi Owusu, General Manager of the Ghana News Agency (GNA), acknowledged that Ghana’s traditional media faced similar challenges but noted that organisations like the GNA had already begun steps toward digital integration. “What we need now is continuous capacity building to fully embrace modern technologies and meet the demands of today’s audiences,” he said.
The seminar also underscored China’s growing role in shaping global media systems, with emphasis on fostering partnerships across Africa, Asia, and beyond. Organisers said the training was not just about media technology, but about building cross-border collaboration and promoting storytelling that resonates with diverse audiences.
For Ghana and other participating countries, the programme highlighted both the urgency of media transformation and the opportunities for cooperation with China in building a competitive, tech-driven communication industry.
