Global content producers urged to embrace emerging technologies, cultural exchange and unity

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Content producers from across the world have been encouraged to promote cultural exchange, unity, and prosperity through storytelling.

This call was made at the 2025 Beijing International Audiovisual Conference and the “Love Beijing Global Broadcasting and Audiovisual Arts Forum, where experts and scholars from more than 20 countries and regions, including Egypt, Uzbekistan, Kazakhstan, Cuba, Uganda, Australia, Ethiopia and the Republic of the Congo gathered in Beijing to discuss emerging trends in audiovisual content, technology and art.

Hosted by the Beijing Municipal Radio and Television Bureau and undertaken by the China Broadcast International Economic and Technological Cooperation Co. Ltd (CBIC), the conference was held under the theme “Gather Momentum for Symbiosis, Pioneer the Future of Vision.”

The event celebrated and highlighted the essential role content producers play in bridging cultural divides and fostering global understanding.

A key focus of the conference was the production of short films, documentaries and other content formats, with particular emphasis on integrating artificial intelligence (AI) to enhance storytelling quality and production techniques.

Speaking at the event, Wang Lei, the Director-General of the Beijing Economic-Technological Development Area Administrative Committee, noted that the primary objectives of hosting the conference was to showcase the annual development achievements of Beijing and China's radio and television industry.

“We position this event as industrial and international to leverage its role as an international platform to connect with the global market and facilitate international cooperation in program production, technological collaboration, talent exchange and trade,” Lei said.

Representing Vision Group, Max Fred Adii, who spoke on behalf of CEO Don Wanyama, highlighted the essential nature of content partnerships, citing the success of Six Sisters on one of Vision Group’s Luganda channels.

“We need to develop stronger ties between China and Uganda in content production and distribution. Such collaborations lead to improved production quality, cost efficiencies and talent development across both nations,” Adii said.

He further emphasised the importance of foreign language education and translation services within higher learning institutions and production houses, respectively, noting that these are key to cultivating global citizens capable of navigating cultural barriers.

The partnership between China Broadcast International Economic and Technological Cooperation Co. Ltd (CBIC) and Vision Group has been longstanding, facilitating the exchange of diverse content, including short films, documentaries, soap operas, and children’s programming. This collaboration has expanded the variety of available content while enriching the cultural narratives shared by both entities.

In June this year, Vision Group, together with CBIC, launched a Chinese drama titled Six Sisters, which epitomises shared cultural values such as hard work, love, family bonds, loss, and the nuances of civilisation, highlighting universal themes that resonate across borders.

The event, which was graced by the Chinese Ambassador to Uganda, H.E. Zhang Lizhong, further strengthened bilateral cooperation and set the stage for future collaborative projects.

Speaking at the conference, Mohammed Jihad, a Foreign Expert at the Centre for International Cultural Communication under the China International Communications Group, stressed that storytelling is transformative not only as entertainment but also as a crucial tool for cultural exchange and mutual understanding in an increasingly interconnected world.

Delegates also explored the latest technological advancements and AI innovations developed in China, designed to support high-quality content production for individuals and institutions.

This focus reflects the global shift toward innovation in storytelling, where digital tools and AI are creating new opportunities for creativity and audience engagement.

The annual conference continues to spotlight developments in the audiovisual sector, nurture international collaborations, and promote advanced storytelling techniques.