Chinese Ambassador Lizhong pledges China-Uganda relations strengthening

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Chinese ambassador to Uganda Zhang Lizhong has hailed the Uganda-China relations, pledging to strengthen them with a focus on mutual development and co-operation.

Speaking at the 'Love Beijing Night' dinner hosted in Victoria Hall, Serena Hotel in Kampala early this month, Lizhong highlighted the country's dedication to working with Uganda and other Global South nations to promote shared interests and enhance global governance.

“China and Uganda have seen rapid growth in economic and trade relations, with China being one of Uganda's most important development partners. China has been involved in various infrastructure projects, including the construction of a cargo centre that has helped boost exports, he said.

Zhang Lizhong, Chinese Ambassador to Uganda remarking. (PHOTO BY COLLEB MUGUME)

The two countries are exploring opportunities for cooperation in industrial development, with China willing to share its expertise and technology, Lizhong added.

“China and Uganda are working together to build a community with a shared future, promoting mutual benefit and prosperity. China has been working closely with Uganda in education sector by awarding scholarships to over 1500 students, given emergency food assistance and supporting school feeding program, constructed roads and power generating projects among others,” Lizhong insisted.

Lizhong has been instrumental in strengthening China's bilateral relations with Uganda, highlighting the potential for co-operation in various sectors of education, health, information communication technology, infrastructure development and agriculture.

Vision Group partnership

Vision Group carried out its first one-year review of its long-standing partnership deal with China Broadcasting Economic and Technology Corporation Co., Ltd (CBIC), a Chinese government media company.

(L-R) Don Wanyama, Vision Group Chief Executive Officer and Zhang Lizhong, Chinese Ambassador to Uganda interact during the launch of “Love Beijing” Global Broadcasting & Audiovisual Arts Campaign-Africa held at Sheraton Hotel in Kampala on Friday, June 27, 2025. (PHOTO BY COLLEB MUGUME)

This strategic move, according to Vision Group Chief Executive Officer (CEO) and Managing Director Don Wanyama, seeks to facilitate technological transfer and content sharing in an improved efficiency system aimed at beefing up radio and TV production content between the two media houses.

“This review is part of the similar exchanges we have had with the Chinese Embassy, which involved running essay competitions, awards and offers of travel to China for strategic business partnerships. They have previously supported us with broadcasting equipment, but we look forward to engaging more in free and commercial TV programme purchasing strategies,” Wanyama said.

Wanyama asked for support towards constructing a strong signal distribution business to be able to serve Ugandans better.

“Vision Group has seven radio stations, four TV Stations, but we would better appreciate partnerships that can support us to start signal distribution capacity to enjoy the market now exploited by Star Times, GOtv and DStv as service providers,” he added.

“Uganda transitioned from analogue to Digital Terrestrial Broadcasting (DTT), but we have been giving out our content to Star Times or DStv to distribute it on our behalf. We are not yet allowed to transmit our own signal as per Uganda Communications Commission (UCC) regulations, but it would be a strategic business to join the duo transmit for wider coverage and reception,” Wanyama observed.

Vision Group has been in a partnership with CBIC for one year, but this has made it possible for us to broadcast Chinese translated drama series, documentaries and soap operas on our TVs and Radios, he stated.

Some of the Chinese Audiovisual content being played during the launch of “Love Beijing” Global Broadcasting & Audiovisual Arts Campaign-Africa held at the Sheraton Hotel in Kampala on Friday, June 27, 2025. (PHOTO BY COLLEB MUGUME)

Uganda's transition from analogue to digital broadcasting aimed to modernise the media landscape and improve service quality, but faced challenges related to infrastructure and affordability, Eng. Michael Ssenteza, Vision Group Broadcasting and Technical Officer, said.

“The transition promised benefits like better frequency management and more channels, but it also raised concerns about the cost of digital set-top boxes and potential exclusion of those unable to afford them,” he added.

According to Ssenteza, it has been a strategic move in a mutually beneficial relationship, providing significant sales opportunities and creating strong coverage value.

New markets

Max Adii, the Station Manager of Wan-Luo TV, said such a partnership has provided access to new markets, increased advertising revenue, and enhanced the overall value proposition for clients.

"This partnership facilitates expansion into new markets, providing a strong foothold in key cities and regions through advertising, especially of Chinese companies operating here in Uganda,” he believed.

The First Inspector of Beijing TV and Broadcast Bureau, Yang Peili, said the broadcasting and TV industry plays an essential role in modern society, contributing to economic development, cultural prosperity and technical progress.

“We are willing to share our experience and carry out relevant co-operation with Vision Group. Although Uganda has different national conditions and development stages from China, I believe that the development and prosperity of the broadcasting and TV industry are also of great significance to Uganda," Peili said.

Peili pledged future support that shall see Vision Group’s radio and television channels and signal quality improved with more advanced state-of-the-art technological equipment in a bid to help boost its digital broadcasting services.

“We promise to work with Vision Group, especially in exchanging and purchasing TV programmes that can ably help to transform our people since Uganda and China share bilateral relations,” she insisted.

Both media houses exchanged strategic ideas on cooperation in organising audiovisual exchanges, cooperation activities, co-production of audiovisual content and exchange of personnel for capacity building.

“We are inviting Vision Group to attend the Beijing Cultural Forum 2025 on September 22, 2025. That is where we hope to sign a memorandum of understanding on the agreed engagements over our partnership,” Peili revealed.