Agreement signing ceremony held in Dubai
This year marks the 5th anniversary of the Belt and Road Initiative proposed by Chinese President Xi Jinping. As an important country along the Belt and Road, the United Arab Emirates has carried out extensive communication and close cooperation with Hunan Province several times. Riding on the mighty driving force of the era, Mango TV, an emerging media platform owned by Hunan Broadcasting System, formalized the first strategic cooperation with China Arab TV (CATV).
On the afternoon of November 4, the Mango TV & CATV Agreement Signing Ceremony and the Belt and Road·View of Hunan Province Broadcast Exhibition were held in Dubai. The event was attended by distinguished guests including Mr. Cai Zhenhong, Hunan Provincial Committee Standing Committee Member and Director of Hunan Publicity Department, Deputy Consul General Tan Li of the Consulate-General of the People’s Republic of China in Dubai , Mr. Zhou Xiang, Deputy Director of the Publicity Department of Hunan Provincial Committee and Director of the Information Office of Hunan Provincial People's Government, Mr. Lyu Huanbin, Party Committee Secretary and Director of Hunan Broadcasting System as well as Party Committee Secretary and President of the Golden Eagle Broadcasting System, Mr. Feng Jin, Party member of the Hunan Broadcasting System Committee, Vice President, Party member of the Golden Eagle Broadcasting System Committee and Vice General Manager, Mr. Xie Lin, Vice President of the Mango TV and Mr. Yang Wei, Head of CATV.
Mr. Cai Zhenhong, Hunan Provincial Committee Standing Committee Member and Director of Hunan Publicity Department, expressed congratulations on the successful cooperation between Mango TV and CATV and appreciation for the dedicated efforts made by both sides. “The cooperation between Mango TV and CATV broadens the channels as a bridge for communication and cooperation between Hunan and the United Arab Emirates, and to a larger extend, between China and the Middle East. This will bring fruitful outcomes for mutual benefits.” Mr. Cai said in his speech.
During the ceremony, the documentary Belt and Road·View of Hunan Province made its debut, demonstrating the achievements and communication made by China and the United Arab Emirates under the Belt and Road Initiative. Mango TV and CATV formalized strategic cooperation, with shared ideals and beliefs to promote in-depth and long-term cultural exchange between China and the United Arab Emirates,
According to the interpretation of Mr. Lyu Huanbin, Party Committee Secretary and Director of Hunan Broadcasting System as well as Party Committee Secretary and President of the Golden Eagle Broadcasting System, there are three layers of implications contained in the strategic cooperation between Mango TV and CATV: a combination of mainstream media responsibilities, a combination of correct values advocacy and a combination of efforts to export Chinese culture.
As the only online video platform owned by Hunan Broadcasting System, Mango TV shoulders responsibilities as mainstream state-owned media. With unique content under its brand and a positive attitude, Mango TV keeps innovating and embraces popular expressions used among young people so as to pass on young and positive energy. By exploring in-depth social and cultural value of TV programs in order to be rich in both emotions and content, Mango TV also lives up to responsibilities and cultural missions of being the major variety show producer.
As a Satellite TV station in Dubai, CATV covers 500 million viewers from 22 Arab countries free of charge with extensive influence. It is not only an important window for people-to-people exchange between China and the United Arab Emirates, but also a significant platform for overseas Chinese and businessmen to promote traditional Chinese culture. “The Chinese films and television are favored by more and more Arabian audience, and exchanges across the board between China and the UAE are getting closer. That sets stage for the Chinese culture to enter the UAE. “Morra, Senior Consultant of CATV said in his speech. He also hoped that bilateral cooperation in this regard could yield more pragmatic outcomes.
The strategic cooperation between Mango TV and CATV is the result of Hunan Broadcasting System being proactively responsive to national policy and helping Chinese culture to go global in all aspects. In addition, connecting these two platforms serves to integrate and optimize the advantages offered by both sides in terms of content and distribution channels. Together, they will define the youth culture values as “being young and positive, setting no limits and being brave to realize dreams”.
Establishing a new pattern for international friendship and leading a new trend to integrate world civilizations
In recent years, Mango TV has been committed to a delicate overseas brand operation for spreading quality Chinese video content. Major news, publicity themes and featured content of “Young Chinese Dream” were brought to all five continents by Mango TV. A few days ago, six major companies and the satellite TV channel owned by Mango Excellent Media were present in the grand cultural exchange event themed “Hunan Culture Promoted in Germany”. The whole industry chain layout and the ecosystem of Mango TV won recognition from Thomas Geisel, mayor of Düsseldorf, Germany, and received the warmest welcome from foreign audiences and overseas Chinese.
To build a new pattern of all-around opening-up, Mango TV proactively promotes the implementation of the Belt and Road Initiative by enhancing cultural exchange and communication between China and other countries with practical action. It regards users as priority and also relies on the international society. The joint production of the documentary Belt and Road·View of Hunan Provincewith CATV is the first positive exploration of sharing content and channels with Arab countries.
In the ceremony, Deputy Consul General Tan Li said: “By working in tandem, the two media platforms are bound to generate more sparks and inject new impetus in the Sino-UAE cultural cooperation under the framework of the Belt and Road Initiative.” The effective cooperation between Mango TV and CATV means more than mutual attraction of quality content. It will also play an important role in telling Chinese stories and spreading the voice of China. It is foreseeable that that both sides will join hands to establish a new pattern for international friendship and lead a new trend to integrate world civilizations in the future.
Leading e-commerce platform to further build on its presence in the region through strategic partnerships and associations
Moustafa Mahdi, Strategic PR & Communications Consultant