By Shen Haixiong,Deputy Minister of the Central Propaganda Department,Director and Editor-in-Chief of China Media Group(CMG)

The wise adapt to the times,and the knowledgeable adjust to circumstances.General Secretary Xi Jinping has repeatedly emphasized:"If we cannot pass the test of the internet,we cannot pass the test of long-term governance."On the battlefield of the internet,whether we can withstand challenges and secure victory directly impacts national political security,cultural security,and ideological security.Facing the unprecedented challenges of the all-media era,China Media Group(CMG)has consistently sought inspiration,ideas,and answers from General Secretary Xi Jinping’s important thoughts,discourses,and instructions.We deeply recognize that continuously advancing the systematic transformation of mainstream media and mastering control over public opinion in the information age are essential requirements for consolidating and strengthening mainstream ideology and culture.This concerns the cohesion and unity of the Party and people of all ethnic groups across the country,as well as the future and destiny of the Party and the nation.With a sense of urgency and fearless determination,CMG has pursued innovation while staying true to its principles,embracing the internet with the bold spirit of"even an elephant must learn to dance."Over the past six years,CMG has significantly expanded its landscape of integrated development,breaking free from the constraints of traditional forms and path dependencies.Through comprehensive reforms in product layout,operational processes,and management mechanisms,CMG’s leadership,dissemination capability,and influence at home and abroad have markedly increased.We are accelerating toward the goal of becoming a world-class new mainstream media,striving to deliver a new answer sheet on this journey of renewal—one that lives up to the times and the people.

I.Deeply Comprehending General Secretary Xi Jinping’s Important Discourses on Promoting Media Integration,Steadfastly Advancing Systematic Transformation of Mainstream Media,and Firmly Grasping Control Over Public Opinion in the Information Age

Since the18th National Congress of the Communist Party of China(CPC),the CPC Central Committee,with Comrade Xi Jinping at its core,has placed great importance on media integration and the systematic transformation of mainstream media,emphasizing the critical need to master control over public opinion in the information age.From General Secretary Xi Jinping personally planning,deploying,and promoting media integration,to the Politburo conducting collective study on the theme of"the all-media era and media integration development";from the issuance of theGuiding Opinions on Promoting the Integration of Traditional and Emerging Media to theOpinions on Accelerating the Deep Integration of Media;from the Third Plenary Session of the18th CPC Central Committee proposing the major task of advancing media integration,to the"14th Five-Year Plan"explicitly calling for deepening media integration and strengthening new mainstream media,and further to the20th CPC National Congress proposing"strengthening the construction of an all-media communication system and shaping a new pattern of mainstream public opinion,"and the Third Plenary Session of the20th CPC Central Committee setting the goal of"establishing work mechanisms and evaluation systems suited to all-media production and dissemination,and advancing the systematic transformation of mainstream media"—media integration and the systematic transformation of mainstream media have become a national strategy of profound significance and far-reaching impact in the new era.With the extraordinary theoretical courage,exceptional political wisdom,and strong sense of mission as a Marxist statesman,thinker,and strategist,General Secretary Xi Jinping has put forward a series of groundbreaking new ideas,perspectives,and judgments,providing profound answers to a range of directional,fundamental,overarching,and strategic questions.These have charted the course for advancing media integration,promoting the systematic transformation of mainstream media,and mastering control over public opinion in the information age,leading to historic achievements and transformations in the Party’s news and public opinion work.

Advancing the systematic transformation of mainstream media and firmly grasping control over public opinion in the information age are essential for providing powerful spiritual strength and public opinion support for comprehensively advancing the construction of a strong nation and the great rejuvenation of the Chinese nation through Chinese-style modernization.The scenery of the seasons waits for no one,and mulberry fields can turn into blue seas in an instant.The internet,one of the greatest inventions of the20th century,has"integrated"and"restructured"many areas of our production and daily life,profoundly influencing people’s concepts and perceptions.Against this backdrop,with the internet as a significant variable,the landscape of public opinion and social trends has presented many new situations and evolved into numerous new challenges.It is foreseeable that on the journey toward Chinese-style modernization,the risks and challenges we must address will remain complex and intertwined.Mainstream media bear an even heavier responsibility to promote the main theme,spread positive energy,and invigorate the spirit.Advancing the systematic transformation of mainstream media and mastering control over public opinion in the information age aim to enhance the dissemination capability,guidance,influence,and credibility of mainstream media,forming a concentric circle online and offline,uniting all people closely around shared ideals,values,and moral concepts,amplifying positive energy,and elevating the main theme to provide stronger spiritual strength and public opinion support for nation-building and national rejuvenation.

Advancing the systematic transformation of mainstream media and firmly grasping control over public opinion in the information age are imperative for seizing opportunities and addressing challenges arising from coordinating the"two major situations"(domestic and international),comprehensively enhancing international communication efficacy,and increasing the influence of Chinese civilization.It is better to prepare for rain before it comes than to dig a well when thirst strikes.The unprecedented changes of the past century are accelerating,with the global trend of"the East rising and the West declining"deepening.The long-term contest between two paths,two systems,and two sets of values will persist throughout the entire process of the great rejuvenation of the Chinese nation.Western countries,particularly the United States,have shifted from subtle indirect obstruction to blatant direct confrontation,intensifying the struggle over public opinion.Following the rise of social media platforms as the main battleground for international public opinion,various generative artificial intelligence(AI)technologies have begun to evolve into"weapons of mass destruction"in cyber warfare,cognitive warfare,and public opinion warfare.To lag behind is to be beaten;to lose one’s voice is to be vilified.Only by deepening media integration,advancing the systematic transformation of mainstream media,and further leveraging the internet’s foundational role in international communication can we lay a solid foundation and create favorable conditions for continuing to tell China’s story well,amplifying China’s voice,and establishing an international discourse power commensurate with our comprehensive national strength.

Advancing the systematic transformation of mainstream media and firmly grasping control over public opinion in the information age are essential for traditional media to reflect on crises,adapt to change,and achieve new breakthroughs.Though the process of sifting through thousands of trials is arduous,only by blowing away the wild sand can one reach the gold.The internet,a product of the information technology revolution,has posed the greatest challenge to traditional media,whose primary functions are information production and dissemination,resulting in unprecedented pressure on global media development.Traditional international mainstream media are experiencing an inevitable decline,akin to"flowers falling helplessly,"while domestic mainstream media face unprecedented tests.Currently,global technological innovation is in a period of intense activity,with multiple breakthrough AI models emerging and astonishing the world.Capital markets are reacting swiftly,tech giants are staking their claims,and global issues are rapidly catching up.The possibility of AI"turning a novel into a blockbuster"is accelerating.

We must prepare for the full arrival of the intelligent era.Since its establishment,CMG has relied on continuous innovation,deepened media integration,and advanced its own systematic transformation to soar against the tide and achieve remarkable success in the face of the era’s challenges.We deeply feel that this is the only path for traditional media to achieve sustained development in the future.Practice has fully proven that traditional and emerging media are not in a relationship of replacement but of iteration;not a matter of one dominating the other,but of mutual growth;not a question of one being stronger or weaker,but of complementary strengths.Through systematic transformation,mainstream media will undoubtedly expand their horizons,undergo a phoenix-like rebirth,and continuously consolidate and strengthen their position in mainstream public opinion.

II.Firmly Grasping Control Over Public Opinion in the Information Age Through Continuous Advancement of Systematic Transformation,Striving to Build a World-Class New Mainstream Media with Strong Leadership,Dissemination Capability,and Influence

In September2018,in a congratulatory letter marking the60th anniversary of CCTV’s establishment and the birth of Chinese television,General Secretary Xi Jinping explicitly called on CMG to"build a world-class new mainstream media with strong leadership,dissemination capability,and influence."In December2021,in a congratulatory letter celebrating the80th anniversary of China’s international radio broadcasting,he reiterated this expectation.To strive toward the development goals set by General Secretary Xi Jinping,CMG has deeply grasped the trends and patterns of media transformation in the all-media era,continuously deepening its shift from a traditional radio and television media entity to a world-class,original audiovisual production and dissemination all-media institution;from traditional program production and broadcasting models to structural reforms on the content production supply side;and from traditional technological layouts to a strategic framework of"5G+4K/8K+AI."By advancing the systematic transformation of mainstream media,shaping a new pattern of mainstream public opinion,firmly grasping control over public opinion in the information age,and striving to build a world-class new mainstream media,CMG has,over the past six years,made significant strides in the"three transformations"of high-quality development.From"the tip of the lotus just emerging"to"leaping freely in the vast sea and soaring high in the boundless sky,"CMG has established the"four beams and eight pillars"of high-quality development,undergoing a"phoenix rebirth"and achieving a transformative"metamorphosis."It has broken the traditional inertia of"heavy equipment,large investment,and big output"in broadcasting,continuously engaging in"blood transfusion,""blood creation,"and"blood activation,"propelling this media flagship to cut through waves and sail steadily toward its goals.

(1)Leveraging Integrated Dissemination Advantages,Innovating Formats to Promote Socialist Culture with Chinese Characteristics in the New Era

One of the greatest achievements of CMG’s years of deep engagement in media integration and systematic transformation is the fusion of various media forms,where television,radio,and new media no longer operate in isolation,but instead interact through video,audio,and multimodal formats.Media integration is not merely a fusion of tools but of expression and discourse.In the new wave of information technology development,CMG has continuously demonstrated the efficacy of integrated dissemination,enhancing the ideological leadership,spiritual cohesion,and value appeal of socialist culture with Chinese characteristics in the new era.

We have deepened and enhanced the effectiveness of integrated dissemination under the"Headline Project,"making profound ideas vivid and relatable.High-quality programs such asXi Jinping’s Cultural Affection,Striving to Write a New Chapter of Chinese-Style Modernization—Records of General Secretary Xi Jinping’s Governance This Year,The Road to Prosperity,Xi Jinping Leads Reform and Opening-Up in the New Era,Wisdom from Classics,Surging China,Drawing a Decade,China’s Footsteps,Chinese Leadership,andThe Power of Thought:Understanding China’s Reform Strategies in the New Eranarrate different chapters of new ideas with grandeur.Political documentaries likeReaching High,the Vastness Awaits,Opening New Prospects for a Community with a Shared Future in the Neighborhood,Navigating Storms with Resilience,andRiding Winds and Breaking Waves to Embark on a New Voyageshowcase the charm of new ideas through innovative discourse.Among them,theHigh-End Interviewsprogram interprets the greatness of the Party and national leader’s thoughts and China’s diplomatic strategies with a global perspective,reaching over27.2billion people worldwide since its inception.The political micro-video Selflessnessreached nearly1.4billion viewers,while the30-episode political micro-documentaryMeeting Xi Jinpinggarnered over1.5billion views and was translated into44languages for widespread dissemination on multilingual overseas social media platforms.

We have excelled in major thematic propaganda with creativity and flair,continuously consolidating and strengthening mainstream ideological public opinion.CMG comprehensively covered the Third Plenary Session of the20th CPC Central Committee with series likeNew Thoughts Leading Reform and Opening-Up in the New Era,Critical Choices,Anchoring Modernization,Deepening Reform,andHolding High the Banner of Reform and Opening-Up.We celebrated the75th anniversary of the People’s Republic of China with extensive coverage,including large-scale live specials likeAdvancing on the Path to a Strong Nation,Striding Toward a New Journey—Tour of the Republic,Stories of the Republic,andMy Home,My Country,withStories of the Republicachieving over2.6billion total online reach.Focusing on advancing Chinese-style modernization,we launched series and specials likeStriving for Chinese-Style Modernization,Our Modernization,Opening Broad Prospects for Chinese-Style Modernization,andNew Quality Productive Forces in China.We brilliantly covered the25th anniversary of Macao’s return with reports and a gala,includingMy Beloved Macao,Surging Haojiang,andMacao in Numbers,vividly showcasing the thriving"Lotus Treasure Land."

Following the laws of internet dissemination,CMG has enhanced the segmented and youthful appeal ofCCTV News Broadcast,launching integrated media products likeAnchors Talk News Broadcast,News Broadcast Highlights,News Broadcast Moments,On the News Broadcast,andNews Broadcast Key Points,increasing engagement with younger audiences through vertical short videos,popular sound effects,and interactive comments favored by the youth.The annual viewership ofCCTV News Broadcast’s new media live streams averages nearly1.4billion,making"watching the news on your phone"a habit.We continue to refine commentary brands likeCCTV Quick Review,Global Sharp Review,Yu Yuan Tan Tian,Sun and Moon Tan Tian,Voice of the Greater Bay Area Hot Review,andStraits Commentary,observing keenly,speaking out frequently,and leading domestic and international public opinion with a bold,grounded,and principled new tone.Among them,the Weibo topic forAnchors Talk News Broadcasthas exceeded12.8billion reads,with over15billion views across platforms.

With a"screen full of masterpieces,"we have invigorated cultural and artistic creation and production,adding new wings to the inheritance of outstanding traditional Chinese culture through integrated dissemination.CMG has deepened its exploration from"cultural symbols"to"cultural spirit,"conducting in-depth analyses of cultural themes and penetrating the texture and roots of culture,while strengthening integrated dissemination for online-offline resonance.Programs likeMasters’Chronicles,Exploring China Through Bamboo Slips,Chinese Poetry Conference,Harmony in Diversity:Song of Peace,Chinese Traditional Medicine Conference,National Treasures,Super Opera in National Style,Searching Ancient China,Legend of Silk Books,andLegacy of Herbal Medicinetake audiences on a"thousand-year journey"through culture.The2025CMG Year of the Snake Spring Festival Gala innovatively blended traditional culture with contemporary flair and artistry with technology,achieving record-breaking all-media reach worldwide.Notably,regional all-media viewership saw historic shifts,with central and southern provinces surpassing the national average,breaking the stereotype that"southerners don’t watch the Spring Festival Gala."As the first gala after the successful inscription of the Spring Festival on the UNESCO intangible cultural heritage list,it garnered widespread global media coverage,showcasing China’s vitality.Highlights like a famous American rock band performingCounting Starsin front of the Yellow Crane Tower,a mashup of the Peruvian folk songEl Cóndor Pasawith the Chinese folk songLan Hua Hua,Chinese robots dancing the Yangko and tossing handkerchiefs,and the songFlowers in Timetransforming into a Monet painting went viral on overseas social media,blending global elements into the gala to present both Chinese and international flair,further polishing this"golden calling card"of Chinese culture dissemination.CMG has meticulously crafted a year-round gala matrix,including New Year’s Eve Gala,Online Spring Festival Gala,Lantern Festival Gala,Mid-Autumn Festival Gala,and special programs for Qingming,Dragon Boat Festival,Qixi,and Double Ninth Festival,creating an uninterrupted cultural feast.Major dramas and films likeNorthwest Years,Blossoms,South to North,New China—Ordinary Yet Shining Footprints,A Century of Literature and Art Under Party Leadership,andSinging the New Erahave sparked online viewing frenzies and discussions.The innovative"CCTV Museum"digital platform’sWhat Makes Civilizationexhibition continues to answer"What Makes China."

(2)Comprehensively Enhancing International Communication Efficacy,Continuously Promoting Civilization Exchange and Mutual Learning

Only through rigorous tempering can one break through the toughest barriers.In international communication and public opinion struggles,possessing advanced dissemination tools often determines whether one can master control over public opinion in the information age.The development of the internet and deep media integration are profoundly influencing and reshaping world history—what Zheng He,Columbus,and Magellan spent lifetimes connecting can now be reached with a single click.With a vision that spans mountains and seas and skills that bridge cultures,CMG has continuously upgraded its integrated media international communication capabilities,boosting the global influence of socialist culture with Chinese characteristics in the new era.Previously,our reports largely relied on Western sources like Reuters and AP;now,CMG’s content frequently appears in BBC and CNN reports.By the end of2024,CMG’s global breaking news rate reached40.5%,ranking first among major global media,surpassing Reuters,AFP,BBC,and other international mainstream outlets.

We have wholeheartedly innovated in disseminating the leader’s thoughts through integrated media on the international stage.The world has never paid such attention to China’s leader or been so eager to hear China’s voice as it is today.Recording the wisdom of a great nation’s leader with lenses and pens,and vividly explaining the leader’s thoughts to the world through works that"carry the scent of earth,""glisten with dew,"and"radiate warmth"is CMG’s mission.CMG meticulously covered President Xi Jinping’s attendance at the APEC meeting,G20Summit,and state visits to Peru and Brazil,with related content achieving a global reach of10.72billion,setting a new record for APEC and G20coverage.News videos and multilingual reports were adopted and rebroadcast by global media over33,000times,with particularly strong impact in Latin America,the Asia-Pacific,and G20countries.The multilingual podcast and integrated media productStories of Xi Jinping(Season2)accompanied the high-level visits,airing on70overseas media outlets in countries like Peru,Russia,Kazakhstan,and Europe,with a global reach of33million.During President Xi Jinping’s attendance at the BRICS Summit,CMG kept pace with summit diplomacy,promoting programs like the third season ofCommon Sayings Close to the People—Xi Jinping’s Favorite Allusions(Russian version)on mainstream media in Russia,Hungary,Kazakhstan,and other countries.Fully AI-generated products likeAIGC Political Animation Series:The Poetic Romance of the General Secretaryand the multilingual integrated media seriesPracticeinnovated expression while leveraging cutting-edge AI technologies,allowing overseas audiences to perceive the thoughts,wisdom,and charisma of China’s leader through classic quotes and people’s stories.

We have continuously innovated methods to communicate China’s theoretical innovations and tell China’s story to the international community.Around the Third Plenary Session of the20th CPC Central Committee,CMG launched the"Global Dialogue on China’s Deepening Reform in the New Era:Opportunities for the World,"with68events covering key countries across five continents,reaching over2billion overseas viewers and involving over3,600overseas mainstream media outlets in co-hosting and reporting.Focusing on accelerating the development of new quality productive forces,CMG introduced the"China in Spring"Global Media Dialogue series of overseas promotion events,covered by over1,800overseas media outlets and reaching over2.51billion people worldwide.The documentary seriesSurging Chinaused small stories to explain big ideas,airing on Western mainstream platforms like National Geographic,Euronews,CNN,and CNBC,with a global reach of159million.By steadily expanding cooperation with international mainstream media,particularly in the U.S.and Europe,CMG pushes content aligned with Chinese values onto their platforms,finding footholds in the heart of Western dissemination.For instance,CMG collaborated with CNN’s social platforms through models like"CMG planning+CNN interviewing,filming,and production"and"CMG filming+CNN editing and production"to launch short videos promoting the digital exhibitionTunes of a Millenniumoverseas.Partnerships with Euronews explored Chinese and European cultural heritage and intangible skills,sustaining the gold-standard IPChina-Europe Intangible Heritage.Cooperation with Peacock,a new media video platform under NBCUniversal,promoted CMG’s Spring Festival Gala and other cultural programs,while co-production with National Geographic resulted in the documentaryMirroring China.

We have innovatively developed a vibrant and effective media diplomacy system,empowering public diplomacy and integrated international dissemination.CMG has pioneered international forum practices,launching the"Global Media Innovation Forum"in2022,creating a highly representative top-tier global media forum brand that has been held for three consecutive years.General Secretary Xi Jinping sent a congratulatory letter to the inaugural forum.Building on a grand dissemination pattern of"large and small pearls falling onto a jade plate"and"thousands of pear trees in bloom,"CMG’s"circle of friends"and"network of partners"continues to grow denser.Regional media cooperation forums like the"ASEAN Partners"Media Cooperation Forum,"African Partners"Media Cooperation Forum,and China-Arab Media Cooperation Forum have blossomed across multiple fronts.The forums’"VIP density"keeps rising,with distinguished guests and esteemed friends becoming hallmarks of CMG’s international events.

(3)Continuously Deepening Media Integration,Ensuring CMG Is Where Its Audience Is

Those who do not plan for eternity cannot plan for the moment;those who do not consider the whole cannot manage a part.The systematic transformation of mainstream media is a systemic project requiring strategic planning,well-structured layouts,and persistent effort.In the era of media integration,the role of dissemination platforms is as critical as an aircraft carrier’s role in seizing air supremacy and battlefield initiative in warfare.Aspiring to secure a place in the public opinion arena without a dissemination platform is like building a castle on sand.Strengthening and expanding autonomous,controllable new media platforms while deeply engaging with mainstream platforms is both a survival strategy in the media integration era and a winning move in advancing the systematic transformation of mainstream media.

We have reinforced top-level design to strategize and layout systematic transformation.From its inception,CMG prioritized deep media integration and systematic transformation as core to its development,fully and accurately interpreting General Secretary Xi Jinping and the CPC Central Committee’s strategic deployments.Following the requirements of Party and state institutional reforms,CMG established three new media internal bodies—the Integration Development Center,News New Media Center,and Audiovisual New Media Center—to coordinate media integration operations across the organization,swiftly mobilizing offline forces to advance and penetrate online spaces.Original traditional media management departments and program centers were fully transformed into integrated media units,with new media or integrated media departments established within each center and unit to strengthen the linkage between large and small screens,promoting the unity and integration of traditional and new media.A leadership group for deep media integration development was formed,formulating key plans like theOpinions on Accelerating the Deep Integration Development of CMG,implementing measures such as theAssessment Methods for All-Media Platform OperationsandSpecial Funding and Bonus Management Measures for the央视频5G New Media Platform,and extensively researching dissemination discourse and strategies in an integrated media environment,effectively igniting vitality and enthusiasm across CMG to develop new media and advance systematic transformation.

We have built a CMG new media cluster,with the influence of new media platforms continuously rising.The"CCTV News"app strives to be the top platform for original news releases,new media live streaming,and news short videos across the internet,with nearly220million downloads and a matrix user base exceeding1billion,maintaining leading activity and fan numbers among central media.The CCTV app,as the first national5G new media platform,has exceeded640million downloads and activated over300million users,ranking first among central media new media platforms in scale and active users.The national audio aggregation and distribution platform"Yunting"app has343million users across platforms,covering mobile phones,car systems,HarmonyOS apps,and smart wearables,with the fastest growth in the audio industry—its car audio service surpassing competitors to exceed100million users.On the portal front,CCTV.com reaches over2.2billion global users across platforms,CNR.cn intensifies development of authoritative political audio big data and audio all-media products,and CRI Online innovates in creating international communication brand events.

Deeply grasping the mobile,social,and visual trends in international communication,CMG has cultivated overseas mainstream new media platforms,expanded its overseas dissemination matrix,and comprehensively enhanced international communication efficacy.According to third-party data,CMG’s cumulative fan base across the three major overseas social platforms exceeds600million,consistently leading international mainstream media.It boasts nearly100top-tier accounts with over a million followers,with fan engagement ranking among the highest of domestic mainstream media.CMG has nurtured over200multilingual internet celebrities and influencers on overseas social media,with a total fan base nearing200million,using fresh,vibrant brand images and vivid native-language expressions to build loyal followings.Leveraging its eight overseas bureaus,192overseas reporter stations,and multilingual account matrix,CMG employs nimble,personalized,and precise dissemination advantages through live streams,short videos,premium programs,and media events to vividly tell China’s story and amplify China’s voice.

(4)Continuously Deepening Media Technology Innovation,Further Solidifying the"5G+4K/8K+AI"Strategic Framework

The path lies in daily renewal,as does the art—innovation is vitality;without it,there is stagnation.Since modern times,science and technology have been the spark and main engine driving human societal progress.Technology has always been the primary driver of the media industry’s development,with radio and television media born from technological innovation,and today’s deep media integration both initiated and thriving through technological breakthroughs.

We are committed to proactively strengthening technological independence,consolidating CMG’s position as"the best domestically and a leader internationally"in media technology.CMG has vigorously built a unified integrated media big data sharing service platform,developing and launching the"CMG Algorithm,"which harmonizes mainstream values,content artistry,and commercial value within its model,achieving personalized delivery and precise reach of mainstream values on new media platforms.Currently,the"CMG Algorithm"has been implemented in apps like央视频and CCTV Finance,serving200million netizens and effectively boosting user numbers and platform activity.

CMG has seized the global lead in ultra-high-definition(UHD)technology,establishing the National Key Laboratory for UHD Audiovisual Production and Presentation,actively developing key systems like4K/8K TV studio production equipment,breaking foreign technological monopolies in multiple fields,with four technologies becoming international standards.UHD technology developed with Huawei won the First Prize of the National Science and Technology Progress Award.CMG technicians received the Emmy Award for Engineering and Technology,one of the most prestigious global honors in broadcasting.CMG has built an8K UHD dissemination system,launching4K/8K UHD TV channels and achieving multiple"world firsts,"such as the first global8K TV channel live broadcast of major events during the Beijing Winter Olympics and Hangzhou Asian Games,establishing a"Chinese benchmark"worldwide.At the Paris Olympics,CMG undertook public signal production for four major events—outperforming France’s national broadcaster to become the broadcaster with the most public signal projects.The"China Red"8K UHD broadcast vehicle crossed oceans to Paris,marking the first intercontinental8K public signal production for a Summer Olympics,becoming the most striking Chinese symbol on Parisian streets and earning praise from locals and international peers.

CMG has innovatively launched the"Hundred Cities,Thousand Screens"UHD industry project,achieving full coverage across31provinces,autonomous regions,and municipalities,initially forming a demonstration effect in UHD industry aspects like terminal production,technology R&D,content production,and operational management.The domestically developed3D Brilliant Sound technology has achieved phased success in live applications,complementing UHD video technology to deliver a fully localized audiovisual feast.CMG has begun constructing the Beijing UHD Demonstration Park"CCTV Realm,"spanning approximately160,000square meters,aiming for world-class standards to create a UHD sci-tech hub integrating innovation R&D,premium program creation,and audiovisual cultural experiences,making UHD technological achievements a"national treasure"driving innovative development.

On the AI track,CMG is accelerating to achieve a"one-position lead."It established an AI studio,developing and applying the"CCTV Listen Media Large Model,"launching China’s first text-to-video AI animated seriesOdes Through the Ages,the first fully AI-produced micro-dramaChinese Myths,and the first fully AI-empowered translated English micro-documentaryOrigins.AI products like2024China·AI Gala,AI Reads Classics,Danqing China,andMonkey Kinghave sparked enthusiastic responses domestically and internationally.

While actively exploring AI applications,CMG also calmly assesses and mitigates potential risks,formulating China’s first media AI usage standard,CMG Artificial Intelligence Usage Guidelines(Trial),which preliminarily clarifies AI usage themes,scope,and processes while upholding the"red line"of news authenticity.TheCMG Artificial Intelligence Development White Paperprovides a guiding framework and practical direction for the healthy,orderly development of AI.Following the establishment of the CMG Research Institute,positioned as"based at CMG,facing the industry,and targeting top-tier international think tanks,"it conducts forward-looking,targeted,and reserve policy research around major national strategic needs,releasing reports likeCMG Technical Innovation Development Report on Olympic Event Live Broadcastsduring the Paris Olympics andAI Capacity Building Opens New Prospects for China-Africa Cooperationduring the2024Forum on China-Africa Cooperation.

III.Strengthening the Sense of Responsibility and Mission in New Era Propaganda,Ideological,and Cultural Work,Continuously Consolidating CMG’s Achievements in Building a World-Class New Mainstream Media

On the journey to realize the strategic goal of building a socialist cultural powerhouse by2035,keeping pace with information technology trends and continuously advancing deep media integration and systematic transformation of mainstream media is not a multiple-choice question with many answers,an optional task that can be skipped,or a short-answer question that can be simplified.It is a mandatory question that must be answered earnestly,deeply,and with full effort,concerning the development of socialist culture with Chinese characteristics in the new era,the enhancement of the people’s spiritual strength,and the cultural foundation for nation-building and national rejuvenation.CMG will deeply study and implement General Secretary Xi Jinping’s important instructions,thoroughly execute the CPC Central Committee’s decisions and deployments,and,building on the achievements of creating a world-class new mainstream media,persist in innovation while staying true to its roots,steadfastly advancing its systematic transformation,and resolutely mastering control over public opinion in the information age.

First,Promote Positive Energy with Traffic,Continuously Building Media Integration Core Competitiveness Through Premium Content.For a long time,achieving both traffic and quality has been a challenging proposition.Many commercial platforms have abundant traffic but lack quality,while some mainstream media excel in quality but lack traffic.Extensive practice shows that traffic without quality is like a river overflowing recklessly,while quality without traffic is like a riverbed nearing dryness.High traffic does not necessarily equate to positive energy,but without traffic,it is certainly hard to embody true positive energy.CMG is committed to harmonizing"traffic with quality"and"quality with traffic"as a core competency.To this end,we must firmly uphold the correct political direction,public opinion orientation,and value orientation,build work mechanisms and evaluation systems suited to all-media production and dissemination,and launch more products suitable for mobile and social dissemination to further occupy internet spaces.We must continuously deepen the"Headline Project,"focusing on popularization and mass appeal,excelling in subtle and transformative influence,expanding the"CCTV Political News"new media brand matrix,and consistently producing annual TV specials and series likeExtraordinary LeadershipandRecords of General Secretary Xi Jinping’s Governance This Year,making new ideas more tangible,understandable,and actionable.We must thoroughly implement Xi Jinping’s cultural thought,meticulously producing premium cultural programs likeThree Meals Across Four Seasons,Intangible Heritage in China,Classics in Books,Searching Ancient China,Encountering Civilization,Chinese Instrumental Music Conference,Chinese Dialect Conference,Journey Along the Yellow River,andBlossoming China,continuously answering"What Makes China"and solidifying the"screen full of masterpieces"momentum.

Second,Accelerate the Construction of Chinese Discourse and Narrative Systems,Supporting Civilization Exchange and Mutual Learning from Multiple Angles.Around key time nodes,we will precisely deliver CMG’s major thematic premium content to mainstream platforms in the U.S.and Europe,leveraging the comprehensive effect of the content dissemination matrix to amplify content reach and influence,further enhancing integrated dissemination capabilities in international public opinion struggles.We must deeply study and master General Secretary Xi Jinping’s methods of telling China’s story to the world,harnessing the open,inclusive,and integrative cultural power of Chinese civilization to boost national cultural soft power.We will continue to promote the overseas dissemination of cultural products like the Spring Festival Gala,host innovative projects like"Global Spring Festival Viewing"and"Thousand Screens Overseas,"explore dissemination methods like micro-videos,micro-dramas,and esports,and continuously discover and cultivate new quality productive forces in overseas communication,striving to transform Chinese culture into more globally competitive cultural brands."Making friends through culture"and"influencing people through culture"often yield twice the result with half the effort in international communication.We will continue to innovate media diplomacy activities,leverage film and television as bridges,and host cultural events like film screenings,think tank forums,concerts,and art exhibitions,pushing premium film and TV works to shine at renowned international festivals,accelerating the leap from"going out"to"going in."

Third,Strengthen All-Media Platform Construction,Leveraging Aggregation Effects to Continuously Amplify Dissemination Efficacy.If content is"king,"platforms are undoubtedly"the king’s throne,"providing the foundational structure for content display,dissemination,and storage.A robust platform will undoubtedly give wings to premium content.We must focus on advancing the main force into the main battlefield,channeling more premium content,advanced technology,professional talent,and project funding toward the internet and mobile ends,further enhancing the all-media dissemination matrix efficacy of platforms like websites,apps,mobile TV,IPTV,internet TV,and outdoor TV.We will accelerate the iterative upgrades of platforms like CCTV News,CCTV（CCTV）,and Yunting,promote interactive services between large and small screens,expand the research and application of the"CMG Algorithm,"and build stronger,more innovative,creative,and hopeful new media platforms.To enhance the pertinence,effectiveness,and appeal of international communication in the new situation,we will continue expanding overseas new media channels and platform construction,refining and leveraging multilingual influencer studios,deepening the use of the latest AI technologies to track discourse,enriching product forms,strengthening fan loyalty,and conducting agile,flexible dissemination,penetrating the"belly of the Iron Fan Princess"in the U.S.and Europe to make a significant impact.

Fourth,Highlight Technology’s Leading Role,Further Exploring Deep Integration of Culture and Technology.The fission-like development of the information technology revolution is advancing rapidly,with disruptive innovations driven by"first principles"emerging one after another,AI debuting at its peak,and new technologies,models,and industries continuously arising,further reshaping the dissemination landscape—leading ensures victory,lagging ensures elimination.We must strengthen coordinated planning for the deep integration of culture and technology,using key projects like the National Key Laboratory for UHD Audiovisual Production and Presentation,Beijing UHD Demonstration Park"CCTV Realm,"National(Hangzhou)Short Video Base,"Hundred Cities,Thousand Screens"project,and AI studio as breakthroughs to master technological development initiative,continuously consolidating CMG’s authoritative,influential,and irreplaceable position in media technology.We will deepen efforts in frontier fields like UHD,5G,and AI,actively building content,social,marketing,and operational ecosystems for new media platforms,expressing the tension of thought through art and technology,and delivering more masterpieces blending intellect,artistry,and appeal to audiences.

Fifth,Cultivate and Select Top Talent,Fully Supporting the Creation of a World-Class New Mainstream Media."Securing one exceptional talent can bring peace to the world"—this applies not only to traditional battlefields but also to today’s information technology and media competition.Talent is the core driver of career development;planting the right trees attracts the phoenixes.Focusing on the goal of building a world-class new mainstream media,CMG vigorously implements the"talent-strengthening"strategy,establishing a categorized"master-level"talent pool,regularly selecting"Top Ten Talents"and"Young Talents,"and deeply implementing the"Seedling Plan,"forming a clear,well-structured professional talent ladder,allowing CMG’s thoroughbreds to gallop freely in the new era.We must continuously deepen a vibrant scene of shining masters and emerging talents,adhere to correct talent selection and employment principles,establish talent introduction and incentive mechanisms suited to all-media development,optimize the talent structure per all-media needs,bring more new media-savvy talents to key posts,fully unleash talent vitality,and forge a"news iron army"that is politically loyal and professionally exceptional.

The road ahead is as tough as iron,yet we stride forward anew.On the internet’s arena,we must withstand,win,and triumph.CMG will always be guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era,thoroughly implement Xi Jinping’s cultural thought,comprehensively study and grasp the spirit of the20th CPC National Congress and the Second and Third Plenary Sessions of the20th CPC Central Committee,and deeply study and implement General Secretary Xi Jinping’s series of important instructions to CMG.In persistently advancing deep media integration,striving to build a world-class new mainstream media with strong leadership,dissemination capability,and influence,and promoting the systematic transformation of mainstream media to shape a new pattern of mainstream public opinion,we will firmly grasp control over public opinion in the information age,contribute to achieving the strategic goal of building a socialist cultural powerhouse,and make new,greater contributions to solidifying the cultural foundation for nation-building and national rejuvenation!

Source:Current Affairs Report(Party Committee Central Group Study),Issue1,2025