Media cooperation between China and Africa shifted into another gear recently when the inaugural Forum on China-Africa Media Cooperation in Beijing, held August 21-25, adopted a raft of rules and agreements laying the groundwork for future partnerships.

Meeting under the theme, "Exchange, Cooperation and Development," delegates resolved that future China-Africa media forums will be held every two years in either China or Africa to continually deepen media cooperation and exchanges. The mutual media relationship between the two sides dates back to the 1950s when media was identified as an important tool.

The China-Africa Media Forum is part of Beijing Action Plan (2013-15) that spells out cooperation and commitment between Africa and China through mutual understanding and friendship between both sides. The meeting took place alongside increased Chinese assistance to information and technology development in several African countries. China has also supported national broadcasters in many African countries including Kenya and Zambia.

As part of the partnership, China trains several African radio and television journalists to improve their skills. Various speakers at the forum, including Chinese Foreign Affairs Vice Minister Zhai Jun, urged African countries to focus on media development to make their voices heard beyond the continent. Outgoing Africa Union (AU) Chairperson Dr. Jean Ping acknowledged the important role of media and press freedom in changing socio-political landscape in Africa, such as the Arab uprising on the continent in 2011.

Dr. Ping urged for increased sharing and exchange of experiences on issues related to media. The meeting came on the heels of the Fifth Ministerial Conference of the Forum on China-Africa Cooperation (FOCAC) in July, where the Chinese Government announced five new measures to advance its cooperation with Africa. In relation to media, China will assist Africa through inflow of capital, equipments and technology.

Both forums took place at a time when several Chinese media organizations are expanding their presence in Africa, creating a new paradigm of China-Africa relationships.

The cordial media relationship between African countries and China will dominate the second China-Africa Think Tank Forum (CATTF) scheduled for Addis Ababa, Ethiopia from October 12-13, 2012. The high-level platform for China-Africa academic exchanges will be co-hosted by the Institute for Peace and Security Studies (IPSS) of Addis Ababa University and Institute of African Studies (IAS) of Zhejiang Normal University.

China's media presence in Africa is particularly manifested through continued expansion of reach and content of leading broadcasters like China Central Television (CCTV), China Radio International (CRI) and state news agency Xinhua.

While Xinhua is available nearly all over Africa, CCTV is currently broadcasting in three languages in over 40 African countries, with a base in Nairobi. Increasingly, viewers in Africa can get international news from CCTV or Xinhua's emerging English news service - CNC World. 

On radio, CRI offers news on par with either Voice of America (VOA) or British Broadcasting Corp. (BBC). The Chinese emergence in media coincides with a period when Western media companies are scaling down their Africa presence. In addition China Daily, the country's largest English daily newspaper, is putting out a weekly Africa edition, while Beijing-based ChinAfrica current affairs magazine recently opened a bureau in Johannesburg. All Chinese media groups operating in Africa aim to present African news from a Chinese perspective as well as introduce Chinese affairs to African media consumers.

Ongoing cooperation is facilitated through journalists reporting bilateral events, Chinese universities training African journalists, bilateral media investments and scholarships for Africa journalists. Kenyan Prime Minister Raila Amollo Odinga says increased media cooperation and assistance are integral in promoting friendship between Chinese and African people. While launching StarTimes Media, a Chinese digital Pay TV company in Kenya recently, the premier said many Chinese media firms with global reach are increasingly establishing operations in Africa.

Reuben Kyama, a Nairobi-based media practitioner said Chinese media investment prowess and know-how is widely on display all over Africa. "The Chinese media have been re-engineered and revolutionized the coverage of the African continent. The expansion to Africa has been fast and rapid, especially over the last 10 years. They are moving from stories of despair and calamities to a new projection of Africa as a continent of vast potential and opportunities," said Kyama.

Kenya Media Owners Association Chairman Kiprono Kittony said Chinese media companies mean well for Africa and enhanced media cooperation will play an important and positive role in promoting China-Africa relations.

Kittony said Chinese media offer fresh, alternative and balanced perspectives on Africa. "The advent of Chinese media giants into Africa will challenge and influence existing socio-economic models. This market has not been fully exploited to provide an opportunity for TV viewers to access content anywhere and anytime," he said.

(Reporting from Kenya)