ADDIS ABABA - Chinese and Ethiopian media outlets have underscored the importance of deepening cooperation to enhance mutual understanding and strengthen people-to-people ties.

The remarks were made during a high-level forum held Wednesday in Addis Ababa, the capital of Ethiopia, under the theme "Seeing China: Fostering China-Ethiopia Media Collaboration".

Jointly organized by the National Radio and Television Administration of China, Ethiopia's Government Communication Service, and the Chinese Embassy in Ethiopia, the event brought together around 200 participants, including senior Ethiopian officials, Chinese diplomats, media representatives from both countries, scholars, and African content creators.

Addressing the event, Ethiopia's Minister of Government Communication Service Legesse Tulu said that as Ethiopia undergoes sweeping changes across its socio-economic landscape, the media sector must evolve in parallel, anchored in public service, professionalism, and people-centered content.

"China offers valuable lessons, from its investment in media technology to the nurturing of local talent, and from the governance of the digital ecosystem to the global influence of its creative industries," said Tulu. "We are eager to learn from this experience, while also contributing Ethiopia's rich oral traditions, dramatic heritage, and youth creativity to our joint media future."

Cao Shumin, director of the National Radio and Television Administration of China, said that "broadcasting, television, and online audiovisual contents are important bridges and links for promoting cultural exchanges and enhancing people-to-people connectivity."

The event also marked the launch of "China Hour", featuring a curated selection of Chinese TV series, animations, documentaries, and various Chinese audiovisual contents, which will be broadcasted across several Ethiopian media platforms, including the state television.