China Jilin Network and Russia's BRICS TV held strategic talks in Moscow and signed a comprehensive cooperation framework agreement. This meeting marks a new stage of all-round, multi-level and wide-ranging strategic cooperation between the two sides on the basis of long-term friendly cooperation. It is a key step for Chinese local media to deepen the construction of international communication capacity, especially the systematic layout of communication to Russia and BRICS countries, demonstrating the new trend of Sino-Russian media cooperation upgrading from a single project to ecological and platform-based cooperation.

Cornerstone of Success: In-Depth Cultivation of a Single Column Over Years.

The deepening of this cooperation is built on the solid foundation of the existing achievements of both sides. The news column "China Today", co-produced by Jiwang Media's Today's Northeast Asia website and BRICS TV, has been regularly broadcast in Russia, becoming an important window for Russian people to understand contemporary Chinese society, economy and culture. With its objective perspective, vivid content and professional production, the program has reached a large number of Russian-speaking audiences, effectively conveying the development narrative of contemporary China and laying a solid foundation for trust and tacit understanding between the media of the two countries. The success of this column proves that Chinese local media can gain stable influence in international mainstream communication channels with high-quality content.

Leapfrog Upgrade: From a Single Column to a Global Cultural Communication Platform.

Based on previous successful experience, the two sides have achieved a "multi-dimensional leap" in this cooperation:

Content Dimension Leap: The new column "Chinese Intangible Cultural Heritage" will focus on the profound and vivid part of China's excellent traditional culture - intangible cultural heritage. This marks that the cooperation has gone from showing the achievements of contemporary development to spreading the roots and craftsmanship of Chinese civilization, aiming to show the unique charm and contemporary vitality of Chinese culture to the world through exquisite film and television language.

Geographical and Language Leap: In the future, the communication coverage will go beyond Russian-speaking regions and expand to multilingual audiences in BRICS countries. BRICS TV has proposed the idea of building a full-language content network for BRICS countries, which means that Jiwang Media's content will directly reach audiences in major emerging market countries through this platform, greatly enhancing the coverage and strategic depth of international communication.

Cooperation Model Leap: In the future, the two sides will develop an all-round blueprint from column cooperation to joint production of documentaries, regular personnel exchanges and training, and joint planning of international cultural exchange activities. This marks that the relationship between the two sides has upgraded from a "procurement-style" cooperation of content provision and broadcasting to a "strategic partnership" of in-depth collaboration involving joint planning, co-production, channel sharing and talent cultivation.

China Jilin Network's in-depth cooperation with BRICS TV this time provides a reference model for Chinese local media to explore international communication paths. Instead of staying in scattered cultural exchange activities, it has achieved stable, continuous and evaluable overseas landing effects by establishing institutionalized and channel-based long-term content cooperation with international mainstream media platforms. This upgraded cooperation further combines China's local cultural resources (intangible cultural heritage) with international communication channels and multilingual translation capabilities, systematically serving the national cultural "going out" strategy.

Future Outlook: Building a Cultural Communication Bridge for the "Global South".

This Sino-Russian media cooperation is not only an in-depth exchange in the cultural field, but also an important attempt by the two countries to explore content co-construction under the diversified communication pattern. The cooperation between the two sides is moving from content exchange to a new stage of joint agenda-setting and collaborative narrative construction, providing a practical and feasible reference path for media cooperation among BRICS countries.

The chairman of Jiwang Media stated that this cooperation is a key step for the institution to become a "new type of international communication subject". In the future, it will continue to rely on Jilin's geographical and cultural characteristics to produce more high-quality content that meets the needs of the international market and demonstrates the contemporary value of Chinese civilization.

The general manager of BRICS TV emphasized that the all-round cooperation with Jiwang Media is an important part of the TV station's mission to "build BRICS countries' own information space". By introducing content with profound cultural depth such as "Chinese Intangible Cultural Heritage", it aims to provide BRICS countries and global audiences with cultural choices and aesthetic experiences different from the Western mainstream narrative.

It is believed that this cooperation will provide a more effective communication channel for Chinese culture and stories in BRICS countries and beyond, and become a demonstration project in the field of Sino-Russian media cooperation and even BRICS cultural exchanges.