The 6th World Media Summit opened on October 14 in the Chinese city of Urumqi. This year’s theme is “Artificial Intelligence and Media Transformation.”

Fu Hua, President of Xinhua News Agency, the event organiser and a partner of TV BRICS, emphasised during the opening ceremony that innovations, including artificial intelligence (AI), are enhancing content creation efficiency by approximately 70 per cent.

“We should adhere to the principle of empowerment rather than replacement, consistently emphasising the central role of humans. The core of news reporting is people. Its subjects are people. Its audience is people. And its most vibrant and creative elements are driven by people. AI technology serves as a tool that provides added value to reporting, not a simple replacement for journalism,” he said.

Fu Hua further noted that platforms like the World Media Summit and the BRICS Media Summit contribute to deepening cooperation between national media outlets and addressing the digital divide.

On the opening day of the summit, a report was released highlighting the opportunities and challenges faced by global media in the age of modern technology. The research revealed that 66 per cent of surveyed media professionals positively view AI’s impact on the industry, with more than half already integrating the technology into their work. However, 85.6 per cent of journalists believe that the use of generative AI requires stricter regulation, according to
Xinhua.

Technological advancements in AI made by Xinhua News Agency were also showcased at the summit. In addition, a plenary session on the development of journalism in the digital age took place on the same day.

More than 500 representatives from 208 leading media outlets from 106 countries have gathered for the 6th World Media Summit. TV BRICS is a regular participant in the event.

Photo: TV BRICS