Zhou Ting Regards Planning and Publicity of Charming Beijing TV Series as a Successful Practice of International Communication with Foreign Help

On February 27, the Charming Beijing Overseas Communication Achievements Exhibition and the 2023 Launch Ceremony of the Charming Beijing TV Series took place at the No. 10 exhibition hall of Shougang Park, Beijing. The event was sponsored by the Information Office of the People's Government of Beijing Municipality and organized by CRI Online of China Media Group. Zhou Ting, the Dean of the School of Government and Public Affairs of the Communication University of China delivered a keynote speech to share her insights.

Zhou Ting spoke highly of the TV series because different episodes showcased the history and culture, scientific and technological innovation, high-quality development, and harmonious and livable environment of Beijing from various perspectives. According to Zhou, the concepts, philosophic ideas, and aesthetics in the TV series reflected the truth about the way Beijing governed itself, a big global city.

To tell the stories of Beijing or China effectively, we should not only have a global vision but also make the most of support from the outside world. In Zhou's opinion, the planning and publicity of Charming Beijing TV series could be regarded as a successful practice carried out in international communication which was supported by foreign friends. She believed that Charming Beijing TV series, with its unique perspectives and way of expression, reflects the charm of communication in cooperation. To attract overseas audiences, overseas partners focused more on the preferences of local markets and audiences in selecting topics and choosing proper expressions. Therefore, it would be easier for the TV series to gain popularity overseas as the viewing figures data on different overseas platforms proved it. For Chinese audiences, the cooperation with overseas partners in the production of the TV series gave new access to observe the world. Thus, we could know more about Beijing, the city Chinese are familiar with from a new perspective and find new meanings in the environment we are accustomed to.

"Audio-visual communication is still the most vivid way for people overseas who have not been to China to have an opportunity to understand China. Different types of TV series are also one of the best channels to show them the image of China," noted Zhou. She stressed that technologies related to the media enjoyed rapid development. She hoped that people could utilize more new technologies and new platforms in future TV series publicity. By combining relevant content and expression forms, the modernization process of Beijing and China's spirit in the new era could pique the interest and attention of more young audiences.

The overseas publicity of Charming Beijing TV series was launched by the Information Office of the People's Government of Beijing Municipality and CRI Online of China Media Group. Since it was launched four years ago in 2019, the TV series has been aired on mainstream media in many countries and overseas social media platforms. It has helped show the world the unique charm of Beijing and acquainted more people overseas with Beijing. Thus, more people love Beijing after watching the TV series.