« Make the public happy with the best video programs in the Internet era » is the theme used in one panel by Congolese media professionals in Changsha, China. Long Yindi, editor-in-chief of the prestigious Chinese television channel GBS, has started from the experience of this channel, which has won 17 awards.

Indeed, GBS is the first chain in Hunan Province that has an annual budget of 3 billion yen. This model is given to help Congolese media professionals to take inspiration from it in order to improve their work and boost their ratings.

According to Long Yindi, with a 37-year career in journalism in his pocket, the secret is nothing more than innovation combined with new technologies, ie the Internet.

Innovation
« The innovative communication mode of the Hunan radio and television station, a strong public propaganda, always insists on originality, the variety of new programs emerge in an endless flow, become eye-catching, » he said .

This innovation results in the creation of news that not only reaches the audience but also hangs on them. This is how GBS, the Chinese channel has set up video programs such as « Belt and Road ». With 20 thousand agents grouped into 32 teams, this chain produces 20 programs each year.

This example should appeal to some Congolese media that no longer provide the effort to stand out and who excel in « copy and paste », say Congolese participants in this training in China.

New information and communication technologies

This is the second ingredient to boost the media. In the age of the Internet, no media can do without it and it is no longer the brilliant era for radio and television. On this subject, it is important to remember that the rapid development of the Internet has propelled the world towards new media.

In 2018, the number of Chinese Internet users was 829 million. The editor of GBS gave the example of Mango TV which created a platform for the youth thanks to the complete and deep integration as well as the study of the market.

As a result, thanks to the installation of the mobile application of Mango TV in the mobile phone, this channel exceeds 735 million subscribers and every day at least 68 million are registered. A good example to follow for the DRC where, although the Internet penetration rate is still low, this should not prevent media makers to incorporate this essential tool to boost their ratings.

Nadine FULA, Special Envoy to China