• The history and future of a less-known but increasingly influential bicultural chapter 

During a recent session in Beijing, China, I sat with fellow media professionals from Sri Lanka, for a presentation by the Deputy Director-General of the International Cooperation Department at the National Radio and Television (TV) Administration (NRTA) of China, Yan Ni. 

The presentation, held as part of the ‘Seminar for Media Communication in Sri Lanka’ - organised by the Ministry of Commerce, China, and the China Broadcasting International Economic and Technological Cooperation Company Limited - offered a comprehensive look at China’s media development trajectory under President Xi Jinping’s Thought on Culture. It laid out the growing media cooperation between China and Sri Lanka.

China’s media sector has undergone massive changes over the last century. According to Ni, the country’s radio and television services evolved through four major historical stages: From the early days of Party-led red broadcasting during the pre-1949 period, through the socialist construction phase after the founding of the People’s Republic, to the reform and opening-up period from 1978, and finally the current era marked by high-quality development and digital transformation.

Much of this transformation has been guided by what China now refers to as ‘Jinping’s Thought on Culture’. This guiding principle places strong importance on ideological leadership, cultural self-confidence, public service, and technological innovation. The media is expected to serve both as a mouthpiece for the Government and as a provider of diverse and high-quality content for the people.

Ni then turned to the longstanding cooperation between China and Sri Lanka in the broadcasting and audio-visual sectors.

Historic foundations of friendship

The roots of China–Sri Lanka cooperation can be traced back to 1952, when the two countries signed the Rice-Rubber Agreement. That landmark trade Pact, signed in the midst of Cold War politics, helped break ideological barriers and laid the foundation for mutual exchange. Ni framed this historical moment as symbolic of a long-standing friendship that continues to inform bilateral ties.

Shifting focus to the media and culture

Fast forward to recent years, and the relationship has grown more focused in media and cultural collaboration. In August 2023, the then-Chairperson of Sri Lanka’s National TV, attended the Fourth Lancang-Mekong Audio-Visual Week in China. There, she said that a cooperation agreement was signed to launch the ‘China Theatre’ segment on Sri Lankan TV, a curated series showcasing Chinese TV dramas and documentaries to local audiences.

In May of last year (2024), another agreement followed. This time, the NRTA signed a programme sharing deal with the Sri Lanka Rupavahini Corporation, allowing 10 Chinese productions – including the internationally known science-fiction series The Three-Body Problem to be translated and broadcast in Sri Lanka. According to Ni, Sri Lanka had full rights to adapt and dub these shows into local languages, giving domestic broadcasters the flexibility to tailor content for their audiences.

Then, in January of this year, under the witness of the two countries’ Heads of State, a memorandum of understanding was signed between the NRTA and Sri Lanka’s Ministry of Mass Media. This agreement further solidified long-term cooperation in TV, radio, and online content development.

From broadcasting deals to co-productions

One of the more engaging recent projects that Ni mentioned was a cross-cultural documentary titled ‘Serendipitous Journeys’, produced by the Hunan Broadcasting Group and Mango TV under the NRTA’s guidance. The series follows Sri Lankan and Chinese youth as they swap places and immerse themselves in each other’s daily lives. It aims to give both audiences a window into the traditions, values, and social dynamics of their counterparts.

This programme began airing last month on Mango TV’s international platform, accessible in 195 countries. This offered a glimpse of the kind of co-produced, people-centred storytelling that could define future collaborations.

Telling stories across borders

Rather than focusing solely on official-level agreements, projects like Serendipitous Journeys suggest that China is increasingly interested in cultural diplomacy through relatable, youth-driven narratives. It is a direction that Sri Lankan broadcasters, often caught between resource constraints and high audience expectations, may find worth exploring.

Technology and infrastructure support

Beyond content, Ni said that technology has also played a major role in the growing partnership. In 2019, China completed the design and construction of the Colombo Lotus Tower through the China Broadcasting Film and TV Design Institute. The iconic structure is now a centrepiece in Colombo’s skyline and a symbol of technical collaboration between the two countries.

Training and talent exchange

There has also been consistent engagement in capacity building. In September 2023, a three-member team from Sri Lanka’s National TV visited China as part of a joint press programme organised by the NRTA. They travelled through Beijing, Zhejiang, and Yunnan, covering stories linked to the 10th anniversary of the Belt and Road Initiative. The visit, she said, was part of an ongoing exchange programme aiming to give journalists exposure to media production trends within China.

These personnel exchanges are expected to continue. One of the proposals that Ni made was to increase opportunities for Sri Lankan media professionals to train in China through short courses, technical workshops, and long-term exchanges, and vice versa. She mentioned platforms like the China Content Broadcasting Network, the Beijing International Radio, TV and Film Exhibition, and the Shanghai TV Festival as ideal spaces for such interaction.

China’s expanding media framework

The presentation also laid out China’s overall media development framework, built on a model that the NRTA describes as ‘Two, Three, Four’: Two major business areas (traditional broadcasting and online audio-visual); three core attributes (ideological, public service, and technological); and four tiers of content delivery (cable TV, internet protocol TV, over the top, and pure online services).

Statistics from 2024 showed that China’s broadcasting and audio-visual industry has reached 1.09 billion online users, with short video platforms leading the way. Over 130 million short videos are uploaded daily. The industry’s total revenue exceeds Renminbi 1.4 trillion (approximately United States Dollars 207 billion). This scale enables China to invest heavily in content creation, infrastructure, and policy design, a position that smaller markets like Sri Lanka can only aspire to, but may still benefit from by partnering strategically.

It was also made clear that the Chinese Government considers media development a critical part of its national agenda. Ni added that Jinping’s cultural policy encourages the media to spread what it calls the “voice of the Party” while still addressing audience needs through high-quality programming. This approach is rooted in a belief that the media must function as a form of entertainment, and also a vehicle for social cohesion, education, and international influence.

Opportunities for SL’s media sector

For Sri Lanka, the increasing cooperation with China in the broadcasting and audio-visual sector will bring both opportunities and questions. On the one hand, access to high-quality content, technical expertise, and training can benefit an under-resourced media sector. On the other, maintaining editorial independence and content relevance remains essential, especially in a country with diverse political views and cultural sensibilities.

That said, the ongoing cooperation has already opened new doors. Programmes like Serendipitous Journeys signal a willingness to experiment. The agreements signed in recent years show a strategic commitment to long-term collaboration, and the training and exchange opportunities suggest that this is not a one-sided engagement.

A road ahead built on collaboration

In her closing remarks, Ni proposed several paths forward: deepen policy communication between agencies, strengthen content-sharing and joint productions, boost technical and infrastructure partnerships, and expand personnel training.

These proposals were received with interest as real avenues for growth. With both countries expressing interest in building a “community of shared future”, the media is likely to become a more prominent area of exchange.

As Sri Lanka continues to reshape its media landscape amid digital disruption, economic constraints, and changing audience expectations, partnerships like the one with China could play a meaningful role, if approached with care. Thoughtfully navigating this relationship can help strike the right balance between external collaboration and homegrown creativity.