BRICS+ Information and Cultural Media Centre inaugurated

Addis Ababa, October 15, 2024 (FBC) – The BRICS+ Information and Cultural Media Centre was inaugurated on October 15, in Moscow, organised by the All-Russian State Library for Foreign Literature named after M. I. Rudomino and the TV BRICS International Media Network.

The project aims to foster and strengthen humanitarian cooperation among BRICS+ countries and promote culture, science, and education, as reported by TV BRICS.

The opening ceremony was accompanied by the plenary session of the International Conference titled “Humanitarian Foundations of the BRICS+ Dialogue: The Role of Media in Strengthening Cooperation in the Fields of Culture, Science, and Education.”

The event was attended by representatives from government bodies, diplomatic missions, media, and public organisations from Brazil, Egypt, India, Iran, China, Cuba, Russia, Saudi Arabia, Turkey, Ethiopia, and South Africa.

A panel discussion titled “Intercultural Dialogue in the 21st Century: New Ways to Promote a Unifying Agenda Through Media” also took place at the Media Centre. The session was moderated by Ksenia Komissarova, Editor-in-Chief of TV BRICS.

Among the speakers were representatives from TV BRICS partner media outlets, including Mr. Admasu Damtew, CEO of Fana Broadcasting Corporate (FBC).

On the occasion, Mr. Admasu shared Ethiopia’s enormous culture and heritage sites and the diversity within the East African nation.

The FBC CEO highlighted the potential for cultural information exchange between national media outlets in BRICS countries.

Admasu noted that his country has developed new world class tourist destinations in Addis Ababa and other parts of the nation through “Dine for Nation” initiative under the leadership of Prime Minister Abiy Ahmed. He expounded on the recently developed tourist attractions and destinations under the initiative, including Unity Park, Entoto Park, Wenchi, Gorgora, Halala Kella, among others.

According to him, these tourist destinations are key in harmoniously blending Ethiopia’s rich history, vibrant culture, and breathtaking natural beauty.

By developing these areas with world-class infrastructure, Ethiopia is not only preserving its natural heritage but also unlocking economic opportunities and promoting sustainable development in rural communities, Mr. Admasu asserted.

He underscored that these tourism attractions create a bridge between Ethiopia’s past and future, showcasing our deep cultural roots while embracing modernity.

Reflecting on FBC’s efforts in presenting Ethiopia’s cultural potential to the international audience, the CEO said his media company is leveraging various options to broadcast religious and cultural festivals including Timket, Meskel, Great Ethiopian Run, and Irreechaa.

He also pointed out that collaborative productions are key to further promote the country’s cultural potnential. According to Admasu, engaging in co-productions with media houses from other BRICS nations can create content that resonates across borders.

“TV BRICS serves as a launching point for taking our content for international audience. This collaboration helps promote our national landmarks and historical heritage through TV BRICS,” Mr. Admasu noted.

For his part, Pavel Kuzmin, General Director of the Library for Foreign Literature, outlined the project’s goals and objectives.

“We will provide our readers with reliable, verified literature that will allow them to make their own decisions. We won’t draw conclusions or provide hints for readers, but we will help them to develop their own positions.”

Janna Tolstikova, CEO of TV BRICS International Media Network, expressed her hope that the Centre would become a hub for journalists worldwide.

She described the inauguration as a new chapter in deepening cultural cooperation among BRICS+ nations.

Maria Zakharova, the Russian Foreign Ministry Spokesperson, was also a guest at the event.

She emphasised that the creation of the media Centre represents a significant step forward in developing humanitarian cooperation between BRICS+ countries.

“I believe this platform will become a vibrant hub for disseminating information. As the Ministry of Foreign Affairs, we will actively support its work, cooperate, offer our agenda, and, of course, respond to the agenda generated here,” Zakharova said.

German Ferras Alvarez, Head Correspondent of Latin American News Agency Prensa Latina in Moscow, also spoke at the event. He expressed interest in expanding cooperation with Global South countries in content production.

“The Media Centre will allow us to use new technologies, such as artificial intelligence, for information exchange. Language barriers may pose a challenge, but as the number of BRICS+ participants grows, the diversity of languages will expand as well,” Alvarez remarked.

Ali Cura, Anadolu Agency Moscow Bureau Chief Correspondent and Deputy Director for Asia and Caucasus News, stressed the importance of information exchange between countries interested in BRICS activities. He emphasised the significant role of cultural diplomacy in today’s world.

The BRICS+ Media Centre will operate permanently at the Library for Foreign Literature. It will host press conferences, seminars, roundtables, teleconferences, film screenings, and presentations of informational, cultural, educational, and scientific projects.