CASE STUDIES
CMG Offline Event Movie Screening 26 Nov
Brand
China Media Group
Services
Localization, Licensing, Offline Screening
Scope
Localization, Licensing, and Offline Screening
Market
Indonesia
About CMG
Who is CMG?
China Media Group (CMG),China’s national public broadcaster and the world’s largest integrated media organizations, formed through the merger of CCTV, China National Radio, and China Radio International. With a global network of bureaus and multilingual platforms, CMG produces a wide range of news, documentaries, and cultural programming that reach audiences across continents. CMG is known for its high-quality storytelling, international collaborations, and innovative use of technology, playing an important role in presenting contemporary China to the world while fostering dialogue and cultural exchange between nations.
Main Objective
01
Promoting Chinese culture and brands globally
02
Telling China’s story through comprehensive media coverage
03
Building international understanding and dialogue
Project Overview
Background
China Media Group (CMG), officially known as 中央广播电视总台, is recognized as the largest and most influential national broadcasting organization in China. CMG aims to expand its global audience reach, particularly in Southeast Asian countries such as Indonesia. On November 26 2025, CMG organized a Film Screening on the big screen in Jakarta, presenting two selected documentary films that showcase China’s advancements in science and technology, the dedication behind national achievements, and the realities of modern urban life through real community stories and public service efforts. By sharing these perspectives, the screening aimed to help Indonesian audiences better understand China’s development, values, and the people behind its progress.
In 2025, as part of ongoing efforts to strengthen cultural exchange and media cooperation between China and Indonesia, there was a need to introduce flagship Chinese productions to Indonesian audiences. With the goal of deepening cross-border understanding shared cultural appreciation. This event was part of CMG’s efforts to promote Chinese culture in a positive and curated way to international audiences, including Indonesia. The year 2025 also coincides with the 75th Anniversary of Indonesia–China Diplomatic Relations, making this moment strategically important for strengthening cultural ties between the two countries.
The event was attended by representatives of major Indonesian media outlets such as RRI, PFN, and JAKTV, as well as institutions like PPIT supporting cultural cooperation. In addition, the film screening served as a new platform to explore opportunities for Indonesian cultural content to be distributed in China through CMG, helping to establish two-way cultural exchange.
Objective
01
Host an exclusive screening of selected premium Chinese programs for Indonesian audiences
02
Strengthen cultural exchange and media cooperation between Indonesia and China
03
Introduce Chinese film and TV content to local media and audiences, opening opportunities for future collaboration
Challenges
Several challenges arise in efforts to strengthen diplomatic relations between Indonesia and China throughthe film industry can be identified:
01
The interest of local audiences in attending a Chinese film screening was limited, as Chinese content is not yet widely watched or familiar in Indonesia.
02
Access for individuals interested in Chinese culture remained limited, as there were not many platforms available for them to explore and enjoy this type of content.
Solution
Organizing an Offline Film Screening at a Strategic Venue
We selected a strategic, comfortable, and trending cinema as a representative location to offer
free public screenings of premium documentary films.
Presence of many Medias, Organization, and Culture Enthusiast
Representative
Their attendance helped to:
- Strengthen the diplomatic value of the event,
- Enhance its legitimacy in the eyes of Indonesian media,
- Serve as a symbol of Indonesia–China cultural commitment.
Solution
Inviting Indonesian Media for Closer Collaboration
Media outlets such as RRI, JAKTV, Flix, and other platforms were invited to:
- Watch the films,
- Discuss cross-country content needs,
- Explore opportunities for Indonesia–China cultural program exchanges.
Community Buidling & Networking Session
The event was designed as a gathering platform for:
- Mandarin language students,
- Chinese film enthusiast communities,
- Local documentary producers,
- Journalists,
- Government institution representatives,
- Media outlets,
- And others.
Solution
Structured Pre-Event Promotion
To increase awareness and exposure for the event held on November 26, promotional activities were conducted, we distributed
invitations and posters through many forms of media, made the registration process simple and accessible.
To further strengthen the event’s credibility and visibility, our official social media posts were created in collaboration with partner media
outlets and collaborators, helping the screening gain wider reach and recognition. We also reached out to individuals and communities
interested in Chinese culture, encouraging them to attend and share their experience through content on their social media platforms.
- Media articles,
- Community social media channels,
- Digital invitations,
- Social media posts,
- And other promotional outlets.
Solution
Structured Post-Event Publication
We also ensured strong post-event visibility through extensive coverage by major Indonesian media outlets. This widespread publication helped boost public awareness of the screening and reinforced the message that cultural exchange events between the two countries are open, accessible, and increasingly common. The positive media exposure not only elevated the event’s credibility but also encouraged the public to look forward to similar initiatives in the future.
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