CASE STUDIES
CMG Offline Event Movie Screening 14 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 14, 2025, CMG organized a Premium Film Screening on the big screen in Jakarta, presenting three selected documentary films that showcase the charm of China from various perspectives; from the exploration of the nature, advancements in manufacturing, economic progress, to the social life of modern society.
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 supporting cultural cooperation. One of the key attendees was the Chinese Ambassador to Indonesia, Mr. Wang Siping. 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
To support the commemoration of 75 Years of Indonesia–China Diplomatic Relations
02
To enhance cultural and media cooperation between Indonesia and China
03
To build and develop the quality of the film-enthusiast communities in both China and Indonesia
Challenges
Several challenges arise in efforts to strengthen diplomatic relations between Indonesia and China throughthe film industry can be identified:
01
Limited exposure of Chinese films in Indonesian cinemas and media
02
High enthusiasm among Indonesian audiences for Chinese films, but no official channel yet to collectively express
or engage with this interest
03
High Audience Interest Without a Formal Engagement Channel to Share Collective Interest
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 14, promotional activities were conducted through:
- Media articles,
- Community social media channels,
- Digital invitations,
- Social media posts,
- And other promotional outlets.
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