By Marcus Reubenstein, Xiaojun Zhang
Sydney, June 9 (Xinhua) -- The recent signing of a series of agreements aimed at better media cooperation between China and Australia offers enormous potential to showcase Australia to audience across China.
Many aspects of Australian life, such as tourism, education, food, agriculture and business, already feature prominently in Chinese media reports.
Enhanced cooperation gives Australian companies and organisations an added opportunity to engage with Chinese news outlets and build their profile in the world's second largest economy.
Chinese media outlets, including Xinhua News Agency, China Daily, China Radio International, People's Daily Online, have entered into broad cooperation agreements with Australian partners.
Among those partners are Fairfax Media, Australia's second largest newspaper group; Sky News, the nation's 24 hour cable television news channel; the University of Technology Sydney (UTS); Australia's largest privately owned book publishing group, Weldon International.
One of the key drivers behind these agreements is not simply in sharing content, but building a far better understanding between these new partners.
Australians already have enormous access to news content produced by media outlets far beyond its borders.
In many respects, Chinese people know a great deal more about Australia than Australians know about China.
If both sides work hard to realise the full potential of these media cooperation agreements, this can greatly enhance the understanding between China and Australia and deliver great benefits to the two peoples.
