Media outlets in China and Russia are urged to join hands to develop new media on the basis of their current cooperation in the digital economy era and to enable closer people-to-people connections between the two countries.

Xu Lin, deputy head of the Publicity Department of the Communist Party of China Central Committee, said media play an important role in boosting peoples' friendship and cultural exchanges between China and Russia. He made the remark in his keynote speech at the Fifth China-Russia Media Forum in Vladivostok, Russia, on Tuesday.

Xu, also minister of the State Council Information Office, suggested that media from both countries should maintain communication and coordination to enhance their mutual trust, continue holding cultural exchanges to maintain people-to-people ties and discover the potential of regional cooperation to introduce more mutually beneficial projects.

China is set to celebrate the 70th anniversary of the founding of the People's Republic of China, and China and Russia are conducting exchange activities to commemorate 70 years since the establishment of diplomatic ties between the two countries.

Bilateral media cooperation is being undertaken at an impressive pace, especially in the new era, according to senior Russian officials.

Over 100 media representatives from the two countries participated in the forum on Tuesday, the fifth between the two countries.

Experience has shown that the forum is an important platform for building bilateral contacts and enhancing media cooperation, said Konstantin Chuychenko, deputy prime minister of the Russian Federation and government chief of staff.

Alexei Volin, deputy minister of digital development, telecommunications and mass media, said Russian and Chinese media outlets need to build relations in all areas because their ties are an integral part of the Russia-China relationship.

Volin said the major challenge faced by media in both countries is that traditional forms such as newspapers, television and radio are giving way to new forms of communication.

"This is a challenge because people currently have a huge number of sources of information. We must respond to it in a professional way," he said.

Qu Yingpu, deputy editor-in-chief of China Daily, said media groups should learn new technologies, such as 5G, AI, big data and blockchain, which are pushing an in-depth evolution in the industry.