The Ireland Sino Institute (ISI), also known as the Europe Sino Institute (ESI), has secured a news service partnership with CCTV+, the Beijing-based video news agency affiliated with China Central Television.

The partnership marks a continued expansion of the Institute’s media activities and reflects its broader mission to strengthen links between Europe and China through non-profit initiatives spanning culture, education, technology, business, philanthropy, and people-to-people engagement.

With team members based across Europe as well as in China, the Institute said the collaboration is expected to significantly enhance its international reporting capabilities. By leveraging the global video resources and distribution infrastructure of CCTV+, the Institute will be better positioned to produce timely, high-quality content that resonates with audiences across different regions.

The agreement will also enable co-produced content, supporting higher production standards and expanding the reach of the Institute’s digital media output. The Institute noted that the ability to collaborate on content production will allow for more diverse storytelling formats, improved visual quality, and greater editorial depth.

The organisation has previously collaborated with CGTN and China Daily and has published more than 300 videos across major Western platforms, including YouTube, Instagram, X, and LinkedIn. These productions aim to provide international audiences with honest, balanced, multidimensional, and first-hand insights into China, offering perspectives that are often underrepresented in mainstream coverage.

According to the Institute, all of its media work has been carried out on a non-profit basis, in line with its wider mission to connect Europe and China through meaningful projects while promoting mutual understanding, dialogue, and long-term cooperation. Pat McCarthy stated:

“In a world increasingly defined by division, conflict, war, and trade tensions, the need for stewards of cooperation, cross-cultural exchange, and mutual understanding has never been more urgent.”

The Institute believes that responsible media engagement can play a constructive role in improving how countries and cultures perceive one another. By investing in reporting, storytelling, and international communication, it hopes to contribute to a more informed and balanced global conversation, particularly at a time when misunderstanding and polarisation can too often shape public opinion and international discourse.

The partnership between CCTV+ and the Europe Sino Institute (ESI) opens a new window into China, offering audiences outside the country a broader and more nuanced perspective. In this sense, the collaboration goes beyond content production, contributing to greater understanding and helping to bridge informational gaps between regions.

While much of ESI’s existing content has focused on presenting China to the world, the Institute now plans to expand its coverage of the evolving intersection of Europe–China relations. This includes key areas such as trade, politics, culture, tourism, and technology, all of which play an increasingly important role in shaping bilateral and multilateral engagement.

Looking ahead, the Institute views the agreement with CCTV+ as an important milestone that will support future content development and strengthen its position as a platform for Europe–China engagement. By combining its existing network with the capabilities of CCTV+, the Institute aims to further enhance both the quality and impact of its work in the international media space.