SHENZHEN, June 8 (Xinhua) -- Representatives from media outlets, think tanks and universities gathered at a media sub-forum in Shenzhen on Thursday to exchange views on the new challenges, new opportunities and future of international communication in the age of new media.

The Sub-forum on Innovative International Communication in the Age of New Media was part of the first Forum on Building up China's Cultural Strength, which opened Wednesday. More than 20 experts attended the sub-forum, delivering speeches on relevant topics and exchanging views with the participants.

Addressing the sub-forum, Wang Gang, vice head of the Publicity Department of the Communist Party of China (CPC) Central Committee, stressed self-innovation in the age of new media.

He called for more high-quality products, adopting new technologies to empower international communication, while striving to create a culture of our time and contribute to building modern Chinese civilization.

Fu Hua, president of Xinhua News Agency, said that international communication is a vital move in promoting exchanges and mutual learning among civilizations, and an important means of enhancing China's cultural soft power and the appeal of Chinese culture.

Noting that the characteristics of new media have greatly changed international communication, Fu called for upholding fundamental principles and breaking new ground, thus properly presenting China in a real, three-dimensional and comprehensive manner.

The sub-forum was sponsored by the research institute of Xinhua News Agency and organized by the publicity department of the CPC Shenzhen Municipal Committee.