Senior official Li Changchun has urged broadcast networking companies to contribute to the development of Chinese media by boosting innovation while learning from overseas experience.

Li, a member of the Standing Committee of the Political Bureau of the Communist Party of China (CPC) Central Committee, made the remark on Wednesday during a visit to the 2012 China Content Broadcasting Network Exhibition.

"Aiming for the most advanced technology in the global broadcast and TV industry, we should focus on projects of strategic importance and develop core technology featuring independent innovation," Li said.

According to Li, the country should pay equal attention to technological research and market promotion in order to foster world-renowned brands and boost the country's cultural influence on the world stage.

The exhibition, which will run from March 21 to 23, was sponsored by the State Administration of Radio, Film and Television. It aims to showcase the latest technology and equipment from the broadcast, digital TV and broadband network service industries.

This year's event has attracted more than 1,000 companies from some 30 countries and regions.