Director of the BBC's Global News Richard Jeremy Sambrook expressed satisfaction with the UK-based broadcaster's programs in China and hope to tighten its partnership with Chinese peers on Friday.

The director said BBC was looking forward to launching a TV platform with a Chinese partner and cooperating with Chinese partners in developing English language learning through Internet and mobile phone.

BBC has set up English language teaching (ELT) team and the website bbcukchina.com in China to gain audiences and awareness of its brand, said Sambrook, a co-chairman of the World Media Summit which kicked off in Beijing on Friday morning.

BBC also reinforced its partnership with Chinese media as it co-produced the well-received natural history series -- the Beautiful China, also known in the UK as Wild China -- with Chinese TV program companies.

"Beautiful China and the coverage of the Beijing Olympics have shown - when China opens up, the world is reminded that there are many aspects of China are waiting to be discovered," he said.

"How a fuller airing of the views of the Chinese people on the big global forces that are shaping our world will give us new and fascinating perspectives on the full gamut of human experience from which we can all benefit," he noted.

As the Director of the BBC's Global News division, Sambrook is responsible for leading the BBC's international news services across radio, television and new media, which currently achieve weekly multimedia audiences of 238 million across the globe.

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