Leaders of 27 media organisations from the Brics countries on Thursday promised to deepen cooperation and contribute to the association's framework at the ongoing Media Forum here.

The forum, with the theme "Deepening media cooperation among Brics countries, promoting equity and justice in international media", was proposed by Xinhua News Agency and jointly initiated with Brazil's CMA Group, Russia's Sputnik News Agency and Radio, the Hindu Group of India and South Africa's Independent Media.

Liu Qibao, member of the Political Bureau of the Communist Party of China (CPC) Central Committee and head of the committee's Publicity Department, urged Brics media to promote win-win cooperation and push the international order in a fairer and more reasonable direction while addressing the forum.

"Sharing a common destiny, Brics countries form not only an interconnected community of interests, but also a community of joint actions," said Liu.

Liu called for pragmatic cooperation among Brics media, including conducting joint interviews on major topics, promoting cooperation in information services, professional training, human resources and think tank exchanges, as well as sharing experiences in meeting the challenges of the internet and promoting integrated media development.

Delivering a keynote speech at the opening ceremony, Cai Mingzhao, President of Xinhua News Agency and executive chair of the forum, urged efforts to enhance solidarity and practical cooperation among Brics media.

Cai said Xinhua will provide $1 million to establish the Brics Media Fund for the implementation of the Action Plan to Strengthen Cooperation Among Brics Media and carrying out pragmatic cooperation, including exchanges of visits, professional training and joint interviews.

The plan was passed at a presidium meeting of the forum on Wednesday.

According to Cai, participating media organisations agree to explore cooperation in areas such as integrative development, video, new media and social media.

Zenariah Barends, co-chair of the forum and chief of staff of Independent Media from South Africa, called for more efforts in developing solutions to the current narrative which focuses on the negative side of Brics countries.