Hosts of Phoenix Television Liang Yin (left) and An Dong at the launch of Plane-Tree Project in Beijing. [Photo provided to China Daily]

Phoenix Television has launched the Plane-Tree Project at the Phoenix Center in Beijing, aiming to set up an open stage that allows media services to cross all the fields and welcomes cooperation in any form. Phoenix believes that the Plane-Tree Project will lead the media to a new era.

Over 200 companies that are well-known at home and abroad participated in the launch event at Phoenix Center on June 19. These companies cover various fields including advertising agencies, program production, public relations, strategic consulting and media.

With its fast development over the past 20 years, Phoenix Television has become one of the most influential media companies.

It now owns many television channels including Chinese Channel, InfoNews, European Channel, North America Chinese Channel, Movies Channel, and Hong Kong Channel. Its portfolio also includes diversified business such as a weekly magazine and other publishing, outdoor screens, broadcasting, cultural creation, education, finance, entertainment, conventions and exhibitions.

The president of Nielsen-CCData Tian Tao says that when typing "Phoenix said" in a search engine, only four out of 100 results that come out were actually stated by Phoenix. This also happens to "CCTV said" and "Bai Yansong said".

"This is about the media resource branding," he says.

"Successful brands should be working on occupying customers' mind and heart."

The executive vice-president of Phoenix Television, He Daguang, says that only when we support resort opening up and collaboration can we form a more valuable industry chain in the increasingly competitive media sector.

"Phoenix Television is not only selling advertisements," says company vice-president Xia Hongbo. "Phoenix is something more than a media communication channel. Behind all that, there's a new idea, the media service crossing all the fields: To offer customers full-field media service, and build up the media value with distinctive features of Phoenix for them."