The Chinese mainland's chief of Taiwan affairs office on Sunday called on the press from both sides of the Taiwan Strait to step up exchanges and cooperation to raise their global competitiveness.

Zhang Zhijun, director of the Taiwan Work Office of the Communist Party of China Central Committee, asked the press to post more "positive and objective" reports and pool "positive energy" to boost the peaceful development of cross-Strait relations.

Zhang, also director of the Taiwan Affairs Office of the State Council, made the remarks while attending a cross-Strait press forum.

Zhang said the mainland will adhere to its fundamental policies toward Taiwan and comprehensively promote the peaceful development of cross-Strait relations.

He urged media organizations to seek common points while reserving differences and give more coverage to traditional Chinese culture.

Nie Chenxi, deputy director of the State General Administration of Press, Publication, Radio, Film and Television, encouraged press from both sides of the Taiwan Strait to increase dialogue and cope with challenges brought about by the ongoing information technology revolution.

The forum, attended by representatives from 70 newspapers, news agencies, television and radio stations, was sponsored by China Central Television (CCTV).

Speaking on behalf of the event sponsor, CCTV president Hu Zhanfan advocated the exchange of permanent offices for media organizations and "pragmatic collaborations" on programs, advertisements and academic cooperation.

Hu also proposed joint promotion of Chinese culture and cooperation in new media.