China's top political advisor Jia Qinglin called on overseas Chinese media to promote Chinese culture and enhance mutual understanding between the country and the rest of the world.

Jia, a member of the Standing Committee of the Communist Party of China Central Committee Political Bureau, made the remark in a congratulatory letter to an annual meeting of the 2011 Overseas Chinese Media Cooperation Organization (OCMCO) held Monday in Zhengzhou, capital city of central China's Henan province.

Jia, also chairman of the National Committee of the Chinese People's Political Consultative Conference, called on overseas Chinese media to better serve the overseas Chinese audience.

The official also hoped that the overseas Chinese media could strengthen exchanges with mainstream media organizations in their countries.

Initiated by Hong Kong-based Wenweipo, or Wenhui Daily, in 2009, the OCMCO comprises members from the United States, Canada, France and other countries and regions.