'Spark of Hope 5: A Virtuous Cycle' Addresses Media Advertising and Trust Crisis, Premieres on CTS June 5

(Central News Agency, Taipei, June 4) The Xiao Tongzi Cultural Foundation has launched a public-interest documentary, 'Spark of Hope 5: A Virtuous Cycle,' which focuses on the plight of media under digital platform monopolies and traffic competition, and for the first time incorporates advertising and international certification systems into the discussion. It will air on the CTS main channel at 10 PM on June 5. According to the foundation, in an era dominated by digital platforms and algorithms, society faces a crisis of trust in news. The Reuters Institute for the Study of Journalism's 2025 report indicates that public trust in news in Taiwan is only 30%, ranking 39th among 48 global markets. 'Spark of Hope 5: A Virtuous Cycle' focuses on the media's predicament under digital platform monopolies and traffic competition, and for the first time brings 'advertisers/brands, advertising agencies, ad tech, and international certification systems' into the discussion of the news ecosystem. It argues that advertising budgets are not just marketing tools but also influence the information environment, and that each choice can potentially create a more positive 'virtuous cycle.' The interviews span brand enterprises, agencies, journalists, technology platforms, and domestic and international trend experts. Participating companies include Taiwan Mobile, PX Mart, L'Oréal, HeySong, and IKEA. The film suggests that the crisis of trust is not just a problem for the news industry but a challenge for the entire society, and it hopes to foster cross-industry dialogue and cooperation through the documentary. The Xiao Tongzi Cultural Foundation was established in memory of Xiao Tongzi, the founding president of the Central News Agency. It has long been concerned with the challenges and roles of Taiwan's news industry amidst changing times. (Editor: Yang Kaixiang) 1150604