The world's media must always adhere to their social responsibility and the role in improving public welfare despite challenges from the financial crisis and information technologies, president of Xinhua News Agency Li Congjun said Friday.

Li made the remarks while addressing the World Media Summit opening here Friday.

It takes time and efforts for the global media industry to shake off the pressure of the economic downturn. Information technology, led by digital and networking technologies, have brought opportunities and immense challenges to media development, he said.

Worldwide media organizations should enhance communication to reach consensus, cement cooperation and play a larger cooperative role, and accelerate development, he said.