MOSCOW, June 8 Linear television and radio broadcasting today remains not only the most comprehensive communication channel, but also the audience’s trust in it, thanks to the professionalism of management and editorial staff, has recently been consistently positive, said Deputy General Director of the Gazprom-Media holding «Yulia Golubeva during a discussion at SPIEF on the topic «Media industry in Russia: a new round in market development.»
The discussion participants discussed how the media industry is doing today and outlined the key trends in the development of the media market in the coming years.
«Space of dialogue and development.» How SPIEF ends
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According to Golubeva, cited by the holding's press service, TV channels and radio stations today also use new tools for contacts with both loyal and completely new audiences, and bloggers and Entire editorial offices of telegram channels are trying to bolster interest by participating in TV shows.
The opinion that TV is still in demand by the audience was confirmed by the general director of the MEDIA1 group of companies, Maria Komarova. According to her, there is a decline in linear television viewing, but the overall consumption of television content is growing from year to year, it’s just that it is watched on different platforms.
Golubeva spoke about another player in the media market, which two years ago was almost written off — radio. Last year, according to ACAR estimates, the radio advertising market grew by 32% and became the “black swan” of the media industry in 2023. According to experts, the dynamics in the first quarter of 2024 reached about 40%.
“Undeniable experience and professionalism, together with the ability to adapt and use new tools, allows the media to maintain both leadership and commercial attractiveness at a new stage of market development,” Golubeva concluded.
The discussion participants also touched upon the topic of key trends in the media industry in the coming years. The Deputy General Director of Gazprom-Media is confident that the consumption of video content will not decrease, but will become more selective and conscious.
“Conscious consumption, a trend in the sphere of consumer goods and services, can become decisive in media consumption. About four hours a day is the average amount of time that a Russian today spends watching video content — this can be TV, content on the Internet, short videos on social networks. It’s unlikely that the average time will increase, but the choice of what to watch will be largely determined by value guidelines,” says Golubeva.
The same trend was highlighted by the editor-in-chief of the magazine “Rules of Life” Trifon Bebutov.
«We are now approaching the conscious consumption of content. The desire to come into contact with something analog, touch paper, watch filming and generally hold some real product in our hands has a therapeutic effect in a world that is full of all kinds of news,» — His words are quoted in the message.
In turn, Dmitry Pashutin, director of strategy at the National Media Group, believes that the market is oversaturated with content, and in three years in the media industry there will be only 2 top online platforms by a wide margin and 3-4 niche ones.