The CEO of Gazprom-Media Holding, Aleksandr Zharov, spoke at the industry session “Cinema as Business. How to Ensure Further Growth, Development, and Profitability of the Industry?” as part of the 11th St. Petersburg International Forum of United Cultures.
During his speech, he announced the start of a unique study of the Russian cultural code, which will cover all regions of Russia and will be presented next year at the 12th St. Petersburg International Forum of United Cultures.
«Russian culture is our pride. We must actively protect and develop it so that it can inspire future generations,” emphasized CEO of Gazprom-Media Holding Aleksandr Zharov, explaining the significance of the project, the goal of which is to gather a comprehensive picture that will open a new understanding of the foundations of our national identity».
The head of the Holding detailed the research methodology.
«We have completed a study of the image of heroes in Russian cinema and television and have moved on to a more global topic: study of the cultural code. It is obvious that the post-industrial world has ended, the information society has begun, and this leads to the globalization of cultural codes. We have already conducted a survey among key professional communities: politicians, scientists, and cultural figures. Now we are launching a large-scale study of public opinion in all regions of the country. This is necessary to form a complete picture, as cultural codes, for example, of Mari El and Buryatia, have their unique features, folklore, and historical context».
Aleksandr Zharov also emphasized the importance of using modern technologies.
«I am absolutely certain that artificial intelligence in research, scriptwriting, and content production is a strong assistant. It certainly does not possess emotional intelligence, creativity, and passion, but it can definitely speed up the process of repetitive actions».
The head of the Holding announced the start of important international cooperation in the field of artificial intelligence: “Together with our Chinese partners, Beijing Auranova Technology & Culture Media, who are leaders in the implementation of AI in creative industries, with whom we signed an agreement last week.”
Along with Aleksandr Zharov, the discussion was attended by: Svetlana Balanova, CEO of National Media Group JSC; Anton Sirenko, CEO of KFRKA LLC; Vadim Vereshchagin, CEO of Central Partnership LLC; Yu-Fai Suen, producer, managing director of Berkeley Media Group Limited (UK); Ilya Popov, president of the Association of Animation Film Industry Organizations, producer; Zhang Di, director of Xicheng Media (China). The session was moderated by Ivan Kudryavtsev, film journalist, producer, and host of the Film Industry program.
During the discussion, participants discussed strategies for international cooperation, co-production prospects, and opportunities for bringing local content to global markets.