Boris Khanchalyan: Cross-cultural projects attract millions of viewers
The future of the media sphere lies in content that unites cultures and inspires viewers, said Boris Khanchalyan, Deputy CEO of Gazprom-Media Holding, at the International Economic Forum “Russia – Islamic World: KazanForum 2025”. At the “Media of the Future in the Present: Content and Technologies” session, he presented successful cases created at the intersection of cultures. Such projects include popular reality shows filmed in the UAE, Uzbekistan, and China.
«Modern content is a tool that unites people, erasing boundaries. Our projects, such as Survive in Dubai, Survive in Samarkand, and Treasures of the Emperor, demonstrate how cross-cultural stories can attract a multi-million audience. Already today, their total reach on TV channels is almost 72 million viewers, and about 300 million views on RUTUBE. Moreover, the projects not only generate interest, but also drive tourism. For example, the number of TNT viewers considering Samarkand as a travel destination increased by 11% after the broadcast of the Survive in Samarkand show».
Boris KhanchalyanDeputy CEO of Gazprom-Media Holding
Session participants discussed the role of technology in the development of the media industry. At the same time, experts noted that emotions and meanings remain key categories, despite the development of artificial intelligence.
«Today, we talked a lot about the responsibility of media companies to users. Indeed, our most important mission is to convey the right meanings and values, and create a safe media space for viewers. We are in solidarity with our foreign colleagues in this».
Boris KhanchalyanDeputy CEO of Gazprom-Media Holding
Session organizers were Tatmedia republican agency for press and mass communications and “Russia – Islamic World” strategic vision group. The forum was held in Kazan from May 13 to 18. It has established itself as an effective international platform for developing partnerships and mutually beneficial cooperation between Russia and the Islamic world.
