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A discussion titled “New media: Windows onto the world or a labyrinth of the unknown?” was held as part of the Eastern Economic Forum on September 2. Svetlana Fefilova, deputy CEO of Gazprom-Media Holding, was among the session’s speakers.

The effects of omnichannel and convergence features on the formation of the modern media market was one of the topics discussed at the session. Influences and bloggers clearly have an effect on public opinion and people’s behaviour in this new reality. Content consumption is becoming hybrid nowadays and media holdings are adapting as much as they can to the needs of the audience members by setting up multi-format and cross-platform interactions.

Gazprom-Media’s deputy CEO spoke about how the Holding is responding to these swift changes in the digital sphere.

“As a leading media holding in Russia and Eastern Europe, we understand the challenges that we face. We have two systematic approaches in response to them. The first is the development of our own platforms. For example, this includes a platform for short vertical videos from 15 to 60 seconds in length. It is aimed mostly at generation Z, whose representatives have turned away from TV and spend all of their time on their smartphones. Here we are focusing on content creators and do not differentiate between “viewers” and “content creators” so that any platform user can become an author. The second approach is the development of the RUTUBE video platform, which focuses on user-generated content and targets the widest possible audience. We understand that all of the new challenges in the digital environment will become second nature in five years, and we want to be just as successful in this sphere and continue to shape trends, as we do now.”

Svetlana Fefilova Deputy CEO of Gazprom-Media Holding

Svetlana Fefilova at 2021 Eastern Economic Forum: All new challenges from the digital sphere will be second nature in five years

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