Translation. Region: Russian Federation –
Source: Gazprom – An important disclaimer is at the bottom of this article.
The media industry is a soft power tool that fosters a positive perception of the country and boosts tourism. Daria Bogdanova, Head of International Affairs at Gazprom-Media Holding, emphasized the importance of exporting Russian content in strengthening cultural bridges between Russia and other countries during the "Media Image of Russia" panel session at the Catherine the Great Forum. Igor Pavlov, Director of Government Relations at RUTUBE, moderated the discussion.
According to Daria Bogdanova, the Holding is consistently expanding its international presence, implementing co-production projects and exporting domestic content to foreign countries.
"A crucial part of our strategy is our cross-cultural format, which emphasizes entertainment reality shows, which we film in various countries around the world. These projects allow viewers to become acquainted with the cultures and traditions of other nations, contributing to the development of the creative economy and tourism industry. We've already filmed in China, the United Arab Emirates, Uzbekistan, and Turkey, and we plan to expand our geographic reach in the future."
Daria Bogdanova, Head of International Affairs, Gazprom-Media Holding
In addition to entertainment projects, next year the Holding will continue its collaboration with filmmakers from the CIS, China, and other countries. Immediate plans include the launch of the large-scale series "Iskra" (Spark), the first international project involving countries of the Commonwealth of Independent States. The series will consist of at least eight episodes, telling the stories of representatives of the Commonwealth countries who fought together on the battlefield in the Great Patriotic War. Film studios, producers, actors, and directors from CIS countries will be involved in the production. Next year, active work is also expected on the Russian-Chinese project "Allies." The film, which the Holding will be developing jointly with Xicheng Media, will explore a little-known chapter of shared history—the participation of Soviet pilots in the Sino-Japanese War.
A separate element of the Holding's strategy is the development of a comprehensive international blogging network. The Insight People production center, part of Gazprom-Media Holding, actively collaborates with local influencers in India, Africa, and several other regions. This approach is seen not only as a way to popularize content but also as an effective communication mechanism with young international audiences.
The 2025 Catherine Forum focused on pressing issues of shaping Russia's image as a new center of civilization and preserving traditional values, reducing integration barriers facing those wishing to move to Russia from abroad, and attracting highly qualified foreign specialists to various areas of our country's socioeconomic and cultural development.
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