Translation. Region: Russian Federation –
Source: Gazprom – An important disclaimer is at the bottom of this article.
The 28th CSTB.PRO.MEDIA Media Industry Forum, held in Moscow on February 17–18, 2026, has concluded. The 2026 business program featured 16 sessions, panel discussions, and roundtables featuring over 160 speakers. The exhibition showcased industry solutions from over 180 brands, offering innovative solutions in content production, distribution, and dissemination.
As per tradition, the forum's business program opened with the Strategic Session "The Media Industry in 2026: Content, Technology, and Audience." Moderator: Denis Kuskov, CEO of the Telecom Daily Information and Analytical Agency. The session began with a presentation by Ksenia Achkasova, Executive Director of Mediascope. The speaker discussed the modernization of media measurement and noted that the company has been actively using Russian tools since 2025, and plans to further develop this process in 2026 through the expansion of TV panels, the CrossWeb project, and smartphones.
Speaking about the industry's immediate prospects, Yulia Golubeva, Deputy CEO of Gazprom-Media Holding, announced that starting this year, the Cinema Fund will introduce an additional mandatory document required for applications to participate in the funding competition. She explained that this form describes not only the film's values, as the applicant believes, but also the specific character arcs, cinematic tools, and visual techniques that will reflect and promote a particular value or state priority. The speaker also noted that up to 30% of total online viewing is comprised of television channels and their content, including those using the Vitrina TV software.
At the end of the discussion, all participants concluded that the industry is seeing a trend toward cooperation. The struggle for sole leadership is being replaced by conscious partnerships. Media holdings, online cinemas, and content producers are increasingly joining forces on joint projects, recognizing that it is becoming impossible to bear the high costs of production and promotion independently.
The session "Entertainment Content on TV and Digital" brought together top experts to discuss the future of entertainment in the era of hybrid broadcasting. The session was moderated by Alexey Korlyakov, Head of Format Acquisitions and Research at TNT. The experts primarily addressed the topic of trends, noting the current trend toward nostalgia. Alexey Fedorov, Director of the In-House Production Department at PREMIER and RUTUBE, stated that brand-based projects are a trend. "Organic brands that reach the heart are more in demand than inorganic brands," Lika Blank, film and TV producer, added. "The trend toward nostalgia emerged worldwide after COVID-19, during a creative crisis when creativity ceased."
At the session "International Distribution of Russian Content," key industry experts discussed which genres are in demand abroad today, which regions are worth focusing on, and how to adapt Russian content for international audiences without losing its national identity. Nikolai Zlatopolsky, Director of International Sales at Central Partnership, emphasized that historical war films, as well as adaptations of classic works familiar to audiences worldwide, are demonstrating the greatest success in the international market.
The "TV in a Digital Environment" session discussed audiences, the specifics of online TV advertising, and media holdings' collaboration with internet companies. Darya Pugacheva, Director of the Research Department at Gazprom-Media Holding, stated that today, platforms struggle to survive without television content. Television retains subscribers between premieres and satisfies the audience's demand for "make a choice for me." Originals cost almost as much to produce as TV content, and mass-market hits are few and far between. Furthermore, TV premieres are cheaper to purchase and already come with paid marketing by the channel. Figures show that TV content is holding its own: monthly TV reach is 137 million viewers, and out-of-home TV viewing is expected to grow by 14% in 2025 (Mediascope). More than 80% of PREMIER viewers watch TV series, while RUTUBE views have increased by 38% year-on-year. The platform's top 10 creators include four TV channels: TNT, Channel One, NTV, and Pyatnitsa! Television is expanding its presence today and, among other things, is becoming a driver of growth for online cinemas.
At the "Vertical Content" session, experts discussed the demand and potential of microdramas, ways to promote vertical series, and also touched on the topic of AI in microdrama production. Artem Andreev, Head of Project Implementation at Insight People, noted that microdramas are not only a business but also a reputational and image-building tool.
The panel discussion "Online Cinemas: How Content Policy Is Changing in a Saturated Market and Rising Costs of Originals" focused on monetization, platform content strategy, the use of cutting-edge technologies, and the quality of content produced. Maria Istomina, editor of the Media and Culture section at Vedomosti newspaper, moderated the discussion. The discussion began with a presentation by Denis Kuskov, head of Telecom Media. According to Telecom Media research, by 2025, 71% of online cinema users will watch content via subscription, and 41% will choose streaming to watch live TV channels. David Kocharov, general producer of PREMIER and RUTUBE, stated that creating event-driven series is essential today. There's no point in making run-of-the-mill projects. Everyone is betting on either a franchise or strong content these days. Kocharov also announced that RUTUBE will begin supporting film distribution. The service will be used to create events on the platform for film releases.
For the first time, the forum featured master classes on creating promotional videos. Georgy Ryumin, creative producer at GPM KIT (Gazprom-Media Holding), moderated the event. Speakers agreed: sincerity—real emotions, honest stories, and unadulterated content—is valued today. Authenticity is becoming a new strategic resource for brands. "The main trend is sincerity. People are tired of perfect people, of glossy images. They want to see people like them."
Over the course of two days, more than 5,700 industry professionals attended the CSTB.PRO.MEDIA 2026 business events. Gazprom-Media Holding acted as a forum partner.
Please note: This information is raw content obtained directly from the source. It represents an accurate account of the source's assertions and does not necessarily reflect the position of MIL-OSI or its clients.