Category: GazProm

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Source: Gazprom – An important disclaimer is at the bottom of this article.

Television and digital platforms are reaching a turning point, with advertising becoming increasingly integrated into ecosystems and PR communications becoming a fully-fledged business tool. These and other trends defined the agenda of the "Digital Brand Day 2026" conference held in Moscow, which brought together over 170 industry representatives.

The event brought together advertisers, marketers, PR directors, and executives from leading media outlets. Over the course of 28 sessions across seven areas, participants sought answers to the key question: how to operate effectively in a new reality, where digital has become not just a fad, but a fundamental norm. Experts from Gazprom-Media Holding, among others, shared their perspectives and practical case studies. Key outcomes of the conference:

TV and Digital: From Competition to Unified Standards

Viewers increasingly notice the difference between television and the internet, consuming content wherever it's most convenient. However, this transition remains painful for market players. While the TV segment already operates according to transparent and established rules with verified, unified metrics, in digital, each platform still uses its own approaches to measurement and reporting. The main market demand voiced at the conference was the implementation of a unified measurement system in digital. This will allow advertisers, sellers, and platforms to reach a new level of efficiency and increase their investment in video without unnecessary risks.

Half of advertising will move to ecosystems by 2030

Advertising follows user attention, which is increasingly concentrated within ecosystems. According to Mediascope, the number of ecosystem users reached 105 million by the end of 2025, an increase of 1.2 million year-on-year. Ecosystems are becoming key habitats for consumers, offering them a seamless experience. For advertisers, this means a need to rethink their strategies: their share of total media consumption and, consequently, advertising budgets will only grow.

Trust and Reputation as a Business Tool for Gazprom-Media Holding

In a highly competitive environment, PR is no longer simply a support function and is increasingly being integrated directly into the business logic of our holding's product development. This trend was confirmed by Alexander Kormukhin, Head of Communications at Gazprom-Media Holding. He described the holding's PR function as a "single living organism," where a centralized strategy is combined with local flexibility.

"To handle such a large volume of brands and content, we've built a two-tier system. Product PR promotes specific projects for advertisers and is a tool for rapid monetization. Business PR focuses on the strategic outlook and capitalization of the entire holding company. The most striking example of the effectiveness of this approach is our key digital asset, RUTUBE. Last year, the platform's revenue quadrupled, and we directly attribute this to the growth in audience figures, which our communications contributed to."

Alexander Kormukhin, Head of Communications, Gazprom-Media Holding

Main vector

Summing up the results of Digital Brand Day 2026, participants agreed: the market is entering a phase of maturity, where growth is impossible without systemic change. The future belongs to those players willing to agree on unified and transparent measurement rules (both in TV and digital), explore new spaces and ecosystems for consumer communication, and rethink the role of PR, transforming it from a service function into a driver of strategic development and business growth. The ability to build long-term relationships with audiences based on trust and reputation is becoming a key asset.

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.

Translation. Region: Russian Federation –

Source: Gazprom – An important disclaimer is at the bottom of this article.

Gazprom-Media Holding employees participated in a creative workshop organized by the Mosvolonter Resource Center in honor of its anniversary. Volunteers participated in a creative workshop on clothing customization, focusing on sustainable consumption.

The media holding's team members approached the process creatively and deliberately, bringing old items with them to give them a second life. In the hands of the volunteers, they acquired new colors and a unique design.

Using fabric paint and artist brushes, participants transformed ordinary T-shirts into designer wardrobe items. The event was a great opportunity not only to express their creativity but also to reflect on the problems of overconsumption. The volunteers demonstrated through personal example that updating your wardrobe doesn't necessarily require buying new items; a little creativity and a splash of color are all it takes.

The event was part of the Holding's corporate social responsibility program, "PRO_Uchastie," and was supported by the Mosvolonter Resource Center. The Holding and the Mosvolonter Resource Center signed a cooperation agreement in 2023. This partnership has helped expand the scale and effectiveness of volunteer projects, including environmental campaigns, educational programs, and support for social institutions. Support for volunteerism and socially significant projects is an integral part of Gazprom-Media Holding's corporate social policy.

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.

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Source: Gazprom – An important disclaimer is at the bottom of this article.

The closing ceremony of the 24th International Spirit of Fire Festival took place at the Yugra-Classic Concert and Theater Center in Khanty-Mansiysk. The festival's main prize, the Golden Taiga Award for Best Debut Film, went to the Spanish film "Deaf" by Eva Libertad García López. Anton Mamykin's "Space Falls Asleep" won the Russian Debut Competition, also receiving the "For the Preservation of Cultural Traditions" prize, the Audience Award "Flowers of Taiga Hope," and three other awards.

The Spirit of Fire Film Festival is Russia's largest international platform for film debuts by emerging directors. This year, the festival's competition programs featured 56 Russian and international films from North and South America, Europe, Asia, and the Middle East. This year's festival focused on the theme "Children in Cinema"—various aspects of childhood, adolescence, and personality development, as well as the reflection of children's worldviews in contemporary cinema.

The festival's participants and jury walked the red carpet, including Fyodor Bondarchuk, Leonid Yarmolnik, Evgeny Margulis, Andrey Proshkin, Sergey Chliyants, Sofia Lebedeva, Leonid Kanevsky, Vladimir Kanukhin, Danila Krasnov, Aram Vardevanyan, Sergey Tsigal, Stasya Tolstaya, Grigory Kalinin, Anna Savranskaya, Ekaterina Channova, Victoria Maslova, Yulia Marchenko, Anton Pampushny, Daria Vereshchagina and others.

The ceremony was staged in the style of an ironic fairy tale, with elements of a theatrical skit, musical numbers, and references to children's film. The director of the ceremony was three-time winner of the Golden Mask National Theatre Award, Alexei Frandetti.

The winners of the international competition program for children and young people, "Your Cinema," were announced first. The competition jury included children who won a special competition among active participants of the "First Movement." Jury members Semyon Solovyov and Artem Grekhov announced that Joel Soisson's "A Hero for Kobus" had been awarded a Special Jury Mention.

The program's main prize, the "Small Bronze Taiga," was awarded to Nora Lakosh's film "I Accidentally Wrote a Book." Ekaterina Bordacheva, the program's curator and selector, accepted the award, noting the importance of the "Your Cinema" competition and emphasizing Nora Lakosh's exceptional talent.

The award in the "Film in Progress" category—a competition program for projects in production—was presented by jury chairman, director and producer Sergey Chliyants. He noted that this year's program was very strong. The winner was Evgenia Gromova's "Snow is Falling."

Thanks to Gazprom Neft's "Hometowns" social investment program, the winner in the "Film in Progress" category receives a prize of one million rubles.

Eighteen short films were submitted to the "Debut Short Film" competition. Jury members Sofia Lebedeva, Andrey Apostolov, and Zaka Abdrakhmanova took to the stage to present the prizes.

The film "Our Year" was awarded the "Small Silver Taiga" prize. Director Nikolai Kovalenko thanked the jury and the festival, noting that he and his team had enjoyed making the film together.

The film "Varvara the Saint," directed by Polina Kapantina, received the "Small Golden Taiga" award. The director herself took to the stage to accept the award and thanked her director, Sergei Solovyov.

Six films competed in the Russian Debut Competition. The jury included director Andrei Proshkin; musician, composer, songwriter, and performer Evgeny Margulis; cinematographer and international film festival winner Maria Solovyova; theater and film actress Alexandra Ursulyak; and theater, film, and television actor Leonid Yarmolnik. They took the stage to announce the winners.

Vladimir Borisov received the Pavel Lebeshev Cinematographers Guild Prize for Best Cinematography for his film "Space Falls Asleep." The film's director, Anton Mamykin, thanked the jury and the village of Shoyna, where Borisov filmed the film.

The Silver Rose award for best musical work was awarded to debut director Said Tolgurov for his film "In the Mountains. Him."

Mark Eidelstein received the Alexander Abdulov Award for Best Actor for his work in the film "Space Falls Asleep."

The Alexander Abdulov Prize for Best Actress in a Russian Debut Film was awarded to Alla Demidova for her film "The Greatness of Absence."

The film "Space Falls Asleep" won the Sergei Solovyov Golden Taiga Prize for best Russian debut film. Director Anton Mamykin and Ivan Yakovenko thanked the project's team and the residents of Shoyna, who welcomed them and allowed them to document their lives.

The special prize "For the Preservation of Cultural Traditions" from the film festival's general partner, Gazprom Neft, was presented by Dmitry Kolupaev, CEO of Gazpromneft-Khantos.

The festival presented a true celebration to the residents of Khanty-Mansiysk and Yugra, as well as to guests from across Russia and around the world. This celebration is the work of you—representatives of creative teams, young filmmakers taking their first steps in film, and established masters sharing their experience with the next generation of directors, producers, and actors.

Yulia Golubeva, Deputy General Director of Gazprom-Media Holding, presented the Roscongress Foundation's communications partner prize for preserving traditional spiritual values around the world, "The Soul of Russia. World Cinema." The award went to the film "Forma Momo" by director Tribeni Rai.

Next, members of the international jury, which included Chinese screenwriter Lu Wei (chairman of the jury), whose work was nominated for an Oscar and won the Palme d'Or in Cannes; actress, director, and social activist N'damo Damaris; festival organizer, film critic, and writer Jaime Christian Noguera Martin; and Serbian screenwriter, director, and producer Goran Radovanović, announced the winners of the International Competition.

The sound design team for Eva Libertad García López's film "Deaf" was awarded a Special Jury Mention for recreating the inaudible sound of the deaf and the beauty of music.

Natalia Lapshina's Songs of the Moon King also received a Special Jury Mention for its outstanding use of chiaroscuro to convey drama through light.

Another Special Jury Mention was awarded to Arash Anisi's Far East for preserving the elegance, precision, and sophistication of Iranian cinematic tradition and for forming a unique female cast.

The Bronze Taiga International Film Competition prize went to Emiliano Dante's film "Coin," a co-production between Italy and Serbia. The director dedicated the award to his entire team.

The Silver Taiga Prize was awarded to Tribeni Rai's debut work, "The Shape of Momo," produced in India and the Republic of Korea. Tribeni Rai expressed her gratitude for the award.

The festival's main prize, the Golden Taiga Award for Best Debut Film, was awarded to the Spanish film "Deaf," directed by Eva Libertad García López (Spain). Aquilino Gamazo accepted the award, expressing his gratitude to the film's entire team and the festival jury for their sensitivity to the team's work.

Next, Emir Kusturica took the stage to present the festival's President's Prize, which read "For maintaining the creative fire in Russian cinema." It was received by actor, producer, and director Fyodor Bondarchuk.

After this, Emir Kusturica, together with Ruslan Kuharuk, banged the clapperboard, declaring the 24th International Debut Film Festival "Spirit of Fire" officially closed.

This year's Spirit of Fire festival welcomed approximately 30 international guests from China, India, Spain, Cuba, Cameroon, Turkey, South Africa, Serbia, Azerbaijan, Argentina, Bulgaria, Cuba, Colombia, India, and Switzerland. A key part of the festival was its extensive business program, which included a series of business sessions devoted to current issues in the film industry's development. These sessions were attended by producers, directors, and representatives of the film industry and relevant organizations. Participants discussed issues of supporting debut films, finding financing and releasing films to audiences, the development of the animation industry, the specifics of creating children's and family content, and contemporary trends in family cinema. One of the key events was the plenary session "Children's and Family Content as a National Priority. The Role of Cinema in Shaping Values and the Future Generation." Experts discussed the importance of film and media in shaping the worldviews of children and adolescents, the role of the government and industry in developing high-quality children's content, and prospects for collaboration between the film industry, education, and cultural institutions.

"The Spirit of Fire Festival is becoming a significant tool for cultural exchange, enabling Russian cinema to reach the largest markets in the BRICS countries, encompassing half of humanity and a significant share of the global economy. These countries represent promising platforms for distributing Russian cinema and animation. The festival's business program fosters partnerships among filmmakers, encourages joint projects, and the creative exchange of ideas and scripts, uniting audiences from different countries based on shared cultural values and spiritual affinity. The importance of cultural diplomacy is underscored by the Roscongress Foundation's "Soul of Russia" project. This major humanitarian initiative already encompasses over 18 regions of our country, dozens of foreign countries, and brings together tens of thousands of participants. To reward filmmakers actively working to preserve and promote traditional spiritual values, the festival has established a special prize, "Soul of Russia. World Cinema," noted Elena Marinina, Deputy Director of the Roscongress Foundation.

Since 2007, the Spirit of Fire Film Festival has been supported by Gazprom Neft. The company co-organizes the festival and its cultural and educational program, awarding the best Russian film in the "For the Preservation of Cultural Traditions" category.

Gazprom-Media Holding is the main media partner of the film festival.

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.

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Source: Gazprom – An important disclaimer is at the bottom of this article.

As part of Gazprom-Media Holding's educational and practical project "PROfnavigator," students from Moscow School No. 1347 visited the NTV television channel to film the seventh episode of "Superstar! Battle of the Seasons," which was dedicated to the work of Philipp Kirkorov. The People's Artist of Russia was one of the judges.

Before filming, the students were able to watch rehearsals and the performers prepare for the show. They also had the opportunity to speak with Shura, one of this season's contestants. He shared the skills needed to succeed on TV.

The children also took a tour, during which they saw the show's backstage, learned about the filming process from the inside, toured the recording studio, went on stage, and experienced the journey of a show participant.

Students from the media class also participated in the filming of the show. They weren't just spectators on the dance floor; they actively supported the crew, applauding and observing the director and cameramen at work. It was a great opportunity to witness the "workshop" of the popular show firsthand, interact with professionals, and recharge with the energy of their favorite artists' performances.

The students' participation in the show was part of the "Media Class in a Moscow School" project and Gazprom-Media Holding's "PROfnavigator" educational and practical project, which introduces students to the media industry and develops initial professional skills in this field. NTV is part of Gazprom-Media Holding.

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.

Translation. Region: Russian Federation –

Source: Gazprom – An important disclaimer is at the bottom of this article.

As part of the business program of the 24th International Debut Film Festival "Spirit of Fire," a plenary session was held entitled "Children's and Family Content as a National Priority. The Role of Cinema in Shaping Values and the Future Generation." The festival's thematic focus in 2026 is "Children in Cinema."

The discussion was attended by the Governor of the Khanty-Mansi Autonomous Okrug – Yugra Ruslan Kukharuk; President of the International Debut Film Festival "Spirit of Fire" Emir Kusturica; Member of the Management Board of Gazprom Neft Alexander Dybal; Senior Vice President – Director of External Relations of PSB Vera Podguzova; Deputy General Director of Gazprom-Media Holding Yulia Golubeva; General Producer of 1-2-3 Production Artem Mikhalkovya; General Producer of Okko, President of the International Festival of Children's and Family Film and Animation "Bear Cub" Gavriil Gordeyev (online); director, screenwriter Alexey German; Chairman of the Board of Directors of JSC Film Studio "Soyuzmultfilm", General Director of JSC "Children's and Youth Film Studio named after M. Gorky" Yuliana Slashcheva; Director of the Beijing International Children's Film Festival Li Ge (China); Vice President of the BRICS Educational Film and Media Association Syed Sultan Ahmed, online (India); Chief Director of the Film Authority Birol Guven (Türkiye).

The focus is on the role of children's and family content as a national priority, the importance of film and animation in shaping the values and worldview of the younger generation, and the search for new artistic forms and sustainable industrial models in the children's and family film segment.

"Today, we are witnessing fundamental changes in the approach to developing children's and family content. State policy in this area has undergone a significant evolution, transforming from a simple area of focus into a strategic priority. This is especially important for Yugra, where one in nine families has many children, meaning issues of children's upbringing and cultural development directly impact the region's future."

Ruslan Kukharuk, Governor of the Khanty-Mansi Autonomous Okrug – Yugra

In their presentations, the speakers discussed the challenges facing contemporary cinema, the formats and genres that audiences desire, the interest of global film markets in local content, the potential for international co-production, the impact of technological trends, and other issues that will shape the development of the film industry in the coming decades.

"The world has changed dramatically today, and competition for audience attention has become much more intense. Therefore, it's especially important to create a large number of good films—honest, powerful stories that can speak to people about values and meanings. Commercial success doesn't always equate to true quality, but a truly good film always remains in the viewer's heart and becomes part of the culture."

Emir Kusturica, President of the International Debut Film Festival "Spirit of Fire"

The Spirit of Fire festival has become a true cultural bridge, opening the way for Russian filmmakers to the BRICS markets. Today, BRICS represents half the planet's population and almost a third of global GDP. These are priority film markets for promoting Russian cinema and animation.

"The topic of 'Children in Cinema' is incredibly important. What our children watch today largely determines how they will view the world tomorrow. Cinema, to a large extent, lays the foundation for generations' worldviews. It gives people shared emotions, values, and role models."

Alexander Dybal, Member of the Management Board of Gazprom Neft

The festival's business program offers Russian filmmakers the opportunity to find co-production partners, establish creative exports, and propose scripts and stories that unite audiences around the world based on cultural consonance and shared values. In support of this value platform, the Roscongress Foundation is implementing the "Soul of Russia" project. This large-scale humanitarian initiative has already united 18 Russian regions, 10 countries, and over 50,000 participants. At this year's Spirit of Fire, the Roscongress Foundation will present a special award for the second consecutive year for participants in the international program: the "Soul of Russia. World Cinema" prize. It will be presented to the creator of a debut film for their contribution to the preservation of traditional spiritual values around the world.

"There's a lot of high-quality family-friendly content being made today, but there's a dearth of original projects and new characters. Of course, fairy tales and remakes are a significant and commercially successful part of the film industry, and they should continue to be made, but it's important to maintain a balance. If there aren't enough new stories and characters, we risk audience fatigue and a loss of interest in new releases overall. We recognize this challenge and are keeping it in focus. And I have no doubt that the films featured in this 24th Spirit of Fire festival will surprise us in this regard."

Yulia Golubeva, Deputy General Director of Gazprom-Media Holding

The Spirit of Fire International Film Festival has been held in Yugra since 2002 with the support of the regional government. The festival is Russia's largest international platform for emerging filmmakers. Gazprom Neft has supported Spirit of Fire for 19 years. The company co-organizes the festival's cultural and educational program and awards the best Russian film in the "For the Preservation of Cultural Traditions" category.

Gazprom-Media Holding is the main media partner of the film festival.

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.

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Source: Gazprom – An important disclaimer is at the bottom of this article.

As part of its PRO_Care corporate social responsibility program, Gazprom-Media Holding congratulated veterans of the special military operation on Defender of the Fatherland Day.

Representatives of Gazprom-Media Holding participated in events at the General Staff of the Russian Armed Forces and the Moscow Military Commissariat to personally congratulate veterans of the special military operation on the holiday and support those who today guard the interests of the Motherland.

At the invitation of the General Staff, Antonina Priezzheva, the Holding's HR Director, attended a gala event dedicated to the anniversary of the founding of the Main Organizational and Mobilization Directorate of the General Staff of the Armed Forces of the Russian Federation. The event was organized to foster patriotic activism among personnel, preserve the glorious traditions of military service, and enhance the spiritual and moral development of the younger generation. Also in March, a gala meeting to congratulate veterans of the Air Defense Forces was held at the Moscow Military Commissariat. During the event, words of gratitude were expressed to veterans and participants of the special military operation for their courage, bravery, and dedication to duty, and valuable gifts from Gazprom-Media Holding were presented.

"It's important for us not just to offer words of support but to back them up with actions, including personally saying 'thank you' to those who do so much for our security. Defending the Fatherland isn't just a service; it's a daily heroic act, and we're pleased to have the opportunity to help veterans by providing whatever assistance and support we can."

Antonina Priezzheva, HR Director, Gazprom-Media Holding

This campaign marks another step in Gazprom-Media Holding's long-term strategy to support special operation veterans and their families. The goal of the Holding's corporate social responsibility policy is to demonstrate through action that we value and are proud of our heroes.

Gazprom-Media Holding and its companies regularly host patriotic events, including charity events, special film and play screenings, meetings with veterans and participants of the Special Military Forces, and more.

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.

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Source: Gazprom – An important disclaimer is at the bottom of this article.

Gazprom-Media Holding organized 10 events in February as part of the PROfnavigator educational career guidance project. The holding is actively working with the younger generation interested in the media sector as a potential avenue for professional growth. Through the PROfnavigator project, Gazprom-Media Holding helps young people choose a career in the media industry and develop pre-professional skills.

On February 1st and 2nd, the State Park of the KIT organized a screening of the film "Palma 2" for children at the All-Russian Children's Center "Ocean", and a screening of the film "Ognivo" for children at the All-Russian Children's Center "Scarlet Sails".

On February 4, Maria Ageeva, Head of Special Projects Development and Implementation at GPM Reklama, gave a lecture for HSE students on "Digital. Advertising Market Structure, Key Players, Main Categories, Tools, and Successful Case Studies."

On February 11, Georgy Ryumin, creative producer at GPM KIT, held an open lecture for Moscow State University students entitled "Producing as a Lifestyle" as part of the Faculty of Production's project "Intellectual Start for Future Leaders. Through Practice to a Profession." Together with the students, he created a profile of the ideal producer—the qualities, habits, and superpowers that make up that ideal.

On February 12, Georgy Ryumin, creative producer at GPM KIT, held a master class, "The Art of Presentation," for students at Zelenograd's TINS Hall School. The speaker shared the secrets of storytelling and interactive delivery, explained how to avoid boring clichés and connect with any audience.

On February 15, as part of the Tenth All-Russian "Give Books with Love" campaign, the State Children's Museum of Art (GPM KIT) held a special screening of the film "Ognivo" for children at the Russian State Children's Library's Cinema and Concert Hall. The film also hosted a creative meeting with Antonina Boyko, who plays Dasha.

On February 17, Daniil Ryazantsev, Head of Digital Sales for TNT and TNT4 at GPM Advertising, gave a lecture for HSE students on the topic: "Special Projects: Three Pillars of Successful Projects, Case Studies, and Developing Creative Ideas for Special Projects."

On February 18, as part of Promo Fext Pay-TV, Georgy Ryumin, creative producer at GPM KIT, held a master class on modern approaches to creating effective promotional content.

On February 24, the Children's Radio team gave a tour for students from the Sviblovo School media class. Host Super Garik gave a fascinating lecture about the radio station. The students visited the Children's Radio Museum and the on-air studio. During the tour, the students learned the history of Russian radio broadcasting, learned about programs on Children's Radio, and saw how the first radio receiver worked. The students also recorded an audio greeting for the station's listeners.

On February 27, at the St. Petersburg State University Graduate School of Management campus, as part of the Youth Day of the National "ESG Principles Headliners 2025" awards, established by the ESG Media Agency for Reputation Management in Sustainable Development, Anton Borzdy, head of the Central Fire and Rescue Department of St. Petersburg and a participant in the second season of the shows "Titans" and "Titans. Battle of the Seasons" on TNT, spoke at the panel session "Sustainable Development in the World of Sports." Anton Borzdy shared his perspective on the connection between sports and the daily work of a firefighter. He emphasized that participating in the show "Titans" on TNT was not just a challenge for him, but an opportunity to demonstrate the importance of physical fitness in his profession. Anton Borzdy's presentation served as an inspiring example for young people, demonstrating how sports and participation in the large-scale projects "Titans" and "Titans. Battle of the Seasons" can contribute to the development of sports and the development of firefighting. The Battle of the Seasons on TNT and the daily work of a firefighter are united into a single system of values: discipline, love for one's work, and a willingness to always come to the rescue.

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.

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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.

Translation. Region: Russian Federation –

Source: Gazprom – An important disclaimer is at the bottom of this article.

"Over the past few years, the company has gone through all stages of evolution: from purely television distribution to in-house production, and today it is the undisputed leader in Russian film distribution. 30 years is a wonderful age, reflecting both maturity and youth. I am convinced that the company's most exciting creative projects and impressive results are still ahead."

Alexander Zharov, General Director of Gazprom-Media Holding

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.

Translation. Region: Russian Federation –

Source: Gazprom – An important disclaimer is at the bottom of this article.

On March 5, an educational program for future camp counselors for the inclusive "Counselor for Everyone" project launched. In the month since the recruitment announcement, over 600 people have applied. Participants will be students from Moscow and the Moscow region, ready to gain a sought-after qualification and begin working with children with disabilities and special needs in children's camps this summer. The initiative is being implemented by the Mikhail Kiselev Charitable Foundation and Gazprom-Media Holding, with the support of Russian Student Teams and a grant from the Mayor of Moscow. The project aims to address the shortage of specialized personnel and create conditions for quality recreation for more than 57,000 children with disabilities living in the capital. Well-known media personalities and project managers addressed the participants in the educational program. Participants were greeted by Mikhail Kiselev, First Deputy Chairman of the State Duma Committee on Youth Policy, Chairman of the Supervisory Board of the RSO, and the Board of Trustees of the Charitable Foundation; Alexander Zharov, CEO of Gazprom-Media Holding; host Pavel Volya; and TV presenter Elmira Efendieva.

"The organizing team and I are impressed by the enthusiasm and interest of our young people—over 600 people applied for the training, which means there's a huge demand for humaneness and inclusive interaction skills in children's recreation. The kids have two months of intensive work ahead of them. We're providing them with not just theory, but practical tools to ensure every child feels welcome and comfortable at the camp. I wish the project participants success—you're part of a team that cares."

Mikhail Kiselev, First Deputy Chairman of the State Duma Committee on Youth Policy, Chairman of the Supervisory Board of the RSO and the Board of Trustees of the Charitable Foundation

"It was important for Gazprom-Media Holding to support this initiative, because this is precisely the case when the media should be not just observers but active participants. The path of future camp counselors is unique: they become not just camp counselors, but inclusive camp counselors—specialists who create a space of trust, support, and opportunity for every child. Gazprom-Media Holding, as a strategic partner, will provide comprehensive media support to the project. Our television channels, radio stations, and digital platforms will broadcast this good deed, its results, and the happy children's smiles that were the goal of this whole undertaking throughout the year," shared the CEO of Gazprom-Media Holding.

Alexander Zharov, General Director of Gazprom-Media Holding

The training program, developed by Russian student teams, includes 12 lectures, combined into four key blocks: the basics of inclusion, psychological and pedagogical support for children with disabilities and disabilities, ethics and communication, as well as organizing activities and safety in an inclusive team. Leading subject matter experts are involved in teaching: employees of the All-Russian Children’s Center “Scarlet Sails”; Natalya Sedelnikova (author of the project to support the visually impaired and blind “The World is Different”, a bearer of experience); Elena Pisareva (Head of the Center for the Development of the Sphere of Recreation and Health Improvement for Children, FSBEI DOK “Progress”); Alexander Belov (psychiatrist, head of the medical department of the Road of Life Charitable Foundation); Denis Samoilov (clinical psychologist); Polina Komarova (Head of the direction of student teaching teams of the Central Headquarters of the Russian North Ossetia); Dmitry Zapolskikh (Deputy Director for Educational Work of the Autonomous Educational Institution “Forest Fairy Tale”). Teachers from the Department of Typhlopedagogy of the Moscow City Pedagogical University: Indira Ismailova and Irina Loseva, as well as graduate students, were involved in recording the workshop. The training is based on a combination of theory and practice. Participants study video lectures and complete independent work assignments aimed at consolidating the material. In addition to the distance format, in-person workshops and seminars are planned for students: workshop “Communication and Interaction”; workshop “Adaptation of games and activities”; meeting with an expert on the topic “Specifics of the work of a counselor in an inclusive team: challenges, resources, effective practices.” The outcome of the course will be certification, which will take place in two stages: online testing to test theoretical knowledge and preparation of an adapted shift program for a detachment with children with special needs. As a result, 300 people will be selected who will receive a certificate of additional qualifications and guaranteed employment in Moscow children’s camps and health centers in the summer 2026. The educational course will last until May 15.

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