A socially oriented non-financial development institution and a major organizer of nationwide and international conventions; exhibitions; and business, public, youth, sporting, and cultural events.

The Roscongress Foundation is a socially oriented non-financial development institution and a major organizer of nationwide and international conventions; exhibitions; and business, public, youth, sporting, and cultural events. It was established in pursuance of a decision by the President of the Russian Federation.

The Foundation was established in 2007 with the aim of facilitating the development of Russia’s economic potential, promoting its national interests, and strengthening the country’s image. One of the roles of the Foundation is to comprehensively evaluate, analyse, and cover issues on the Russian and global economic agendas. It also offers administrative services, provides promotional support for business projects and attracting investment, helps foster social entrepreneurship and charitable initiatives.

Each year, the Foundation’s events draw participants from 208 countries and territories, with more than 15,000 media representatives working on-site at Roscongress’ various venues. The Foundation benefits from analytical and professional expertise provided by 5,000 people working in Russia and abroad.

The Foundation works alongside various UN departments and other international organizations, and is building multi-format cooperation with 173 economic partners, including industrialists’ and entrepreneurs’ unions, financial, trade, and business associations from 78 countries worldwide, and 188 Russian public organizations, federal and legislative agencies, and federal subjects.

The Roscongress Foundation has Telegram channels in Russian t.me/Roscongress, English – t.me/RoscongressDirect, and Spanish t.me/RoscongressEsp. Official website and Information and Analytical System of the Roscongress Foundation: roscongress.org.

RC personal account
Восстановление пароля
Введите адрес электронной почты или телефон, указанные при регистрации. Вам будет отправлена инструкция по восстановлению пароля.
Некорректный формат электронной почты или телефона
Have Things Changed for Good? Rebooting the Content Market
17 June 2022
12:00—13:15
KEY CONCLUSIONS
Content created for different platforms needs to be more integrated

The most important thing, what I consider the know-how of our holding is, if you will, a wheel of Saṃsāra: when our production comes up with content, it appears on platforms, it appears on television. From television, it migrates to the platforms, and from the platforms it migrates to television – the most popular programmes and shows. Accordingly, we include maximum monetization, quick amortization, and an emphasis on our own content — Alexander Zharov, Chief Executive Officer, Gazprom-Media Holding.

Over the past two years, we have made an incredible leap forward in terms of the absolute integration of different environments. It is really quite difficult to talk about where content is primarily consumed these days — Svetlana Balanova, Chief Executive Officer, National Media Group.

We realized that the future really lies in multi-formats. At the time, we did not have the technology. Now we have created it. And we are talking about it for the first time. We are going to create a new kind of media format that combines communication within a group media call. It will feature interactive elements and will contain the ability to influence what is happening on the air and create content together with the author — Marina Krasnova, General Director, VKontakte.

We have talked to the Ministry of Culture about offering our proteges an opportunity to have a proper theatrical release. But in my opinion, if we are talking about big projects, it is up to the producers in the first place to decide whether they want it or not. In this situation we have no influence on them — Elena Lapina, Executive Director, ANO Internet Development Institute (IRI).

ISSUES
Lack of reliable popularity measurement system and missing cross-platform demand for content

There are no reliable official measurements in our country [of the popularity and demand for content. – Ed.] The industry, the Internet industry, the television industry, the platforms, they should get together and say: "Let us zero in, there is different technology out there. Let us choose one, and there are people out there – let us choose the right people. Let them, under the supervision of industry representatives, build a functioning system — Konstantin Ernst, General Director, Channel One Russia.

Unified Internet measurement system is about to [materialize. — Ed.] — Elena Lapina, Executive Director, ANO Internet Development Institute (IRI).

I have spoken many times at various meetings about how to measure our national cinema and government subsidies spent on it. And I have always advocated that the measurements should include figures for so-called piracy or uncontrolled Internet viewing. Because it seems to me that the point of government subsidies is to support filmmaking, or in this case visual content, so that fellow citizens can watch this product. And if we measure by the number of tickets sold, by some kind of ratings, by the some kind of cumulative rankings and stuff like that, that is always going to be very narrow — Dzhanik Fayziev, General Producer, Okko.

The measurement system of both platforms and TV channels is really obsolete. It needs to be updated — Danila Sharapov, General Director, Film Company Mediaslovo.

Loss of international markets due to sanctions

The most tangible blow to the industry is the loss of international sales. Soyuzmultfilm will lose 30% of its revenue this year due to the fact that the signed deals will not take place and international contracts will not be paid. This, of course, is a big challenge — Yuliana Slashcheva, Chairman of the Management Board, Soyuzmultfilm Film Studio; General Director, Gorky Film Studio; Chairman of the Management Board, Russian Animated Film Association.

In recent years, decades, the best professionals, best directors have been looking towards the Western markets. The measure of success for many was greater success abroad, and in the West, rather than here in Russia, in Yekaterinburg or in the Far East. However, mental restructuring of the most talented and creative people that success should be local – that is already starting to happen now — Danila Sharapov, General Director, Film Company Mediaslovo.

SOLUTIONS
Raising the quality of content and expanding the share of exclusive product

The main thing we are betting on is a significant number of originals [exclusive content. – Ed.]. If there were 14 offerings in 2021, this year there will be almost twice as many. Next year we plan to release at least two premieres a month. In general, we are aiming for four, and I hope we will have enough money for it. Losing advertising revenue, on which all the media companies subsist, is a very serious factor at the moment. We are forming a large library and are working in collaboration with our colleagues — Alexander Zharov, Chief Executive Officer, Gazprom-Media Holding.

The time a user spends online consuming content has grown to an average of 45 minutes. Those are huge numbers. It continues to grow despite seasonality. <...> Everyone loves video. And massive growth was demonstrated by short vertical videos. If you compare it with the last year it is like a fairy-tale. The growth is 2.5 times, but not only in watching, but most importantly in the creation of content — Marina Krasnova, General Director, VKontakte.

We put out 200 episodes a year now. Soyuzmultfilm will put out 200 episodes of different animated series this year, 15 parallel pipelines [a document visualizing the product development process. – Ed.] series and five feature films in development. This is a huge pace compared to the industry five years ago — Yuliana Slashcheva, Chairman of the Management Board, Soyuzmultfilm Film Studio; General Director, Gorky Film Studio; Chairman of the Management Board, Russian Animated Film Association.

Accessing new foreign markets

We, our animation is focusing on entering the markets of Southeast Asia, where we were [slightly. – Ed.] underrepresented, — Yuliana Slashcheva, Chairman of the Management Board, Soyuzmultfilm Film Studio; General Director, Gorky Film Studio; Chairman of the Management Board, Russian Animated Film Association.

It is great that we have reached the point today where we can work together with platforms like Okko, IVI, Start, Kinopoisk, and promote our content abroad. <...> We have already launched Russian Film Week in Kyrgyzstan, today we are launching one is Azerbaijan offline. <...> In Vietnam as well, there is an offline part where our company was present, and it will continue [the event] online — Inna Shalyto, General Director, Roskino.

We do say that there are markets for us. Certainly, I hope that there will be a demand for our content in these markets. And we will buy there, too. Maybe things that once seemed exotic now are completely acceptable, they have found their viewers. I mean, for example, Turkish or Korean series — Dmitry Granov, General Director, more.tv.

The material was prepared by the Russian news agency TASS