The Russian Media Industry in Ten Years: Industrial Forecasts. (5th December 2016)

• Record Type: Journal Article
• Authors: Vartanova, Elena L.; Vyrkovsky, Andrei V.; Makeenko, Mikhail I.; Smirnov, Sergey S.
• Is Part Of: Westminster papers in communication and culture. Volume 11:Number 1(2016)
• Page Start: 65
• Page End: 84
• Publication Date: 2016-12-05
• Subjects: foresight -- Russia -- media system -- media industry -- technologies -- media consumption -- business model; Mass media and culture -- Periodicals; Communication in politics -- Periodicals; 302.23
• DOI: 10.16997/wpcc.221
• Languages: English
• ISSNs: 1744-6716

Abstract

This article presents the results of the first stage of the foresight research project initiated by the Faculty of Journalism at Lomonosov Moscow State University. The investigation was based on 49 in-depth semi-structured interviews with media managers and experts and has revealed that the Russian media system in the next ten years is unlikely to fundamentally change. According to the findings of the research the basic business model in Russia in the next ten years will remain the advertising-driven model. At the same time the level of customization of media content will rapidly increase. The experts believe that development of solutions for non-linear consumption of TV content, spread of mobile applications, hybridization of different types of content will be amongst the most powerful trends. The majority of interviewed experts confirmed that two factors are likely to sustain the significant level of uncertainty in the media system of Russia; firstly, new practices of media consumption, and secondly the probability that the business model may shift.