Media content trends discussed at SPIEF

At the St. Petersburg International Economic Forum (SPIEF), special attention was paid to artificial intelligence, including the fight against deepfakes. The question of what kind of content a modern viewer needs was also raised. Izvestia told the details.

"Oh, I've seen many examples of videos, TV shows, and even TV journalists that have already been replaced by artificial intelligence," said Matteo Cristofaro, associate professor of management at the University of Rome.

In addition, issues related to neural networks were raised, in particular, neural network TV presenters are already reading news written by people. In the future, it is also possible that robots will generate them.

"What the editorial offices look like now: the news department, the sports department, the politics department. In two or three years, there will be a leather department and a silicon department," said Denis Terekhov, General Director of the Social Networks agency.

At the same time, it is noted that artificial intelligence is mainly beneficial for entertainment content. According to Zhou Ye, technical director of the United Shanghai Media Group, it allows you to create more content with relatively less effort.

A lot of content is being created in the Russian Federation. Domestic studios are both technically and meaningfully at the forefront of the audience's attention.

"When the Western majors left the Russian screens, their products, Russian cinema showed both the skill class and the volume of production, which is very important," said Mikhail Shvydkoi, Special Representative of the President of the Russian Federation for International Cultural cooperation.

Also during the SPIEF, VTsIOM provided statistics on what the viewer is watching now. Anti-stress content, nostalgic films and TV series about the 1980s and 1990s are leading the trend lists. There is also a trend towards a shortage of live communication, which raises the views of bloggers. The main trend is the lack of time — the videos are getting shorter.

"We really see trends in advance. Let me remind you that a few months ago we just announced the launch of an application for micro-dramas called Stories, which are now available for download and are in the testing period. <...> This is not just a cut, it really needs to pack long episodes into these one–and-a-half-minute plots with a beginning, an end, a cliffhanger hook for the next episode," Svetlana Balanova, General Director of the National Media Group (NMG), said at the session "How to win the competition for emotions. Promotion of values in the Era of the Impression Economy" within the framework of the SPIEF.

The advantages include the fact that it is convenient to share such videos. Marianna Maksimovskaya, a journalist and TV presenter, CEO of the VK Video platform, drew attention to this.

"According to the principle of any user, the main video that is sent to each other is a video with himself. Therefore, of course, it was a video that was shot yesterday at one of the SPIEF parties," said Alexey Goreslavsky, Director General of the Institute for the Development of the Internet.

In addition, within the framework of the SPIEF, it was announced that CTC is launching a new original project "Fort: Return of the Legend". Filming will take place on the island of forts in Kronstadt. The TV channel was presented with a symbolic key to the fort "Emperor Alexander the Great".

"In fact, it was built by Fort Boyard, according to the design documentation of Fort Alexandra. We definitely believe that this project will return, it will return very pretentiously, and that our fort "Return of the Legend" will be the most "fort"," said Maxim Rybakov, Deputy General Director of CTC Media.

In addition, Andrey Borisov, general director of the Stanislavsky and Nemirovich-Danchenko Musical Theater, expressed confidence that Russia creates a lot for emotions, because, in his opinion, it won the competition.

On June 3, it was reported that the CTC TV channel, together with the Yellow, Black and White studio and the online cinema START, with the support of the Commercial Fund for the Development of Cinema and Animation, is preparing a full-length film "Daddy's Daughters. In the cinema", which will launch on big screens this fall.