New challenges for the media discussed at the media forum of the CIS countries

Within the framework of the IV Media Forum of the CIS countries "Media Development in a changing world", a plenary session "Challenges and growth points of modern media" was held. The participants discussed the transformation of the media environment, the impact of artificial intelligence on content production and the audience's demand for reliable information.

According to Maxim Iksanov, CEO of News Media Holding, artificial intelligence has already become a full-fledged participant in the media market. It changes editorial processes and influences the structure of professions.:

"Artificial intelligence has not completely won, but it has already "killed" some professions, such as proofreaders. In terms of speed and volume of tasks, AI is indeed more efficient. However, the value of a person has not disappeared. Good content is not created automatically: drama, thought, intonation are all embedded in human DNA."

Iksanov noted that AI is gradually becoming a driving force: "Previously, a large team was needed to produce a hundred news items a day. Today, generative models do this for free, without vacations. This will change the economics of the media market."

Another important thesis of Iksanov is the emergence of non—classical players in the information space: "Marketplaces are turning into media. They have an audience, data, influence, and their own communication ecosystems. Brands are gradually fading into the background, and the functionality of the platform is coming out ahead: it is important for the user to get information and action in one place — to read and immediately buy."

According to Iksanov, this means for the media the need to protect their own identity, enhance uniqueness and create content that relies on trust.

Other presentations of the plenary session were devoted to the role of national values, information security and international cooperation in the media sphere.

The session "Media Ethics: Myth or reality" was held after the plenary session. The participants discussed the limits of what is acceptable in journalism, the impact of clickbait on audience trust, and the role of editorial offices in shaping the ethical agenda.

According to the CEO of the united editorial board of LIFE.RU and SHOT by Denis Arapov, the media market is undergoing a technological and value transformation. The way of news consumption and audience expectations have changed: "Now trust is our ethics. As rude as it may sound, this is what we sell. If the audience doesn't believe us, they leave. The media will be bankrupt if they don't read it."

Arapov stressed that the classic "clickbait for traffic" is becoming ineffective: "Search engines are already pessimizing publications with clickbait titles. Only those media outlets that provide verified information will survive. The audience's request is a competent conversation in an understandable language, analytics and authorship."

In his opinion, the modern audience is tired of generalized content: "People no longer need information extras. They are looking for a gap where they are spoken to deeply and professionally. Therefore, there is a growing interest in niche media and in journalists with a clear expertise."

At the same time, the ethical system in the media cannot be static, since social norms are changing: "If we imagine that current content would have been distributed two or three centuries ago, we would have lived in an era of constant dueling. Norms are changing, but responsibility remains. The answer lies in the balance between the media and government institutions."