CEO of News Media Holding spoke about the future of the media market

The discussion "Media Industry 2025-2035: a new interface for connecting with reality" was held in Moscow as part of the Russian Creative Week. The participants discussed how the media landscape will transform in the next ten years under the pressure of technology, global trends and audience demands.

Maxim Iksanov, CEO of News Media Holding, compared the media market to "cockroaches that have survived in all eras." According to him, the strength of the industry lies in flexibility and the ability to find new ways to monetize.:

"Subscribers are our oil. Our goal is to earn money so that media structures can work and deliver content to the audience. Big players may try to oust us, but we must integrate into the new system and learn how to make money using the same technologies that are currently using our labor," Iksanov said.

He stressed that it was the media that had been accumulating data arrays and search engines for decades, which formed the basis for the work of neural networks. Now the industry faces a legal and economic struggle for the right to own intellectual capital. "We are on the verge of the first world legal war with artificial intelligence," said a representative of News Media Holding.

Other participants in the discussion also spoke about the challenges of the future.

Natalia Vesnina (Independent Media) emphasized that neural networks should be considered as a tool to increase efficiency, and not as a substitute for editorial offices: "For now, professionals with talent and vision are creating value. But new professions are already emerging — AI creators, industrial engineers."

Dmitry Suryaninov (RTVI) focused on multilingualism as a key trend in the coming years: "Content should be available in any environment and in any language. This will open up new markets, but it will also require new competencies."

Dmitry Grachev (Moscow 24) spoke about the strategy of "local trust", when the channel builds communication with the audience "like the guys from your street" and abandons loud slogans for the sake of proximity and understandable language.

Andrey Tsyper (Rambler&Co.) recalled that human laziness and the desire for "bread, circuses and dopamine" determine the vector of industry development no less than technology.

The discussion showed that by 2035, the media sphere will finally shift to a mixed reality format, where technology and meaning are inextricably linked. But at the same time, the audience's trust and ability to adapt to new challenges will remain the main resource of the industry. In the final, during the blitz, the guests of the conversation answered the question of what is most important for media managers, and among their answers were the main values — creativity, imagination and love.