The media industry requires a unified strategic approach and a global technological ecosystem. This would enable the development of high-quality Russian industry-specific equipment, the improvement of information security (IS) solutions for media companies, and the standardization of technologies for TV production.

These topics were discussed by participants at the 8th annual TeleMultiMedia Forum held in Moscow, where Synterra Media, a digital partner in the production, processing, and delivery of media content, served as the industry partner of the event.

In December 2023, major media holdings began developing a new broadcasting concept for the period up to 2035. This marks the first step toward creating a comprehensive development strategy for the Russian media industry. Such a strategy should outline the main development priorities and the role of the state in the industry, noted Grigory Uryev, General Director of Synterra Media. Currently, the telecom sector has a development strategy only for the communications industry, with no role assigned to the media market.

Forum participants also emphasized the need for a unified technological platform for the media industry. «Initially, everyone said that online cinemas compete with television. Then television itself became interested in online platforms. Now television is becoming a driver for the development of online cinemas. This is really about an ecosystem, about unification and collaboration. Now is definitely not the time for everyone to pull the blanket over themselves. Sooner or later, the industry will move toward creating a unified global media platform», said Grigory Uryev.

Technically, such a media platform could be built on shared resources with the ability to localize for each content producer or online platform. This would address a range of challenges. For example, in the field of information security, a unified media platform would allow industry companies to avoid the costs of developing, implementing, and maintaining their own IS solutions and specialized personnel. For niche and regional channels, IS requirements are relatively uniform, making a standardized solution suitable for them.

A unified technological media platform would also enable the development of Russian equipment for TV broadcasting. According to Synterra Media, the domestic market for television production technologies amounts to no more than 10 billion rubles annually, which is significantly smaller compared to other technology markets. «Unfortunately, there is no queue of companies eager to create industrial-grade media equipment. Most solutions are developed by small and medium-sized businesses, which lack the capacity to invest large sums with a five-year return horizon. Moreover, there is no unified approach from TV broadcasters. Until a common technological ecosystem is created by industry participants, there will be no mass production of TV broadcasting equipment capable of replacing foreign brands», insisted Grigory Uryev.

Forum participants agreed that using shared resources is more convenient. A unified technological platform would also help address issues of standardization and uniformity in TV production and IS technologies, as well as solve systemic challenges such as the identification of deepfake content.