"How can we stand out?": media congress at the National Centre RUSSIA explores how to win audiences' attention and trust
The first National Media Congress, bringing together media and journalism professionals from across Russia, was held on 17 October at the National Centre RUSSIA in Moscow. The thematic sessions focused on professional issues and the key challenges facing today's media landscape: a shortage of attention and trust, the impact of artificial intelligence on newsrooms, and changing media consumption.
The general session "Media in a New Reality: Opportunities, Solutions, Actions" explored the crisis of attention and trust, changing media consumption, the impact of AI on newsrooms and content creators, and solutions for developing media projects. An Adviser to the Head of the Federal Agency for Youth Affairs, Olga Kuznetsova, noted that different generations consume media content in very different ways, from clips lasting a few seconds to long-form content, with entertainment and music now accounting for much of that consumption. She said that, in these circumstances, creators seeking popularity might abandon serious subjects in favour of producing entertainment content.
"We live in a time when the value of a truly high-quality product is increasing significantly. So constantly looking at what others are doing and chasing views will lead to nothing good. We can see, partly thanks to the SHUM programme, how stereotypes about young people's content consumption are being challenged. Everyone familiar with their work understands that young people watch and create serious content and take a real interest in science, technology and creative pursuits," Olga Kuznetsova emphasised.
She also noted that the media landscape is constantly changing, while the interests and habits of different generations require content creators to be flexible and attentive to their audiences.
The Head of Educational Projects at RT, Anna Kovtunova, shared her experience of launching major media projects amid rapidly changing approaches to content creation. She noted that attracting and retaining audiences' attention requires a combination of formats: engaging viewers in dialogue and using visual approaches, infographics and interactive elements. The substance of the content is equally important.
"If everyone is reporting the same news, how can we stand out? The most obvious way is to report news that others do not know about and cover events that others overlook. That is why our producers scour online communities and social media in every possible language in search of real human stories. Behind every news story, behind every event, there is always a person," Anna Kovtunova noted.
The session also featured the Editorial Director of Afisha Daily, Trifon Bebutov, and strategic communications, PR and government relations expert Anastasia Leontyeva, Press Secretary of Rostec's United Engine Corporation.
Media Congress participants also discussed cooperation between regions and the development of professional communities. They examined examples of interregional cooperation and approaches to maintaining ongoing engagement with audiences.
The practical programme gave participants an opportunity to work on their own ideas and career goals. Video project creators received professional feedback during the public review session "An Idea on Screen", while early-career professionals learnt about VK Education internships and ways to make their mark in the media. A team simulation, "Media Agency 2030: Who Determines the Project's Future", was also held for practitioners and leaders.
Throughout the day, the National Centre RUSSIA hosted the open networking space "SHUM.Environment", where participants could meet, exchange contacts and discuss joint projects. The programme will conclude with a formal award ceremony honouring the finalists of the SHUM Award for Media and Journalism.
The Media Congress is organised by ANO "SHUM Youth Centre" as part of the federal project "Russia — Land of Opportunity" under the national project "Youth and Children", with support from the Federal Agency for Youth Affairs and the Government of the Kaliningrad Region. VK is the strategic partner. The project's mission is to strengthen the country's professional community by building horizontal ties, developing a shared sense of purpose and providing access to resources for development. Partner support for the event is provided by the Internet Development Institute (ANO "IRI"), ANO "Dialogue" and ANO "Dialogue Regions", Rambler&Co media holding, the Argumenty i Fakty publishing house, Tricolor, the HSE University Institute of Media, RT School, the Movement of the First, the Expert Institute for Social Research, the Institute of Social Architecture and other organisations.
Event photobank
The All-Russian Educational Tax Marathon will begin on 23 October at the National Centre RUSSIA in Moscow, launching Tax Culture and Literacy Month.
