The Moscow Industrial Media Forum (MIMF 2025) has become a large-scale multidisciplinary platform for professional discussion and search for new solutions in the context of modern challenges in the telecommunications and media industry. During the event, participants discussed what to focus on when creating content for a children's audience, what experiments in New Year's projects can “respond” to modern viewers, and how to find a balance of personnel in the media field. The organizers of MIFF 2025, which takes place from December 3 to 5 at the Skolkovo technology park and innovation cluster, are the Moscow Department of Entrepreneurship and Innovation Development, the Moscow Innovation Cluster and the MKS Alliance.
Several events on the sidelines of the forum were organized by the National Association of Radio and Television (NAT). These are the ceremonies of awarding the Golden Ray Award in the field of non-terrestrial television and the Vladimir Zvorykin Prize for achievements in the field of television development, the ICC “Television and Radio” presentation day with the participation of Deputy Minister of Digital Development, Communications and Mass Communications of the Russian Federation Dmitry Ugnivenko, as well as the XXIX International Congress of NAT. The exhibition area is where the NATEXPO exhibition is held, which brings together the country's leading developers and customers of radio and television solutions.
© MIFF Organizing Committee
One of the key features of the forum is its content, including New Year's content. On December 4, a case study was organized aimed at preparing holiday communication projects, new formats and themes. The discussion was moderated by film and television critic, producer, program director of Original + Festival Susanna Alperina, supported by NTV General Producer Timur Weinstein, creators of the TNT series “The Incredible Adventures of Shurik” Mikhail Semichev and Andrey Shelkov, Okko Marketing Director Sergei Kostrov, VK Senior Vice President for Special Projects Zoya Novikova, representative of Channel One – producer Sofya Ernst and Alexey Kiselev, Marketing Director of Viasat Group of Companies Artem Lysov.
“The year 2025 became special for us – after many years we finally found our home. A large-scale, beautiful, creative NTV television complex, where we are actively working and creating. Preparing for the New Year, I thought: “Why not combine the long-awaited housewarming with the main holiday and make something really bright and unique from it?” So the idea of “New Year's Housewarming” was born. Through small meetings with the hosts and faces of the channel as well as our favorite artists, we will present our new home – from the stands and studios to the newsroom and co-working spaces, and arrange a real celebration with bright numbers in the style of the best music shows and legendary NTV shows,” Timur Weinstein shares his plans. NTV hosts and famous artists – from stage mastodons to young hitmakers – will undertake a large-scale journey through the most advanced and technologically advanced television complex in the country. “There are no boring programs with unfunny jokes – only bright and grand musicals in the style of the best entertainment shows and legendary projects of the channel. Viewers will see NTV from a new, hitherto unknown side: the channel will for the first time open the doors to its new home for the whole country and show how the channel and its people are preparing for the New Year 2026”, said the general producer of NTV.
Zoya Novikova talks about VK's experiments with Tet content.
“We realized that we really wanted to reach our audience in a unique way. They made a rubber herring head, put on a fur coat and sent him to social events. The most social herring goes to all events, is friends with all the stars. December 26, 20:26 Herring's secret will be revealed. Viewers will find out who has been hiding under the mask all this time,” she shared share.
Sofia Ernst presents Channel One projects aimed at young audiences. So, the TV series “Mistress of the Neural Network”, based on the famous fairy tale by Bazhov, used AI technology, and the idols of the new generation – bloggers and streamers – participated in the project.
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The theme of media projects for young audiences was developed at the roundtable “Children's content in the Russian Federation: Brand power and marketing challenges” organized with the support of Soyuzmultfilm. Moderator Alexander Sablukov (“0+Media”) talked to the participants about the animation and family film market entering 2026, whether there will be new strong brands in the children's content segment, what is its main monetization model, etc. The speaker was the general director of Soyuzmultfilm Yulia Osetinskaya, the leading producer of the Riki Group of companies, the producer of the project Finnik and Finnik 2 Elena Chirkova, general director and general producer of the animation company YARKO (part of Gazprom-Media Holding) Albina Mukhametzyanova, general producer of O! Daria Ilyina and General Director of KB Production Vitaly Kozlov.
“We plan to develop all projects with children, because it is very difficult to attract their attention. Now we understand that the biggest competition is content created by children themselves. Bloggers, broadcasters, digital environments. We need to attract their attention so that they see and “touch” our characters”, noted Yulia Osetinskaya, talking a little about Soyuzmultifilm's anniversary plans, which the company will turns 90 years old in 2026.
According to Albina Mukhametzyanova, “the new kids need heroes who live in the same chaotic, interconnected, and rapidly changing world as they do.” The speaker is sure that a modern child “from the cradle” is accustomed to algorithms that adapt to him, platforms that provide him with content “personally”. The child needs reflective heroes with whom he can associate himself in this choice. Universal heroes “for everyone” are giving way to niche yet profound positions.
“Children now don't just want to watch a story. They want to live in the world. They need access points beyond the screen: so they can play this hero in a mobile game, create their own avatar in his universe, create a picture in his style through a neural network. The diversity of the world is not an option, it is a prerequisite for the existence of a new brand,” she said.
Touching on the topic of brand monetization, Albina Mukhametzyanova expressed confidence that today the strength of brands as monetization models lies in their ability to solve real problems for the audience – both children and parents. “The monetization model through brands is the only right path. But it is a journey that requires patience, investment in quality and a deep understanding of your audience. At YARKO, we believe in this and this is how we build our projects,” she emphasized.
The last day of the forum was devoted to the topic of human resources for the media industry. As part of the plenary session “Find and retain: trends and realities when working with personnel in the telecommunications and media industry”, moderator Borislav Volodin (ArtMasters) held a discussion with experts on important changes in labor law, trends in personnel management strategies, motivational methods, etc. The conversation was attended by Human Resources Director of Gazprom-Media Holding Joint Stock Company Antonina Priezzheva, Deputy President of Human Resources Management at VK Oksana Fetisova, Director of Human Resources at ON Media Holding Maria Agafonova and Deputy General Director of Human Resources at National Media Group Svetlana Volkhonskaya.
Speaking about modern trends in the media industry in terms of human resources, Antonina Priezzheva noted:
“A person feels happy and comfortable when he receives affirmative answers from within to three basic questions: “You are important.” You are necessary. Everything you say makes sense.” If a company follows these simple rules, it becomes more than just a job for people – it becomes a place for professional and human fulfillment. Gone are strict obedience and simple execution of orders. Today, collaboration and open dialogue are important, where leaders know how to listen, give feedback and value everyone's contributions. An atmosphere like this is the best basis for people to stay for a long time.”
Svetlana Volkhonskaya said about the activities of the National Media Group: “Nowadays many companies are developing online platforms. We are developing our educational platform. This is the point of collecting all professional knowledge. We conduct all the surveys and tests on it. We have launched the leadership department, where we look at management and leadership development from a different perspective.”
Oksana Fetisova noted that more than a third of VK employees are people born in the 2000s.
“I have a personal mission with zoomers – notice their strength before they talk about their growth,” she says.
Participants discussed how to find the staffing balance between Xers, Millennials and Zoomers at the roundtable “Media HR in the era of remote work, cappuccino with coconut and AI,” chaired by Daria Boyarinova (MIMF). The discussion was attended by General Director of Play-Telecom Tatyana Voronova, head of the Cinema Facility of Gorky Film Studio Daria Martyukhova and development director of the company ARES, IPTVPORTAL project Viktor Britko.
Speaking about personnel issues, Tatyana Voronova noted:
“The number one mistake is “you need an experienced professional.” Experience is something that is accumulated over the years, but if we look at what experience is, we will get a “pig being teased”. After all, they worked in other conditions and other companies before. She also mentioned the need to adapt – especially if an employee comes to work “from university”.
Daria Martyukhova says that the Cinema Facility of the Gorky Film Studio gives priority to young specialists.
“Thanks to the guidance, the boys understand how the industry works. They don't need 'cappuccino on coconut' if they have good goals and comfortable working conditions,” she noted.
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“I believe that it is better to catch someone on the street and teach him than to find a professional. In fact, a person is like a biological robot: if he understands how to follow instructions and do it, he will be able to do it,” Viktor Britko shares his opinion.
Also on this day, at the MIMF 2025 venue, delegates discussed what professionals the media industry needs, what professions are still “outside” of education and how to develop the human resources potential of the media industry.
MIFF 2025 Partners:
Strategic information partner – Rambler&Co
General Information Partners –
Media partners: Rossiyskaya Gazeta, Vedomosti, Lenta.ru, Gazeta.Ru, NTV, Cable Guy, European Media Group, Komsomolskaya Pravda, Eurasian Media Group, Moscow Youth, Skolkovo, Ostankino Television Center, RUTUBE, Sberbank.
