Online Strategies of the Largest Broadcasters in the Times of Uncertainty. The Case of Russia

E. Vartanova, Andrey Vyrkovsky, Daria Vyugina
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引用次数: 1

Abstract

ABSTRACT The digital transformation of traditional broadcasting is of particular interest to media scholars worldwide. In Russia, terrestrial broadcasting that has in recent decades dominated the national media system with large audiences and attracting the major advertisers has been affected by digitalization of the national media industry, the rapid growth of the internet and the shift of young audiences to social media. This has resulted in new tensions and growing uncertainties in the Russian broadcast market forcing broadcasters to reshape traditional strategies under pressures of digitalization. The study analyses visions of online strategies for Russian broadcasting companies in the context of ongoing industrial changes. Based on the data from semi-structured interviews with senior managers of the leading Russian broadcasting companies, who discussed the digital practices of their companies. The authors argue that Russia’s audiovisual media companies are currently going through the initial stage of digital transformation. The transformation process has slowed, because media managers have to make decisions under extremely high market uncertainty resulting from changes in the advertising market and in media regulation. Also, broadcasters continue to view the state as an important source of financial support, especially during the digital switchover in 2009–2019. The high level of the state control in the Russian media business has resulted in the high market concentration rate and deceleration of the technological development thus threatening traditional business model, especially in the television market. Yet, digital products created and disseminated by Russian broadcasters on the digital platforms are still perceived by television managers as supplements to traditional broadcasting. The same is true of the internal working processes in broadcasting companies in which digital departments often remain small and are not fully integrated in the corporate managerial system. Moreover direct financial effects of the digitalization are estimated as low. But many broadcast managers consider digitalization and creation of new business models are inevitable, though companies have still not elaborated holistic online strategies and continue to develop online activities under their own momentum.
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不确定时期最大广播公司的在线战略。俄罗斯的案例
传统广播的数字化转型是全世界媒体学者特别感兴趣的问题。在俄罗斯,近几十年来以大量观众和吸引主要广告商的地面广播在全国媒体系统中占据主导地位,但受到全国媒体行业数字化、互联网快速增长和年轻观众转向社交媒体的影响。这导致了俄罗斯广播市场新的紧张局势和不确定性的增加,迫使广播公司在数字化的压力下重塑传统战略。该研究分析了俄罗斯广播公司在持续的产业变革背景下的在线战略愿景。基于对俄罗斯主要广播公司高级管理人员的半结构化访谈数据,他们讨论了他们公司的数字实践。作者认为,俄罗斯的视听媒体公司目前正处于数字化转型的初级阶段。转型的进程已经放缓,因为媒体管理者必须在广告市场和媒体监管变化带来的极高的市场不确定性下做出决策。此外,广播公司继续将国家视为重要的财政支持来源,特别是在2009-2019年的数字转换期间。国家对俄罗斯媒体业务的高度控制导致市场集中度高,技术发展速度减慢,从而威胁到传统的商业模式,特别是在电视市场。然而,俄罗斯广播公司在数字平台上创造和传播的数字产品,仍被电视管理者视为对传统广播的补充。广播公司的内部工作流程也是如此,数字部门往往规模很小,没有完全融入企业经营体系。此外,数字化的直接财务影响估计很低。但许多广播管理者认为数字化和新商业模式的创造是不可避免的,尽管公司仍然没有制定整体的在线战略,并继续在自己的势头下发展在线活动。
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CiteScore
3.10
自引率
5.30%
发文量
12
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