Many events and activities since the devolution of the USSR have made and continue to make Russia unique in every respect. Russia is a country that contributes significantly to the development of Europe and other continents of the world, from politics to economy. Its capital (Moscow) has the most billionaires per capita in the world. The Russians have invented tools and software who have helped residents and other nationals to solve many problems or meet needs.

However, the purpose of this article is not to examine Russia’s economic and political prowess. Its purpose is to explain the ongoing media convergence strategy of private and public media. Various media industry policies and programs have helped media owners and professionals create and capture long-term value over the past decade. The liberalization of the industry has brought about new forms of competition in the print and broadcast media spaces. He has also contributed to the development of locally produced technologies for print, broadcast and digital journalism.

For example, some recent political decisions by the Russian government has resulted in the development of a few social networking sites. VK (Vkontakte) rose to prominence and saw its usage increase during a political dispute with Metaverse, the company that owns Facebook. According to a recent study, it is the second most popular medium among Russian online users after WhatsApp. RuTube, which was established in 2006 and competes with YouTube, is similar to VK. Russian developers have also created Fiesta and Rossgram as Instagram alternatives. As a rival of TikTok, Yappy was created on November 29, 2022.

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There is no doubt that Russian developers are providing the media sector with some locally owned new media for the expected and required convergence with foreign media towards rapid distribution of content to local and international audiences. We found that 28% of the phases are for VK and 25% are for OK after analyzing 53 convergence phases with locally developed social networking sites. Telegram and Zen occupy the third and fourth places in convergence with locally developed social media, with 21% and 17% of the phases respectively. The top two spots held by VK and OK confirmed the previous observation that they are the most popular local social networking sites.

With 8% and 2% of the phases respectively for RuTube and Yappy, it is clear that the media employ foreign competitors. For example, 28% of the 39 convergence phases with foreign developed sites concern YouTube, RuTube’s competitor. In these orders, social media such as Twitter (23%), Facebook (18%), TikTok (10%), Instagram (10%), Flipboard (5%) and Viber (5%) are also used.

Understanding how the industry integrates social media by media ownership and type reveals that private media companies integrate social networking sites more than public companies. Newspapers and radio stations each had 24 of the 61 traces of convergence found for private organizations, while television had 13 traces. The 22 traces of convergence found for public bodies were led by radio stations and newspapers. The nine complete convergence traces for media organizations with public and private owners relate to television stations.

Overall, an analysis of 275 convergence traces from 18 media organizations reveals that newspapers (39.80%) and radio stations (36.40%) are the dominant media types that converge with both forms ( local and foreign) of social networking sites. Television channels trailed newspapers and radio stations with 31.40% of traces.

Exhibit 1: Social media convergence by medium and ownership model

Source: Media organizations, 2022; Information analysis, 2022

Exhibit 2: Convergence of Russian media with local and foreign social networking sites

Source: Media organizations, 2022; Information analysis, 2022

They have mostly converged with locally developed and growing social networking sites rather than those developed in other countries and growing globally (see Figure 2). In this regard, when Russian media consider the convergence of social networks, the selected media organizations mainly connected with VK, OK, Zen and Telegram. Russian tech developers created these social media platforms. Fewer media organizations are using RuTube, which was created as an alternative to YouTube. It is obvious that Russian media organizations need to connect to platforms with a rapidly growing global user base among foreign social media. Many of them use Facebook and Twitter. This suggests that Russian media organizations want to reach a wider audience than the national and regional audiences that can be supplied by locally created social networking sites.

Pushing the boundaries of distribution and reaching audiences

Russian media organizations, like their counterparts in other countries, broaden their content distribution and audience strategy by engaging in certain activities deemed beneficial to achieve desired results. From print to broadcast media, authors and management inclusion, book, cartoons, castings, content integration, content promotion, commentary, guest profiling, live chat, live concert, management inclusion, demand of music, mobile phone chat, other interconnected stations, partners’ interconnected websites, partner project, inclusion of broadcasters and management, program schedule, partnership project, readership survey, special projects and thematic channels are considered and prioritized to create the necessary visibility, distribute the content and capture the dynamic audience.

Exhibit 3: Social media convergence by content distribution model

Source: Media organizations, 2022; Information analysis, 2022

Significantly, media organizations that use both offline and online content distribution models are more likely to use identified social media than those that only use online content distribution. This implies that organizations with an online content distribution model believe that simply being on the Internet is enough to deliver and capture value for local and global audiences. On the other hand, traditional offline media organizations believe that using this approach alone is insufficient to ensure adequate delivery of content and capture value in terms of reaching new audiences globally and gaining traction. favorable ad placement from advertisers. Figure 3 shows that Russian media with both offline and online content distribution models prefer locally developed social networking sites to foreign ones. The same pattern has been discovered for media organizations that primarily use online content distribution.

Fit and Durability

What is Russia’s strategy for media convergence? It is impossible to answer this question without considering the adequacy and sustainability of previously demonstrated convergence patterns in the Russian media market. From all indications, it is easier to conclude that the market’s approach to social media convergence aligns with government actions in some cases, as well as strategic actions organizations need to take in the face of global trends. media convergence. Meanwhile, the long-term viability of the approach would depend heavily on continued innovation by Russian technology developers. What is Russia’s media convergence strategy today? Although this article focuses on the social networking site aspect of new media and/or emerging technologies, it is clear that Russian media’s convergence strategy is the appropriation of vertical integration of local and foreign technologies to hybrid visibility, content delivery and value capture.