Experts Discussed the Ways and Means of Minimizing Ukraine’s Media Market Contraction in the Unstable Environment

The current economic situation in Ukraine has caused cut backs in Ukraine’s TV advertising market. Thus an issue of saving  made on content was addressed at the press conference Media Business in Times of Change and Instability held in the course of the IV International Forum KYIV MEDIA WEEK. 

Сonference speakers agreed on the need for basic approach with the aim to minimize Ukraine’s media market decline. According to their shared opinion that would, first and foremost, require favourable legal framework, tax benefits and concerted effort  to be made by all media business sectors. While commenting on the concerted effort, Sergey Boyko, VOLIA’s President, stresses the necessity to establish equal rules and provisions for all and any market players. Katerina Kotenko, a member  of Ukraine’s  National Council for TV and Radio Broadcasting, emphasizes that under the current crisis the task of the market revival is to be vested in the state that is bound view it as one of its priorities and thus to introduce , among other things, tax haven  arrangements with clearly defined period of time for producers engaged in home grown production. Mikhail Tsaryov, Executive Director of East Group One and Natalia Boyko, Marketing Director,UMH Publishing, are both of the opinion that market players should concentrate on saving on the content acquisition. According to Mr. Tsaryov it is now more than ever that each step should be well balanced, thought over and worked out in advance with the content quality to be of primary importance. While commenting on the issue Sergey Sozanovsky, founder of FILM.UA Group that it is the local market that regulates the prices. “A series would cost not a dime more than the local market might afford”.

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