On January 21, the media experts discussed online the development of the Ukrainian media market, special conditions of journalistic work, global challenges, as well as new possibilities and countering threats in 2021.
The expert discussion “Challenges for the Ukrainian media in 2021” was organized by Souspilnist Foundation with the support of Internews Ukraine, Detector Media and the Independent Media Council.
The event was attended by Oleksandr Martynenko, director general of Interfax Ukraine, Yuriy Makarov, editor-in-chief of UA:PBC directorate, Yevhen Hlibovytskyi, independent expert and member of the Supervisory Board of UA:PBC, Nataliia Lyhachova, editor-in-chief of Detector Media, Olha Musafirova, “NG” special correspondent in Ukraine, Nataliia Sokolenko, journalist at Ukrainian Radio, Anna Babinets, editor-in-chief of Slidstvo.info.
The experts designated 2021 as a year of strengthening positions for independent media, working toward commercialization, launching new formats and entering new platforms, in particular, YouTube, and introducing new business models; that is, embracing the focus on the customer – with emphasis on quality journalism, integrity and high standards.
This course is determined by many factors. In 2021, besides the existing challenges, the media will face the new forms of well-known phenomena: the economic crisis, the prevalence of manipulation and hostile propaganda in social networks, paid-for content on a massive scale.
“Our businesses understood several things over the last year and a half: no one will be able to protect them, attacks may come from any direction, so publicity is a way out. We know that even if publicity doesn’t completely save you, it somehow protects you. That’s good news. The bad news is that businesses hire not so professional press secretaries and press services who are busy producing tons of paid-for pieces. There are those who try to resist talking about news standards, information standards. However, 90% of people don’t do it, believe me.” – said Oleksandr Martynenko who referred to 2021 as the year of paid-for content.
According to Olha Musafirova, the main challenge for the Ukrainian media in 2021 is the same as that for our country – independence.
“When a media has no money to spend on development and on salaries to its journalists, the story ends right there, and there are only two ways to develop: you either start looking for a master who will give you money for all this, or you die quietly or not so quietly.” – said Olha Musafirova.
The journalist shared an alternative way for the media to become independent – the system of “the like-minded”. The idea is not about getting donations from those interested in the development of independent media, it is also about the possibility for the sympathizers to provide discretionary bonuses for the journalistic pieces they think are the best, which is another motivation for the journalists to work more and better.
Nataliia Lyhachova noted that the commercial component is important for independent media because the trend is changing – television begins to lose its position, and more viewers and paid-for content is flowing to social networks where propagandists create a system of narratives aimed to change people’s outlook or plunge them into a feeling of insecurity, total distrust, fear.
“How can this be tackled by independent media? We have a market based on the audience’s money, but those in the audience who are ready to support independent media are not many. My forecast is that small and medium-sized businesses should be involved in financing independent media, not only through the club system, but also by becoming investors,” – suggested Nataliia Lyhachova.
Yevhen Hlibovytskyi noted the importance of developing new, partner relations between businesses and media because today, many newsrooms think that businesses are only about money, while in reality, it means much greater opportunities for creating new markets, strategies and a new climate.
Yuriy Makarov pointed out another topical question – both for UA:PBC he represented and independent media as a whole: what do we sell to an individual consumer or to society except information?
“We are selling our brand that can comprise any elements. In our case, it is integrity. And integrity should be the new year’s motto.” – said Yuriy Makarov.
