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At the 28th international exhibition for advertising Reklama 2021, the Forum on Communications - 2030: Trends, Risks, Transformation organised by EXPOCENTRE AO and the Association of Communication Agencies in Russia (AKAR) with the support of the Chamber of Commerce and Industry of the Russian Federation, the Public Chamber of the Russian Federation, the IAB Russia Association, the Association of Branding Companies of Russia (ABCR), the Russian Association of Marketing Services (RAMS), the National Association of Visual Communications (NAVC), the National Association of TV and Radio Broadcasters (NAT) continues.

At the panel discussion “How technologies are changing the media content”, the event moderator, Deputy General Director of NAT, General Director of the MediaBrand competition, Regina Yurkina, highlighted two major areas that are changing the media.

“The first is the creation of virtual characters and worlds, which in fact do not exist, but look very real. The second thing is that these technologies allow us to speed up, improve, and make the production process of the media content much more efficient”, Regina Yurkina said.

The development of technologies makes it possible to endlessly develop the technical level of creating the media content. What is happening in the field of the technology development, which is especially interesting and capable of changing the industry in the near future? How to apply new technologies ourselves and to be the first to step on the rake? These issues were discussed by the experts during the discussion. The speakers were Alexander Skryabin, Deputy Director of the Creative Development Directorate of RT, Vasily Reznichenko, Director on On-Air Promotion of REN TV. 

Press Service, EXPOCENTRE AO