⚖️ "Dzen" could become the National News Platform
A bill is being prepared in the State Duma to establish a National Information Platform based on the VK-owned service "Dzen." The core concept of the initiative would require marketplaces, social networks, and video services with over 5 million users to embed a "Dzen" news widget directly onto their homepages.
Reclaiming the Audience
By 2026, traffic for federal media outlets has plummeted by 30–70%. The proposed platform promises to triple the reach of major media organizations.
Revenue Sharing Model
Advertising revenue generated from “story pages” will be split evenly:
- 50% will go to the hosting platform (such as Ozon, Wildberries, Rutube, etc.).
- 50% will be allocated toward supporting the media outlets.
The selection of media outlets for the top news stories will be handled directly by the Russian government.
The Monopoly Debate
The authors of the initiative explain that media organizations have become critically dependent on “Dzen” (accounting for up to 80% of click-through traffic), while the exit of foreign services has left them with no alternatives. However, experts express concern over potential market monopolization and non-transparent revenue distribution.
Source: Dni Medialogistiki
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