🎤 Grigory Kuzin: Television is Migrating to Data Centers
At the Multiservice (MUSE) 2026 forum, Grigory Kuzin, Director of Media Platforms at MSK-IX, delivered a keynote on the evolving architecture of the media market.
His central thesis was that television is rapidly moving beyond specialized TV networks to become part of a unified digital infrastructure deployed within data centers and Internet Exchange Points (IXPs).
A New Logic for Content Management
According to Kuzin, the rise of FAST TV, AdTech, AI-driven MediaTech services, cloud playout, and advertising analytics is fundamentally changing how TV content is handled. For operators, it is becoming increasingly inefficient to connect to isolated TV hubs just to receive linear channels. Instead, they can now access a comprehensive suite of media services through a single infrastructure interface at a data center or an IXP like MSK-IX.
In this model, an operator gains far more than just internet traffic and IP services; they receive television signals, EPGs, VoD content, FAST channels, content preparation tools, advertising technologies, and real-time monitoring and analytics.
“Television no longer exists as a standalone engineering vertical. It is becoming part of a digital platform environment. The market no longer requires just signal transport, but a full technological circuit—from content delivery and preparation to monetization and performance analysis,” noted Grigory Kuzin.
The Role of FAST TV and “Mediabaza”
A significant portion of the report focused on FAST TV (Free Ad-supported Streaming TV). Kuzin noted that this format is accelerating the transition from classic linear delivery to a complex digital chain where storage, cloud playout, targeted advertising, platform adaptation, rights documentation, and monitoring are paramount.
To illustrate this approach, Kuzin presented Mediabaza, MSK-IX’s industrial platform for the media market. The platform integrates a storefront for content and services, “Mdisk” cloud storage, media data processing tools, and rights management services, alongside modules for FAST TV and AdTech development.
“The market is moving toward a model where TV, internet, video, advertising, and AI converge within a single platform circuit. Data centers and IXPs like MSK-IX serve as the technological foundation, while digital industrial media platforms represent the application layer,” emphasized Kuzin.
Future Competitiveness
The expert concluded that the competitiveness of TV operators and media companies in the coming years will depend on their ability to rapidly integrate new digital services—such as recommendation engines, automated content preparation, and advanced ad monetization—rather than simply maintaining access to traditional channels.
About the Event
The Multiservice (MUSE) 2026 forum for telecom operators and broadcasters took place from April 22 to 25 in the Moscow region. The event brought together telecom and media industry representatives, regulators, and technical experts to discuss market shifts, infrastructure solutions, and emerging business models.
