🎤 Grigory Kuzin: "The Market Loses Time Not on Deals, but in Operational Chaos"

Grigory Kuzin, Director of Media Platforms at MSK-IX, discussed why searching for content has turned into a complex quest, why streaming services are hungry for vertical video, and how digital compliance helps avoid months of release delays.

A common sentiment at industry conferences is that the content market is stalling not due to a lack of ideas or high prices, but because of flawed processes. Where exactly does the path from a deal to the first broadcast “freeze” today?

Based on our observations, time is rarely lost during the deal itself—parties usually reach an agreement quite quickly. The breakdown occurs immediately after the documents are signed, when the project moves into the operational phase. This triggers a long and often sluggish chain: transferring massive source files, endless version cross-checking, format approvals, localization, compliance, technical quality control, and adaptation to the requirements of a specific platform.

It is at these “junctions” that the market loses days, and sometimes months. When you have dozens of contractors, each with their own requirements for master files and metadata, the process turns into a routine that eats away at business margins without a unified environment.

How specific is this problem to Russia? Or do Western majors face the same issues?

This is a global challenge linked to the increasing complexity of media consumption. International practice confirms: the longer the chain of participants, the higher the risk that a release will be delayed by fragmented workflow tools rather than the content itself.

However, in Russia, the problem is felt more acutely due to a high level of tool fragmentation. Messenger apps are still widely used for legal matters, random file-sharing services for delivery, and manual spreadsheets for rights management. The dynamic regulatory environment adds an extra burden. Legislative requirements change, and lists of restrictions are updated, requiring constant monitoring. In Mediabaza, we integrated this framework from the start so that checks are conducted systematically and do not become a bottleneck for product release.

You mentioned that even the content search phase has become significantly more difficult. Why is that, considering the number of distribution platforms hasn’t decreased?

The very architecture of the market has changed. Some former connections, routes, and habitual search sources have ceased to function—often due to political and sanction-related reasons. Search has evolved into a distinct, complex task. This is particularly noticeable regarding new formats, such as vertical content, where a stable supply-and-demand system is only just beginning to take shape.

If we break down the process of “routing” a media product into its components, which stages would you call the most critical for rights holders and buyers?

I would highlight four key barriers. First is the material transfer itself and the strict control of usage rights across different environments. Second is deep technical adaptation to meet the requirements of a specific platform or TV channel. Third is legal compliance—verifying adherence to current legal norms. And fourth is metadata and supporting materials.

Without high-quality descriptions and correct tags, a release simply won’t be picked up by recommendation algorithms. Mediabaza is developing not as a theoretical construct, but as a practical answer to these pain points. We are creating an environment where a predictable and rapid preparation process begins after the deal, rather than managerial chaos.

Who showed the most interest in your solutions at World Content Market? Whose demand is more prominent today—traditional TV channels or OTT platforms?

There is interest from all participants, but the feedback from buyers is currently crucial for us. We see that online platforms have stopped treating vertical content as an experiment and now view it as part of a new business model. They need a systematic tool to source such offers.

TV channels have different tasks: they need to fill broadcast grids efficiently and quickly evaluate materials for specific programming blocks. Furthermore, we cannot ignore the massive surge in interest for national content. This is a fundamental market shift that is changing both editorial policy and procurement strategies. In this climate, tools that help buyers instantly navigate a vast array of offers are in high demand.

World Content Market is primarily about international relations. With which foreign colleagues were you able to establish the most productive dialogue?

Since we are in close contact with Russian players year-round, WCM is primarily an international vector for us. Currently, the interaction between Mediabaza and partners from CIS countries is developing most dynamically. Negotiations with representatives from South Korea, India, and China are also strategically important.

It is important to understand that this isn’t about starting from scratch. Content and TV channels from these regions are already successfully represented on our platform. Now, we are discussing deepening our cooperation and expanding the presence of their content within the Russian digital framework. We see real potential and, more importantly, a mutual interest in technological integration.

Were there any new features you decided to present to the wider industry audience specifically here and now?

The main highlight of this season is the full-scale launch of a dedicated vertical content section within Mediabaza. We are presenting it to the market as a distinct, powerful pillar of our ecosystem.

For us, this is more than just an expansion of the catalog. It is a response to a market that is moving from one-off attempts to professional engagement with the vertical format. It was vital for us to make it visible and convenient for buyers. At present, Mediabaza Market already features over 4,000 titles. The emergence of a specialized block shows how new segments are maturing within a large industrial showcase. WCM served as an excellent platform to demonstrate not only the current scale of the platform but also the direction in which the media industry will move in the coming years.