🛒 GPM in Talks with Ozon, Wildberries, and Avito
Gazprom-Media Holding aims to launch a strategic partnership with Russia’s largest marketplaces—Ozon, Wildberries, and Avito—in 2027. Alexander Zharov, Chief Executive Officer of the holding, announced that negotiations with the platforms are currently underway.
The proposed collaboration focuses on two main fronts. The first involves co-producing a sitcom with the working title PVZ (Pick-up Point), planned to span several hundred episodes. The second envisions a broader joint product that would integrate the audience reach and technological capabilities of both the media conglomerate and the e-commerce giants. Notably, the company’s press service declined to clarify why Yandex Market was not included in the discussions.
According to Alexander Zharov, retailers stand to gain more by leveraging the expertise of established media companies rather than building their own services from scratch.
“Creating video content isn’t a marketplace’s core business. It makes far more financial sense for them to establish an effective collaboration with an existing media player than to hire a new team or acquire a platform. They are extremely good at counting money and understand that the cobbler should stick to his last,” emphasized the head of Gazprom-Media.
Zharov added that while conversations are complex due to differing corporate cultures—where media thrives on creativity and marketplaces focus on pragmatic efficiency—Gazprom-Media remains confident in reaching a successful outcome.
Source: AdIndex
