👁🗨 The CTV Ad Market Shifts from Reach to Performance Marketing
The Russian Connected TV (CTV) market has officially outgrown its status as a niche experimental platform, evolving into a mature and strategically vital media channel.
News
🧸 Hasbro Launches Studio to Legitimize Digital Twins of Its Characters
Toy manufacturer Hasbro has announced the creation of Sixth Wall, an independent AI studio. The primary objective of the new division is to protect the company’s intellectual property from hundreds of thousands of unauthorized generations on third-party AI platforms, while providing partners with official, “verified” digital twins of iconic characters for integration into new interactive formats.
🎦 Luxor Cinema Chain Sold for Half Price
Promsvyazbank (PSB) has concluded a repeat auction for the sale of LLC ASKino, the operator of the national Luxor cinema chain. JSC Invest R was declared the winner of the auction, acquiring the asset for 167.6 million rubles—exactly half of its initial asking price.
🛒 Bangkok to Host Its First International Content Market
Thailand is entering the global race to become Asia’s premier media hub. The country’s Creative Economy Agency (CEA), in partnership with the Department of International Trade Promotion, has announced the launch of the Bangkok International Content Market 2026 (BICM 2026)—the kingdom’s first-ever international B2B platform dedicated to the sale and co-production of films, series, and animation.
👻 US Box Office Gripped by Horror Fever
The US box office has been gripped by a veritable “horror fever,” with three genre titles simultaneously topping the domestic charts at the height of the summer season. Leading the weekend was Paramount and Miramax’s comedic parody Scary Movie 6, which raked in an impressive $55 million during its debut.
🎬 Mosfilm Values Its Golden Collection at 1,598 Rubles
The Mosfilm cinema concern has officially recognized 1,598 films from its celebrated collection on its balance sheet, valuing each asset at a nominal one ruble.
⚠️ Cable Operators Warn of Shift Toward Gray Market Schemes
The Russian telecom market has ground to a halt in anticipation of sweeping regulatory changes. In the spring of 2026, industry media and professional communities began actively discussing a forthcoming draft bill from the Ministry of Digital Development, which proposes a drastic tightening of licensing rules for telecom operators.
📚 Netflix Launches Dedicated Hub for Adaptations Enthusiasts
Streaming platform Netflix has announced the global launch of a new thematic section entitled “Watch Your Favorite Books.” This interactive hub was created specifically for the book community, inspired by the immense popularity of literary adaptations on the platform.
⚖️ Alexey Byrdin Explains the Growing Role of Lawyers in the Media Industry
Amid the large-scale regulatory changes of 2026, the lawyer is becoming a pivotal figure in video content production and distribution.
👦 Analysts Reveal Insights Into Teen Media Consumption
At SPIEF 2026, leading research companies presented fresh data on the shifting media habits of young Russians.