Location: Fordham Law School Building, Skadden Conference Center, 150 W 62nd Street, New York, NY 10023
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Tuesday, May 3 • 10:30am - 10:50am
Regional media markets in Russia: commercialization and state control

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This research investigates how trends of commercialization coexist with state control on Russian regional media markets. We reveal that the intersection point of these two processes is state informational contracts. These are contracts from the state aimed to support social responsibility function of media. However, we consider them as an important financing model of the media market. The sample of 2901 contracts from 6 Russian regions was studied. The results demonstrate that state informational contracts influence on the structure of regional media market in the following ways. Besides being an external regulator of the market, the state becomes an actor of inter-market exchanges with media companies. Being a customer they offer contracts for media companies that act as suppliers for the state. As a result media companies compete not only for advertisers and audience but also for contracts from state suppliers. Since advertising incomes are not enough for regional media companies to survive, such contracts become an important source of financing. As a result the state has a powerful tool of financial control over media. We conclude that this dual role of the state (external regulator and internal market actor) is very stable and accepted by the majority of media companies.


Olga Dovbysh

Higher School of Economics National Research University

avatar for Ronen Shay

Ronen Shay

St. John Fisher College
Dr. Ronen Shay received his Ph.D. in Mass Communication from the University of Florida. His research is focused on contemporary challenges in the field of media management and includes papers written on: windowed distribution strategies, pure play distribution, and the relationship... Read More →

Tuesday May 3, 2016 10:30am - 10:50am EDT
Room 408 Law School
  Audiences & Consumption & Measurement
  • Manuscript # 1086
  • Session # A25

Attendees (3)