Development of a conceptual model of digital transformation of Russian media companies

The article considers the problems of managing the digital transformation of the media industry, the specificity of which lies in the constant renewal and search for new business models due to changes in consumer preferences. At the same time, the digital transformation model includes the tools that media companies use to provide digital transformation and manage this process. One of the tools of digital transformation are transformation projects aimed at creating or improving a digital platform of digital ecosystem. Identification of relevant projects in the field of digital transformation of media industry was done by analysis of the activities in the field of digital technological development of the three largest media holdings in Russia – Gazprom-Media, VGTRK, National Media Group. Data on key services and implemented projects related to the development and implementation of digital solutions in media companies were collected from parent, subsidiary and partner companies of these holdings. The data were grouped by business processes of media companies, types of digital transformation projects and key areas of development of media companies. The obtained results indicate that during digital transformation all business processes of media companies are subject to changes, while AI, big data, cloud technologies, VR/AR are used in projects. At the same time, media companies implement these projects in 9 areas for three stakeholders (media company employees, clients, media companies). Based on the results of the analysis, the conceptual model of digital transformation was developed, including a preliminary stage of assessing the digital maturity of the media industry and media company, as well as a stage of assessing the effectiveness of digital transformation.