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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: Illegal string offset 'exts' in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 402

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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Warning: in_array() expects parameter 2 to be array, string given in /var/data/web/RTi/medialaw/www/wp-content/plugins/attachment-manager/wp-attachment-manager.php on line 403

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lang="ru-RU">
Право и СМИ Центральной Азии

Виктор Шкулев: «Традиционным медиа нужно искать решения по сосуществованию с социальными сетями»

О ситуации на региональном информационном поле, взаимодействии социальных сетей и СМИ, а также о перспективах развития печатных изданий и о том, каким должен быть сегодня журналист, в эксклюзивном интервью порталу ВолгаПромЭксперт рассказал Президент компании Hearst Shkulev Publishing Виктор Шкулев.

— Сеть городских региональных порталов компании «Hearst Shkulev Media» представлена более чем в 40 городах страны. Как вы оцениваете региональное информполе? Есть ли региональная специфика? Что больше интересует россиян — региональная или федеральная информация?

— Основной особенностью региональных медиа является позиционирование. Здесь важно определить — кто твой потребитель. В фокусе внимания нашей сети городских порталов горожанин. Сегодня информационные интересы горожанина на 80-90% локализуются в его регионе. Ему важно то, что происходит в городе, в котором он живет: инфраструктура, торговля, образование, какие-то интересные события, а федеральная повестка дня — это меньшая часть его интересов, и такую информацию он получает из других источников. Поэтому на v1.ru и других городских порталах мы делаем именно региональные новости, стараясь дать полную картину того, что происходит на локальном рынке, как по части новостей, так и по части каких-либо важных событий, а федеральные новости мы освещаем только в преломлении на регион.

— Какие основные критерии необходимы для создания и успешной работы сетевого издания, в том числе и на региональном уровне?

— Я считаю, что, прежде всего, для успешной работы сетевого издания нужна хорошая журналистская работа. В частности, наша концепция – достоверность, оперативность и актуальность. Мы должны заниматься ровно тем, что интересует большинство. Именно эти слагаемые журналистской работы позволяют сделать качественный контент. И уже на его базе строится все остальное.

— Сегодня некоторые региональные интернет-ресурсы в погоне за трафиком формируют свои ленты криминальными сводками, информацией «бульварного» характера, подтасовывают факты, делают заголовки новостей не соответствующими тексту. Как вы относитесь к такой редакционной политике? Что для интернет-издания первично – трафик или репутация?

— Для нас, конечно же, первична репутация. Мы занимаемся медиа-бизнесом, который невозможен без высокого уровня доверия к бренду. Бизнес-модель должна быть построена таким образом, чтобы контент, который ты предлагаешь рекламодателю, не вызывал у него отторжение или нежелание публиковать рекламу рядом с таким контентом.

Мне кажется, что у изданий, которые строят бизнес на необъективных, недостоверных и непроверенных фактах, нет шансов делать долгосрочный и успешный бизнес. Это все модели, рассчитанные на краткосрочный успех. Да, они могут получить сегодня трафик, но если раз за разом опубликованная ими информация оказывается недостоверной, это постепенно приводит к снижению доверия. А оно, в свою очередь, может привести к тому, что пользователь потеряет интерес к такому изданию. Кроме того, далеко не каждый рекламодатель согласится сотрудничать с таким изданием на долгосрочной основе, поэтому зачастую издания с недостоверными новостями финансируют учредители, которые используют такое СМИ в своих интересах.

— В продолжение вопроса. На лентах новостей регионального и информполя лидируют материалы негативного характера. Люди действительно любят читать такие материалы? С чем, по вашему мнению, это связано?

— Мы живем в городах, где зачастую происходит что-то негативное, случаются события криминального характера. Но это только небольшая часть нашей жизни. Наряду с этим есть и множество позитивных новостей. Поэтому картина городской жизни должна складываться из разного типа информации, и здесь изданию необходимо соблюдать баланс. А еще я замечал, что если жители любят свой город, гордятся им, то у новостных изданий баланс смещен в сторону позитивных новостей. Если же город депрессивный, люди недовольны местом, в котором они живут, то и баланс смещается в пользу негатива. Я уверен, если любить свой город, стараться сделать его лучше, то и информационная среда начнет постепенно меняться.

В части востребованности негативной информации отмечу, что читателей, безусловно, интересует что-то необычное, экстраординарное. Если мы, проезжая по улице, видим аварию, то, несомненно, обращаем на это внимание. Такая же ситуация и с новостями. Еще, конечно же, немаловажен и профиль самого читателя: кому-то больше интересны негативные новости, кому-то – позитивные. А изданию необходимо выработать комплексное решение, чтобы совместить позитив и негатив.

— Сегодня аудитория отдельных групп и даже частных аккаунтов в социальных сетях порой превышает трафик читателей некоторых региональных СМИ. Не являются ли соцсети угрозой для традиционных сетевых изданий?

— Конечно, являются. В настоящее время видоизменяется сам формат распространения информации. С одной стороны, для традиционных медиа социальные сети могут быть партнерами и источником трафика. В свою очередь медиа могут поставлять контент в соцсети, тем самым увеличивая число своих читателей. Поэтому традиционным изданиям нужно искать решения по сосуществованию с социальными сетями.

При этом СМИ должны обязательно оставаться уникальными, иначе социальные сети могут поглотить их. К тому же нужно оставаться конкурентоспособным и в части доставки информации потребителю. Сегодня идет смещение в сторону мобильного интернета и здесь основной гаджет – смартфон. Если медиа делает контент, который комфортно потребляется на смартфоне, у него есть шанс выжить в конкуренции с соцсетями.

— Как вы оцениваете конкурентоспособность печатных изданий по отношению к сетевым, в том числе и на региональном уровне?

— Я считаю, что будущее за интернет-изданиями. Сегодня количество печатных ресурсов сократилось и, скорее всего, будет и дальше сокращаться. Это касается как региональных, так и федеральных печатных медиа.

Оставшиеся печатные издания меняются. С моей точки зрения, они становятся более нишевыми, обслуживая узкий круг читателей. Но в этом есть и преимущество: печатные издания более точечно и качественно «обслуживают» своих читателей. Число потребителей у такого издания не увеличивается, но сохраняется ядро самых преданных фанатов. Человек платит деньги за газету или журнал, поэтому внимательнее относится к тому, что он читает, в том числе и к рекламе. Для рекламодателя эта аудитория становится наиболее стабильной и отзывчивой. Таким образом, конкурентные преимущества у печатной прессы остаются, но издание в своей нише должно быть сильным и уникальным игроком.

— Как показывает практика, во многих регионах и на региональном информполе существует сразу несколько сетевых изданий с практически одинаковой лентой новостей. Насколько это оправдано?

— Мне кажется, это частично оправдано. Есть такие события, которые являются самыми важными событиями дня, которые невозможно оставить без внимания. О них напишут все. Другое дело, что профессиональные медиа найдут в событии, о котором написали все, самое важное, точное и эксклюзивное. И плюс к этому они разнообразят повестку дня дополнительной информацией, на которую не обратили внимания коллеги из других изданий. И здесь уже именно читатель отдаст предпочтение тому или иному изданию в соответствии с уровнем доверия, о котором я говорил ранее.

— Изменилась ли на ваш взгляд профессия журналиста в связи с появлением сетевых изданий? В чем плюсы, в чем минусы? Почему сегодня многое издания, в том числе и региональные, испытывают дефицит кадров?

— Да, профессия журналиста поменялась глобально. На сегодняшний день журналисту приходится конкурировать с большим количеством любителей производить информацию. Каждый пользователь смартфона сегодня уже в какой-то степени является журналистом, потому что он делает фотографии, описывает произошедшие события и размещает все это в соцсетях. И пользователь априори готов к тому, что он будет потреблять непрофессионально сделанный контент. Эта среда в значительной степени влияет на уровень внутренних установок и требований журналиста к самому себе. Он начинает считать, что раз читатель потребляет некачественную информацию, то и он сам может расслабиться и выдать непроверенные факты.

Я считаю, что все определяется требованиями. Если уровень требований потребителя снижается, то и уровень исполнения также оставляет желать лучшего, журналист «расслабляется» и будет этому уровню соответствовать.

Также нужно отметить, что в любой профессии важен талант, призвание. Каждый сам решает, как применить свой талант: сделать его хобби или профессией. Но даже если у человека есть талант и он становится журналистом, он не всегда может этот талант реализовать. К сожалению, сегодня журналисту приходится работать в достаточно «кислотной» медиасреде, в которой полно ограничений. Под давлением этой среды журналист не всегда может реализовывать свои способности, поэтому принимает решение уйти из профессии.

— Каким сегодня должен быть журналист? Он должен специализироваться по нескольким направлениям или работать в «узкой сфере»?

— На мой взгляд, журналист должен специализироваться в «узкой сфере», так как это дает больше возможностей для исполнения своей работы на профессиональном, максимально высоком уровне. Даже репортеры, формирующие общую ленту новостей путем обычного мониторинга, могут реализовать свой талант. Он сначала должен новость найти, а потом сделать ее доступной и интересной для читателя. Профессиональный репортер выполняет большую работу, которая для читателя незаметна. Ему не столь важен литературный стиль изложения в отличие от журналиста, который скрупулезно проверяет факты, находит источник, слушает мнения сторон, ездит на место событий. Репортер должен понимать суть события, чтобы корректно и читабельно донести факты в виде 4-5 строк новости. К тому же в традиционных СМИ немаловажна работа редактора, который всегда поправит репортера, чтобы соблюсти политику издания.

Источник: http://www.radioportal.ru/news/viktor-shkulev-tradicionnym-media-nuzhno-iskat-resheniya-po-sosushchestvovaniyu-s-socialnymi-setyami