Alexey Goreslavsky: Creative Products Need a Digital Ecosystem
For creative industries to grow successfully, digital technologies must advance alongside them. Without that foundation, producing a high-quality film or television series is no longer possible.
Speaking during the seventh annual Rossiyskaya Kreativnaya Nedelya (Russian Creative Week) federal festival and forum at Moscow's Gorky Park, Alexey Goreslavsky, CEO of the Internet Development Institute (IRI), explained that creating a single creative product often requires investment in entirely new digital platforms that support it.
– Investment has to go into both the creative work itself and everything that surrounds it. In reality, a film or television series is only one element of the much larger universe we all interact with. Today, you cannot successfully bring a film – and especially a television series – to audiences without a strong soundtrack, well-known actors, merchandise, and a wide range of offline promotional events. Building that ecosystem is difficult because every element depends on the others.
A successful, widely watched, commercially successful series eventually grows into an ecosystem of its own. It leads to second, third, and fifth seasons, while also expanding into video games, blogs, and other formats. None of those elements develops in isolation. They all evolve together.
