Grigory Kuzin: Television moves to data centers
According to him, the rapid development of FAST TV, AdTech, and MediaTech services – powered by artificial intelligence, cloud playout, and advanced advertising analytics – is fundamentally reshaping how TV content is produced and delivered. It is becoming less efficient for operators to connect to individual broadcast nodes. Instead, a broad ecosystem of media services can now be accessed through a single infrastructure hub, such as a data center or an exchange point like MSK-IX.
Within this model, operators gain not only access to internet traffic and IP services, but also to television signals, EPG, video-on-demand content, FAST channels, content processing tools, advertising technologies, monitoring systems, and analytics.
“Television no longer exists as a standalone engineering vertical. It is becoming part of a broader digital platform ecosystem. The market now demands not just signal delivery, but a comprehensive technological framework from content preparation and distribution to monetization and performance analysis,” Grigory Kuzin noted.
The presentation placed particular emphasis on FAST TV: free, thematic internet channels operating on an advertising-based monetization model. According to the speaker, this format is accelerating the shift from traditional linear broadcasting to a more complex digital value chain. In this new model, key components include content storage and preparation, cloud playout, targeted advertising, platform adaptation, rights management, monitoring, and analytics.
As a practical example, the Mediabaza platform – a digital industrial platform that MSK-IX developed for the media market – was showcased. It integrates a unified environment that includes a content and service marketplace, Mdisk cloud storage, tools for media data preparation and processing, rights management services, and technological modules for the development of FAST TV, MediaTech, and AdTech solutions.
“The market is moving toward a model in which television, the internet, videos, advertising, and artificial intelligence converge within a single platform. Its technological backbone consists of data centers and traffic exchange points such as MSK-IX, while the application area is formed by digital industrial platforms for the media industry,” Grigory Kuzin emphasized.
According to the expert, the competitiveness of TV operators and media companies in the coming years will depend not only on access to content, but also on their ability to rapidly integrate new digital services, such as FAST channels, recommendation systems, automated content workflows, advertising monetization tools, monitoring, and analytics.
About the forum
The Multiservice 2026 forum for telecom operators and broadcasters took place on April 22-25 in the Moscow Region. The event brought together representatives of the telecom and media industries, regulators, technical specialists, and company executives to discuss market changes, infrastructure solutions, technological innovations, and new business models.
