Dmitry Shishkin

Dmitry Shishkin, media strategist and former BBC and Ringier exec who created the User Needs framework, argues journalism should adopt a product mindset. He discusses why newsrooms overproduce low-value updates. He explains the BBC research that mapped six user needs, how to match format to need, and what leadership and AI mean for future newsroom structures.

Dmitry Shishkin, an independent digital consultant and former Digital Development Editor at the BBC, discusses his groundbreaking User Needs model 2.0. He highlights the necessity for newsrooms to evolve beyond mere updates, emphasizing audience motivations in crafting engaging content. Shishkin also explores the challenges of diverse user needs in digital journalism, the role of AI in newsrooms, and the importance of metrics for effective content strategy. His insights offer a roadmap for enhancing audience engagement and maintaining relevance in today’s media landscape.

Dmitry Shishkin, the newly appointed CEO of Ringier Media International, has a rich background in pioneering user needs strategy at the BBC. He discusses his vision for aligning diverse newsrooms and tackling the expansion into new markets with an innovative internal playbook. Shishkin emphasizes the importance of audience engagement, data integration, and promoting collaboration across media brands. He also shares reflections on digital strategies, the role of AI in media operations, and how structured guidelines can enhance journalism's quality worldwide.