How war changes media habits in Ukraine, and why measurement matters
Significant interest and support were expressed by those present at the recent 2025 asi International Television & Video Conference following the presentation from BBC Media Action’s Tetyana Nikitina.
Tetyana’s powerful presentation shared a view from the BBC’s media charity on how media behaviours shift in times of conflict and how measurement approaches are evolving in response.
We were pleased to provide a platform to strengthen Ukraine’s’ media ecosystem and aid our own shared understanding of a market navigating extraordinary challenges with resilience and innovation. It reminds us – more than ever – why media measurement matters and why it becomes even more critical during conflicts than in peacetime.
You can view the presentation on-demand here:
You can read more on Tetyana’s reflections here
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