How AI Is Reshaping Media Projects: Insights from Ukraine’s International Broadcasting Division.

Vadym Lubchak’s Lecture: Fresh Perspectives in Journalism

According to UATV: On March 17, 2026, the educational initiative 'stuDIA PROFI' hosted an open lecture featuring Vadym Lubchak, Deputy Director General of the state enterprise 'Multimedia Platform for Ukraine’s International Broadcasting.' The event brought together students, postgraduate researchers, and faculty members, offering them a chance to explore the creation of media projects and the growing influence of artificial intelligence on modern media.

The lecture, titled 'Building a Media Project from Scratch: Audience, Digital Potential, and Scaling. Lessons from International Broadcasting,' underscored the need for innovative approaches in journalism. Lubchak emphasized that today’s media landscape is not just about content—it also demands systematic audience engagement, data analysis, and strategic distribution.

“Artificial intelligence is already becoming a tool that helps newsrooms work faster, more accurately, and at a larger scale,” said Vadym Lubchak.

Why Integrating New Technologies into Media Education Matters

Alla Fedoryna, an attendee, noted that discussions about the technical capabilities of journalists from three decades ago can feel outdated to today’s students.

“Sometimes you tell students about the technical possibilities journalists had 30 years ago—and for them, it’s ancient history. Vadym Lubchak spoke about journalism’s present and its future. These are different approaches, different scales, different technologies. Whether we like it or not, this is the reality our students will work in. This event offered a glimpse into that dimension,” said Alla Fedoryna.

The session marked a significant step forward for media education, equipping students with insights into the latest trends and technologies shaping journalism.

This lecture highlights the urgent need to weave new technologies into academic curricula, as the media environment evolves rapidly. With artificial intelligence playing an ever-larger role and digitalization accelerating, it is crucial for students to acquire contemporary knowledge and skills that prepare them for emerging challenges in journalism. Events like this help cultivate a new generation of media professionals capable of leveraging innovative tools effectively.