Program. Day 3
Some topics, descriptions, and speakers are still being finalized, and the program will be continuously updated.
Registration and welcome coffee
Participant registration takes some time, so please arrive in advance to avoid missing the Forum’s opening.
The catering area is located on floor -1 near the “Mariupol” Hall. Access is available only after receiving a badge.
From stereotypes to authenticity: how media can shape a new vision of Donetsk region / “Donetsk” Hall
For the third year in a row, the Donbas Media Forum has been holding discussions about the future of eastern Ukraine.
During the years of war and occupation, the region’s infrastructure has been destroyed, and tangible cultural values have been lost. The history of the steppes has been deformed for centuries under the influence of the Russian Empire, then the Soviet Union, and now the Russian Federation.The only thing that can still be preserved is intangible heritage and the people who are the bearers of the culture, traditions, and regional identity of eastern Ukraine.
How not to lose this most valuable asset is the question we want to discuss during the panel. Preserving regional identity, reviving the forgotten heritage of our ancestors together with the new meanings that we can create today, can help to form a new face for the region and finally reveal the real Donbas to the world—a Donbas that, for years, has been buried under the dust of Russian propaganda and imperial narratives.
We want to talk about the significance of the lost Cossack heritage of Bakhmut, about the unique old Greek architecture of Mariupol that is now being dismantled by the occupiers. But we also want to talk about why Donbas is not just "Donbas," why it is not just a granary, a forge, or spoil heaps, but a land where the destinies of dozens of different peoples crossed in remarkable ways—a land of uprooted roots and a crossroads of cultures.
Speakers:● Diana Тryma, Mariupol State University. Director of the Center for Identity Preservation of the Temporarily Occupied Territories● Oleksandr Makobrii, Deputy Director of the Department of Strategic Communications and Promotion of Ukrainian Culture – Head of the Department for the Promotion of Ukraine Abroad at the Ministry of Culture and Strategic Communications of Ukraine● Lyuba Yakimchuk, Poet, screenwriter● Oleh Saakian, co-founder of the National Platform for Resilience and Cohesion● Anatolii Herasymchuk, President of the "Kayala" charitable foundation (Mariupol), founder of the newspaper "UArgument" (Donetsk)
Moderator:Andriy Romanenko, Journalist, member of the organizing committee of the DMF
Public Interview "Ukraine in the Global World" / “Luhansk” Hall
Ukraine has found itself at the center of a vast global chessboard. The world has entered an era of intensified conflicts and military confrontations. The previous international order is collapsing. Global and regional organizations are losing their influence, and the international security system has effectively collapsed. The rule of law is increasingly being replaced by the law of force.
Russia’s aggression against Ukraine has triggered not only a protracted Russo-Ukrainian war but is evolving into a broader regional conflict in Europe. All means are being employed: from information and psychological operations to the deployment of tanks, multiple rocket launchers, and fighter jets; from hybrid attacks to advanced technologies; from blatant lies and disinformation to threats of nuclear weapons use.
What factors are shaping this rapidly evolving situation? What global model is emerging? What are the primary objectives and strategies of the key geopolitical players? How can Ukraine survive and thrive in the decades ahead? Is membership in the European Union and NATO a realistic prospect? These complex questions defy simple answers.
Interviewer:Viktor Shlinchak, The founder and the head of the board of the Institute of World Policy
Speaker:Valeriy CHALY, Chair of the UCMC Board, Ambassador
Ukraine Justice Reporting: practical workshop from IWPR / “Mariupol” Hall
Since the beginning of the full-scale invasion, the Russian army has committed extensive war crimes against the Ukrainian population. The entirety of Ukraine has been turned to a crime scene, and the vast scale of the violence will challenge national and international judicial processes for years to come. It is more important than ever to show Ukrainians and international audiences that investigating and prosecuting war crimes is vital and there are avenues to justice and accountability. The scale and complexity of judicial proceedings are creating however a particular challenge for the media, which will tend to focus on high points – such as the fi rst and the last days of a trial – but neglect critical procedural aspects or detailed content, as well as the legal complexities, resource realities and other issues in actually establishing justice. The Ukraine Justice Report trains and mentors local Ukrainian journalists to produce accurate court reporting and coverage, as well as publishing dedicated analysis, interviews and news features on key ongoing justice issues. During the workshop, the speakers will give practical advice on how to cover legal proceedings and report on war crimes while maintaining ethical standards and producing engaging content. In addition, a number of tips and insights gathered during the project will be shared, providing an opportunity for attendees to ask their own questions on the subject.
Speakers:● Olga Golovina, IWPR editor, journalist, producer, communications expert● Oksana Maksymeniuk, Head of Legal Affairs at the Regional Press Development Institute (RPDI), media lawyer, barrister
How to make regional investigative journalism mainstream (in partnership with MDF) / “Berdyansk” Hall
How to make regional investigative journalism mainstream — a question many local newsrooms face today. How can journalists find the right balance between depth and accessibility of content? Can short videos and texts be as impactful as in-depth longreads? During the panel, participants will discuss which formats work best for local audiences, how to effectively distribute investigations through social media, video, podcasts, and interactive materials, and will share practical advice on creating content with the potential to go mainstream even with limited resources.
Speakers:● Maksym Savchuk, investigative journalist at Slidstvo.Info, Head of the Investigations Department at the BRC● Maria Zemlianska, investigative journalist at Bihus.Info● Artur Chemerys, investigative journalist, co-founder of the Cherkasy regional media 18000● Serhii Sydorov, investigative journalist, Head and co-founder of the Zaporizhzhia Center for Investigations● Valerii Bolhan, media manager, Head of CPR and Editor-in-Chief of Intent
Moderator:Martyna Bohuslavets, Head of the Anti-Corruption Center Mezha
Why debunking fake news does not reduce its impact—and what needs to change in approaches to media literacy / “Kakhovka” Hall
The experience of countering disinformation over the past 10 years shows that merely debunking fake news spread by Russian (and not only Russian) propaganda is not effective. It is necessary to teach people how to verify information for accuracy and to cultivate habits of information hygiene. Such efforts are underway, but unfortunately, the results so far are not encouraging. Despite numerous training courses, government projects, and public initiatives aimed at improving media literacy, the overall level remains insufficient. According to a study conducted by Internews Ukraine and published in September 2025, 75% of Ukrainians consider themselves capable of recognizing false information. However, practical tasks reveal that only 6% were actually able to successfully complete exercises based on concrete examples.
What is wrong with the current efforts to improve media literacy among Ukrainians? How can the situation be changed for the better and media literacy made an integral part of Ukraine’s information security system? These questions will be discussed during the panel discussion.
Speakers:● Aliona Romaniuk, KNU Shevchenko — Lecturer at the Department of Online Media NotaYeNota — Founder, Fact-checker● Svitlana Yeremenko, Pylyp Orlyk Institute for Democrasy, executive director● Vasyl Slychko, senior analyst at the Centre for Countering Disinformation● Olena Taranenko, сapacity building manager, IREX in Ukraine
Moderator:Diana Dutsyk, Executive Director, Ukrainian Media and Communacation Institute
Technical break
This is a technical break intended to allow participants to conveniently move between halls.
Lies on steroids: artificial intelligence as a tool of influence and deception in social media (in cooperation with CEDEM) / “Donetsk” Hall
Artificial intelligence is already changing the rules of the game in the field of disinformation. From deepfakes and synthetic voices to mass content generation — technology enables manipulating narratives faster, cheaper, and more effectively than ever before.
During the panel, experts will present the results of their own research and case studies showing how AI is used to create false content, how algorithms amplify its spread on social media, and what new risks this poses to information security.
Participants will also discuss responsible approaches to AI use, fact-checking projects, and tools that help counteract “lies on steroids.”
Speakers:● Yuliia Chykolba, Country Director - Ukraine, Centre for Information Resilience (CIR)● Pavlo Burdiak, analyst at the Centre for Democracy and Rule of Law (CEDEM)● Yuliia Dukach, Open Mind● Olha Yurkova, Co-founder of StopFake
Moderator:Ihor Rozkladai, Chief Media Expert at the Centre for Democracy and Rule of Law (CEDEM)
Business and independent Media: strategic partnership for democracy and sustainable development / “Luhansk” Hall
Independent media are the foundation of democracy and, consequently, the guarantor of a transparent business environment and sustainable entrepreneurial development. At the same time, business itself can become a strategic partner for quality media, ensuring the resilience of the informational space. Within the panel, we will discuss what is valuable for business in partnership with the media; which forms of cooperation have already proven effective in areas such as recovery, innovation, education, and the promotion of entrepreneurship; why the responsibility of business for the development of independent media should be seen as an element of corporate social responsibility; and what opportunities exist for both relocated and non-relocated companies, taking into account the financial limitations of some and the social strategies of others. The panel will provide a platform for dialogue among entrepreneurs, media representatives, and experts to develop a shared vision of how business and independent media can support each other and create favorable conditions for the development of democracy and the economy.
Speakers:● Vita Halko, Director of the Advertising Department, hromadske● Uliana Kolodii, Founder of the communications agency UK comms● Olena Zubarieva, Director of Strategic Communications and Development, TERWIN Corporation● Alina Smyshliak-Boroda, Chief Reputation & CSR Officer● Serhii Kolesnikov, co-founder of SHOTAM - positive news and stories, soldier of the Separate Presidential Brigade
Moderator:Mariia Vereitina, Head of Strategic Relations & Impact of DII Ukraine
Two years with AI: what practical experience in newsrooms has shown / “Mariupol” Hall
Over the past two years, artificial intelligence has become an integral part of newsroom operations in Ukraine and worldwide. Automating routine tasks, generating texts and visuals, and supporting data analysis unlock new opportunities for journalism, while raising critical questions of accuracy, copyright, ethics, audience trust, and the risk of overreliance on algorithms. Last year, we discussed the first steps regional media were taking: according to NGO Institute of Mass Information, 22% of Ukrainian newsrooms used AI tools on a regular basis, though concerns remained high. Since then, technology has advanced rapidly: a 2025 study by NGO Makes Sense shows that 83% of editorial teams now employ AI in their daily work. How has newsroom adoption evolved? What new opportunities and risks are emerging for journalists? Join us to explore practical experiences and insights.
Speakers:● Tetiana Avdieieva, Senior Legal Counsel, Digital Security Lab Ukraine● Vladyslav Iatskiv, Chief Digital Editor (RFE/RL Ukrainian Service)● Oleksii Minakov, Consultant and educator in Generative AI● Yuliia Mashuta, Digital Director of the NGO "Makes Sense"
Moderator:Serhii Mitiaiev, co-founder and Editor-in-Chief of gagadget.com
Trade and niche media: how to grow when sports, culture, and science are “out of season” again / “Berdyansk” Hall
Since the start of the full-scale invasion, Ukraine’s information space has shown somewhat contradictory trends. On one hand, Ukrainian-language content across various fields is actively developing and improving in quality. On the other hand, the economic and security crisis makes it difficult for niche newsrooms to survive, especially those covering topics that may seem “out of season.” War news attracts the largest reach, yet audiences also need content for mental, moral, and informational recovery. Does this mean trade and niche media — covering sports, culture, or science — lack space to grow? What value do they provide their audiences today, and what role could they play in the country’s future recovery? What strategies can these media adopt to survive and adapt, explore new formats and funding models, and retain or expand audiences when “out of season” becomes a challenge for every newsroom?
Speakers:● Daria Trapeznikova, Founder of the newsletter about media industry "Рівні медіа" (Levels of media) and ex editor-in-chief of MediaMaker● Oleksandr Mymruk, Head of NGO Chytomo● Oleksandr Hlyvynskyi, President of the Association of Sports Journalists of Ukraine● Kyrylo Beskorovainyi, Publisher at KUNSHT● Oleksandr Varenytsia, Media manager at music media Melted Vox (ex-Mixmag Ukraine)
Moderator: Danylo Vereitin, Football.ua journalist
Bloggers and journalists: Coexistence, competition, or synergy? / “Kakhovka” Hall
In a world where traditional media and bloggers coexist and interact, the question arises: how exactly do they collaborate and compete? New media—bloggers, influencers, anonymous channels—actively shape the information space, yet their activities remain largely free from the regulatory constraints typical of classical media. Despite the importance of reputation for media, many questions about adherence to standards persist within the journalistic community, since reputation is built not only on rules but also through trust, transparency, and a culture of accountability, which in Ukraine is still evolving.
Many professional journalists have transitioned into opinion leaders, becoming bloggers and content creators. Do they maintain journalistic standards and responsibility in the process? How can the authenticity of new media be integrated with the trust and ethics of traditional outlets? What formats and strategies can balance the interests of all players to create a responsible and healthy informational environment?
Answers to these questions will help identify effective paths for media development in the digital age.
Speakers:● Denis Kazanskyi, journalist, writer ● Petro Andriushchenko, Head of Center for the Study of the Occupation ● Danylo Mokryk, journalist, The Kyiv Independent● Olexii Viediaiev, CEO at Grnt Media● Natalia Ostrovska, TSN presenter, mentor of the social project Make a Dream Come True from 1+1 media
Moderator:Taras Shevchenko, Co-founder and Developing Director, Centre for Democracy and Rule of Law
Lunch
The catering area is located on floor -1 near the “Mariupol” hall.
New social architecture: media for a fragmented society / “Donetsk” Hall
Ukrainian society is becoming increasingly fragmented: values, experiences, and identities shape different realities. All these aspects are turning into new lines of division and conflict within the country. Can the media become a space for encounter and dialogue, rather than just another “bubble”?
During the discussion, we will talk about the future of journalism, the responsibility of editorial offices, and new models of communication that help to stitch society together. We will also try to understand why Ukrainian society, which is capable of demonstrating an incredible level of unity in critical times, begins to fragment and multiply internal conflicts once the danger has passed.
Speakers:● Oleh Saakian, Co-founder, National Platform for reliance and social cohesion● Kateryna Kobernyk, Editor in chief, Babel● Kyrylo Loukerenko, chief editor, hromadske● Аnna Kaliuzhna, war correspondent, freelancer
Moderator:Tymofii Brik, Rector, Kyiv School of Economics
Video formats in the media: trends, challenges and opportunities for regional and national outlets / “Luhansk” Hall
“A costly luxury” or a source of monetization? Short-form or long-form? Faceless or with a journalist on screen? Live streams or pre-recorded content? News reports or documentaries? Video formats are reshaping how audiences consume information, what they expect from the news, and the roles they assign to media.
In Ukraine, especially since the start of the full-scale war, this transformation has accelerated: video has become a crucial channel for building trust, fostering emotional engagement, and enabling rapid response. According to MDF research, by 2025, 93% of newsrooms are producing video content, up sharply from 62% in 2024.
At the same time, new challenges are emerging: how to preserve journalistic depth and objectivity in formats designed for speed and emotion; how to ensure the financial sustainability of media through video; how to adapt formats to audiences with varying levels of digital literacy; and to what extent ethical standards and fact-checking can withstand the pressures of infotainment.
Speakers:● Oleksiy Khutorny, project manager at Media Development Foundation● Vadym Lubchak, Head of Digital, SE "International Broadcasting Multimedia Platform of Ukraine"● Iryna Masliukova, Social Media Editor at Donbass Realii (Radio Free Europe/Radio Liberty project)● Dmytro Zinchuk, Team Lead/Lead Expert on Media Development at Internews Ukraine● Maryna Osipova, Head of Digital Department in newspaper «Visnik Ch»
Moderator:Yuliia Didenko, Editor-in-chief of the "News of Donbas" website
Ukrainian newspapers: is there a place for traditional media in the country’s media market / “Mariupol” Hall
In the era of digital media and social networks, the role of print publications in Ukraine is undergoing significant transformations. Newspapers, which for decades were the main source of news and analysis, are now forced to explore new formats to compete with online platforms and retain readers’ attention. Is there still a place for traditional newspapers in today’s media market, or does the future belong exclusively to digital media?
During the discussion, experts will examine the challenges and prospects of print media in Ukraine, from changes in reading habits and business models to questions of trust and content quality. We will try to understand whether traditional newspapers can find their niche in a digital-competitive environment and what new opportunities arise from combining traditional and modern formats.
Speakers:● Serhii Narodenko, Media Visnyk Ch, editor● Serhii Chernyavskyi, Chairperson of the Joint Self-Regulatory Authority for Print Media● Kostyantyn Grygorenko, Director, publisher of "OBRII 1919" LLC● Anna-Mariia Padlevska, Communication manager YouControl та YC.Market● Iryna Khramova, Deputy Editor-in-Chief, National Newspaper “Ukraina Moloda”● Valentyn Koval, First deputy chairman, National Council of Ukraine for Television and Radio Broadcasting
Moderator:Lina Kushch, First Secretary of the National Union of Journalists of Ukraine
Ethical aspects of documenting the consequences of Russian aggression in photos and videos: where is the line between informing and sensationalism? / “Berdyansk” Hall
Ethical, legal, and social aspects of photographing and filming the consequences of Russian aggression: destruction, victims, and the humanitarian crisis. The main focus is on finding a balance between documenting the truth for history, providing evidence for tribunals or the media, and the potential exploitation of such topics for hype, manipulation, or sensationalism. How do photographs shape the image of war in the public consciousness? Does the frequent exposure to shocking images demotivate or traumatize society? What role does the consent of those being photographed play?
Speakers:● Liudmyla Huseinova, “Numo,sisters!”, Human rights activist,foundress● Mykola Tymchenko, Photo and video journalist, media Rubryka ● Viktoriia Beha, Deputy Editor-in-Chief for Web at Hromadske● Daria Frai, correspondent at MPIU “Freedom”● Stanislav Kozliuk, freelance reporter
Moderator:Tetyana Troshchynska, Journalist, Anchor, Director of the Strategic Analysis Department at Suspilne Ukraine
Social media as a source of information and disinformation: is there a balance between traffic for media and real risks for users / “Kakhovka” Hall
As this year’s research by the Lviv Media Forum and International Media Support shows, media consumption trends since 2022 remain stable: Ukrainians trust Telegram and YouTube more than traditional media. At the same time, nearly 40% of respondents never verify the accuracy of information. Social media have become the main source of news, offering newsrooms rapid audience access, new formats, and stable traffic. Yet these same platforms are key channels for disinformation, propaganda, and manipulation. For media, this presents a dual challenge: how to stay present where the audience is while avoiding the amplification of harmful algorithms and viral falsehoods.
Speaker:● Vitalii Ulybin, Founder and Editor in Chief “PoltavaWave” and “Sil.Media” publications● Olena Shemet, Head of SMM for Donbas News● Olena Dub, Media expert, consultant for media and non-profits. Co-founder of the "SMM Talks for NGO & Media" community● Kristina Rud, Public Interest Tech Adviser in International Media Support● Maksym Vikhrov, Senior analyst, Centre for Strategic Communication and Information Security
Moderator:Alona Romaniuk, KNU Shevchenko — Lecturer at the Department of Online Media; NotaYeNota — Founder, Fact-checker
Technical break
This break is technical and is intended to allow participants to conveniently move between halls.
From audience to reader: the future of content personalization / “Donetsk” Hall
Readers increasingly expect news and features to reflect their specific interests and needs. This panel will explore how Ukrainian media can combine traditional forms of audience engagement—such as events, chats, newsletters, and social media activity—with emerging opportunities in AI-driven and algorithmic personalization. The discussion will focus on the prospects for personalized content and its role in fostering trust, strengthening reader relationships, and shaping the future of Ukrainian media.
Speakers:● Yulia Bankova, Editor-in-Chief LIGA.net● Dmytro Tishchenko, CUKR.CITY, CEO● Andrii Boborykin, Executive Director of Ukrainska Pravda● Oksana Yakymets, Мanaging director at Havas Media Ukraine● Troy Thibodeaux Director of AI Products and Services at The Associated Press
Moderator:Kateryna Venzhyk, YouTube-channel Meykanemo, creator
“YOUR OWN WON’T SHAME YOU”? Journalists vs Bloggers: how to hind a common ethics? (in cooperation with the Commission on Journalistic Ethics with the support of the OSCE Support Programme for Ukraine) / “Luhansk” Hall
A heated debate between bloggers and journalists, with the audience — both journalists and bloggers — invited to step in and deliver the verdict. Two carefully selected teams whose members may not even know each other personally, yet are well known to many at the DMF. A strict moderator who secretly wants to take sides but cannot — for the sake of objectivity, diversity, completeness, and timeliness. Concepts that, no matter how you twist or turn them, we often understand differently. How close can we actually get to common ground? And if we do — will it be a shock or a breakthrough?
We welcome the publication of blog posts and other materials inspired by the debate.
Note: No artificial intelligence was harmed in the making of this announcement.
Speakers:
● Viktoriia Yermolaieva, Editor-in-Chief of Hromadske Radio
● Lena Chichenina, Editor-in-Chief of the media tabloid Antonina by Detector Media, art reviewer at Espreso TV channel
● Muslim Umerov, journalist and co-founder of CrimeaVox
● Dmytro Chekalkin, CEO of the Open Horizon charitable foundation, blogger
● Mykola Davydiuk, Director of FactorBureau.com, blogger
Moderator:Andriy Kulykov, Chair of the Commission on Journalistic Ethics
How to make serious news engaging for Gen Z and Generation Alpha: from doom-scrolling to value and engagement / “Mariupol” Hall
Young audiences live in an environment where the entry point to information is not a brand but algorithms and influencers. Trust in traditional media is low, and "negativity fatigue" drives news avoidance. At the same time, demand for verified information is rising due to the spread of propaganda and the risks of war. The challenge for newsrooms is to transform "serious" topics into useful, timely, and personally relevant content without sacrificing journalistic standards.
What news formats can capture young audiences’ attention and sustain their interest? And what role should journalists play to ensure that young people not only consume but also take an active role in shaping the news conversation?
Speakers:● Anastasiia Bakulina, "Svidomi"● Daryna Zarzhytska, Director of Sebto Media and host of the podcast Morning Doppio● Alina Sheremeta, Editor and journalist Toronto Television● Anhelina Lomakina, Social Media Producer at Ukrainian Service of Radio Free Europe/Radio Liberty● Yelyzaveta Zaremba, Head of communications NGO "Zminotvortsi"
Moderator:Olena Vysokolian, Editor of teen content Suspilne
Presentation of the study "Can Media Maintain a Connection with an Audience Dispersed Between Occupied and Government-Controlled Territories of Ukraine. How the Audience of Relocated Regional Media Consumes News" / “Berdyansk” Hall
A joint study by the research company "Active-Group" and the Cluster of Relocated Media DII Ukraine
Speaker:● Oleksandr Poznii, director of the Research Company
Moderator:Anna Murlykina, project coordinator of the "Relocated Media Cluster," editor of the Mariupol website 0629.com.ua
Voices of DMF participants: Q&A session with the Gongadze Prize / “Kakhovka” Hall
The list of participants will be specified.
Coffee break
The catering area is located on floor -1 near the “Mariupol” hall.
What media should talk about with Ukrainians in occupied territories / “Donetsk” Hall
There is no unified state policy in Ukraine regarding the occupied territories. This issue was not on the agenda in 2014, after the occupation of Crimea and parts of Donetsk and Luhansk regions. Such a strategy did not emerge even after 2022, when the area of occupied territories expanded significantly.
Individual initiatives of civil society organizations often provoked discussions but did not lead to a unified national action plan. The new situation that arose after the start of the full-scale invasion only exacerbated the problem of communication with people in the temporarily occupied territories. The state still has no answers to what to say to people if the occupation lasts 10, 20 years. What should the state policy toward the occupied territories be? What exactly should people who, for various reasons, found themselves on the other side of the frontline know? What actions will the government take, and what survival strategies should people adopt? Together with journalists and experts, we will search for answers to these questions.
Speakers:● Danylov Sergiy, deputy director of the Center for Middle Eastern Studies● Olena Parfonova, NGO Batky SOS (Parents SOS)● Yelizaveta Honcharova, hotline operator of the NGO "Donbas SOS" and freelance journalist● Andrii Hrudkin, Executive Director of the CSO "Coalition 'On the Contact Line'"
Moderator:Anna Murlykina, project coordinator of the "Relocated Media Cluster," editor of the Mariupol website 0629.com.ua
Official closing ceremony of DMF 2025 / “Donetsk” Hall
The list of participants will be specified.