From May 8 to 11, 2025, the second media conference of the Commonwealth of Adventist Media (SAM) took place in Zaoksky, Russia, hosted at the Nadezhda Media Center and Zaoksky Adventist University. The event brought together over 120 media professionals, volunteers, and creatives from across the Euro-Asia Division (ESD) for four days of collaboration, skill development, and spiritual reflection centered on the theme “Content is King: From Idea to Result.”

The conference featured workshops led by directors, scriptwriters, cameramen, bloggers, and other media practitioners. Sessions covered a range of topics, including cinematography, lighting, sound engineering, dynamic video editing, concept development, audience engagement, and content marketing. Attendees were divided into working groups, where they applied new skills to develop video projects intended for ministry use.

“Media is a tool that opens the opportunity to talk about our message in a language people understand,” said Roman Geiker, head of the Most Video Studio in Moscow. “The Adventist Church has long been at the forefront of using media to preach the gospel. We must be prepared to invest time, develop content creatively, and adopt new platforms if we want to remain effective.”

Each evening, a media festival showcased the projects, culminating in financial support for selected initiatives with potential for continued development. These included children’s animated series for the Nadezhda-Kids channel, health promotion spots, feature-style interviews, and evangelistic media.

According to Dmitry Zaitsev, director of Nadezhda TV and one of the event organizers, the SAM conference was designed to foster both community and professional growth.

“Our goal is to unite those working in or exploring media ministry, and to create a space where professionals can share insights and newcomers can bring fresh perspectives. It’s about learning from each other—and from the Spirit.”

SAM’s strategic intent was echoed by guest speakers from the ESD, including Ivan Velhosha, executive secretary of the ESD, Pavel Liberansky, Media Ministries director; and Svyatoslav Muzychko, executive secretary of the West Russian Union. All affirmed the increasing influence of media in spiritual outreach and emphasized the importance of training and support across church entities.

Although unable to attend in person, Sam Neves, associate director of Communication for the General Conference of Seventh-day Adventists, addressed participants virtually. His sermon and media seminar encouraged attendees to embrace innovation and stay mission-focused in a rapidly evolving digital landscape.

The final day featured presentations from each working group. Project highlights included a motivational video from ADRA, a creative advertisement for Zaoksky Adventist University, and a film-format interview with a person with hearing impairments. Organizers awarded grants to several promising projects, including Rostov-on-Don (“Bible Mult TV”), Syktyvkar (“Catch Life”), Yaroslavl (“Just Youth Media”), and Stavropol Krai (“Glasses Are Not Our Friends”). Special attention was given to the Bible for the Deaf project, with a proposal to support it on a permanent basis.

Attendees represented a wide geographical range--from Vladivostok to Minsk and from Almaty to Kaliningrad--reflecting the ESD’s diverse territory. Many expressed a renewed sense of purpose in using media for the mission.

Larisa Pankratova, Media Ministries leader in Kaliningrad, emphasized the clarity her work brings to navigating today’s complex information landscape.

“Everyone has their calling. Mine has remained the same for 30 years. Media ministry helps me stay tuned to God’s frequency.”

Throughout the event, participants highlighted the growth of media collaboration in the region.

“In recent years, Adventist media professionals have become more united,” said Anna Ronzhina, program editor for Tri Angela TV in Nizhny Novgorod. “There’s now more cooperation, content exchange, and shared training. This spirit of unity is encouraging.”

Several speakers noted the shift toward digital evangelism and the importance of local community involvement.

“We are seeing new blogs, podcasts, and mission projects led by church members,” said Geiker. “This shows that media ministry is growing organically, and SAM forums are a timely response to that momentum.”

For others, the opportunity to work in teams proved transformative.

“In our group, we wanted to challenge the idea that good content requires a big budget or a professional film crew,” said Alexander Leukhin, ADRA director for the ESD. “We created a promotional video for ADRA using only our participants’ skills. It was an unforgettable team experience.”

For Vladislav Mikhailov, executive secretary of the Southern Union Mission, the greatest value of SAM lies in community.

“Exchanging ideas with colleagues from across the division is critical. Together, we are adapting to a changing world while preserving our Adventist identity.”

Looking ahead, participants called for a unified media strategy across the ESD, more volunteer training, and better integration with other church departments.

“We must strengthen collaboration across ministries—social, youth, education—so we can maximize our shared impact,” Mikhailov added.

“Media ministry must be responsive to people’s spiritual hunger,” said Roman Medvid, head of ADRA and media ministries in the Far East Union. “Even a simple message can transform a life. We must continue creating, publishing, and trusting God to do the rest.”

The conference concluded with a prayer of dedication for all participants. Organizers expressed their hope that SAM would continue as a regular event, equipping media leaders to reach new audiences with a message of hope and truth.

The original article was published on the Euro-Asia Division Russian news site. Join the ANN WhatsApp Channel for the latest Adventist news.