Well known experts in media industry such as chief editor of magazine «Edinstvennaya» Elena Skachko, anchorman of Channel 5 Andrey Makarenko, deputy editor-in-chief of newspaper «Kommersant  Ukraine» Andrey Yuhimenko, journalist of Chanel 1+1  Aleksey Kutepov became the participants of discussion on the large stage of International Novomedia Forum. They reasoned on a theme of eternal values and new media. 

Ruslan Kukharchuk, the head on The Novomedia Association, and journalist Julia Solokha moderated the discussion.

The conversation was split into several parts. At the beginning participants defended what  each of them inlay in the definition of eternal values. At next part they talked about  4S-rule: Scandal, Sensation, Sex and Scare. Is it possible to make the claimed product for mainstream medias and to keep faithfulness loyalty to the Christian principles.

Andrey Makarenko, well known Ukrainian anchorman, answered on the question about eternal values: «Eternal values expounded in Bible for me! It is a set of principles that work stability and give a result.» Other participants of talk-show echoed him.

Andrey Yuhimenko: “We can write about scandal only if it has a social meaningfulness”. And he added one more category to 4S-rule in modern secular media – avidity.  

Aleksey Kutepov, journalist, author of resonant investigations, noticed: “Very often  they use human vices and blow them up on the television. To use 4S-rule we need always remember about the criterion of importance.”

The most known woman edition in Ukraine “Edinstvennaya” made the wonderful cover theme in May – “I choose faithfulness”. Editor-in-chief Elena Skachko said: “We conferred with a release and decided that it is interesting theme. It must be written. Girls marry one time and for all life. And if for someone turned out not so, it did not mean that they wanted such fault. My parents have been living together for 56 years. They told each other during the whole life: “I love you”. I think this is the greatest happiness. And I am glad that I have possibility to talk about that.”

Special part of discussion was about Christian theme in secular mass-medias. The point of the discussion was if it is possible to invite a priest as a columnist for the glamour edition who could more competent in the issues of a man’s destiny than an astrologer for example. “To ignore the religious interests of the auditorium is the sign of unprofessionalism in media”, - was said during the talk-show. 

At the end of talk-show participants came to the conclusion, that it is possible and necessary to talk about eternal values in secular mass media, but it must be qualitatively, interesting to the audience and well done. 

The International Novomedia Forum passed in Kiev from 18 to 20 November. Over three hundred media workers from Ukraine, Russia, Moldova, Belarus, Poland, Kazakhstan, Kyrgyzstan, Norway, Germany and Finland took part in it.