The Russian media system is shaped by the same forces of technology and uses largely the same business models as everywhere else, trying to attract audiences and advertisers. The key difference is that, whereas western media systems are characterised by rigid regulations that shape, or, as some argue, fail to stimulate, their transformation, development and growth, Russia faces other political realities and risks. In other words, while the state is not yet proficient in regulating the industry, it is quite keen to control the political arena and, as a result, the media system, which is perceived as the golden key to the ballot box and therefore to the stability of the system of governance, to the political elite and to control of stateowned energy giants and industries.