The fact that June 1, 2013 channel MTV Russia cease broadcasting on the territory of Russia, but instead on the same frequency will broadcast information and entertainment channel “Friday” became known in early December last year. President of “Profmedia TV” (the holding includes channels “TV3», «2×2» and MTV) Nicholas Kartozia explained the reason for closing the MTV that the music format today was of little interest to a wide audience and is almost completely gone online. “Diluting Live entertainment products, we are farther and farther away from the traditional and the once beloved by many MTV, that was misleading viewers. Therefore, it was decided to give the viewer an interesting quality content under a new brand, rather than trying to mix formats, “- said the cause of the” Friday “Nicholas Kartozia, noting that the new music formats on the new channel will be three times bigger than MTV.
American channel MTV began broadcasting in Russia since 1998. MTV came to Russia as a powerful brand and prepared. According to the former Director General of the Novosibirsk edition channel Natalia Danilova, against the background of the Russian music channel Muz-TV, which at the time just showing clips, MTV immediately began asking fashion, not afraid to put bold clips and come up with “mind-blowing saver.”
«At one time it was so powerful brand is so popular … Many fanatically sat from morning to night, looked dressed just takes over all that ye have seen with the artists,” – recalled Ms. Daniel.
Almost from the beginning MTV got their own editions in several major Russian cities. Had its wording and in Novosibirsk. It produced a number of local programs, including “NewsBlok” and humorous project Novosibirsk KVNschikov. However, with the change of leadership in the channel in 2008, it was decided to close it. Channel MTV was and remained a challenge as long as there was no change in the direction of his concept of entertaining, in the direction of pop music – that requires the viewer. “Earlier he (kanal. – AK) dictated, now it turns out that the audience dictates what will be on the channel”, – said Natalia Danilova.
Correspondent NGS.NOVOSTI included MTV on Wednesday evening – there was some kind of series “Sex and the City.” Soon experiences Carrie Bradshaw over, but they were replaced by the insoluble problems participants reality show “Holidays in Mexico-2.” Not a shocking video or charts, for which used to cost to watch MTV, really could not wait.
According to the press service of “Profmedia” informational and entertainment channel “Friday”, which replaced its last legs MTV, designed for an audience of 14 to 44 years. Almost half of the broadcast channel will be humor – and Russian and foreign production.
It seems, in a sense, the new channel has decided to follow the principle of “new – it is well forgotten old”, “Friday” announces new show as a sitcom, sketchkoma and reality shows, and already well-known and familiar to the audience: the sitcom “The Nanny”, which showed the STS and “Home”, as well as entertainment programs “Big Difference” and “ProjectorParisHilton” from the First channel.
However, about 90% of the program should take its own production. So, the actress Svetlana Permjakova, which has become known for his role as a nurse Luba in the TV series “Interns” on TNT, will conduct his own show on the channel, “Wardrobe” – an analogue of the popular entertainment program “Fashion verdict” and “Remove it immediately.” On the air will not be criminals and rigid social programs, but the news still remain, but will be more focused on the social, rather than a social life, according to the official website of the TV channel.
That very popular with the Novosibirsk TV viewers enjoy the entertainment content, and MTV was the outsider, the statistics cited by the company TNS Russia.
According to TNS Russia, for the year 2012 among residents of Novosibirsk, aged 11 to 34 years, the top 5 most popular channels included TNT, STS, Russia 1, Channel and “Disney”. Now MTV is one of the most unpopular channels Novosibirsk: it looks about 0.5% of the audience.
By comparison, TNT regularly watch 15% of the audience, STS – 11.7%, the channel Disney – 7.3%. The top 10 unique programs for the year 2012 for a target audience aged 11-34, collected the highest ratings among this age group, were released on the STS during the Christmas holidays cartoon “Shrek. Horror stories “(19%),” Shrek “(16%) and shown in the beginning of March, the animated feature” Three heroes and Shamahanskaya queen “(13.6%), as well as sitcoms” Happy Together “(12.6%) and” University. Open Day “(17.7%), the movie” Love in the City 2 “(13.4%), the TV series” Interns “(12.4%) and humorous show” Comedy Club. Best “(15.9%) who were on TNT.
Group President” Yuniton Media “, who previously worked on the STRC and NTN, Boris Komarov believes that now talk about the crisis did not have television, however noted that there was a process such as the ever increasing number of cable channels, and at the same time, the transition of television viewers music channels on the Internet. “We are talking about the target audience, which sent these channels. This, as a rule, young people who have a lot of options for accessing that content. A broadcast television becomes the property of some other mass of people, “- said Boris Komarov.
As noted by the former director of the Novosibirsk MTV, because of the access to a huge number of different channels people can not decide and understand what it is they necessary. “I would really like to see more educational programs, namely cognitive science, education” – shared Natalia Danilova, adding that today is also desperately short of good and quality music channels, which was at one time MTV, until he became replace musical entertainment content, adjusting to the needs of the masses.
Alina Kuzmenkina
Collage Tatiana Krivenko
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