Russian content dominates national TV schedules
Rebecca Hawkes | 10-02-2014
The majority (77%) of all content broadcast by Russia's leading television channels is of national origin, with terrestrial federal channels still dominating the overall market, according to a new report.
The most significant of these are Channel One, Russia 1, NTV, CTC, TNT and REN TV, with a 70% combined share of advertising volume on terrestrial TV in 2012. "Moreover, the most significant purchases of premiere TV and cinema content in Russia was also attributed to these channels," said the KVG Research-edited European Audiovisual Observatory report, The TV Market and Video on Demand in the Russian Federation.
In 2012 there was over 10,000 hours of foreign content or about 12,000 titles broadcast by the leading channels. Only 11% of the foreign broadcasts consisted of premiere content.
As of summer 2013, there were 60 different video-on-demand (VOD) services operating in Russia; 45% of which solely offer Russian content, and 88% of which are affiliated with TV channels. Connected TV has also taken hold in the country, with over 50% of apps being in the Russian language. The report points to tvigle.ru, ivi.ru, megogo.ru, now.ru, videomore.ru, zoomby.ru, and play.ru being the most significant Russian online video platforms.
In 2012, there were 21 federal TV channels – namely Channel One, Russia 1, Russia 2, Russia 24, Russia K, NTV, Petersburg-Channel 5, TVC, CTC, Peretz, Domashniy, U, Disney Channel, TV3, MTV, TNT, REN TV, Mir, Zvezda, 2x2 and RBC TV – according to the Federal Antimonopoly Service. Half of these (Channel One, Russia 1, Russia 2, Russia 24, Russia K, NTV, Petersburg - Channel 5, Public Television of Russia and Karusel) are required by law to be carried and broadcast for free by every TV service in Russia, and 90% of Russian viewers regularly watch federal channels, according to the report.
CTC and TNT were the most active broadcasters of foreign films, TV series and animations, with 45% and 41% respectively.
The US was the provider of the lion's share (71%) of all foreign TV projects by the most popular Russian terrestrial channels, with Great Britain coming second with 6%, followed by France with 5%.