Discovery Communications has signaled its intention of remaining in Russia by entering into a joint venture with the National Media Group (NMG).

According to Kommersant, the two have created a new company named Media Alliance that, in order to comply with legislation due to come into effect at the beginning of next year, will be 20% owned by Discovery.

It will be headed by Olga Paskina, who is currently the country manager, North East Europe, for Discovery CEEMEA.

The move will allow Discovery to restart selling advertising in Russia despite the ban on non-terrestrial channels, with some exceptions, introduced at the beginning of this year.

Discovery currently operates 11 channels in Russia.