11 December 2009, Friday, 14:45

The destiny of metric channels became one of the key themes at the II mass-media festival “The System of Values”

author: Eugene Rakhimkulov | photo: Oleg Yarovikov

The future of so-called metric channels was discussed by the participants of the section “TV” at the II mass-media festival “The System of Values” today. The deputy director of “TV-Center” Olga Nadtochy, General Director of the news-agency “Bashinform” Unir Aznabaev, the deputy director of the TV-Radio Company “Bashkortostan” Galim Yakupov and representatives of TV-channels from different Russian cities – Moscow, Perm, Saransk and others – have taken part in the discussion.

“After the whole row of profiled TV-channels was launched, such as “Hunt and Fishing”, “Culinary”, “Sport” and others and because of active development of internet the biggest Russian TV-channels turned out to be in a rather difficult situation” – Olga Nadtochy said – “They’ve lost a part of their audience and annual losses of “The First Channel” make 10-12%”.

In opinion of Olga Nadtochy the quality of the informational product, offered by the majority of the TV-channels, also leaves much to be desired. Journalists don’t want talking about social problems and eternal spiritual values today and it can be explained by several reasons: the first reason is the absence of our population’s interest in social programs. The epoch of the political talk-shows, so popular in 90s, gradually disappears and today it is considered people need entertaining programs and rather small volumes of news for just having the idea what happens in the country and in the world. The second problem is the grip of our TV between two and even three fires. First, the TV has to be commercially profitable, second, it should take the interest of its shareholders into account and, third, journalists mustn’t forget their direct duty – to tell the truth.

“When you face three conditions – to please your masters, to earn money and to tell the truth at that it is too difficult to work” – Olga Nadtochy says – “Such talks in news blocks are practically impossible. We need a bigger format, which isn’t yet found”.

The shortage of public and political programs in TV and domination of entertaining programs is explained that the majority of today’s digital TV-channels have low budgets and no means for promotion of such projects and even if they had such means, they would have never start such projects because it is economically unprofitable. Only the biggest TV-channels can afford themselves to maintain serious talks with their TV-watchers.

“In this situation we have to start thinking what future expects the Russian TV” – Olga Nadtochy said.

themes: mass-media