Prasar Bharati, India’s public service broadcaster, and Digital Television Russia (DTR), Russia’s Pay-TV programmer have signed a Memorandum of Understanding that will set the stage for a new media era in both countries.
This strategic alliance will focus on high quality programme production, marketing and distribution within the genres of art, culture, trade, science, research and technology. Through the exchange of and joint production of TV programmes and services, audiences in both countries will now experience unprecedented access to a rich variety of thematic entertainment and factual content.
This new joint venture aims to cross promote both country’s unique culture and traditions through cooperation in all areas within the media arena. From adaptation of iconic TV programmes right up to the sharing of best practices, this will not only benefit viewers but will inspire media executives in both countries to explore new and exciting ways of telling a story.
Prasar Bharati is India’s Public Service broadcaster that supervises all India Radio with its 418 stations and Doordarshan television services with its 24 channels and 1450 terrestrial transmitters and satellite links.
Jawhar Sircar, CEO, Prasar Bharati New Delhi believes that, “India and Russia have a long tradition of mutual respect and have enjoyed decades of meaningful partnership in many industrial, scientific and cultural domains. Through this new MOU, we look forward to a re-assertion of our historic bonds and seek to know each other’s country, people and advancements even better. We intend to come even closer through better appreciation of our positions. It is indeed a very positive step and both sides look forward to it. A new vibrant India looks forward to a robust partnership with Russian television and radio, as represented by VGTRK and DTR.”
DTR is a successful Russian Pay-TV media company that believes in producing local content, which resonate with their viewers. DTR is relatively new at the Pay-TV marketplace, its first flagship channel, My Planet, was launched in late 2009, successfully challenging both global rivals and local independent networks. Now DTR produce and distribute 21 Pay-TV brands in kids, factual entertainment, movies, sports and general entertainment genres. The company explains its success in achieving scale and rapid growth by a unique strategy of moving beyond the comfort zone of addressing the very top segment of the market and focusing on serving the large and growing middle class.
At DTR, My Planet, Mult and Russian Novel, targeted at Russia 4+ audience are all powerhouse brands that touch consumers’ lives in multiple ways. Close to 200 million cumulative consumers interact with one of DTR brands every month making DTR brands absolute ‘must-haves’ in their respective categories.
Russia and India are very similar and DTR want to allow their Russian viewers a window into the achievements that India has made in high technology, spaceship, achievements in M&E production. This September, Russia’s leading journalists will be in India for a TV production on Indian’s economy, technology and culture. This series will be aired in Russia’s highly rated FTA channels, Russia 1 and Russia 24.
Dmitry Mednikov, Deputy CEO, Chief Development Officer for Russia Television and Radio, Chairman of Board, Digital Television Russia states ‘We are here to launch and build meaningful business in partnership with India’s programmers, content producers’, distribution platforms. Our key principle is to invest into local content production, state-of-the-art technologies and to develop local talents’. The aim of DTR is to develop local content in India for distribution by local players, their strategy is one where revenues will be re-invested back into local content production. Equally, Prasar Bharati’s presence in the Russian market will ultimately boost Indian creative production and media industry.
Ayuna Badmaeva, Deputy CEO, GM of International Networks, Digital Televison Russia further explains “This is really an exciting time for us in DTR. We provide smart and innovative programmes that entertain, educate audiences across all demographics and on all platforms. Our philosophy in creating local brands and local formats ensures that these channels will resonate with the local viewers, especially with a market like India where there are so many regions and languages.”
