Column by Yulia Yurasova about the operational integration of TV and video services

Between the endless lights of New Year’s screenings and premieres of online cinemas and TV, there was also room for the results of the year of video services. At one of these events, it turned out that an unexpected partnership of unannounced competitors could develop in the industry: the Kinopoisk video service and the VGTRK television channel. In particular, the premiere of the series “Doll” will take place on “Kinopoisk”, and not on air.

There has been talk in the industry for a long time about the absorption of TV channel audiences by video services. However, both camps deny the very fact of serious competition. Kinopoisk, for example, for the sake of credibility, reported that the overlap between the audience of TV channels and streaming is only 10%, and 98% of Russian residents over four years old watch TV at least once a month (Mediascope data). The news delighted industry Telegram channels: “All this was fiction about the battle between video services and television broadcasters, here are the numbers.” “Online cinemas do not cannibalize broadcast television, but expand its capabilities,” wrote leading experts.

But is this really so? TV channels are diligently promoting the idea that they do not see competition, presenting streaming services as “our little brothers.” For example, the general director of the Friday! and “Saturday” Nikolay Kartozia lists them in his Telegram channel: “Peony”, “Lumiere”, “Kiwi”, “Onko”, “Gore-TV”. The severity of the statements is softened by speeches about exclusive “mutually beneficial cooperation,” although in practice everything is different. And who is whose younger brother is actually far from obvious.

The projects “Librarian” (Wink), “Patient Zero” (Kinopoisk), “Container” (Start) were initially released on streaming services, and then on TV. The sensational “The Boy’s Word” was also first watched by viewers of the Wink and Start video services, and the series will appear on NTV only next year. So far, it seems that online cinemas are only pumping up their audience by showing their projects on television. And so that the user does not get distracted, they are expanding their catalogues: Okko and Kinopoisk are actively purchasing rights to sports broadcasts – the KHL, matches of the 2024 European Football Championship.

The channels in this story are clearly counting on viewers of online cinemas and returning them to the broadcast schedule. But now for TV such a partnership looks rather controversial from the point of view of effectiveness. Why should a viewer sit in front of the TV and wait for the continuation of the series after commercial breaks, when they can pay for a subscription and immediately watch online? Moreover, most online cinemas still offer endless trial periods for a month or three for just 1 rub. And such a subscription includes not only streaming projects, but also digital channels.