Forbes: VK is in talks to buy the company behind Inside Lapenko and What Happened Next?
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VK is negotiating the purchase of the production company Medium Quality, which owns a number of YouTube shows. This is reported Forbes citing a source close to Medium Quality and a source at an influencer marketing agency. VK declined to comment “Kommersant”.
An interlocutor of the publication close to the audit and consulting firm Kept said that the company made a Medium Quality assessment for the VK holding. A source in the production company said that negotiations with VK have been ongoing since August.
Medium Quality owns the YouTube projects What Happened Next?, Big Russian Boss Show, I Know Myself!, Inside Lapenko, as well as The Hole video streaming platform, launched in 2021 to release YouTube shows in a mobile format, reports Forbes.
According to SPARK, the owner of the production is the creative producer of Comedy Club Production Vyacheslav Dusmukhametov. The company’s revenue for 2021 amounted to about 1.81 billion rubles. A Forbes source claims that the show “What happened next?” was the anchor project in terms of revenue. According to him, the cost of advertising integration into the show by the fall of last year was 18 million rubles. Total advertising revenue “What happened next?” for 2021 – 430 million rubles, said a source close to Medium Quality.
At the end of October, Vedomosti reportedthat VK can buy the Didenok Team collaborating with bloggers. According to the sources of the publication, the holding wants to expand its presence in the influencer marketing market (promotion of goods and services in social networks, including through bloggers).
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