Waiting for the blue light – Newspaper Kommersant No. 217 (7418) dated 11/23/2022
[ad_1]
Military operations are changing the entertainment industry more and more, especially on the eve of the New Year holidays. Circumstances dictate, if not a change in concepts, then the transfer of production, for example, television content, which usually began in the summer or autumn, to a later date: television has to adapt to events in the theater of war.
Channels are actually squeezed in a vice between the desire to earn money and market conditions. On the one hand, they cannot ignore the news agenda, which is not conducive to a festive mood. So, according to the results of a recent poll by VTsIOM, 54% of Russians consider it necessary to abandon New Year’s fireworks. On the other hand, the part of the audience that wants a traditional holiday and the remaining advertisers are also important for TV channels. After the departure of foreign companies, TV advertising revenues have fallen, and sales of expensive New Year’s slots can at least partially compensate for this. The ratings of domestically produced programs this year are also important against the backdrop of the loss of foreign content. Yes, Warner Bros. banned the channels of the National Media Group (STS, REN TV, etc.) from showing their films, including Harry Potter, which were traditionally shown on TV during the holidays.
One of Kommersant’s interlocutors in the media market says that he intends to make New Year’s programs restrained, for example, to change the hosts and the selection of music. Restrictions will also affect: more and more celebrities who appeared in the New Year’s lights receive the status of foreign agents or fall into the unspoken lists of banned. Officially, TV channels have not yet announced a change in concepts. So, the deputy general director of the VGTRK, Alexander Nechaev, said that the holding’s channels “will provide viewers with a New Year’s mood, despite changes in the country and in the world.” On TNT, “understanding the complexity of the historical moment,” they believe that viewers need the right content: “In the New Year, we will work with a vengeance so that no one is left without a good mood and understanding that they live in the best country in the world.” They do not want to deceive the expectations of the viewer, who is “used to the New Year mood being created on the air during the holidays,” and on NTV.
But the rapidly changing agenda may prompt TV channels to restructure production. At a minimum, you need to quickly make edits to the already captured content. Some channels informally say that they plan to shoot programs “just before the New Year”. This will cost more, but will reduce the risks of “showing something irrelevant”. As a result, we can only evaluate the New Year’s lights after the fact. TV channels traditionally try to keep some intrigue around the New Year’s content. But this year, it looks like it will really be formed literally at the last moment.
[ad_2]
Source link