Look into the content

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The platform has a deeper immersion, which requires a different quality of content, because if the user pays, he or she notices flaws more often. And even the attitude towards advertising online and on TV is different, in the latter case it is familiar and irritating much less.

Okko expert agrees that TV coverage is not yet comparable to the same indicator of online cinema. But maximum views can be achieved when premieres are shown simultaneously both on air and online.

Market players have been experimenting with joint premieres online and on TV for many years. Thus, in the spring, Okko and the channel "My Planet" simultaneously content writing service continued showing the new season of the project "Artifacts. Cultural Detective". The detective series "Russians", filmed by order of NTV, debuted in January on the Premier platform.



a more mature audience needs to be attracted to the digital environment

Alexander Nechaev, VGTRK:

– Now online viewers are people under 50, the television audience, on the contrary, is usually older. This age imbalance will sooner or later be leveled out, because technologies are developing, Internet access and devices are becoming cheaper.

GROWTH OF BLOGGERS AND INTERACTIVENESS

Social networks are moving towards professional content, stated Marina Krasnova, CEO of VKontakte, in her speech at SPIEF-2023. Long, high-quality videos have long been coexisting with short, original videos, she noted.

The head of the Institute for Internet Development (IRI) Alexey Goreslavsky confirmed that many creators of short content about celebrities or small production studios supporting famous bloggers have grown into serious companies. Some of them are thinking about filming TV series and feature films, he noted at the forum.

For example, former law enforcement officer Vladimir Sokolov is currently filming a series about a good policeman at the Insight People blogger studio.

On June 15, the Algorithm channel released a film by blogger Stas, “Ay, Kak Prosto!” about the national video hosting Rutube, the site’s press service told RSpectr. Algorithm noted that

attitudes towards Rutube have changed for the better in recent times thanks to the platform listening to its audience

According to Marina Krasnova, VKontakte uses interactive forms in its work with users. This practice is also used in partnership projects with online cinemas. For example, in the show "Mask", which was simultaneously shown on the social network and on the NTV channel.

In March, Ivi and the VK Calls service held a joint viewing of the first episode of the comedy Hello Again! Users could ask questions to the actors and director in the comments to the broadcast in the Ivi community on the social network.