3 RUSSIAN MEDIA ENVIRONMENT AFTER THE DISINTEGRATION OF THE SOVIET UNION
3.2 T HE COMMERCIALIZATION OF TELEVISION
I like
I don't like it much I don't like it
Figure 3.6. Russians’ attachment for literary genres in 2001 (Data source: SOFIST).
Literature was an important institution in the Soviet Union to educate and cultivate the people.
Meanwhile in the 1990s, the concepts of mass consumption and entertainment describe Russian mass readership. The following figures illustrate this (Menzel 2005, 51): The biggest print-runs of the bestselling detective novels may be several millions a year. But in 2001, only some 2 per cent of all newly published titles were published in more than 50,000 copies, while approximately 35 per cent of all titles were published in print-runs ranging only between 500 and 5,000 copies. As literature turned to a mass entertainment in Russia during the 1990s, a similar tendency can be recognized in television, which will be discussed in the next sub-section.
3.2 The commercialization of television
Today’s television in Russia is completely different from its Soviet time’s predecessor. In the Soviet Union there were only two national networks, which were centrally controlled by the Communist party (Rantanent 2002, 93). Today there are three nationwide channels, and numerous local television stations and cable TV companies in Russia. Figure 3.7 shows the average shares of daily television audience for the biggest Russian TV channels. Nationwide channels are the First Channel, Rossiya, which are State-owned, and private channel NTV. All these channels can reach over 80 per cent of the Russians. Channels STS, TNT and Ren-TV are private television networks and TV-Centre is owned by the city of Moscow. Their programming consists partially of centrally
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produced programs and some local program content and advertising (Vartanova 2002). As can be seen in Figure 3.7, the state-owned channels reach larger audience shares on national level than in Moscow area.
Average share of daily TV audience, week 8/2008
0 5 10 15 20 25
First Chann el
Rossiya NTV
STS TNT TV-Centre
Ren-TV
% Moscow
Russia
Figure 3.7 Average shares of TV audience during one week in Moscow and all Russia (Data source: www.tns-global.ru).
Television appears to have a significant role in the lives of Russians as a source of information, as well as an entertaining medium. Figure 3.2 above showed that watching TV is the most important leisure time activity to majority of Russians, and figure 3.3 showed that Russians spend in average three and half hours daily on watching TV. Figure 3.8 shows which media Russians use as information sources based on a survey made in 2001. Almost half of the respondents used national TV as a primary source of information, and together with local television stations, TV was the primary source of information for almost 60 per cent of the population. Local and national papers and radio stations were information sources for only 13 and 10 per cent of the population, respectively. However, the situation is slightly different if we consider only the 25–30-year-old urban Russians. Figure 3.9 shows results of a survey carried out in Moscow in 2001. Only 30 per cent of the 25–30-year-old respondents declare that television programs are their main information sources. Newspapers and radio programs on the second and third place reach the level of almost 20 per cent.
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Sources of information for the Russian public (2001)
0 5 10 15 20 25 30 35 40 45 50 Don't know
Other Local papers Internet Local radio stations National radio stations Local television stations National papers National television
Percentage
Figure 3.8. Sources of information for the Russian public, a survey made in 2001 (Rantanen 2002, 96).
Information sources about the life of youth; 25-30 years old (N=253, 2001)
0 5 10 15 20 25 30 35
Various sources Other people Internet Magazines Radio programs Newspapers Television programs
Percentage
Figure 3.9. Sources of information for 25–30-year-old Russians in Moscow, a survey made in 2001 (Sergeev 2002).
As was described in the introductory part of this chapter, television has played a significant role also in the Russian politics in the Post-Soviet era. The two presidents, Boris Yeltsin and Vladimir Putin, had completely different approaches to the media. As Yeltsin was not willing to control media, and the Russian state was not in a strong economic state over his period, it left room for oligarchs, owners of big media holdings, to promote their own political agendas. The most known of these were Boris Berezovsky and Vladimir Gusinsky. After Vladimir Putin had become a
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president in 2000, the state started to act on new political principles. New ideology was based on a strong state, which had also economic resources and willingness to regained monopoly on information flows. This policy led to acts against the media companies and their private owners to regain the control over the media.
As a result of the changes, Russian television became a system that can be described as state-owned commercial television, because the main revenue comes from advertisement. First commercials appeared in the Russian TV already in the end of the 1980s, but advertising grew slowly at first (Rantanen 2002, 27). Today, television gains almost half of the six trillion US dollar total advertising market. Television’s superior position in the Russian advertising market can be seen in Figure 3.10, which shows the total volume of media advertising in Russia from 1992 till today:
Television has increased its share of the total value of advertising at the same time, when the total volume has grown. The economic crisis in 1988 can be clearly seen in the curves of Figure 3.10.
After the year 1999, the growth of the total advertising volume has been very rapid. Therefore, also advertising in the printed press has grown, even if it has lost its total share.
Volume of media advertising (1992 - 2006)
0 1000 2000 3000 4000 5000 6000 7000
1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
Million US$
Total Television Printed press
Figure 3.10. Volume of the media advertising in Russia in 1992–2006. (Data source: AKAR)
The amount of advertising shows of course in the television programming, which may irritate viewers. Figures 3.11 and 3.12 show the attitudes among Russian young people towards media advertising and TV commercials. Most of the young people have negative attitudes towards media advertising, as approximately only a quarter of the respondents reported positive or at least in some
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extent positive attitudes. In the age group of 25–30 years old, the most frequently mentioned attitudes towards TV commercials were that they disturb watching and their quality is disturbingly low, both alternatives were selected by one third of the respondents (see Figure 3.12).
Attitudes towards advertising in the media (N=754, 2001)
0 % 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % 100
% 14-18
19-20 25-30
Age group
Positive More positive than negative More negative than positive Negative
Other Difficult to say
Figure 3.11. Young people have negative attitudes towards media advertising in Russia, a survey made in Moscow in 2001 (Sergeev 2002).
How do you describe your attitudes towards commercials? (N=253, 2001)
0 10 20 30 40
I learn new and interesting things They help me to orient among the
huge amount of goods I don't like their low quality
They distub the watching I don't pay attention to them Other Difficult to say
Percentage 25-30 years old
Figure 3.12. TV commercials disturb young viewers, a survey
made in Moscow in 2001 (Sergeev 2002).
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Another perspective to review the Russian television is the content of programming. In this perspective, the words that could be used to characterize the development are internationalization and “entertainization”. These refer to the increasing international entertainment content on the Russian TV in comparison to the Soviet television. The emergence of new TV channels in the beginning of the 1990s multiplied the program time that must be filled. The domestic production could not respond to the demand and therefore a great deal of the Russian television content consisted of foreign, especially Latin-American, soap operas, British or American serials and films.
Also, some international formats, such as Wheel of fortune or Who wants to be a millionaire were adopted to the Russian TV. Fiction films are the one class of TV content where domestic production has been able to maintain its share during the whole period of changes. In 1998 almost a half of all the films shown on Russian TV were new Russian or old soviet films. Reasons for this are nostalgic sensations of the TV audience but also their affordability compared to foreign films: the soviet film industry was highly productive and they can be shown on TV without extra costs from the dubbing (Rantanen 2002, 96–100). Figure 3.13 shows the firm popularity of old Soviet films among the television viewers: More than 80 per cent of the respondents in a nation wide survey have reported to like old Soviet films. Interestingly, modern Russian films share their position in popularity with foreign films as the shares of those who like them and do not like them very much are almost equal.
Rantanen (2002, 105) reminds that television viewers tend to return back to domestic production if it is available. Thereby, the avalanche of foreign programs in the Russian television has been a temporary phenomenon.
How do you like..(TV genres)
0 10 20 30 40 50 60 70 80 90
Old Soviet films Entertainment TV shows Problem TV programs Modern Russian films Foreign films
%
I like
I don't like it much I don't like it
Figure 3.13. Old Soviet films are most popular among Russians, data from 2001 (Data source: SOFIST).
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As a medium television is both socially and technologically old in Russia, as regular television broadcasts started in Moscow as early as in 1931, and by the late 1970s there was a television set almost in every household (Rantanen 2002, 92–93). Completely new means for communication were introduced to the Russian public in the 21st century. In the next subsection, I move to examine Internet and mobile communication.