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On December 1, 2025, the grand award ceremony for the V Anniversary Russian National Award in the Sphere of Creative Industries was held at Zaryadye. First place in the "Impact Momentum" category was awarded to the original series by the National Media Group, created for the Wink online cinema: "Lily of the Valley. Such Tender Love." The jury highlighted the series' powerful emotional impact, its significant public resonance, and its contribution to the development of domestic media production.
The series premiered on the Wink platform in the Wink Originals lineup on January 1, 2025, and immediately won the hearts of Russian viewers. The show's actors received thousands of messages from military personnel, their wives, and girlfriends. Viewers affirmed that they saw their own ordinary lives, their problems, and joys on screen. The project offered support and gave hope.
This year alone, over 1,200 applications were submitted for the Award, with more than 6,000 over its five-year history. For the creators of the series, this award is a recognition of their creative approach to crafting grand romantic stories, as well as a symbol of success in tackling a complex and relevant dramatic theme.
The award was accepted by the series' Executive Producer, Yuri Sapronov. The premiere of the second season, titled "Lilies of the Valley. The Second Spring," will be released exclusively on the Wink platform.
About the Series:
"Lily of the Valley. Such Tender Love" is a dramedy about feelings, the clash of worlds, and the search for one's own path. It tells the love story of a wealthy heiress and an ordinary guy from a provincial town.
The lead roles are played by rising stars of Russian cinema — Nika Zdorik and Sergey Gorodnichy. The director of the first season is Alexander Karpilovsky, and the producer is Yuri Sapronov. The composer is Zhenya Trofimov, last year's musical discovery.
The series was produced for the Wink online cinema by "NMG Studio" and "Russian World Studios" with the support of the Institute for Internet Development (IID).
About the Award
The Russian Creative Award was established in 2021 and is presented to professionals, projects, companies, cities, and regions for achievements in the field of creative industries and contributions to the development of Russia's creative economy.
Over its five-year history, the award has received more than 6,000 submissions. The award categories are updated annually to reflect changes within the industry.
The fifth — anniversary — ceremony took place on December 1, 2025, in Moscow at the Zaryadye Concert Hall.
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Background information
National Media Group is Russia’s largest private media holding. NMG manages a diversified portfolio of assets in the production, distribution, and monetization of high-quality informational and entertainment content across all types of media.
Key assets include the leaders of the Russian media market: broadcast TV channels REN TV, Channel Five, STS, Domashny, Che, STS Love, and STS Kids; the multimedia information center "Izvestia MIC” (which includes the IZ.RU portal, the "Izvestia” newspaper, the "Izvestia” TV channel, and the news services of REN TV and Channel Five); newspapers such as "Sport-Express” and "Delovoy Peterburg”, ”NMG Kinoprokat”, сompanies engaged in the production of popular films, shows and series, as well as owning technological and marketing assets. NMG also holds an equity stake in Channel One.
In 2019, NMG launched the online service more.tv, and in June 2023 completed the merger of video services more.tv and Wink as part of a joint venture with PJSC Rostelecom. In November 2022, the holding announced the creation of the film distribution company "NMG Kinoprokat.” In January 2024, NMG launched NMG DOC – a single platform for the production and distribution of non-fiction works. In April 2024, NMG and RDIF agreed to invest in the creation of a joint Сommercial fund for the development of film and animation.
According to Mediascope, by the end of 2024 NMG was the leader in terrestrial TV audience share across the entire population of Russia, with a 25% share.
The series premiered on the Wink platform in the Wink Originals lineup on January 1, 2025, and immediately won the hearts of Russian viewers. The show's actors received thousands of messages from military personnel, their wives, and girlfriends. Viewers affirmed that they saw their own ordinary lives, their problems, and joys on screen. The project offered support and gave hope.
This year alone, over 1,200 applications were submitted for the Award, with more than 6,000 over its five-year history. For the creators of the series, this award is a recognition of their creative approach to crafting grand romantic stories, as well as a symbol of success in tackling a complex and relevant dramatic theme.
The award was accepted by the series' Executive Producer, Yuri Sapronov. The premiere of the second season, titled "Lilies of the Valley. The Second Spring," will be released exclusively on the Wink platform.
About the Series:
"Lily of the Valley. Such Tender Love" is a dramedy about feelings, the clash of worlds, and the search for one's own path. It tells the love story of a wealthy heiress and an ordinary guy from a provincial town.
The lead roles are played by rising stars of Russian cinema — Nika Zdorik and Sergey Gorodnichy. The director of the first season is Alexander Karpilovsky, and the producer is Yuri Sapronov. The composer is Zhenya Trofimov, last year's musical discovery.
The series was produced for the Wink online cinema by "NMG Studio" and "Russian World Studios" with the support of the Institute for Internet Development (IID).
About the Award
The Russian Creative Award was established in 2021 and is presented to professionals, projects, companies, cities, and regions for achievements in the field of creative industries and contributions to the development of Russia's creative economy.
Over its five-year history, the award has received more than 6,000 submissions. The award categories are updated annually to reflect changes within the industry.
The fifth — anniversary — ceremony took place on December 1, 2025, in Moscow at the Zaryadye Concert Hall.
***
Background information
National Media Group is Russia’s largest private media holding. NMG manages a diversified portfolio of assets in the production, distribution, and monetization of high-quality informational and entertainment content across all types of media.
Key assets include the leaders of the Russian media market: broadcast TV channels REN TV, Channel Five, STS, Domashny, Che, STS Love, and STS Kids; the multimedia information center "Izvestia MIC” (which includes the IZ.RU portal, the "Izvestia” newspaper, the "Izvestia” TV channel, and the news services of REN TV and Channel Five); newspapers such as "Sport-Express” and "Delovoy Peterburg”, ”NMG Kinoprokat”, сompanies engaged in the production of popular films, shows and series, as well as owning technological and marketing assets. NMG also holds an equity stake in Channel One.
In 2019, NMG launched the online service more.tv, and in June 2023 completed the merger of video services more.tv and Wink as part of a joint venture with PJSC Rostelecom. In November 2022, the holding announced the creation of the film distribution company "NMG Kinoprokat.” In January 2024, NMG launched NMG DOC – a single platform for the production and distribution of non-fiction works. In April 2024, NMG and RDIF agreed to invest in the creation of a joint Сommercial fund for the development of film and animation.
According to Mediascope, by the end of 2024 NMG was the leader in terrestrial TV audience share across the entire population of Russia, with a 25% share.