National Media Group announces the creation of the Headliners. Impact Media impact club. The club was created in partnership with the Third Sector impact cinema laboratory and the Headliners impact club ecosystem.
The goal of Headliners. Impact Media is to unite the efforts of various media market companies and industry experts to create and promote media content that drives positive social change.
Social impact entertainment is a content production and distribution system aimed at drawing attention to socially significant issues. It has been growing fast around the world for over five years. Examples include films like Wonder, which examined the problem of bullying (grossing USD 306 million worldwide), and Instant Family, which drew attention to the subject of adoption (grossing USD 120 million worldwide).
There has not previously been a single professional community in Russia interested in creating and promoting socially significant messages through the entertainment industry. Headliners. Impact Media aims to develop standards and best practices for the production and distribution of impact content by bringing the community together and drawing from best global practices, adapted to suit Russian culture.
The club will initially focus on establishing an analytical center to provide open access to case studies, engage in discussions with market participants on the most socially significant issues for the development of impact content, hold pitches, and train young film and television professionals on the basics of creating socially significant content.
Svetlana Balanova, Chief Executive Officer of NMG: “Society today is moving away from consumerism toward the experience economy, and the role of media content and its impact on consumers is changing significantly. People are looking for content which not only entertains, but also educates and enlightens, while covering important social issues. As a creator and one of the largest distributors of content on a national scale, National Media Group is fully aware of its responsibility as a social influencer through media and supports the unification of professionals to promote the concept of impact content in Russia.”
“We have been working on the idea of the impact business for a while now, but the creation of Headliners. Impact Media opens up whole new opportunities for promoting impact culture in Russia and abroad. The media is a powerful influencer and if this influence is positive, everyone in our country will benefit,” said Mikhail Paley, co-founder of the Headliners. Impact Media impact club and founder of the Headliners impact club ecosystem.