As both a content creator and distributor on the national level, National Media Group is fully aware of the responsibility we bear in relation to the way the media we produce impacts society. We wish to make a positive impact on society with the work we do on a daily basis.
There is nothing we do better than create content, tell stories, entertain, inform, and educate. Each and every one of our products carries a specific message with it and that, in turn, has an effect on our audience.
In response to public demand, while keeping in mind the Russian cultural code and the experience of our international colleagues, we decided that for our company, the basis of National Media Group’s social responsibility policy is to be leadership in the creation and promotion of content that encourages positive social change. We call it impact-content, quality professional and user generated content (UGC) entertainment that is the seed from which stories with imaginative social meaning grow. It’s content that focuses on and addresses current social issues, content that changes our audiences attitudes towards important topics, and even inspires the wider audience to help solve social problems which then leads to a measurable effect on our audience and the world around them
Our goal - to combine the efforts of various players in the media industry for the good of society. In April of 2021 we became strategic partners with the club Headliners. Impact Media. It’s a community of players in the media market who understand that impact-content is the future and recognize their individual roles in creating social change in the country. We also launched a number of our own impact projects with outstanding results. Then the next step became to undertake an extensive study into the demand for socially significant movies and conduct a survey among market experts on the most impactful media projects in that sphere from the past few years
With this manifesto we want to solidify our principles in the area of the development of impact-content in Russia and lay out our goals for the upcoming year.
Our Strategy
We plan to organize competitions and pitch opportunities that will allow directors, screenwriters, and producers to present their ideas and works in the area of socially impactful content.
We will support the creation of an expert community that is capable of analyzing impact-content and the results of its effect on society.
We will facilitate the cooperation and collaboration between players in the market and the creation and promotion of impact-content.
We will initiate the creation of a single system for the analysis of data of the best examples of impact-content and its influence that will be accessible to all market players
We will undertake efforts to increase the amount of impact-content in Russia and provide the general public access to it/
National Media Group intends to take the following steps by the end of 2022:
- Organize pitching of impact-content as a part of the Pitch-Lab CTC Project with the participation of experts, including participants from the club Headliners. Impact Media and Holding producers.
- Organize no less than three educational events on the creation and production of impact-content at Industry Film School.
- To hold no less than ten meetings for industry players centering on the theme of developing the system of positive influence content, including meetings where leaders from the production industry participate.
- To create no less than ten pieces of impact-content media through Holding’s assets and with the participation of our partners.
We call on industry players, who share our working principles, to join us in the creation of a system for the development of impact-content that is aimed at positive social change with measurable social effects. We are prepared to support our colleagues in the industry by organizing access to events, expert resources, and the studies conducted by the Headliner. Impact Media club and the National Media Group.