Beijing is hosting discussions on the prospects of Russia-China cooperation in the media market, as the 6th Media Forum kicks off in the city. Industry leaders are exchanging experiences and summarizing the results of projects that have already gained recognition in both countries. Among these is the success of the film &quot;Red Silk,&quot; produced with the participation of the National Media Group. 
 
The preparations were meticulous, spanning several days to ensure everything met the highest standards—from smoothing out the lace on the chairs to rehearsing the synchronized serving of tea. For China, the 6th Russia-China Media Forum is a matter of particular importance, attended by the country&#39;s Communist Party leadership. 
 
&quot;We need to meet more often and discuss issues of mutual concern. We share common views on the challenges in the information sphere,&quot; noted Yu Junsheng, Deputy Head of the Beijing Municipal Committee of the Communist Party of China and Director of the Beijing Radio and Television Station. 
 
The forum also brings together heads of leading media organizations from both nations. Representing China are Xinhua News Agency, the People&#39;s Daily, and China Media Group, while Russia is represented by key industry leaders. 
 
&quot;Today, we live in a world of fake news, a world of unreliable information and historical distortion. It is crucial that two such major powers, which possess such powerful and effective mass media, cooperate as closely as possible to present an objective and truthful picture of both history and the contemporary world to all of modern humanity,&quot; emphasized Svetlana Balanova, CEO of the National Media Group. 
 
A full day of discussions focused on key topics for both Chinese and Russian media market participants: challenges in the digital era and the work of new media. Despite their differences, the countries have much to share with each other. 
 
Russian media are highly active in China. Russia’s largest private media holding, the National Media Group, collaborates with several Chinese media giants. The Xinhua News Agency now exchanges information, photos, and video materials with the Izvestia multimedia information centre. In May of this year, NMG and China Media Group signed an agreement in the presence of national leaders. Furthermore, this collaboration has extended to film co-production, a unique occurrence in recent history. The film created in co-production of Russia and China with participation of NMG, &quot;Red Silk&quot;, has been released in both Russia and China. Its success has paved the way for a sequel; currently, discussions are underway, including on the sidelines of the Beijing forum, for a new project titled &quot;Black Silk&quot;. 
 
Moreover, Chinese children are watching Russian cartoons. The animated series &quot;Three Cats&quot; is known in China as &quot;Mihao Family&quot; — a playful take as if cats were saying &quot;nihao&quot; in their own way. Its popularity is immense, with a constantly growing audience. 
 
&quot;This series has garnered over 5.5 billion views in China. Naturally, we arrived at a logical decision. Today, we announce that we will produce a special series for Chinese viewers: not just for them, but a dedicated Chinese series,&quot; added Balanova. 
 
STS Animation, part of the NMG holding, is launching a major new project — producing a special Chinese series of the popular animated series &quot;Three Cats&quot; which marks its 10th anniversary this year. The special is being prepared in partnership with a Chinese distributor, and local consultants will be involved in script development. The new episode will have a runtime of 20 minutes, with its premiere expected in late 2026. 
 
This project is part of NMG’s strategy to expand the international presence of Russian animation. In spring 2026, the fifth season of &quot;Three Cats&quot; will launch on China&#39;s largest VOD platforms, including Tencent, Youku, and Puxin. The series has already amassed 5.5 billion views and remains popular with local audiences. 
 
NMG’s presence in the Chinese market has grown significantly in recent years: in 2025, revenue from content sales increased 2.5 times compared to 2024. Animated projects like &quot;Three Cats&quot; and &quot;Little Tiaras&quot; are widely available in China. They are accessible on leading platforms and national channels, adapted for the local audience, and dubbed into various dialects, including Cantonese, Taiwanese, and Hokkien. A diverse range of merchandise has been created for these projects — books, games, toys, clothing, and FMCG products. Furthermore, the brands are actively promoted on popular Chinese social networks like Douyin and Weibo.

The 6th Russia-China Media Forum opens in Beijing

National Media Group announces the signing of cooperation agreements with three of India’s largest media companies. These include India&#39;s largest state-owned television and radio broadcaster Prasar Bharati, South Asia&#39;s leading multimedia news agency Asian News International &#40;ANI, India&#41; and Indian media group TV9 Network &#40;Associated Broadcasting Company Private Limited&#41;. The signing took place during Russian President Vladimir Putin&#39;s state visit to India and the Russian-Indian Forum currently being held in New Delhi. 
 
As part of the agreement with Prasar Bharati, the parties agreed to exchange and jointly produce content in the fields of culture, education, science, entertainment, sports, and news of mutual interest. The agreement with Asian News International &#40;ANI, India&#41; will enable both companies to systematically develop cooperation, improve the quality of international news exchange and provide audiences with broader and more objective coverage of current events in both countries. The agreement with TV9 Network provides an opportunity to develop cooperation through the exchange of media content, joint production of materials, training and internships for employees, expansion of media distribution, and utilization of the potential of the network of correspondents. 
 
Svetlana Balanova, CEO of National Media Group: 
&quot;The centuries-old ties between India and Russia are a strong bridge connecting two great peoples through rich traditions and mutual respect. This is a solid foundation for further friendly, cultural and business cooperation. Year-over-year, NMG&#39;s content sales to India have increased nearly eightfold, and we are seeing sustained interest in Indian content among our viewers, both on TV and VOD platforms. We are already actively working in the Indian market: just recently, filming wrapped up in India for a new large‑scale show for the STS TV channel, «Secret Millionaire», which involved more than 100 Indian professionals. Collaborative work with our Indian colleagues at a new level will allow us to better understand the interests of Russian and Indian content consumers. This cooperation opens up new opportunities in media production and the exchange of experience in the context of global business transformation.&quot; 
 
Gaurav Dwivedi, CEO of Prasar Bharati: 
“The signing of this Memorandum of Understanding with National Media Group represents a significant expansion of Prasar Bharati&#39;s engagement with Russia&#39;s media ecosystem. This comprehensive partnership framework encompasses content exchange and joint production across culture, education, science, entertainment, sports, and news, creating diverse opportunities for audiences in both countries to experience each other&#39;s rich content offerings. We are particularly excited about exploring the distribution of our television and radio channels on each other&#39;s digital platforms on a reciprocal basis, which will significantly enhance our reach and accessibility. The provision of access to our PB-SHABD &#40;Prasar Bharati Shared Audio-Visuals for Broadcast and Dissemination&#41; news wire service will enable National Media Group to access authentic audio-visual content from India for broadcast purposes. Beyond content collaboration, this MoU establishes a robust framework for professional exchanges, training programmes, and co-production ventures that will leverage the creative and technical expertise of both organizations. This partnership exemplifies Prasar Bharati&#39;s Global Outreach vision of forging strategic international media alliances that foster cultural understanding and strengthen people-to-people connections between India and Russia.” 
 
Mr. Sanjiv Prakash, Editor-in-Chief & CEO of ANI: 
“ANI is pleased to formalize this partnership with National Media Group &#40;NMG&#41; at a time when India–Russia engagement continues to expand across sectors. This cooperation will strengthen our ability to deliver credible, timely, and comprehensive news to audiences in both countries. By working closely with NMG, we aim to deepen cross-cultural understanding and enhance the global flow of reliable information.” 
 
Whole time director of TV9 Network Hemant Sharma: 
“The agreement between TV9 Bharatvarsh and National Media Group will facilitate the exchange of informational content and news between the two countries. TV9 Bharatvarsh, the only global news channel broadcasting in Hindi, will help deliver Russia&#39;s perspective on world events to audiences, and will show Russian viewers India&#39;s assessment of the global news landscape. I am confident that our cooperation will be long-term and will open a new chapter in the long-standing friendship between India and Russia.” 
 
*** 
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 &quot;Izvestia MIC” &#40;which includes the IZ.RU portal, the &quot;Izvestia” newspaper, the &quot;Izvestia” TV channel, and the news services of REN TV and Channel Five&#41;; newspapers such as &quot;Sport-Express” and &quot;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 &quot;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&#37; share. 
 
*** 
Prasar Bharati is an India’s public broadcasting company established by the Prasar Bharati &#40;Broadcasting Corporation of India&#41; Act of 1990. 
The company manages a diversified portfolio of assets in radio, television and digital platforms, providing high-quality information and entertainment content to a wide audience. 
Prasar Bharati’s key assets include the national radio network All India Radio &#40;Akashvani&#41; and the public television broadcaster Doordarshan, as well as its digital platforms — the OTT service WAVES, the NewsOnAir mobile application, and various online channels. The free-to-air satellite service DD Free Dish provides television access to remote and rural regions across India. 
Prasar Bharati actively develops the production and distribution of news, documentary, and entertainment programming, maintaining editorial independence while being state-funded. 
In recent years, Prasar Bharati has significantly strengthened its digital presence by introducing new services for online audiences, and it continues to play a key role in promoting national integration, democratic values, and access to reliable information for all citizens of India. 
 
*** 
Asian News International &#40;ANI&#41; is a leading multimedia news agency with more than 100 bureaus across India, South Asia, and around the world. Founded in 1971, ANI is widely regarded as one of the world’s most respected and trusted media corporations. 
 
*** 
TV9 Network is one of India’s largest independent media groups, operated by Associated Broadcasting Company Private Limited &#40;ABCPL&#41;. The network operates a diverse portfolio of television channels, digital platforms, and OTT services, delivering news and entertainment content in multiple languages to a broad audience. 
TV9 Network’s key assets include the national Hindi-language channel TV9 Bharatvarsh and a range of regional channels — TV9 Telugu, TV9 Kannada, TV9 Marathi, TV9 Gujarati, and TV9 Bangla — as well as digital platforms such as the News9 OTT service and the multilingual financial platform Money9. Its international reach is supported through partnerships with major streaming platforms, while its strong online presence ensures access to content across all devices. 
TV9 Network continues to expand its news, documentary, and entertainment production while maintaining editorial independence and high journalistic standards. 
In recent years TV9 Network has significantly strengthened its digital presence by expanding its multilingual online services and OTT platforms, further consolidating its position as one of India’s leading news networks and providing audiences with reliable information and timely coverage at both regional and national levels.

National Media Group Signs Cooperation Agreements with Three of India’s Largest Media Companies

Russian viewers are open to advertising if it captures their interest from the very first seconds. 44&#37; of Russians continue watching an ad if the beginning is interesting, and 9&#37; always watch them to completion. This applies to high-quality integrations that align with the context and atmosphere of the content. Otherwise, both the integration and the film or show itself may receive negative feedback. 
 
These are the findings of a study by NMG and the Center for Social Design &quot;Platform,&quot; presented at the National Advertising Forum*. This view is shared by 45&#37; of advertisers and 33&#37; of content creators**. 
 
Industry Lives on Series, the Country on Films, Short Social Videos Lead for All 
 
Content creators and advertisers watch TV daily at roughly similar rates—22.5&#37; and 14.8&#37;, respectively. However, creators use online cinemas almost twice as actively as advertisers. In contrast, general viewers turn on the TV significantly more often than industry professionals: daily TV viewing among Russians reaches 30&#37;. 
 
There is also a divergence in preferred content formats. For the industry, series are an &quot;everyday&quot; staple — nearly 50&#37; of content creators manage to watch them daily. Meanwhile, daily film viewing is six times more common among the general Russian audience than among creators and advertisers, with 26&#37; reporting they watch movies every day. 
 
At the same time, short videos on social networks are watched daily by 50&#37; of all surveyed groups — creators, advertisers, and viewers alike. This makes it the most &quot;everyday&quot; format, characterized by brief but frequent contact. 
 
TV Leads in Advertising Trust 
 
There is unanimous agreement across communication channels: all three groups place the highest trust in TV advertising. Television advertising*** is trusted by 50&#37; of Russians, 62&#37; of creators, and 65&#37; of advertisers. Trust in an advertised product is largely determined by brand strength and simplicity of presentation. However, the emphasis differs: advertisers more often respond to shared values, while content creators prioritize professional appearance &#40;shooting quality, style&#41;. Viewers align more closely with creators, valuing both simplicity and professionalism simultaneously. Across all three groups, the advertised brand remains a key factor in trusting the ad: confidence in the brand enhances product perception. This is noted by over 55&#37; of creators, 78&#37; of advertisers, and 42&#37; of Russians. 
 
The industry describes Russian advertising as primarily functional — aimed at conveying information and providing rational arguments for purchase. This view is held by 50&#37; of creators and over 60&#37; of advertisers. In contrast, Russians more frequently note a creative approach as predominant in advertising, where emotional engagement takes center stage. 
 
Humor and Utility Drive Advertising Effectiveness 
 
Most advertisers and Russians in general are willing to watch an advertisement if it grabs their attention within the first few seconds. 
 
Willingness to watch an ad if it &#39;hooks&#39; them from the start: 
· Content Creators – 33&#37; 
· Advertisers – 45&#37; 
· General Russian Audience – 44&#37; 
 
Always watch ads in their entirety: 
· Content Creators – 5.6&#37; 
· Advertisers – 16.7&#37; 
· General Russian Audience – 9&#37; 
 
Nearly half of Russians &#40;45&#37;&#41; believe advertising does not affect the artistic value of a film or series. This view is closest to that of advertisers, among whom over 50&#37; agree. Among content creators, the share agreeing with this statement is 1.5 times lower. At the same time, more than a quarter of industry professionals believe advertising can enhance a work&#39;s artistic value if it is integrated appropriately and subtly. 
 
When it comes to creative elements, the industry converges on three key drivers of attention: visual aesthetics, an engaging plot, and humor. Viewers also value these, but for them, useful product information is also a top priority. Interest in personalized advertising is twice as high among creators and advertisers compared to the general Russian audience, among whom 36&#37; note they are more likely to be interested in ads that feel &quot;made for people like me.&quot; The mass audience values a balance of universal comprehensibility and personal recognition—ads that are understandable to all, yet feel personally relevant. 
 
Top 3 elements in ads that capture the attention of Russians: 
· Humor – 43&#37; 
· Useful Information – 36&#37; 
· Engaging Plot – 31&#37; 
 
In terms of narrative preferences, cute animals and environmental care consistently resonate with all groups. Additionally, for viewers, family and traditions are in the top three. Themes of humanity are a universally winning choice: warm, everyday stories evoke sympathy. In contrast, gender roles and generational differences are more likely to trigger conflict, while stories about a &quot;beautiful life&quot; cause the most rejection, perceived as disconnected from reality. 
 
More Advertising on the Horizon 
 
The outlook for the future volume of advertising integrations in films, series, and shows is moderately optimistic: almost half of advertisers expect there will be more advertising in 10 years, a view shared by about 40&#37; of content creators. Some 46&#37; of viewers also agree with this forecast of growth. 
 
Svetlana Balanova, CEO of NMG: &quot;Today, films, series, and shows create new advertising opportunities for brands: advertising becomes part of a story that speaks to a person in their own language. Our research shows that viewers increasingly expect meaning, emotion, and respect for context from advertising. For NMG, it is important to understand how different audiences—advertisers, content creators, and viewers—perceive advertising, so we can collectively develop the industry towards communications that are more effective for everyone.&quot; 
 
The full version of the research is available at the link: <a class="txttohtmllink" href="https://nmg.ru/upload/documents/evolution-of-advertising.pdf">https://nmg.ru/upload/documents/evolution-of-advertising.pdf</a> 
 
*Center for Social Design «Platform». Nationwide online panel survey of Russians aged 18 and older. The sample size is 1,200 respondents, quota-sampled by socio-demographic parameters, type of locality, and federal districts. Survey period: September 2025. 
**Data based on NMG surveys among 114 advertisers &#40;representatives of advertising agencies and brands&#41; and 81 production representatives &#40;content creators&#41;. Survey period: September 2025. 
***Completely trust &#43; rather trust the advertising. 
 
*** 
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 &quot;Izvestia MIC” &#40;which includes the IZ.RU portal, the &quot;Izvestia” newspaper, the &quot;Izvestia” TV channel, and the news services of REN TV and Channel Five&#41;; newspapers such as &quot;Sport-Express” and &quot;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 &quot;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&#37; share.

On-screen Advertising is No Hindrance: 44% of Viewers Express Readiness to Watch Engaging Ads

The National Media Group (NMG) announces the launch of Russia’s first original series in the popular genre of short vertical content. The micronovel will be an exclusive for the Stories platform (<a href="https://stories.show/">https://stories.show/</a>), which NMG launched in test mode in April 2025. 
 
 Micronovels are melodramatic stories divided into episodes lasting up to several minutes, filmed specifically for vertical viewing on mobile devices. Until recently, Russian users had access primarily to foreign micronovel platforms and limited catalogues of dubbed foreign series. 
 
 “Pregnant with Oligarch’s Baby” is the story of a girl who one day learns she is going to be a mother and faces betrayal from her beloved. On one hand, the project follows the genre’s conventions: dramatic plot twists, love dramas, intrigues, and secrets. On the other, thanks to local realities, recognizable characters, and tone, it resonates with Russian viewers. The series will also feature Russian subtitles as a mandatory format element. 
 
 This series is the first original project in NMG’s micronovel lineup. It joins the library of short melodramas on Stories, which already includes a selection of localized projects and series from the Domashniy channel adapted for vertical viewing. Currently, the Stories catalogue features 85 short series in vertical format. 
 
 The series will be available via the GVOD (Gamified Video on Demand) model. The first few episodes will be freely accessible, while unlocking subsequent episodes will require viewers to watch an advertisement or unlock the episode using virtual “coins”. 
 
 Trailer: <a target="_blank" href="https://disk.yandex.ru/d/qbIO4qbH842uAA">https://disk.yandex.ru/d/qbIO4qbH842uAA</a> 
 
 Poster: <a target="_blank" href="https://disk.yandex.ru/i/OWhN41NAg8BG1w">https://disk.yandex.ru/i/OWhN41NAg8BG1w</a> 
 
 Behind‑the‑scenes photos: <a href="https://disk.yandex.ru/d/JeXwwP3EzAkHsg">https://disk.yandex.ru/d/JeXwwP3EzAkHsg</a>&nbsp; 
 
 Production: LLC Kamerabum Reality, NMG, STS, CHE! 
 
 Producers: Elena Karpenko, Valeria Shorina, Nikita Dudkin, Sergey Gusev 
 
 Director: Nikita Dudkin 
 
 Screenplay: Anna Ermolaeva 
 
 Cinematographers: Dmitry Gresev, Viktor Krylov, Dmitry Zorin 
 
 Art Director: Vera Kuptsova 
 
 Cast: Alina Chechenkova, Anton Borisevich, Egor Pezhemsky, Vasilisa Ageenkova, Natalya Churikova, Sofia Kozelskaya, Vladislav Belousov, Anna Naumenko, Mikhail Kilgishev, Valentin Vall 
 
 Number of episodes: 70 
 
 Total runtime: 90 minutes 
 
 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 National Media Group Launches Russia’s First Original Micronovel Series

The National Media Group &#40;NMG&#41; announces the appointment of Aleksey Urazov as Director of International Cooperation and Special Projects. 
 
This personnel decision aims to strengthen NMG’s position in the global media market, enhance partnerships, and form global alliances, as well as to identify and implement new business development opportunities through international partnerships. A. Urazov’s responsibilities will also include interaction with relevant state and industry structures in this area. 
 
Svetlana Balanova, CEO of the National Media Group: “We are intensifying our focus on developing international cooperation. NMG’s content is now sold in nearly 50 countries, and we are actively developing informational cooperation with leading media companies and news agencies. We are not only purposefully expanding cooperation with current international partners but also entering new markets and exploring new formats in content production cooperation and news. This appointment is intended to strengthen and expand NMG’s presence in foreign markets.” 
 
Aleksey Urazov, Director of International Cooperation and Special Projects at NMG: “It is a great honour and joy to once again be part of the professional team at the National Media Group. The steady growth and strengthening of the largest private Russian media holding’s position on the international stage creates a unique opportunity to work in foreign markets. I am convinced that building and strengthening partnerships with media holdings in friendly countries will open up new opportunities for promoting and distributing NMG’s informational and entertainment content.” 
 
Art Pictures Distribution, represented by its CEO Anastasia Korchagina, will continue to oversee the international distribution of NMG content, commercial operations, and content partnerships with foreign partners. 
 
Background 
 
Aleksey Urazov has 15 years of experience in external communications and media, including several successfully implemented projects in communication support for M&A deals, business restructuring, development and implementation of public positioning strategies for new businesses, and crisis communication projects in the public and corporate sectors. 
 
Until recently, A. Urazov worked in the office of the Special Representative of the President of the Russian Federation for Investment and Economic Cooperation with Foreign Countries, Kirill Dmitriev, serving as Director of External Communications at the Russian Direct Investment Fund &#40;RDIF&#41;. 
 
Previously, A. Urazov was employed by the news department of the Russian federal TV channel Rossiya‑1 &#40;VGTRK&#41;. Between 2011 and 2017, he held senior communications positions in various organizations, including the communications agency Mikhailov & Partners, PJSC NK Rosneft, and the Rostec State Corporation. From 2017 to 2019, he served as Deputy General Director for Strategic Communications and Public Relations at the National Media Group &#40;NMG&#41;. 
 
In 2007, he graduated with honors from the History Department of Lomonosov Moscow State University and holds a Candidate of Historical Sciences degree. He is the author of several monographs on international relations and a member of the Russian Historical Society. 
 
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 &quot;Izvestia MIC” &#40;which includes the IZ.RU portal, the &quot;Izvestia” newspaper, the &quot;Izvestia” TV channel, and the news services of REN TV and Channel Five&#41;; newspapers such as &quot;Sport-Express” and &quot;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 &quot;NMG Kinoprokat.” In January 2024, NMG launched NMG DOC – a single platform for the production and distribution of non-fiction works.

Aleksey Urazov Appointed Director of International Cooperation and Special Projects at NMG

As part of the partnership, NMG will provide support for students&#39; project activities, including the production of students&#39; diploma works, which will become an important part of their portfolio for further careers in the industry. 
 
Currently, 240 students are studying at the Film Institute in bachelor&#39;s and master&#39;s programs. In 2026, the Institute will graduate 51 master&#39;s degree holders in screenwriting, directing, and producing. As part of their diploma defense, future specialists will present 42 works created under the guidance of experienced practitioner-instructors. 
 
In addition, students enrolled at the Film Institute will receive a unique opportunity to present their works to NMG&#39;s key producers and receive constructive feedback. 
 
Students and graduates of the Institute will also have the opportunity to complete internships and participate in project activities at holding companies such as the TV channels STS, Domashny, Channel Five, REN TV, the Wink streaming service, as well as at NMG&#39;s production studios NMG Studio and Art Pictures Vision. 
 
Alexander Akopov, Director of the HSE University Film Institute, producer: 
 
“The HSE University Film Institute represents a completely new approach to film education. The Institute&#39;s profile is training specialists for the mass audience content industry for theatrical release, streaming service and television. 
 
The innovative training program for screenwriters, editors, directors, and actors at the Film Institute is constantly being improved considering the experience of leading world film schools. 
 
Companies that are members of the Association of Film and Television Producers of Russia &#40;APKIT&#41; participate in the development and implementation of the Institute&#39;s educational programs, while leading Russian screenwriters, directors, actors, and producers participate in evaluating the work of applicants and students, which enables Film Institute students to become part of the industry already during their studies.” 
 
National Media Group CEO Svetlana Balanova: 
 
&quot;National Media Group has been working consistently and for a long time on building a system for attracting and developing creative personnel. Today we collaborate both with well-known &#39;star&#39; professionals who have established themselves in the market, and with emerging authors, investing in the future of NMG and the media industry. We hope that cooperation with the Film Institute will bring new bright ideas and products and reveal new names.&quot; 
 
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” &#40;which includes the IZ.RU portal, the “Izvestia” newspaper, the “Izvestia” TV channel, and the news services of REN TV and Channel Five&#41;; newspapers such as “Sport-Express” and “Delovoy Peterburg.” NMG holds an equity stake in Channel One. 
 
The holding also owns “NMG Studio.” 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.

The HSE University Faculty of Creative Industries Film Institute and National Media Group Have Concluded a Cooperation Agreement on Training Creative Personnel for the Film Industry.

National Media Group and CSP "Platform" have summarized the results of their annual rating of films with high social impact. Based on the results of 2024 and Q1 2025, the top 3 film products with high social impact and high viewership were led by the series: "Lily of the Valley. Such Tender Love," "The Highway," and "Mutual Consent-2." At the same time, 90% of Russian viewers positively evaluate the quality of Russian cinema overall. 
 
 Top 10 leaders in social impact: from "Lily of the Valley" to "Overheard in Rybinsk" 
 
 A total of 33 films and series were included in the rating, which have high viewing coverage while addressing socially significant topics. The top ten leaders were: 
 
 "Lily of the Valley. Such Tender Love." It became the leader in emotional engagement: 52% noted "feelings of joy" and "bright feelings," 44% – "hope," 33% – "fun and laughter," 32% – "inspiration." 72% believe that the series "makes you think, changes perspectives," 79% – that it addresses significant social problems; 
 
 • "The Highway"; 
 • "Mutual Consent – 2"; 
 • "Daddy's Daughters. New"; 
 • "The Unfaithful"; 
 • "Chemistry Between Us"; 
 • "Manyunya: the Adventures"; 
 • "Curious Varvara"; 
 • "Crybaby 2"; 
 • "Overheard in Rybinsk." 
 
 Russians value meaning and honesty in cinema 
 
 Modern viewers increasingly seek not only entertainment but also meaning in cinema. 65% of Russians prefer to watch films and series that contain a social message. 68% of respondents admitted that at least once a Russian film made them take a new look at important life questions. 
 
 At the same time, 90% of viewers positively (highly + moderately) evaluate the quality of Russian cinema overall, while experts note the stabilization of film and series quality. 
 
 The top 5 current social themes that should be covered in cinema, according to viewers, include: 
 
 • patriotism and military themes. Potentially interesting topics here include military actions, heroism of participants, adaptation of people with front-line experience to everyday life, life of people in new territories during the SMO, families of SMO participants, history of new territories; 
 • inadmissibility of violence and bullying; 
 • moral values: goodness, respect; 
 • family values and child-rearing; 
 • addictions and harmful habits. 
 
 At the same time, the key condition becomes not so much the choice of theme itself, but its presentation: it's important for viewers that complex issues are presented honestly and without moralizing; seriously but not heavily; emotionally and without manipulation. 
 
 Interestingly, honesty became the key demand for viewers: truth about life without embellishment and fear, simple stories about ordinary people. 
 
 Fairy tales and fantasy – socially transformative content in an imaginary world 
 
 Modern fairy tales and fantasy films, such as "Fire Fox," "One Hundred Years Forward," and "Bremen Musicians," are becoming an important tool for socially transformative impact through the lens of a fictional world. Drawing on deep archetypes and basic cultural code, these films effectively convey important social ideas to viewers, using the educational function of the genre and family format, which allows reaching different audiences. 
 
 Svetlana Balanova, CEO of National Media Group: 
 
 "Russian cinematography today is not just entertainment, but a powerful tool for social change. Our research confirms: viewers expect from cinema not only bright emotions, but also deep meanings capable of inspiring, uniting, and even changing life for the better. It's important to understand that socially transformative content has ceased to be niche – it penetrates mass genres, from comedies to fantasy, and this is a trend that sets new standards for the entire industry." 
 
 The study was conducted in April 2025. 1,600 respondents over 18 years old and 20 experts in film production and NGO representatives participated in the survey. As part of the research, 2 focus groups were conducted with viewers over 18 years old and teenage viewers (from 12 to 18 years old). 
 
 The full version is available at the link: <a target="_blank" href="https://nmg.ru/upload/documents/rayting-kino.pdf">https://nmg.ru/upload/documents/rayting-kino.pdf</a>

The Best Russian Cinema with Meaning: «Lily of the Valley. Such Tender Love», «The Highway», and «Mutual Consent – 2»

Following the first 3 weeks of theatrical release in China, the detective action film &quot;Red Silk,&quot; produced by Nota Bene Film Group and National Media Group, entered the top 5 films by box office revenue in Chinese theatrical distribution. Recall that the film&#39;s premiere took place on September 4 in Beijing, and its wide release across the country began on September 6. 
 
During this time, the film has collected more than $1.5 million at the box office and provided worthy competition to Chinese films. The film&#39;s screening will continue until October 10. 
 
During the first screening weekend in China, the film&#39;s box office revenue amounted to several hundred thousand dollars. 
 
The film&#39;s distributor in China is the largest film corporation China Film Group. In China, the film received national status. 
 
Screenings in China are being held including with the use of CINITY technology, which is gaining wide distribution in the country. Recall that this is a technology that allows viewing films at a speed of 120 frames per second &#40;compared to the usual frequency of 24 frames per second&#41;, which in turn makes the picture super-realistic and provides complete immersion in the action. 
 
To date, &quot;Red Silk&quot; is the largest Russian-Chinese co-production film, however, filming of the second part has already begun. This winter, work on &quot;Black Silk&quot; will start in China. The pre-production and filming period for the film has already begun: several scenes were shot in Vladivostok, with an expedition to China ahead. The release is scheduled for February 2027. New trials await the characters of Miloš Biković, Gleb Kalyuzhny, and Zheng Hanyi. New faces in key roles will also join the cast. Thus, Maxim Matveev, already announced in the finale of &quot;Red Silk,&quot; will return in the major role of Richard Sorge. Other characters and actors are still being kept secret until the main part of filming. 
 
Events will unfold several years after &quot;Red Silk&quot; and will take place in several countries simultaneously. Like the previous work, this film will be created at the intersection of several genres - from adventure escapades in the style of &quot;Mission: Impossible&quot; to detective action. 
The distributor will be &quot;NMG Kinoprokat&quot; &#40;part of the &quot;National Media Group&quot; holding&#41;. Production is being handled by Nota Bene Film Group and NMG. 
 
&quot;Black Silk&quot; will also have international status and will be filmed in several countries simultaneously.

«Red Silk» Entered the Top 5 Films in Chinese Box Office

National Media Group (NMG) has announced the appointment of Evgeny Batyashin as the company’s Director of Technological Development. This personnel decision is aimed at strengthening the holding’s technological capabilities amid the growing digitalization of the media industry and advancing innovative business directions. 
 
 Svetlana Balanova, CEO of National Media Group: 
 “The present and future of the media industry are inextricably linked to technological progress. We are actively implementing artificial intelligence technologies into our workflows and business models. AI, machine learning and other cutting-edge tools have become an integral part of our daily operations. Evgeny joins the team at a crucial time when it is important for us to structure and unify everything already implemented across the group’s assets, to further integrate and enhance these solutions, bringing them to a new qualitative level. His expertise in innovation and digital solution development will enable National Media Group to successfully meet the challenges of digital transformation.” 
 
 Evgeny Batyashin, Director of Technological Development at NMG: 
 “I am pleased to join the NMG team. Like many other industries, the media business is now going through a stage of transformational digital change. I am convinced that the potential of artificial intelligence technologies opens up new opportunities for media.” 
 
 Biography of Evgeny Batyashin 
 Evgeny Batyashin graduated from Lomonosov Moscow State University, Faculty of Physics (1995–2001), and continued his postgraduate studies at the Department of Radiophysics (2001–2004). 
 His professional career includes leadership positions in major technology companies: 
 • 2011–2015 — Head of the Department of Innovative Technologies at Crossmedia-VI LLC; 
 • 2015–2017 — General and Executive Director at Amberdata LLC; 
• 2019–2025 — Director of Research and Development at SberMarketing (S-Marketing LLC).

Evgeny Batyashin Appointed Director of Technological Development at NMG

On September 4, the premiere of the Russian-Chinese detective action film “Red Silk” took place at the main cinema of China Film Group in Beijing — China Film International Cinema. The film will be released nationwide in China on September 6. Alina Kabaeva, Chairwoman of the Board of Directors of National Media Group, attended the premiere in China. 
 
 A large-scale promotional campaign has already begun in China, and anticipation for the release is high — especially since the film touches on the shared history of Russia and China. The distributor of the film in China is the country’s largest film corporation, China Film Group. 
 
 In China, “Red Silk” has been granted the status of a national film. 
 
 The movie explores the relationship between China and the USSR in 1927. A journey aboard the Trans-Siberian Express carries secret documents that could change the course of history. Among ordinary passengers hide foreign spies and ruthless mercenaries, ready to do anything to seize the documents. A young Red Army soldier and a former tsarist agent must join forces to uncover their common enemy. 
 
 Special attention was given to recreating the atmosphere of the era. Filming took place both in Russia and China, with spectacular action scenes shot entirely at Hengdian World Studios — the world’s largest film studio. The actors performed most of their own stunts, adding realism and tension to the on-screen action. The sets and costumes stand out for their meticulous attention to historical detail. 
 
 The train interiors were filmed in a studio featuring life-sized railway cars. For these scenes in Moscow, the production built Europe’s largest virtual set screen. And to create the effect of the surrounding environment, a controllable artificial sky was built, assembled from 70 lighting devices. 
 
 On September 4, the film was presented at the premiere in Beijing by the film's executive producer Vadim Birkin, director Andrei Volgin, screenwriter Maria Nefedova, cinematographer Maxim Mikhanyuk, actors Milos Bikovich, Svetlana Chuikina, Zheng Hanyi, Yang Zhihua, Huang Haonan, as well as producers Yang Yang and Dmitry Liu. NMG CEO Svetlana Balanova also attended the premiere. 
 
The premiere was attended by the following representatives from China: Shen Haixiong, head of China Media Group; representatives of the management of China Film Group, the film's distributor in China, including Chairman Fu Zhaocin, CEO Li Xianzheng, and other top managers of the company; Mao Yu, head of China Film Group; and other representatives of the Chinese media industry.

Press-releases NMG