What is a sign of a true success for a TV network? Growing audience, top ratings, and high quality of content would be a good answer. How do 8 billion views sound for a number? That’s what NTV Russia recently saw on its YouTube channel and we’re rushing to share the good news with our partners. NTV is leading the online audience race among top Russian broadcasters with over 7 mln subscribers, that’s 3 mln increase compared to 2018.
Top reasons for such fantastic growth are: first, the innovative approach to content – we like mixing genres and that brings new viewers. Next, it’s the authentic and original stories we tell in our series and shows. ‘Secret for a Million’, a unique investigative quiz program with celebrities, got over 5 mln views online and scored 20.5% viewing share when Sergey Lazarev poured his soul out there. It now has a total of 150 mln views online and is commissioned for Season 8 (https://yadi.sk/i/JZJRiocV3U96n7). And last but not least, it’s the high quality of our productions that regularly propel NTV to #1 slot in primetime. Medical drama ‘Dr. Driver’ left all the competitors in the dust when S2 aired this fall with 18% viewing share and 5.7 TVR. A story about a doctor who has to work as an ambulance driver while trying to fight his way back to practice medicine was named the ‘primetime event of the season’ both in 2018 (S1) and 2019 (S2), and received multiple accolades from critics and fans (https://yadi.sk/i/SXvyPdVtZ5RikA).
Most importantly though, here at NTV we make content that matters. Our talent show ‘SuperYou’ created for the children who’re growing up without their parents, brings kids new hopes and helps them start a new, successful life. The S1 finale with Diana Ankudinova scored 80 mln views online and the total number of online views for the program has exceeded 400 million after 3 seasons. The show is so deeply moving and socially meaningful that it prompted a creation of a charity fund for the participants. They receive scholarships until they turn 18 and get mentor support. To make sure nobody is overlooked, each child tells their own unique story and we watch it in documentaries before the program airs. This is just as powerful, if not more moving, as the competition itself, which brings tears to the people’s eyes. Seeing these kids flourish and succeed is amazing. Being in this program is a true life-changer for them. Now how many other talent shows do you know that help disadvantaged kids?
Our other non-scripted format, DNA, is a leader among social talk shows, with 165 million total views. This is a program that solves family dramas and creates new beginning for hundreds of people. It’s not about a paternity issue or alimony. It’s a deep dive into issues that torn families apart or, on the opposite, bring them back together. Dramatic and investigative, DNA answers very hard questions and its audience keeps growing. (https://yadi.sk/i/Ei3lrTbl3Vsfak)
Finally, on the series front, we have several amazing top players, such as the brilliant police procedural ‘Nevsky’ (SS1-4) that got 193 million views online. If you think about it, total Russian population is only 144 million, so this project was viewed several times by millions of people. Another great action series, ‘Paper Pusher’ (SS 1-2) received nearly 62 mln YouTube clicks, with ‘Five Minutes of Silence’ (SS1-3) and ‘Shepherd’ (SS 1-4) being a close match with 55 and 48 mln views respectively. And this is just the beginning of NTV success online stories!
Our series are authentic, dramatic, and original. Our shows are influential, socially meaningful, and relevant. Shall we say more?
NTV is the best commercial broadcaster in Russia and #2 federal channel nationwide. Our investigative and innovative approach to content and relevant, original stories are a magnet for attracting new viewers. NTV is the only one among the biggest Russian TV networks, whose share in the young segment (18-25) keeps increasing while keeping our other audience groups loyal and engaged.
