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Cis Countries: Fast and Dynamic Development

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Cis Countries: Fast and Dynamic Development SPECIAL REPORT | MARKETS | EUROPE BY VICTORIA YARMOSHCHUK, CIS COUNTRIES: FAST AND DIRECTOR OF MEDIA RESOURCES MANAGEMENT DYNAMIC DEVELOPMENT Television market in the crisis of 2008- CIS countries is a rapidly 2009 influenced UKRAINE: MARKET SHARE, PER CHANNEL - ALL 18+(JULY 2012) developing industry both n e g a t i v e l y 17.2 in terms of the quantity of a d v e r t i s i n g 18 TV channels and locally revenues of the 16 produced television content. CIS countries 14 12 10.7 10.1 9.6 For the past ten years CIS TV broadcasters. 10 7.4 market drew dramatically, For example, 8 6 especially in such countries in Ukraine TV 4.1 3.9 3.8 4 2.6 2.2 as Russia, Ukraine and a d v e r t i s i n g 1.7 1.5 1.3 2 1 Kazakhstan which are the mar ke t fe l l 0 biggest regional TV markets. almost twice in T 1+1 2+2 K1 Inter ICTV STB NTN TE Nevertheless television 2009 and still Ukraine NTV Mir 5th Channel industry evolve rapidly also in other cannot recover New Channel CIS countries, such as Uzbekistan, Kyrgyzstan, after the crisis. In First National/Era Channel One Rus Source: Gfk Ukraine/1+1 Group Azerbaijan, Tajikistan, Armenia, Moldova and Belorussia crisis Belorussia. The only one “closed for the others’ for TV industry eyes” market of the region is Turkmenistan, started in 2011 when advertising revenues largest TV nets in Russia is locally produced. where there are only 5 TV channels, all of which decreased 40% (to $68 million) comparing with At the same time Ukraine is a region leader by are state-owned. 2010. This tendency in Belorussia continues till as TV shows production (and adaptation of the The most competitive TV markets of the now and analysts say 2012 will show 25% drop international formats). region with the biggest number of national-wide of the local advertising market. In the last 18 months Ukraine has come analogue TV nets are Russia (16 national-wide On behalf of programming, entertainment to be among the top three countries by the TV channels), Ukraine (14) and Kazakhstan content prevails almost in all CIS markets. volume of foreign TV formats purchase. In the (10). After analogue switch off (in the majority Nevertheless in different countries of the preceding decade (from 2000 to 2009) there CIS countries deadline for digital terrestrial region certain TV content restrictions exist. were less format shows and programs launched TV switchover is set for 2015) the number of For example, in Moldova TV channels are in Ukraine, than in 2011 and first half of 2012. national-wide terrestrial TV channels will double not allowed to broadcast foreign movies Roughly there were a little over 40 foreign or even triple in the CIS countries. in Russian translation, in Ukraine panel formats adapted in the years 2000-2009. At the games are prohibited on TV. But the most same time, in 2011 and first half of this year the ADVERTISING strange restriction (we are not talking about amount of format TV-shows produced in this From the advertising point of view Russia, Turkmenistan, where almost all foreign and country outnumbered the total of the whole Ukraine and Kazakhstan are also the biggest entertainment content is forbidden) was previous decade – the number of foreign formats markets in the region. TV advertising in Russian introduced this year in Azerbaijan where starting adapted in the last 18 months crossed the mark reached in 2011 more than $4.35 billion, in from this May foreign TV series are prohibited of 60 absolutely new projects (not counting the Ukraine – $440 million, in Kazakhstan – $380 to broadcast by TV channels. subsequent seasons of the big shows, which were million. It’s necessary to mention that economic Russia dominates in the region by the quantity launched earlier). Game shows and reality shows o f l o c a l l y are leading both in Russia and Ukraine. produced TV In Kazakhstan feature movies production KAZAKHSTAN: MARKET SHARE, PER CHANNEL +6 (JULY 2012) content. There is better developed than in Ukraine, but in are more than terms of TV content production this country 150 production is just starting to evolve. Local TV production 23.7 25 companies in in such countries as Armenia, Azerbaijan, 20 the country that Moldova, Kyrgyzstan, Belorussia, Tajikistan 16 15.3 are supplying and Uzbekistan is represented by TV shows, 15 13 channels with because high-quality series production is not TV dramas, yet a matter of fact for these territories. TV 10 6.6 c o m e d i e s , channels of above-mentioned countries prefer 5.4 4.7 3.8 5 detectives and to broadcast Russian and American TV content. 2.8 1.5 1.3 TV shows. More In Azerbaijan, for instance, Turkish TV dramas 0 than 60% of are very popular. Romanian content is desired in First Channel Channel 31 N Channel 7 Kazakstan Khabar El Arna Astana Mir Eurasia programming Moldova, and both Korean and Turkish series are Source: MRM content of the welcomed in Uzbekistan and Kyrgyzstan. PRENSARIO INTERNATIONAL < 48 > PRENSARIO INTERNATIONAL.
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