You will be redirected back to your article in seconds

CTC Media’s Original Series Pump Up Ratings

No longer content with imported American shows, Russian auds have been tuning in to CTC original programming in growing numbers, validating a new direction the company’s investing in.
“We’ve had unbelievable success with our ‘Junior League’ series,” says topper Yuliana Slashcheva on the eve of Mipcom.

The series, about a small-town hockey team trying to make it in the big leagues, scored big ratings.

“The season finale was watched by every fourth television viewer in Russia and captured a third of all family viewership, which is an audience unique to CTC and to the projects we develop and produce,” Slashcheva says.

The show drew north of 40 million views on CTC Media Digital platforms, which signified “tremendous opportunities for additional monetization,” Slashcheva adds.

The broadcaster is prepping a feature and videogame to kick off the show’s second season while producing tie-in sporting goods and books, predicting “nearly unlimited potential for licensed franchise products,” she says.

The media giant has already launched an online shop with KupiVIP.ru, Russia’s largest online retailer.

Sweet Me featured fashion for women ages 25-50, and is the first joint project between a media company and one of the e-commerce leaders in Russia.

“The decision to create an own brand of women’s clothing corresponds with CTC Media’s long-term strategy to diversify revenue and create new opportunities for monetizing the company’s main business,” Slashcheva said in statement when the project was unveiled in April. “We will be able to optimize investments for efficient promotion of a new brand using the Domashny channel’s loyal female audience and our own digital platforms.”

Another successful original series, “The Day After,” is a post-apocalyptic drama about Moscow following a bacteriological disaster. Its preem in November captured the top spot in its timeslot, prompting CTC to commit to a second season just a month later based on demand from the show’s 18 million viewers.

This year will see the launch of CTC’s largest transmedia project, an unscripted reality show called “The Tea Road” to be lensed in Sri Lanka with partner Lipton, the global tea brand.

And, aside from six original formats the company is presenting at Mipcom, it’s hawking an additional 80 projects that CTC developed. Over the past year the company also rolled out a centralized content library and rights management system enabling it to maximize efficiency on a wide variety of platforms.

CTC’s first transmedia project, “Real Love,” hit a combined reach of 53 million people in 2012 and 2013 when the company unveiled its first dedicated department for the form that “produces, promotes and monetizes our digital content,” Slashcheva says.

More TV

  • Liz Heldens

    Liz Heldens Sets Drama Pilot 'Big Leap' at Fox

    “The Passage” creator Liz Heldens has scored a drama pilot order at Fox for the 2020-2021 season. The one-hour project is titled “The Big Leap.” Inspired by the UK docuseries “Big Ballet,” the show centers on a group of diverse underdogs from all different walks of life who compete to be part of a competition [...]

  • advertising placeholder NEW

    Procter & Gamble Gets Ready to Enter TV's Streaming Wars

    AT&T, Comcast and Walt Disney aren’t the only big companies eager to get into streaming-video. Procter & Gamble, one of the world’s most influential advertisers, is looking to do the same. P&G. the maker of Pampers, Crest and Bounty, among other popular supermarket staples, has struck a partnership with Stone Village Television, the production company [...]

  • The Luminaries

    Berlinale Series Market Unveils 2020 Selection

    The BBC and TVNZ’s adaptation of Man Booker Prize winning novel “The Luminaries,” starring Eva Green, is among the scripted TV projects that will feature in this year’s Berlinale Series Market and Conference program at the Berlin International Film Festival. Set during the 1860s gold rush in New Zealand, the Working Title and Southern Light [...]

  • The Photograph Issa Rae Stella Meghie

    How ‘Love & Basketball’ Allowed Issa Rae to Dream

    Issa Rae says she had every reason to think she could be a filmmaker when she was growing up. “The ’90s had lots of black television and film … a lot of the shows were helmed by black people,” she recalls. “That’s what inspired me to at least try it.” She may have only been [...]

  • A security guard wears a mask

    China’s Media Regulator Cuts 'Entertaining' TV Content During Coronavirus Crisis

    China’s media regulator has responded to the deadly coronavirus epidemic sweeping the country by cutting “entertaining” TV shows and boosting news programs, it said Tuesday, at a time when millions are stuck at home under quarantine. The announcement comes just days after it declared it was also doing the opposite: actively working to bring in [...]

  • 'Miracle Workers' Creator Talks Taking the

    'Miracle Workers: Dark Ages' Creator Talks Pivoting the Series Towards Medieval Times

    “Miracle Workers: Dark Ages” sees Steve Buscemi shift from playing God to a local excrement remover, and Daniel Radcliffe ditch his awkward angel for a soft-brained prince. Given the malleable nature of the TBS anthology series, creator Simon Rich was presented with a blank canvas for Season 2. Rich made the decision to leave behind [...]

  • Nic Pizzolatto, Matthew McConaughey28th Annual American

    Matthew McConaughey, 'True Detective' Creator Re-Team for FX Drama Series

    Matthew McConaughey and Nic Pizzolatto are coming together for a potential new TV series at FX. The “True Detective” collaborators have landed a script-to-series order for a drama series titled “Redeemer,” which Pizzolatto will write and in which McConaughey will star. Both will also executive produce the project. In addition, Pizzolatto has signed an overall [...]

More From Our Brands

Access exclusive content