Prasar Bharati, Digital Television Russia ink strategic content pact

This strategic alliance will focus on high quality production, marketing and distribution of content, along with joint production and exchange of TV programmes

BestMediaInfo Bureau | Delhi | August 21, 2015

(L) Jawhar Sircar and Mednikov Dmitry Yurievich (R)

Prasar Bharati and Digital Television Russia (DTR), Russia's leading pay-TV programmer, yesterday signed a Memorandum of Understanding (MoU) on cooperation that will set the stage for a new media era in both the countries.

This strategic alliance will focus on high quality production, marketing and distribution of content related to art, culture, trade & science, research and technology, etc. Joint production and exchange of TV programmes and related services will give audiences in both countries an unprecedented access to a rich variety of thematic entertainment and factual content.

The MoU was signed by Jawhar Sircar, CEO, Prasar Bharati, and Dmitry Mednikov and Ayuna Badmaeva, representatives of Digital Television Russia, in Delhi.

This partnership will cross-promote each nation's unique culture and traditions through cooperation in all areas in the media arena. From adaptation of iconic TV programmes in each broadcaster's library, right up to the sharing of best practices, this coming together will not only benefit viewers in India and Russia, but will also inspire media executives in both countries to explore new ways of communicating their stories.

Jawhar Sircar feels that this tie-up has tremendous potential for developing synergies between the two broadcasters. He said, “A new vibrant India looks forward to a robust partnership with Russian Television and Radio, as represented by VGTRK and DTR. India and Russia have a long tradition of mutual respect and have enjoyed decades of meaningful partnership in many industrial, scientific and cultural domains. Through this new MoU, we look forward to a reassertion of our historic bonds and seek to know each other's country, people and advancements even better. We intend to come even closer through better appreciation of our positions.  It is indeed a very positive step and both sides look forward to it.”

Dmitry Mednikov, Deputy CEO, Russia Television and Radio, added here that DTR was committed to developing local content in India for distribution by local players, and would re-invest their revenues into local content. He said, “We are here to launch and build meaningful business in partnership with India's programmers, content producers, distribution platforms. Our key principle is to invest into local content production, state-of-the-art technologies and to develop local talents.”

This September, Russia's leading journalists will be in India to produce TV programmes on Indian economy, technology and culture. This series will be aired in Russian channels Russia 1 and Russia 24.

Ayuna Badmaeva, Deputy CEO, GM of International Networks, Digital Television Russia, remarked, “This is really an exciting time for us at DTR. We provide smart and innovative programmes that entertain, educate audiences across all demographics and on all platforms. Our philosophy in creating local brands and local formats ensures that these channels will resonate with the local viewers. Especially with a market like India, where there are many regions and languages.”

(Left to Right) Jawhar Sircar, A Surya Prakash, Mednikov Dmitry Yurievich

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