8 March 2013 Go back to the main page  
 What they said ...

We asked CTC for their comments on this initiative:


“It is very important for us to be innovators in everything we do, but especially in digital media, as very few segments rival it in terms of dynamics and development potential. Transmedia projects have already been around for a while abroad, but they are just beginning to emerge on the Russian market. We have already done a lot to develop this segment, but we plan to do a lot more to ensure that the development of this sector in Russia is linked with our company”.

–– Yulia Mitrovich, Chief Strategy and Digital Media Officer – CTC Media


“CTC Media is the cross media leader in Russia. We were the first to launch a transmedia project, “Real Love”, and were so encouraged by its success that we decided to look for ideas for our next project further afield. We are looking for bright and unusual ideas that can seamlessly combine a diverse range of communications channels and content delivery to the end user, whether it be TV, online video, mobile internet, games or other methods – it is only limited by the imagination of participants!”

–– Anna-Maria Treneva, Head of Digital Media – CTC Media


“The transmedia market in Russia is still in its infancy, and the complexity of planning these campaigns is the main obstacle for its development. Not only does high-quality content need to be created, but it also needs to be delivered to “quality” (from the point of view of the brand’s goals) target audiences. The same old formats continue to be used given the lack of fresh ideas. The international competition will give us the opportunity to see how our colleagues go about solving this problem and to bring changes back to our market, which is already prepared for an effective synergy between internet and TV”.

–– Oleg Zhdanov, CEO – Ailove


“For a long time now, the audience has been able unconsciously but quite strictly to filter information, especially advertising, and it is already accustomed to fragmented media consumption. The most valuable thing in this market is not time or even money, but the audience’s attention. This should come first. You can no longer purchase attention with just a huge media presence, you need genuine human interest, which is almost impossible to grab without a good story. Transmedia projects allow us to do this. We already have experience in successfully carrying out such project and we are a great believer in them”.

–– Yaroslav Smirnov, Head of Mobile Internet Marketing Communications, VAS & Financial Products – MTS