A case study by NTV: How to integrate social initiatives into channel programming

The television company NTV, in partnership with the non-profit organization ANO National Priorities, is raising awareness among Russians about social and charitable causes through its programs. This new case study explains how this format can be integrated into programming.

Objectives

Incorporate a socially-conscious and charitable agenda into NTV’s programming;

Develop a client-tailored, relevant program;

Inform the channel’s audience about social initiatives created within the framework of Russian “National Projects”.

Solution

“National Projects” cover a wide range of topics, including demographics, healthcare, tourism and hospitality, education, culture, and the environment. These topics can be integrated into entertainment, social, and informational programming, as well as custom programs initiated by the client.

Timur Vaynshteyn

General Producer of NTV

This year, NTV has increased the volume of sponsorship sales by about 20% and gained 30 new brand partnerships, which is an excellent motivation for us to continuously diversify collaboration formats and explore new avenues for commercial integrations. I am glad that NTV’s focus on social issues is in line with the areas of interest emphasized by “National Projects”.
This is evident in the cases implemented within the channel’s programming and the premier content created specifically within the framework of “National Projects.” I’m referring to the documentary series “PE Teachers. The Future is Now” and “My Universities. The Future is Now.” For NTV, these are important stories that resonate with our commitment to educate and address important social issues on-air, while also implementing new sponsorship strategies.

NTV has integrated “National Projects” into existing programs that focus on current social issues and expanded its content offerings with new premier projects. As part of the “Sport is a Way of Life” initiative, NTV created a special program “PE Teachers. The Future is Now.” The 10-episode series focuses on physical education teachers. Renowned athletes, champions, actors, and NTV presenters traveled to various regions to test the sports and wellness facilities built under the initiative.

A documentary project, “My Universities. The Future is Now,” has also been launched in partnership with ANO National Priorities. The project focuses on 12 of Russia’s largest universities, showcasing the limitless opportunities in the education market and helping teenagers decide where to study after high school.

The international vocal project “You Rule! (Ty Super!)” is dedicated to children without parental care. Participation in the project motivates children to pursue music and singing professionally, perform at Russian and international festivals, make new friends, and become part of the big “You Rule!” family. Beyond the competition, participants can visit museums, theaters, and new educational centers such as Quantorium.

“Stars Align (Zvezdy Soshlis’)” is an entertainment show where celebrities discuss various topics, steering clear of politics or heavy issues. However, NTV has managed to integrate social themes into the project. In October, a special episode aired focused on breast cancer, with doctors and former patients discussing the issue.

“Central Television” works with informational topics, so the integration of “National Projects” was carried out with a focus on socially significant areas, such as environmental and demographic issues. These include such pertinent issues as the preservation of the Volga River and methods of fighting forest fires, as well as the development of geriatric care in Russia and the creation of a long-term support system for families.

Results

In 2021, “National Projects” were integrated into 11 NTV programs. Some were seamlessly incorporated into existing projects, while others were entirely new projects created specifically for these initiatives.

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