Translated material
"Reached Tina"
On the Russian air, the TV channel "Match TV" started. Why does the propaganda machine use sport for its own purposes - thinking The New Times
On the set of the program of the new Channel Match TV in Ostankino, Moscow, October 28, 2015
The channel began work on November 1, on the day of mourning for our tourists who returned from the Egyptian resort in coffins. Ironically, one of the slogans of the new teenication - "For a healthy lifestyle!"
Life is sometimes not only a cruel playwright, but also a stinging editor.
Start against the background of mourning
We will not seek in the accidental coincidence of the two events a certain omen in the fate of the channel, which is full of health and optimism. It is clear that the von did not inspire the Match TV team that the conditions of a difficult information field related to national mourning did not allow the channel to reveal in all its glory on the first day, which was reported by the general producer Tina Kandelaki in his Instagram. I had to abandon the health blanks, from bravura screensavers, from cheers-congratulations, from elegant jewelry and give a festive action relatively business everyday nature. In the words of Kandelaki, the channel "could not afford to make a mistake in intonation."
Nevertheless, she counted, the first day of broadcasting did not become a lump. The share of the Moscow audience - 6.1 % - was quite satisfactory from the point of view of the general producer. "You are watching us!" - Mrs. Kandelaki exclaimed joyfully, turning to the world and the population. And she was especially pleased that “at least one minute, 24.9 % of the audience of men of age category 25-59 years (about 968 thousand people) and 16.1 % (2 million 229 thousand people) of the 4+ audience turned on for at least one minute yesterday on Moscow.”
In such a minute attention to the newborn broadcaster there is a reason, again due to national mourning. All other federal channels removed entertaining and rating shows from the nets. The ether was discolored and immobilized to a large extent. Therefore, many, clicking the remote control, and jumped “for a minute” on “Match TV”.
Background
The need for this channel was spoke somewhere at the end of spring. And already in early June, Putin, following a meeting of the Council for the Development of Physical Culture and Sports, instructed the government together with Gazprom to create an all-Russian public sports television channel based on NTV-Plus and Russia 2. The synthesis was mainly subject to journalistic personnel of the first and etheric frequencies of another. In financial terms, this was not a synthesis, but an absorption. The owner of the NTV holding Gazprom bought from the VGTRK holding frequency for 9.3 billion rubles. And in addition to them, an audience is approximately 81 million spectators.
The rapid and trouble-free creation of a sports and optimistic channel is amazing. Everyone remembers how long and painfully the public TV was created
It was planned that the channel will work on September 1. Then the date was postponed to November 1. Honestly, it seemed that she was unreal. Still, to build a channel in three months-this is needed by Soviet navigator.
I went
The day after the mourning, the inviting exclamations of eminent athletes ran across the screen. More precisely, there was one exclamation: “Everything is for the match!”, But with different intonations - increased, lowered, with a smile, with feeling and with arrangement. Between them-Lozung programs: “You can more!”, “Live now!” Storitelling like “Mom in the game”, “Real men”, “The path of a fighter”.
Khorkina, who inspires something inspiring with an index finger
Patriotic, Boris Mayorov and Vladislav Tretyak, recalling the victories of the Soviet team on American ice and contesting the reliability of the American painting “Red Machine”. The leading programs and the show were stubbornly aggressive. The pointing and guiding the finger of the general producer of the canal is visible to the naked eye.
In general, such a rapid and trouble-free creation of a sports and optimistic channel is amazing. Everyone remembers how long and painfully the public TV was created. And for what beggarly money it was made, and what penny it lives now ...
It can be seen that in the favor of the “match” there is a separate interest in the Kremlin. What is it?
Background
The Match TV channel itself, apparently, is conceived as a sports and patriotic. Apparently, the success of the Sochi Olympiad both in organizational and competitive relations seemed to the Kremlin authorities quite promising from the point of view of reclaiming a new wave of patriotic feelings of the population and raising the international prestige of power. And it seems that now there will be not a single significant international tournament that the Russian Federation would not try to spend at home. Already Kazan, barely breathing out after the influx of swimmers, informed the world of readiness to hold a world championship in beach sports.
Skater Tatyana Navka at the presentation "Match TV" in the congress park of the Radson Royal Moscow hotel, Moscow, October 29, 2015
Of course, the Crimean campaign in terms of discharge of love for the homeland turned out to be more effective than any other Olympic and tournament triumphs. The fact is, however, that the year -round information war on all federal channels with the Ukrainian and American military men has already noticeably blessed, became routine. We need a new seasoning, a new spice. It was decided to make a sport of high achievements and impressive entertainment. To do this, it was required to overdate and modernize the propaganda television machine. Of course, all the tools of the agitprop (“Politics”, “News of the Week”, “Sunday evening”), washed for the summer, were cleared and advanced to the front line with the beginning of the season. They have already become lumping, however, with the wrong fierce.
Tina Kandelaki is optimistic at the future of her television channel, Moscow, October 29, 2015
Commentator Dmitry Guberniev (left) and Chairman of the Board of Gazprom-Media Holding Dmitry Chernyshenko at the presentations of the Canal, Moscow, October 29, 2015
So, to incite the state patriotism next to them, apparently, was assigned to the public sports and television complex "Match TV". It is no coincidence that almost immediately on the air of this channel, it was about the beneficial propaganda role of sports in Soviet times. And the front line of the front was then hockey. It’s not without reason that Major and Tretyak recalled the instructions of the then Minister of Sports Comrade Pavlov: “Soviet teams cannot lose!” Or another order of the bosses to hockey players: "There is no power that could overpower the Russian power."
"Two elements", one task
The obligation to manage this propaganda machine, as we already know, is entrusted to the young ambitious PR man Tina Kandelaki with her optimistic slogans: “Television and sport are my two elements. Sport is a constant movement towards victory, willpower, beauty! ”
She reminded me of someone with the purity of her thoughts and career ambitions ... I will immediately make a reservation: not the level of talent.
There was such a proud beauty at another time, in another country, in another regime, also, however, in need of PR in the highest category. Her "two elements" were sport and cinema; Television then has not yet become massive, and in technology it was vegetated at too low. Cinema is another matter. The film apparatus is a more perfect tool with which Leni Rifenshtal managed to create a sports and patriotic channel, excuse me, the film “Olympia”, where visual aesthetics for conscience served as the decoration of the Nazi regime.
The information war with the Ukrainian and American military men has already noticeably blessed, became routine. We need a new seasoning, a new spice. It was decided to make a sport of high achievements and impressive entertainment
In the film "Day of Freedom! - Our Wehrmacht! " She worthy of glorifying the military car of the Third Reich.
Tina also has some merits in the format of Militari. The Apostol media-agency led by it contributed to the promotion of the Kalashnikov brand.
They say: "Where is laziness, and where is Tina ..."
This is true: they are far from each other. And the modes are far away. And functional similarity is visible more and more distinctly.
“We have one task,” Kandelaki announced, “not only to captivate millions of spectators, but also to make others believe: the person’s ability to overcome himself endlessly!” (It is clear that Tina speaks not only about athletes.) We believe. And we know that too many people, overcoming themselves, overcame something essential in themselves - human.
Magic pipe
After the war, Rifenshtal was justified to those who subjected her to moral obstruction: “But could you know about everything in advance? What to answer for? ” “For that,” there was an answer to her, “that served as a magic pipe for Krysolov. Because she carried away millions behind the rat. ”
There is some hope for the inefficiency of a “magic pipe” called “Match TV”. After all, the subject of inspiration by Tina Kandelaki is a sport of high achievements is a patriotic thing is unreliable: today we are them, and tomorrow they are us ... In sports, it is much more difficult to give out defeats for victories than in politics or economics.
And finally, something separate. The general director Vladimir Kulistikov, who left NTV, shared a good joke with Ksenia Sobchak about the new phenomenon of Kandelaki to the people: "We thought we had reached the bottom, but it turned out that we had reached Tina."
This was said by a person who did a lot to make the channel a subordinate to him at the bottom.
Photo: Anatoly Zhdanov / Kommersant, Mikhail Metzel / TASS, Mikhail Japaridze / TASS