3 december 2016, 15:29

Tricolor TV and Mezzo: efficient implementation of international principles of packaging

On 2 December 2016 at 22:00, the biggest Russian provider of digital television Tricolor TV and Mezzo TV channel organize direct broadcasting of performance of the world masterpiece, which was deemed lost — «Dirge» of Igor Stravisnky. The work will be performed by Symphony Orchestra of Mariinsky Theatre conducted by Valery Gergiev, for the first time within the last 100 years. This project is a result of successful cooperation of the TV channel and the provider.

On 2 December 2016 direct broadcasting of the first since 1909 performance of «Dirge» of Igor Stravinsky will take place in Saint-Petersburg. Symphony Orchestra of Mariinsky Theatre conducted by the outstanding maestro Valery Gergiev will present the lost work, which will be enjoyed by all connoisseurs of music thanks to the direct broadcasting of this event organized by Mezzo, Mezzo live HD TV channels and the biggest Russian provider of digital television Tricolor TV.

In October 2016 Mezzo, Mezzo live HD TV channels were included into Tricolor TV again and became available for the provider’s subscribers within «Uniform» package. The viewing audience of the provider is about 40 millions of residents of Russia. Thanks to cooperation of Tricolor TV and the TV channels, not only the guests of Mariinsky Theatre will be able to hear the lost masterpiece of Stravinsky — the TV broadcasting will return the music to the whole world.

Such projects are the result of successful use of international packaging standards by Tricolor TV.

The providers holding the leading positions in the world use a number of criteria in their practice, which allow them to effectively assess the possibility of inclusion of one or another TV channel into their network.

Complex assessment is carried out on the basis of data on the viewing audience of the TV channel, actual indicators of TV viewing (consideration of ratings of the most well-known TV indices and assessment of TV viewing of own audience) and the aggregate rating of the TV channels of the given themes, which are included into the provider’s network. For measuring of indicators of TV viewing in own network, the international practice of TV channel broadcasting in the test mode is used, which in the end allows to make a decision on conclusion of a long-term agreement.

Certainly, one of the key indicators is content filling of a TV channel (thus, Mezzo, Mezzo live HD TV channels regularly carry out direct broadcastings of premières, as well as already loved by viewers performances of the leading theatres of the world, thereby constantly updating their content, preserving its topicality for the viewers). Besides, an important parameter is availability of capabilities and experience of conduction of campaigns on promotion of its product. Mezzo and Tricolor TV have an extensive toolkit for joint conduction of various marketing and PR campaigns aimed at increase of TV viewing ratings, as well as at attraction of new viewing audience. This allows the provider and TV channels to essentially increase efficiency of cooperation.

This assessment system is most characteristic for majority of world providers. For instance, when signing contracts with thematic channels, Sky UK uses several criteria at putting channels into packages. The most important of them are content novelty and uniqueness, actions and budgets of the channel for promotion in the provider’s network and indicators of TV viewing of the provider’s audience within the test period of broadcasting. For already two years, Tricolor TV has been using similar criteria and primarily guided by the content value for the TV viewer in Tricolor TV network.

It is such approach that allows Tricolor TV to form a quality offer which is in demand of TV viewers, and allows TV channels to develop and find their audience. And besides, it makes it possible to create synergetic effect and to implement large-scale socially significant projects, such as the project of Tricolor TV and Mezzo, thanks to which the musical masterpiece will be returned to the people and the high world of art.

Christoph Winkel
Director of Mezzo and Mezzo live HD TV channels
We are very glad to carry out direct broadcasting of this unique event from Saint-Petersburg on Mezzo and Mezzo live HD. Undoubtedly, the recreated «Dirge» of Stravisnky makes the program very captivating. We are happy that we can share this rediscovered work with the 40-million viewing audience of Tricolor TV. We are very proud of continuation of fruitful cooperation with the provider, as well as with the maestro V.Gergiev and Mariinsky Theatre. Carrying out direct broadcasting of this concert opening the Year of Stravinsky is a new step for preservation of Russian cultural heritage.
We are very glad to carry out direct broadcasting of this unique event from Saint-Petersburg on Mezzo and Mezzo live HD. Undoubtedly, the recreated «Dirge» of Stravisnky makes the program very captivating. We are happy that we can share this rediscovered work with the 40-million viewing audience of Tricolor TV. We are very proud of continuation of fruitful cooperation with the provider, as well as with the maestro V.Gergiev and Mariinsky Theatre. Carrying out direct broadcasting of this concert opening the Year of Stravinsky is a new step for preservation of Russian cultural heritage.
Elizaveta Kapralova
Chief Communication Officer, Tricolor TV
Tricolor TV traditionally supports cultural projects of Russia — International Moscow Film Festival, TEFI Television Award, «Singing Bridges» Sound Show, etc. As leaders of the industry, we think it our duty to develop not only technological, but also cultural side of television. Undoubtedly, broadcasting of the musical masterpiece, that was deemed lost, is an important event for the world of art. It is especially pleasant that the retrieved work will allow not only to study the creative activity of the great composer Igor Stravinsky in more detail, but it will also add to the contribution of Russian musicians to the world culture. We are glad to the possibility to share this discovery with Russian TV viewers who will be among the first to appreciate the beauty of the masterpiece which seemed to be irretrievably lost.
Tricolor TV traditionally supports cultural projects of Russia — International Moscow Film Festival, TEFI Television Award, «Singing Bridges» Sound Show, etc. As leaders of the industry, we think it our duty to develop not only technological, but also cultural side of television. Undoubtedly, broadcasting of the musical masterpiece, that was deemed lost, is an important event for the world of art. It is especially pleasant that the retrieved work will allow not only to study the creative activity of the great composer Igor Stravinsky in more detail, but it will also add to the contribution of Russian musicians to the world culture. We are glad to the possibility to share this discovery with Russian TV viewers who will be among the first to appreciate the beauty of the masterpiece which seemed to be irretrievably lost.

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