​Match TV talks about development of sports television at #GPMTrendy meeting
06 July 2018

The third event within the framework of Gazprom-Media’s educational program #GPMTrendy (Gazprom-Media Trends) was held in Moscow on July 3. The speakers at the event included the deputy general manager of Gazprom-Media Sales House Alina Efimova and Match TV’s chief producer Natalia Bilan. The discussion focused on the development of sports television and the main trends in sports broadcasting.

More than 150 people attended the Gazprom-Media event - clients and partners of the Holding, representatives of advertising agencies and mass media, as well as company employees. Match TV commentator Dmitry Shnyakin commentated on a live broadcast of the 2018 World Cup ⅛ match as a special treat for the evening’s guests. The meeting between the national teams of Colombia and England ended with the score 1:1 (penalty 3:4), with England winning the post-match penalty shootout.

The deputy general manager of Gazprom-Media Sales House Alina Efimova spoke about the development of the sports movement in Russia and how modern media platforms are promoting a healthy lifestyle. She also noted the social role of Match TV channel in the popularization of sport.

“In five years in Russia, according to data from the Ministry of Sport, the number of Russians who practice sports grew from 24% to 36% in 2017. For us it is important that this number only continues to grow. That’s why Match TV not only shows sports broadcasts and analytical programs, but also encourages its audience to be active and to lead a healthy lifestyle. It is important to note that 64% of the population receives information about sport through television, according to Mediascope,” said Alina Efimova.

Match TV’s chief producer Natalia Bilan presented high numbers in the television viewing ratings, talked about the formation of content related to sports and noted the growing interest of the audience to sports broadcasts.

“We see a growing interest in the channel among viewers. In June, the channel reached a record television viewing share of 6% among a target audience of men aged 14 to 59,” said Natalia Bilan.

She also showed the evening’s guests the first viewership figures for Match TV during the 2018 World Cup. According to Mediascope, the live broadcasts of the 10 games of the 2018 World Cup on Match TV gathered 25% of the male audience aged 14 to 59, which is twice the share that the channel held during the 2016 European Championships. The average share of Match TV channel in the period from June 14 to 19 was 9.7%. As such, Match TV is second among all television channels in terms of the size of the male audience aged 14 to 59.

Gazprom-Media Holding launched the educational project #GPMTrendy in honour of its 20th anniversary. Throughout 2018 there are discussions held, as well as master classes and creative workshops with the heads of television channels, radio stations, creative producers and stars of Gazprom-Media. The educational project also engages clients and partners of the Holding, representatives of advertising agencies and mass media, and company employees. The first event of #GPMTrendy focused on the creation and promotion of series content on the TV-3 channel (part of Gazprom-Media Holding).