To the correspondent of "Izvestia" Andrey Lukin said First Deputy General Director - General Producer of "First Channel" Alexander Faifman. He spoke about the technology, "American Idol," the competition "Five Stars" and the plans of Channel. News: The TV season for the "channel" is not finished very well. According to reviews that in April-June, lost his leadership of "Russia", although at the end of the season, you can still get the top spot The reason? Do you see this trend or a random and short-lived success of competitors? Alexander Faifman: First "First Channel" held every 10 years since its lead in the TV market in the tenth anniversary season, this superiority is lost, which is in itself an act unprecedented in the recent history of Russia. Speaking of TV product typology, with our nearest competitor - cut the rating gap and even repeatedly beat us, it should be noted, on the one hand, local telenovela "Carmelita" and "Test of Love" on - the channel "Russia" other - in order to win the weekend due to the format of "distorting mirror" that was created by the "First Channel", but due to circumstances, was that our competitors. We are concerned in any case of this problem and understand that this season we will have a very big difference in the table. The last 4 years has allowed us to lead by a wide margin by all competitors, but also learn the leaders of our colleagues to learn from our global and positive experience ... In this situation, we can only take new steps to the historic leadership of the "First Channel" no one in doubt. News: It may be that the fact that the channel in January, official ratings TNS Gallup Media are denied? Finally, the head of the "First Channel" Konstantin Ernst was the only one who openly expressed doubts about the accuracy of the current measurements? Faifman: We have long and repeatedly questioned the current system of measurement. Therefore unlikely to be a direct relationship between the critic and the latest figures have. We do not talk about the specific indicators care, and they methodology Media Measurement. This is a great tool for influencing television - particularly with regard to the distribution of advertising money. It is unlikely that we have another industry, the turnover of which almost two billion dollars, and the evaluation criteria and allocation of resources based on a fairly conventional measuring methods are based. So of course, because it so many complaints. News: How do you see the resolution of the uncertain situation surrounding media measurement? Whether the channel supports the "RusBrand" ACAR and to create a new industrial committee or are there other solutions to the problem? Faifman: We believe that the solution to the problem, the replacement of the official measurer, and above all, a change in the methodology be. I mean the replacement of obsolete People Meter, a new generation of devices that allow near real-time measurements downloaded television audience. And new investments in the measurement itself, which would expand the number of people who drive to make the sample more representative in terms of the total population of the country, without a shift in the direction of reklamoemkoy audience that reflects generally not an objective picture. And, of course, the number of locations at which measurements are made, like the big broadcast channels across the country, and the measurements are carried out only in the big cities, and even then not in all. News: Ratings show audience. And as his own work in the past year, on a TV "channel" judges? Why, in comparison to last season, there was hardly any new formats? Faifman: public success and a recognition of our work. In this sense, the most successful projects of the past season "Survivor. Super Game" (an average of 13.7%, 32.3% market share), "New songs about the main" (p. 12.2% to 31.2%), "Star-5" (average of concerts on Friday - 11% and 26.8%). And of course, movies. This season, we had a particularly large telepremer: and Hollywood blockbusters - "Kill Bill" and "Kill Bill 2", "Minority Report," "X-Men", "Moulin Rouge" (I refer only to the capital) , and local bands - "72 meters", "Daddy", "their", "Driver for Vera", "The Rider Named Death". As for the new format, they will surely catch the attention of the audience, but at the same time can not be an end in itself. The audience, of course, want of novelty, but at the same time it is not ready to give up favorite programs or usual position on the grid. Legendary "Field of Dreams" with Leonid Yakubovich aired 15 years and continues to call for the audience. For this reason, new projects do not happen the same way a lot of the year. These successful programs that have come in the past or the year before, though not new anymore, but still loved the audience and keep their place in the air. But every season we have to be renewed. For example, "Big Wash" typologically fully the interests of the audience. But feel that the project has laid has forced us to replace it into another talk show - "Five Evenings". News: If the information - bring it picture and the face of the channel, the popularity and the money is TV shows and entertainment programs. What's New Channel TV series made in the genre? Faifman: This season we have several notable series. The leader of the genre, and it was not just on the "First Channel", but in all of our TV "Commando" (average of 20.9%, the share of 54%). We liked also has success with the public television series "Twins" (p. 18.7%, 41.2% d) ", palm readers" (p. 14.7% to 34.2%), "Brezhnev" ( p 14.6%, 32.4%, etc.), "Gentlemen of the Starfish" (p. 13.5%, 30.9%, etc.), "Streets of Broken Lamps" (p. 12.3 %, 28, 7%), "72 meters" (p) 11.7% to 28.2%), "Lost the sun" (p. 11.3%, 28.4%, etc.. Especially would like to mention the excellent adaptation of literary works - "Moscow Saga" (p. 14.3% to 32.9%) and "Children of the Arbat" (p. 12.6%, 29.2%, etc.) - and work, Vladimir Khotinenko "Fall of the Empire" (p. 9% to 21.5%). News: Why is a very high quality and for taking a bold on the content of the TV series "Fall of the Empire" had a low rating, while controversial in every episode, "star of the era," was received by the audience with a bang? Why the mass audience is not ready to accept challenging films? As a channel for transmitting to determine the ratio of air quality programs on the image and the mass review? Faifman: In your question has been answered already. High-quality, mature product in any genre, as long as the mass audience accepts reluctantly. But in my opinion, one should not go to the taste of the audience, you have to move on it. And somewhere in the middle of the path to compromise, I think, is the guarantee for success with audiences and respectable image. By the way, "Saboteur", in my opinion, only one example of such a winning combination - a masterpiece, do not cause problems, and at the same time, the absolute leader in the rating indicators. As for the "Fall of the Empire", then a movie set in the net, we are absolutely aware of the fact that the 10th Anniversary of the channel to a focus on image component. "Love test" when it is not given with the overall quality fabric broadcast "channel" - Moreover, we even aware of the show one of the two successful soap operas that go on the channel "Russia", abandoned. In this sense, the high ratings of our competitors - it is usually a result of our concern his image. Although often sacrificing assessment we can not because the "First Channel", in contrast to all other members of the media market, has no other sources of funding other than the advertising revenue. News: We would like to ask about the news. Are you satisfied with the information service "Channel One" shows important events from September to June, the tragedy in Beslan, the Ukrainian elections, the process of "Yukos"? Faifman: In general, we are satisfied with our information service. Its new leader Cyril Kleimenov quite fast reorganization of the whole structure, and it is beginning to produce results. As for the lighting of the most poignant moments in the life of the country, such as the Beslan tragedy, showed the example of the BBC BBC during the recent events in London, that the function of news and television usually goes beyond simply informing the public. There are a lot of internal ethical boundaries that we are obliged to take into account in their work. News: Leonid Parfenov, in an interview with "News" said that prepared last summer and he was Vladimir Pozner for "Channel One" new program. What prevented the project will be broadcast? Is there a chance that in the next season? Faifman: We have no plans to update the program, Vladimir Pozner. "Seasons" - is a well-established brand. Vladimir Pozner, in my view, has a unique sound in the discussion of the most serious and sensitive political issues that are found by far the only one of its kind on the national television. On the eve of last season, we examine the possibility of a modification program. Nothing and we did not stop. But we came to the conclusion that such an experiment is not likely to succeed, and by and large have simply decided not to risk it. News: Is there potential for a monotonous television humor, if the same artist, the two channels with the same kind of numbers? How long "funhouse mirror" or bring your own review? Faifman: I am afraid that the "distorting mirror" will long require rating to carry on as a distinct genre of humorous TV programs an audience during the last decade. And the fact that do not have the same artist with the same numbers to migrate through the channels, it is very obvious. Right now we are slowly trying to offer some different reading comic telezhanra: update occupation by infusion of fresh blood - we had a comic festival in Sochi, new talented artists, shares humorous and musical palette could not be identified leading channels in the minds the audience twins. But since both the humor and the music is still in demand, then this genre, we do not break easily. News: Why channels and "First" to refuse particular experiments teleyumorom and require producers with programs exclusively promoted comedian? "Star" has proven that with the help of television signals can quickly recover unknown character. Is it not possible to transfer the technology and humor? Faifman: "Star" - is not only and not so much the technology, how much talent writers, producers and participants, multiplied together, with the media resource "First Channel", the definition of a positive result. And. In the comic book store today, in my opinion, the biggest problem with the writer and producer components Usually combine all of these features in the artist and if the combination can be significant digits. Therefore, an approach is analogous to the music industry, it basically impossible. As with the experiments in the field of humor, we have never joined in a professional party platform. On the channel for many years from the KVN, which is actually a student theater pop miniatures, not so long ago, there was a program "Beyond the Game," in which the current and former members of the Association of further jokes in a wide range Topics can do, plus a variety of dramatic monologues and musical artists parody, specially prepared for some entertainment - all this, in my opinion, the experiment is telezhanra under the very humorous. News: Why not a school KVN comedians and a source of ideas for new entertainment channel? Faifman: It's certainly possible, it happens, but we are often confronted with the fact that the student will not humor out of context, it has a completely different nature - and the birth of a joke, and their perception. From my perspective, it is inextricably linked with the atmosphere that exists in the space, if you listen to not only the audience, and the like-minded people who live with you a life, read some books, and not just react to the texts, but Also, another set of connotations and nuances. news: Musical Politics in the air and off-air - in particular the organization of the "Euro Vision" contest and the "5 stars" in Sochi? Faifman: This year we have a national selection of artists who have Russia organized the "Euro Vision" represented - it is the first time and made largely on the basis of the weekly show "Star Academy", which gave us the opportunity to once a week a live telephone voting arrange viewers. Moreover, as the weekly. "Golden Gramophone" audience selects national hits, we decided the most popular singer with the song you like to opt in "Euro Vision" in the same way to participate I believe that the audience it should be interesting: experience and cheer for the actor, they have chosen. Although the rules of the "Euro Vision" song and artist selection is up to the channel, we have the right to change the principle of selection, but still talking about it earlier. "5 stars" - this is our new project, it aired only two major channel in the country. And to all those who took part, the competition was very well organized. What is the level of participants - a question that everyone involved - that is, in my opinion, this year a number of brilliant performer, which was already very good for the first time. But the main thing is clear - the competition is to develop and ensure that it is live. News: Has the audience success of "American Idol" from the creative alliance with companies that are then in the promotion of young artists involved? Worth a TV channel on the subsequent promotion of the project participants? Faifman: Channel, a clear interest in promoting any product, including music, created with his direct involvement. But of course much more creative fate of these projects depends on the producers who care for them at the end of the broadcast program. Igor Matvienko, Maxim Fadeev, Viktor Drobysh today - the leaders of the domestic market, and we believe that their own creative career working with members of the "American Idol" - not a passing episode, but a serious side. News: Behind the scenes are important for the development of the television market - the last ceremony of the "Taffy". If the presentation of "Taffy" did not come the first of the Main Channel, including Konstantin Ernst, the Academy was almost split. As you can see the fate of the main Russian TV award? Teleakademikov many people with the "First Channel", the opportunity to talk about the connected corporate ballots. What do you think should be done the result of the "Taffy" is not controversial in the Tele? Faifman: In my opinion, the debate in the Tele will never stop. This community is designed. Finally, there are no objective criteria for the quality of the TV review product. They are completely subjective. And speaking of the numerical strength of the academics, the people in some way with the "First Channel", where there is a strength of the third, and those connected to the vast network RTR who joined today in all regions in which it operates large number of TV producers and the leaders of the national TV, I think there are probably a lot more. Therefore, the question now before the Academy is: How do I make a subjective vote properly. The ceremony, which will take place in 2005, the show will be the management of the academy to find the right way out. In my view, the random person the voters - one of the options of retreat. Since the possibility of anyone lobbying interests when. The whole country, and sees how they voted, the price is certainly academic reputation takes precedence over the desire to please a certain telenachalniku "Channel" does not enter the season of "Russia" in April and May are out, "First Channel" again, for the tenth time, at the end of the season was a leader. Declined in the general audience of the year. If in the season 2003/2004, the proportion of "Channel One" 25.9%, in the season - 24.4. Among the losses, despite the traditionally strong baby-radio - young viewers under 15. The stock fell by more than 5%. Promised a year ago in an interview with "News" General Manager "Channel" Konstantin Ernst, "seriously preparing" for the next anniversary season. "We shot a lot of movies and TV shows, a quality that suits us ... We have also managed to prepare some new reality show, using several new formats. I hope they will adorn our air in the new season , and makes it possible for the next leap "- then said Ernst. Explains screening justified because of a successful new formats, they are lower than could be expected. Stable numbers brought already proven formats - the regular season of "American Idol," "Survivor," a new series of "drawing" (the 38%), music chart "Golden Gramophone" (share of around 26%). But manifest this season viewers were tired of known formats. "Factory" by Alla Pugacheva was successful and received a share of 26.7%, but the peak of popularity of the show came in the third season of the project, when the proportion was equal to 32.5%. "Survivor. Super Match" in the top 20 most popular programs of the "First" with a share of 32.6%, but it should be remembered that the "PG-3" has collected 40.9% of the audience. Lead early in the season, "First Channel" offers to try again, "Streets of Broken Lamps" blockbuster weekend and news. "Shock" project started series "Antikiller-2" and "Commando". The share of the audience last was 51.3%, the two times higher than the average audience, is "First Channel". In addition to supporting spectators series received rave reviews in the press. More attention of the audience bursts were also associated with such series as, for example, "Moscow Saga" (31.5% share) and "Children of the Arbat" (27.7%). One of the most important events of the season, the show of the series, Vladimir Khotinenko was "fall of the Empire." Highly praised film critic, and also colleagues from other channels that recognized the project "First Channel" The serial brought the production to a new level. Unfortunately he did not get in the top 10 highest-rated series of the season. The highest rating of the movie Paul Chukhrai "Driver for Vera" (share 48.5, 30.6 rating). He took the second Place in the top-20 "channel" for the season, second only to New Year's speech by President Putin (share 56.5, 30.6 rating). One of the most notable innovations of the season was the evening entertainment show "Big Premiere" with Ivan Urgant. It was the beginning of a positive atmosphere in our experiments in the TV, but argue the popularity of "distorting mirror" program failed. Of course, a successful experiment was a modification of the "Big Wash". The new program of Andrey Malakhov "Five Evenings" become less "yellow." Changing the picture went to her advantage - Reviews shot. At the end of the season, a leadership program suffered in the early evening in prime time and on the live broadcast. The result - a further increase in rating and share high-quality male audience.
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