Leonid Yurgelas General Director MTV Russia Russia & CIS

What are your acquisition strategies?

It's hard to acquire for MTV-Russia because MTV is a content-machine, a trendsetter and a very strong brand. Half of our content is produced by MTV, but when we acquire programs, we look for something that can fit creatively and emotionally. We're in constant contact with our distributors/producers. We also attend the markets (MIPTV, MIPCOM, NATPE) and the LA Screenings. The most exciting thing about markets is the opportunity to meet up with producers and distributors from around the world and get a feel for new shows and emerging television themes. There is always a chance we might find something really interesting and innovative.

Less Than Perfect
Buena Vista International

What formats are you looking for?

We are looking for shows, which really stand out, which offer something different either visually or in the way they tackle an idea or subject. We have a strong production base, both in house and in the independent sector so any acquired program must have an original format, a striking visual look or offer a unique insight on the world for our young viewer. Next year we're going to look for interactive dating shows, scripted drama / comedy and innovative reality shows.

What program are you going to offer?

Well, we are proud to present to the attention of international broadcasters "The Club" - a unique Russian series targeted at youth. It combines drama and comedy genres and it emerged as a hit project on Russian MTV last summer (we aired 30 first one-hour episodes and 30 new ones are now in production). We call it "The Russian Cinderella's tale in R'n'B style". The series reveals the true golden boys' and girls' lifestyle in the Moscow nightclubs landscape. Young Vasilisa (of humble origins) accidentally enters the glamorous world of Moscow nightlife. At first she struggles to earn a reputation in the new environment but eventually she makes a brilliant career of a popular singer. Dozens of famous Russian singers and celebrities appear in "The Club" in every episode. R'n'B music which is extremely popular today in Russia is an integral part of the series. "The Club" immediately became the biggest ratings winner on MTV Russia and I'm absolutely sure it will conquer the hearts of thousands of young people abroad, and at the same time, will give everyone the true impression of what the today's Moscow nightlife is like.

Can you name some successful titles that you acquired this year?

Rather than mentioning specific titles, I would like to name a package deal that might be considered a quite successful acquisition in 2006 - it's our exclusive two-year programming deal with E! Entertainment, delivering 250 hours of premier titles. MTV Russia is airing E! and Style's popular celebrity-themed programming including 101 and 50 Most Entertainment Countdown mini-series, The E! True Hollywood Story, Style Star as well as E! Entertainment Specials. This high quality-programming package allowed us to strengthen our leading position as the channel that offers Russian viewers the freshest and most innovative TV entertainment found nowhere else.

What programs will be popular at NATPE 2007?

Many distributors and channels are producing reality programs, creating a need for high-quality scripted series. I can say that great comedy shows are in high demand. Today TV channels and networks find themselves at the intersection of two seemingly opposed forces - passive TV and the interactive Internet. One of the main goals is to change the viewer experience by delivering a real interactive experience to the viewers, that's why interactive formats involving mobile and Internet participation from the audience are going to be extremely popular.