The Russian national commercial broadcaster CTC Media will launch a new, male-oriented channel on November 12.
Named Che Channel, it will use a frequency currently allocated to the proprietary service Peretz, which its replacing, and target viewers aged 25-49, with a particular focus on those aged 30-40.
Commenting on the new channel, Yuliana Slashcheva, chief executive of CTC Media, said: “Time of Che has come! We will be replacing Peretz with a completely different channel with new concept, content and design. The launch of Che is a critical milestone in the strategy of CTC Media, for the purpose of which I brought Ruben Oganesyan on board. In a very short timeframe and, importantly, within our existing budget, we are going to launch a brand new channel that will be even more attractive for its target audience and will bring new opportunities to advertisers, ultimately bringing additional profits to the Company.”
Ruben Oganesyan, chief executive of Che Channel, added: “Che is first and foremost a channel about the Man. It is a sometimes serious, sometimes ironic story about us and everything we love and appreciate. It is a story of men that would be exciting for the gentle sex as well. Our target audience includes men and women from 25 to 49 who like entertainment and science, and enjoy challenging themselves. Che is about the history of our country, family care, humor, sports, friendship, travel, science and romance. We did a tremendous amount of work as we developed a fresh channel concept and defined the key values of our target audience. You will be able to see the first results of our work as of November 12, and I hope that our viewers will enjoy them. And that is just the start. I would like to express my gratitude and appreciation to our whole team and Yuliana Slashcheva in particular for their tremendous support with the channel rebranding.”
