Russia’s NTV and Premier have entered into a partnership under which a significant part of the TV channel’s library will become available exclusively on the premium video service and supplemented with new content on a periodic basis.
From September 15 until the end of the year 50 TV series and programmes will appear on Premier. At the same time, NTV will retain the rights to broadcast its content on the website and official YouTube channels.
Commenting on the development, Timur Weinstein, general producer of the NTV channel and Premier video service, said: “Almost half of the views of NTV content on YouTube come from a commercially attractive audience of 25-44 years old, so I am sure that the channel’s TV shows and programs will be able to attract new subscribers to Premier. At the same time, now, in my opinion, this is a unique moment when OTT services and TV channels are not competitors, but partners. We see how popular projects on NTV are becoming popular in digital. For example, the top 3 rated premiere series of NTV this year became leaders in terms of the number of views on YouTube: Hot Spot – 81.6 million, Ricochet – 42.7 million, Likhach – 34.1 million. That is, both platforms complement each other, expanding the ability of viewers to access content”.