Opening Asia for Russia

07.03.2019 54 просмотров

General Director of the TV channel "Big Asia" Alexander Lebedev became the hero of Ivan Kononov's program "Third Wind". The broadcast took place on MEDIAMETRIKS radio on March 4, 2019.


Ivan Kononov:

- Hello everyone. My name is Ivan Kononov, I am the editor-in-chief of the publishing house Otechestvennye Commodity Producers and the newly created Internet TV channel Les TV. And this is the Third Wind program: about those who have achieved a lot in life, but do not stop there. Today my guest is a person with whom we achieved a lot together and together did not stop there. This is Alexander Alekseevich Lebedev. Greetings!

Alexander Lebedev:

- Hello!




Ivan Kononov:< br>
- Sasha is my old colleague, with whom we started the Zvezda TV channel, who was the general director there, now he is the general director of the Big Asia TV channel. Alexander Alekseevich, you instantly created it, in my opinion ... Only about a year and a half ago, Sergey Savushkin, our mutual friend and general producer of your TV channel (and we also started Zvezda together, he - as general producer) told me, that the project is just getting ready for broadcast. And today you broadcast around the clock. How many employees do you have there? Only a huge company can broadcast around the clock, just a year after the start of work!..

MEDIAMETRIKS Kononov 1.jpg

Alexander Lebedev:

- Actually we they immediately took such a sharp start and started broadcasting around the clock immediately. If we remember Zvezda, in that period, in 2005, it was the fastest start or startup, as they like to say in the current conditions. But what we have done today... There are several components or components of this success. First of all, an absolutely clear understanding of what we are going to do, and an excellent professional team. Therefore, we launched quickly, perhaps breaking even all our own records. We launched on June 1, and immediately took over the most status site - the site of the St. Petersburg International Economic Forum. It turned out that no one held such presentations there, and it was not just a presentation, it was actually -prezentaciya-mediaresursa-bolshaya-aziya/?sphrase_id=10440">launching the channel. Both the channel and the site.

MEDIAMETRIKS Lebedev.jpg

Ivan Kononov:

- Alexander Alekseevich, we started the Zvezda TV channel, as I remember , generally putting a taboo on any foreign content, remember? And here I am watching the area of your channel, designated as "Greater Asia". All of Russia is there, without European territory, that is, we are considered as a large country of this Asian area. It turns out that we are integrated, at least in your ideology, into Asia completely and irrevocably.

Alexander Lebedev:

- Well, how time then with ideology also we will begin. The slogan of our project is “Opening Asia for Russia”. It would seem that we are opening? Which Asia?

Ivan Kononov: 

- And which Russia?
< br> Alexander Lebedev:

- For what kind of Russia… (smiling) There are a lot of questions here. Unfortunately, today there are fewer answers than questions. Russia's role in Asian-European cooperation. Here we are talking about Eurasia. Yes, the term "Greater Eurasia" appeared. We have "Big Asia". 

Ivan Kononov:

- Why not Eurasia?

Alexander Lebedev:

- A lot of people ask exactly this question. "Let's Greater Eurasia!" And this term has already entered politics - "Greater Eurasia".

Ivan Kononov:

- This is a trend.

Alexander Lebedev:

- So, firstly, a purely marketing story. If we type “Eurasia” now, it doesn’t matter whether there is big or small Eurasia, I won’t say now, so that, God forbid, I won’t offend anyone, what will pop up in our search engines, what will hit on the request “Eurasia”. Unfortunately, the topic of Eurasia in the information and media space is already slightly littered and it is very difficult to figure out what is happening there. 

But whatever you call a boat, that's how it will float! Or a yacht, or a ship ... That is, it is very important how correctly you build not only the phrase, but also the ideology of the project. We look at Greater Asia - at Russia's role in the Eurasian space not through European-Asian, but through Asian-European cooperation. That is, when I see that they are trying to promote Eurasia, including in the media space “from Lisbon to Vladivostok”, I look at the map and understand why this is so: we pass along the top, take Europe, and through Europe there is such a strip of political integration, first of all, towards Vladivostok, our Far East.

Ivan Kononov:

- Yes, but there is also a strip called "One Belt - One Road".

Alexander Lebedev:

- By the way, we are the only Russian TV company - a member of the Association of TV Companies of the Silk Road. We signed an agreement in Xian.< br>
Ivan Kononov:

- But this is also a thread, isn't it? Well done!

Alexander Lebedev:

- This is not just a thread. So there is a vector from Europe to Asia, which can go from top to bottom. But there is an Asian-European vector, and this is also Eurasian integration, but it is already going, most likely, from Singapore to London. And without Russia it is impossible to do anything. There are three directions, three vectors. Of course, the Silk Road is an association with China. But still, the Silk Road is the movement of goods, and along with the goods people moved, culture moved ...

Ivan Kononov:

- Civilization.

Alexander Lebedev:

- Civilization paths, yes. And there is the Northern Sea Route, which we are now talking about a lot. This is the movement of goods, goods, this is logistics, but this is also big politics. Big politics is the transport corridor we are talking about, South-North, which goes through the Caspian Sea. For more than 20 years they could not agree on the Caspian. Finally, all the documents have been adopted, serious cooperation between the Caspian states has begun. This is all the theme of great Eurasian integration. And now the question is: what do we see in the media space? In our media space in Russia there is still, some say, an Anglo-Saxon bias, some say that European, even Eurasian stories have appeared, but this is actually more Europe. We perfectly understand what the leaders of Europe, the USA, & nbsp; including on the Asian agenda. But sometimes we don't see on our agenda the positions of the leaders of China, Japan - the closest partners after all.

Ivan Kononov:

- Moreover, we often look in this direction with some apprehension, because from time to time we hear some kind of alarm signals, alarming information from there. At least purely psychologically, it is believed that Asia, in particular, China is about to swallow us up, starting from the Far East, Siberia and moving on and on. And in general, these are quite well-founded concerns, because the Chinese are now, as far as I know, leading the Asian continent and multiplying in all leading countries. My friend Vitaly Sundakov has a large center in Cambodia, he started with such a small territory, almost a protected area. He says that now there are Chinese on every centimeter, there are many of them, they are building, they are investing. And this expansion here, in the center, is frightening. You are talking about a vector. He rightly comes from there, but what does he bring with him?

Alexander Lebedev:

- In fact, Asia, if you look geographically, why ? Because there is Central Asia, there is the Middle East. I will not talk about one very famous person who asked me: “Tell me, is Israel what, Asia?” I say: “Yes, certainly not Europe!” We have countries hosting Eurovision, which even play football in different leagues and believe that this is why they have become Europe. In fact, there is geography, there is great politics, there is great integration. Here, Eurasian integration is just the number one topic. 

We have the Eurasian Development Bank among our shareholders, this is not a random story, because the Eurasian Development Bank is a financial instrument of Eurasian integration. Not only in the post-Soviet space, but in general. This is a bank with a high credit rating that can attract sufficient resources for Eurasian integration.

Ivan Kononov:

- So I'm talking about vectors again, about which you started…

Alexander Lebedev:

- So, I just want to return to what scares . We understand that many people are afraid of the dark. Why? You go into an unfamiliar room, it's dark... What's in there? Give a little backlight - you see that there is nothing to worry about. And if it is good to illuminate or highlight some moments? We, unfortunately, know little about our neighbors, and about the closest neighbors too. In terms of culture, not just in terms of news. After all, what kind of news is being generated? Mostly negative. We know how the agenda is formed.

Ivan Kononov:

- And by the way, we are in the news generator "Mediametrics", which, in fact, rates all the news that passes through social networks, through most social networks. And I know that in general, if you look at the rating of news from Asia, you are unlikely to find there the very light of hope that, in fact, is so inherent in your channel.

Alexander Lebedev:

- We said before the broadcast that the greatest achievement of "Mediametrics" is fresh news quotes.

Ivan Kononov:

 - Of course.

Alexander Lebedev:

- And they come from social networks, because today news can reach the consumer in different ways, but the determination of the ratings of these news is actually formed by a machine, not by a person. Firstly, very large volumes, and secondly, it is very important when there is a certain objective approach and - "nothing personal", as they say. But after all, someone forms the layer of this news, the primary layer of news. 

Thank God, news is not yet formed by machines. Machines can process, but the primary news is formed by a person. And this is the colossal question of the social responsibility of journalism. By the way, today we remember the "Star". 14 years since they launched, and after all, it was the first non-unified channel for that period. We remember that the words: “state”, “patriotic”, ideology or state patriotic approach to some phenomenon were generally denied. They said: "That's it, forget it, this will never happen again." Now we are in a state where this is the main trend. And it is very pleasant that then we were able to do something that, in principle, was not accepted by very many people from our professional community.

Ivan Kononov:

 - They were somewhat squeamish about this: well, again this patriotism ... I remember this topic perfectly.

Alexander Lebedev:

- Do you remember this wonderful period, when there were people who said: “It's a shame to say that we work at Zvezda. People there are abnormal, patriotism. But the money is being paid, and that’s already good.”… So, in our professional community, it has become very fashionable for many, many years to form a negative agenda. Just fashionable. The fashion for bad news has come.

Ivan Kononov:

- Moreover, it is believed that if the news does not carry this kind of connotation, it is not interesting to the consumer. If there is no blood, death, catastrophes, murders, and so on, then this is, as it were, not news.

Alexander Lebedev:

- That's it! And, in principle, I can say that, probably, among thematic or, as they say, niche channels, we are the only ones who form their own information agenda.

Ivan Kononov:

- I watched your program: there are five episodes a day, it turns out.< /i>

Alexander Lebedev:

- No, every hour. This, by the way, thanks to the accumulated experience of Sergei Vladimirovich Savushkin, when, if you remember, he created Prometheus, right?

Ivan Kononov:< br>
- Yes, yes, yes.

Alexander Lebedev:

- He has extensive experience of Rambler and Not only. By the way, I would like to say that I am very grateful to our team, because if it were not for a professional team that can work quickly, and there are not so many people on the market, you know, who quickly understand the task and can quickly implement it. And so that they are close in spirit.

We formed this team not easily, but quite quickly, let's say. So, when we gathered at the very start, even before the broadcast, we said: there are two serious tasks for which we, as leaders, are ready to take responsibility. The first is the formation of a positive agenda. How? Yes, we just took and removed all the negative. Because it's impossible to do it on the market.

Ivan Kononov:

- So, what's left? (laughs)

Alexander Lebedev:

- And it turned out that there is so much positive news! They simply cannot push through the field of negativity. While working at TASS at one time, and you know, I was involved in the development of a regional corset there, and it so happened that Anna Valerievna Salnikova worked with me for a certain period and led ...

Ivan Kononov:

- Anna Valerievna, who was the editor-in-chief of Zvezda radio?

Alexander Lebedev:

- Radio, yes, which, in fact, is a radio operator, but she was able to master new directions. She is an excellent professional, but, of course, everyone perceives her as a magnificent radio voice, completing the "Working Noon", you remember this top, cult, I would say, program. So, while working at TASS, we carried out an analysis: how much news comes from correspondents, what is their content, and which ones appear in the feed after processing. Here's what happens: the news that comes in is primary, for the most part it does not carry a negative connotation, it then squeezes a little bit.

Ivan Kononov:

- That is, they are brought up on purpose.

Alexander Lebedev:

- There are technologies. Listen, when in the morning the stern voice of the presenter tells that so many flights have not departed at airports, so many people are waiting, fears are catching up ... And when these fears are no longer there, they must be created.

Ivan Kononov:

- Fresh example. I learned, not from the main sources, about such a wonderful fact as the docking of the spacecraft with the ISS kurs-na-sputnik-zemli/?sphrase_id=10361">Mask. Well, now everyone knows about it, everyone talks about it, but here is what the same Rambler writes, informing about it: an accident during docking. Moreover, it turns out that the accident is some kind of trifling, completely stupid, associated with some kind of misunderstanding. But nevertheless, it is the accident that makes the headlines. And I came to television in 1975, when there was an Apollo Soyuz with the Americans. And I remember what was the event when the Americans began to participate in the space program of the Soviet Union, and how it was dealt with, the best forces were involved. Now our relationship is on the verge of some completely strange showdowns, and here is such a positive fact as the docking of almost our person, who speaks Russian, answers in Russian! And it looks like almost nothing happened. This is about what comes to the surface.

Alexander Lebedev:

- Quite right. I remember our discussion about if we lost in some kind of football match, I don’t know, to the Germans, to some strong team, is this news positive or negative? I say: yes, how to apply! You can tell that they fought like lions, did everything possible, but lost. And if you talk about the fact that before that they drank expensive champagne, and then went on the field with a hangover, there will be other news, yes (laughs). Therefore, in this case, the score does not matter - it is not even clear who they played with. The fact is that, probably, somewhere in the difficult years of the 90s, when new trends appeared in the news, bad news became the best news. Here is the best news - this is bad news.

Ivan Kononov:

- This is aggravated, that's the trouble.

Alexander Lebedev:

- Quite right. Unfortunately, we have raised more than one generation…

Ivan Kononov:

- ...which consumes only these news.

Alexander Lebedev:

- ...those who consume and those who produce. And, unfortunately, they can no longer always make positive news. I remember that even when I was working in Sevastopol, where it was very difficult to publish positive news during that difficult period of the division of the fleet, the 90s, the aggravation, there was much more negative news on the agenda. So, I say: “Guys, it’s easiest to make the news that the tank ran over a person. I got up in stand-up, a trembling voice, they showed a large corpse, that's all. Ratings are secured. And where is journalism?” 

Ivan Alekseevich, where is journalism? She is not. She was bullied through this negative news. So that there is no thought that I left the answer that was asked, about how many of us, these Spartans who are trying to change their position, I will answer. We do not make any revolutions, we are for evolution. But we must understand our own vector, including the moral one. Because journalism is still a highly moral profession. They try to drive us somewhere all the time, we know where: the first, the second ...

Ivan Kononov:

- Profession.

Alexander Lebedev:

- Yes, the most ancient, the wisest… I believe that journalism has really in fact, simply the highest social responsibility, because it forms not just trends, it forms the ideology of society. But these trends are also set in journalism. And very few people can say: but we understand it this way, and we will do it this way, and it turns out to be in demand.

MEDIAMETRIX Lebedev 4.jpg

Ivan Kononov:

- About being in demand. How do you keep track of it?

Kononov MEDIAMETRIX 4.jpg

Alexander Lebedev:

- We don't just follow. Before entering this complex Eurasian space, it is absolutely understandable that we came and consulted with people who understand what is happening. And we received some, first of all, such a human approval that, yes, what you will do, what you are planning, is important, necessary, interesting. We have a page for each country on our site…

Ivan Kononov:

- Well yes, you are a regional channel, because you talk about the countries that are part of this “Greater Asia”, in detail and comprehensively.

Alexander Lebedev:
< br> - And Russia, two thirds of which are territorially located in Asia. We have a powerful integration effect inside, we have come to it. That is, we do not draw a border between the European part of Russia and the Asian part.

Ivan Kononov:

- I already understood this . This can be seen even on the map that you have on your website. And demand, Alexander Alekseevich…

Alexander Lebedev:

- So, about the demand. After all, it was no coincidence that we launched our project as part of the St. Petersburg Forum< /a>, which was the main guest of Narendra Modi. We know that now Vladimir Vladimirovich Putin has invited Modi to be the main guest at the Eastern Forum in September in the Far East. Two largest forums: St. Petersburg and Far East. Since the launch, we have been constantly present at one and the second site, we are actively working. It so happened that for the start we chose the Indian platform for Russian-Indian relations, which are very important. For more than 70 years we have been developing relations with India, and India is a very powerful policy tool. Not only China, but also India. And the program "Make in India" - "Produce in India" - is a program that shows that by 2025 the population of India will be the youngest.

Ivan Kononov:< /i>

- Alexander Alekseevich, I beg your pardon, I can't help but ask. But there is now a hot spot practically. How serious is it?

Alexander Lebedev:

- I am not an expert in this issue, it is very complicated.

Ivan Kononov:

- But again, the same news is hovering: just about, we are on the threshold, this and that, the fifth, tenth, Pakistan with India. Ours, of course, participate there... You don't bypass it, right?

Alexander Lebedev:

- No, we don't bypass it. But how can you talk about conflict? You can - through the position of injection, or you can say dvukh-stran/?sphrase_id=10448">about positive steps
. Yes, if we are talking about Syria, for example, we are talking mainly about military problems, they exist, no one denies. Everyone is talking about it. But little is said about culture, about the positive that is happening.

Ivan Kononov:

- About some kind of life …

Alexander Lebedev:

- Yes, about people's lives and about those trends that allow not to inflate the conflict, but, on the contrary, to reconcile the parties . And we see the position of the Russian Federation, which is very balanced, so the conflict between India and Pakistan has already been called a four-day conflict. to support the flame, because it is for sale, someone seems to need it. Our position is vice versa, if some such acute topic arises, if we do not fill this fire with water, then in any case, we do not fan it, that's for sure. There are, unfortunately, global world processes that one way or another end in conflict. There is a science of conflictology, the first commandment of which is to prevent conflict, if possible. The second is to be the initiator of the conflict. We understand how this is happening before our eyes. But, returning to the position of our media, TV channel and website, we artificially (keyword!), Yes, artificially cut off everything negative. After all, we are well aware that there are situations when there is a minefield, and it is not necessary to go into it. 

They ask me: "How do you deal with a negative agenda?" It’s not that we don’t notice it, we just form an alternative agenda. We show that the morning begins not only with bad news. You can turn on the TV and see all the accidents that happened during the night, and in chilling detail. 

I know people who are simply afraid to drive in the morning, they are so loaded with this situation. By the way, I recently found out why in-flight magazines of many companies in the world do not advertise drugs. Pharmacists stand in line, but they are not allowed. Because most people - there is a study, there are more than 70% - are afraid to fly, and a reminder of illnesses, everything related to pharmaceuticals, forms a negative, causes unnecessary fears. Therefore, when a passenger opens a logbook, he sees beautiful trips, pretty girls in diamonds…

Ivan Kononov:
- Nobody thinks about diseases, yes.

Alexander Lebedev:

- Nobody thinks about their headache that may arise, he is not even reminded of it. This is such a humane, but very, I think, highly moral approach of people who form the ideology of a person who flies. A person is in a certain extreme state, he is afraid to fly, he is worried. Let's give him a summary of disasters!... Well, you understand, this is how history is formed.

Ivan Kononov:

- A very good analogy, yes. 

Alexander Lebedev:

- On our resource there is not only news that we form, update, collect, but there is also the opportunity to watch any news release that is already posted, watch online…

Ivan Kononov:

- Yes, you have an interesting general system. You are integrating the Internet into television, and television into the Internet. They seem to be connected.

Alexander Lebedev:

- Quite right. We have two media at once, because our broadcasting territory is the Russian Federation, and via the Internet we are available anywhere in the world.

Ivan Kononov:< br>
- All over the world.

Alexander Lebedev:

- Yes. There is news, there are publications, believe me, there are a lot of interesting things there.

< i>Ivan Kononov:


- I saw Sash. I was interested.

Alexander Lebedev:

website, they say: “Listen, my understanding of this region has completely changed! You really discovered another Asia.” 

Ivan Kononov:

- He opened his eyes, yes.
Alexander Lebedev:

- Why? Yes, because a person sees everything in one color for a long time, and suddenly everything changes for him. We are well aware that the sunny mood is a completely different mood. There are people who love rain, there are people who are overcast by themselves, and there are people who are so open and happy. Still, happiness is more associated not with hurricanes, but with beautiful nature. We do not have the task of making a popular print, but we want to make it so that a person has, oddly enough, an alternative opportunity - to see not only explosions and nightmares. 

We were talking about "Mediametrics". Leaving the office, he asked me to take a screenshot of the news for the last 10 minutes.

Ivan Kononov:

- From Mediametrics »?

Alexander Lebedev:

- С Mediametrics. Well, it’s clear what’s going on... The most joyful thing is that weather forecasters predict warming, after all, people want warmth, yes.! .. Up to +8 in the Moscow region by March 8, such a gift. The positive news went up, but it was caught in the negative. If there was something else positive, then believe me, these people who read would have dragged the positive up, but they were not given. Objectively, the information field further "killed" everything: & nbsp; “They killed the deputy director of the OrenburgEnergo branch”, “The killer of his wife and son painted the room with blood”, well, they drove, drove, it’s scary to read.

Ivan Kononov:
- And this is not being formed by Mediametrics, it reflects only ... It is now actually a question of questions, Alexander Alekseevich, because this is an endless conversation about what they will watch, what they will feed. Some channels have already reached, as they say, to the bottom in their desire to turn human filth out to such an extent that people are already simply disgusted, but they still look, you understand? And I remember some of my experiences in this direction. When on the STS channel we were given the task of doing the Big Jackpot in order to outdo Nagiyev's Okna program. (Kushanashvili led the Big Jackpot and was supposed to arrange all sorts of messes there), we were told: “Do what you want! Use swearing, incest, do whatever you want, just to surpass it. 

Of course, we didn’t go that far, but again, the trend was, is, and, unfortunately , will. What you are doing is great. And you are doing, as I understand it, a fairly local team, because you have gathered the very fist that you have been accumulating for years, and Sergey, and you, and Anechka. It's all great. But the question is again: do you follow the ratings, the audience? Is it taken into account in some way, is it growing?

Alexander Lebedev:

- And I'll tell you all about it now. But that's how the story got stuck, I can't stop reading a piece, right? So, carnival. “The most expensive pancakes in Russia ended up in the Kirov region.” Well, why will we definitely conduct ratings of expensive pancakes, to the question of ratings (laughs). Where are the tastiest ones? After all, in the morning a person wakes up and prepares breakfast for himself, who is an egg, who is a sandwich ... Sorry, they spread it with pate, and not with something else that smells bad? .. & nbsp; What, no other agenda? We responsibly say that there is such an agenda and we are broadcasting it. And we are building our audience. And how does it happen? You gave fried information - we are even more fried, you gave five matyuks per minute - we gave eight.

Ivan Kononov:

- It's like getting used to pain. You understand, we need more, more, more, more, more, every day more, more.

Alexander Lebedev:

- I watched one of the presenters yesterday channels of the first multiplex. Sunday day, day! Half of the broadcast is beeped, because this is how the feelings of the authors of the federal channel's program are conveyed. It's impossible.

Ivan Kononov:

- Yes, yesterday my heart was also bleeding about my mutual acquaintances in one gear. And they promised that next Sunday it would be even worse! (smiling)

Alexander Lebedev:

- This is the global agenda. Changing the agenda into a positive one is a global story.

Ivan Kononov:

- Understood.

Alexander Lebedev:

- And now I'm returning to the local situation - what you are trying to return me to the local situation: how many people we have, how we work. Our team is about 30 people.

Ivan Kononov:

do both resources work?

Alexander Lebedev:

- They work for both resources at once.

Ivan Kononov:

- Internet and TV channel.

Alexander Lebedev:

- Yes, I think that after the broadcast we will agree, but now we invite you to visit. We did everything very, very modern, in a new way. We have a local, 32-computer, office network, inside a 10-computer closed technology that cannot be entered. Our server connects to the server of our partners, who provide us with a play-out, boarding, on A
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