For the first time in the history of television, Channel One decided on a unique experiment: on the Odnoklassniki social network, a popular vote was held for the singers who would headline the New Year’s broadcast of the country’s main television channel. Initially, Konstantin Ernst suggested choosing the artists for the New Year's concert based on the results of a vote among OK users. About it CEO Channel One said in January of this year on the online show “OK in touch!” Anyone could make a choice.
The shortlist of performers was compiled based on the popularity rating of the performers in Odnoklassniki. The top 60 includes singers and groups whose tracks are most often listened to by OK users. Among the artists there are both regular participants New Year's television broadcasts, for example, Polina Gagarina, Irina Dubtsova and Ani Lorak, and newcomers - “ Mushrooms», « Time is up», Jah Khalib And Mot, IOWA, etc.
Today, 20 days after the start of voting, it became known which of the stars will perform at the First New Year's Eve. The list was topped by Grigory Leps, who received 60,343 votes. Ani Lorak took second place with a result of 42,345 votes. Nargiz Zakirova closes the top three with 38,778 votes. Also in the top ten were Alla Pugacheva, the Leningrad group, Svetlana Loboda and others. Most talked about celebrity last months- Olga Buzova - located only in 33rd place. However, Philip Kirkorov, Sofia Rotaru and Stas Mikhailov were also not included in the top twenty.
Grigory Leps
Ani Lorak
Top 10
It is worth noting that Nargiz Zakirova’s participation in the filming is a big question. The fact is that after the announcement of the popular vote, the singer’s producer, Maxim Fadeev, came down with harsh criticism on the management of Channel One. According to Fadeev, his music is banned on this channel by the personal decision of General Director Konstantin Ernst. The composer noted that being included in the list of his artists - Nargiz Zakirova and the Serebro group - is nothing more than an attempt to attract attention. That's why famous producer stated that neither he nor his artists would appear on the air of the country's main television channel.
“I consider my artists to be in the category of people who also deserve respect and we, of course, even if we get to the top of the vote, will not participate in the filming. Because they will dress us up as clowns again and force us to sing a duet with the host of the Test Purchase. Already now, watching the first voting results, I see that Nargiz is in the top three. We respect and appreciate your attention and love for the artist. But I want to ask each of you to support us and not vote, so as not to make your favorite artist look like a clown,” writes Maxim Fadeev.
Nargiz Zakirova
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Channel One and Odnoklassniki summed up the results of a joint experiment to update the New Year's television broadcast.
The choice of artists for New Year's Eve at the First this year was entrusted to OK users in a special vote, which ultimately became one of the factors in the rating victory of the program on December 31 among young audiences.
Initially, Konstantin Ernst suggested choosing the artists for the New Year's concert based on the results of a vote among OK users. The general director of Channel One said this in January 2017 on the online show “OK on touch!” in response to a question about the scandal surrounding the “unchanging” festive New Year’s television broadcast, which was opposed by users with a petition.
According to Vladimir Gurinovich, editor-in-chief of the online edition of Channel One, the channel is actively developing its presence on the Internet and often integrates its on-air products and digital mechanics.
The format of New Year's Eve on the First is constantly changing, it just hasn't attracted so much attention before. After successful experiments with sports broadcasts and several entertainment projects, it’s time for the New Year’s broadcast.
The choice of Odnoklassniki as a voting platform was due to both the relevance of the audience and the availability of convenient tools for implementing a project of this scale.
Vladimir Gurinovich
Mechanics of the project
The production cycle of New Year's programs begins in the fall. Time is set aside for inviting all participants, coordinating and conducting filming. Therefore, in order to conduct a popular survey, Channel One and OK began preparing a voting application back in September. It got the name "Your stars on the First" and became available from October 11 in the official group of Channel One V social network.
Voting in the OK took place from October 11 to October 31. Using the application, users could choose from the proposed shortlist up to three favorite performers whom they want to see on television on the night from December 31, 2017 to January 1, 2018.
The shortlist was also compiled based on musical preferences social network users. 60 were hit popular artists, whose tracks were most often listened to by users on the social network. Among them were both regular participants in New Year’s television broadcasts - for example, Polina Gagarina, Irina Dubtsova and Ani Lorak, and newcomers: “Mushrooms”, “Time and Glass”, Jah Khalib, Mot, IOWA, etc.
Each user could also enter the name of one more artist if they did not find their favorite artist on the list. After two weeks of voting, the top 10 artists most frequently suggested by users were included in the main list.
Announcement
To announce the start of voting, Channel One launched advertising campaign: more than 50 video releases about the project at different broadcast times. Stories about voting appeared in the programs “ Good morning" and evening "News on the First". Banners were placed on the 1tv.ru website that led to the application in Odnoklassniki. However, voting in OK became such a discussed topic that it leaked even into those Channel One programs in which no promotion was planned: for example, KVN and Evening Urgant.
For their part, Odnoklassniki attracted attention to voting through promotional posts in the feed and promotion video about the project. A day before the end of voting, the social network launched a so-called “motivator” above the user’s feed: by clicking on the button, the person was taken to the vote.
“Motivator” above the user’s feed with a button to go to vote
To obtain the most representative results, no targeting was used when announcing the project in OK. In this way, it was possible to obtain the most objective cross-section of opinions about those artists whom users would like to see on New Year’s Eve on First. The total reach of the promotional campaign in OK was about 10 million users.
Voting results and invitation of stars
1.3 million people from Russia and other countries took part in the voting on the social network. Everyone supported their favorite artists age groups, including the young audience OK. Thus, more than half of the votes were cast by users under 35 years of age, including children and adolescents under 18 years of age - they accounted for 10% of all votes.
Moscow became the most active region: 15% of the votes were cast by residents of the capital. Also, the artists received the greatest support from Krasnodar, Yekaterinburg and Novosibirsk. Thirty performers who became the leaders of the voting were invited to participate in the holiday filming, and some of them made their debut on New Year's Day on the First. Among them were not only already widely famous artists like the Leningrad group or Polina Gagarina, but also stars who made their presence known not so long ago: for example, Artik group& Asti and singer Alekseev.
All the winners of the vote were invited by the producer of “New Year’s Eve” on First, Yuri Aksyuta, but, unfortunately, not all of them took part in the New Year’s broadcast. The reasons are different: for example, singer Max Barskikh fell ill shortly before filming, and the group “Mushrooms” officially completed concert activities. No one is immune from such force majeure events. However, the absolute majority of voting leaders appeared on our channel on New Year's Eve.
TV viewers also saw other artists who did not participate in the digital project. Well, for example, how could we not invite the participants of our show “The Voice” or Yulia Samoilova to perform? Of course, considering new format the show itself with filming in different locations of Moscow in the open air, organizing these stories was not easy, some artists came from abroad for this
Vladimir Gurinovich
Editor-in-chief of the online edition of Channel One
The New Year's broadcast opened with the information that Channel One took care of its viewers and chose performers using a poll on the Odnoklassniki social network. All the artists who were included in the show in this way were highlighted with “Odnoklassniki’s Choice” plaques.
Performance by artists on New Year's broadcast with the "Odnoklassniki's Choice" plaque
Results of "New Year's Eve" on the First
In order to update the format of the New Year's broadcast, Channel One refused to work in studios and film stages and transferred almost all the action under open sky. To work on " New Year's Eve on the First" five directors were involved (Andrey Sychev, Ilya Glazunov, Felix Mikhailov, Alexey Golubev and Alexander Grishaev), each of whom worked in the author's style. Many locations were involved in the filming - Red Square, Manezhnaya Square, porch Bolshoi Theater, TSUM, Moscow River and MCC, Gorky Park, Muzeon Park, Zaryadye Park, VDNH skating rink, Chistye Prudy, Tverskoy Boulevard, high-rise hotel "Ukraine", Patriarchal Bridge, etc.
All these updates, as well as the people's choice of artists for the show, brought New Year's broadcast rating victory among young viewers. According to Channel One, “New Year’s Eve on Channel One” entered the TOP 5 most rated broadcast events on December 31, 2017. Top 5 programs by rating, according to Mediascope for December 31, 2017 (5:00 – 29:00). Data on the population aged 4-59 living in Russian cities of 100 thousand inhabitants or more, in%.
On the social network this year, First’s New Year’s broadcast was discussed 78% more actively than in the past, and posts dedicated to the program collected 46% more “classes.” At the same time, the amount of positive feedback about broadcasting on the social network increased compared to last year and doubled the amount of negative feedback. The most discussed characters in relation to the New Year's theme on Channel One among Odnoklassniki users on the night of January 1 were the squirrels from the channel's New Year's cross-program design and the Leningrad group.
For the second year in a row, Odnoklassniki celebrated the New Year with integrations into the content of federal TV channels: in 2016 it was “Live New Year” on NTV, and in 2017 we spent it together with Channel One, which we are incredibly happy about. And we are happy not only because this voting has become our largest special project with the media, but also because we were able to show users and viewers that their choice is important for content creators, and we, as a social network, technically help make and voice this choice.
There are also interesting results in terms of audience activity. For example, thanks to the project, about 100 thousand OK users who had not logged into the social network for more than a year returned to the site and voted for their favorite artists.
Yulia Lebed
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Sergei Shnurov performs “Drinking in St. Petersburg” at New Year's concert Channel One. Fragment of the release dated December 31, 2016
Users of Odnoklassniki voted for the artists who will perform on the New Year's broadcast on Channel One. This is the first such experiment - previously the channel’s music directorate did not involve potential viewers in the selection of performers.
The idea of voting arose during live broadcast"Odnoklassniki", whose guest was the general director of Channel One, Konstantin Ernst. The decision was a consequence of the harsh criticism of the audience and producer Maxim Fadeev against the previous New Year's Eve.
Voting took place from October 11 to October 31. Users could support any of 60 artists - the social network’s management compiled this list “based on the musical preferences of the audience.” Odnoklassniki also gave the opportunity to suggest other performers and two weeks later added 10 artists to the main list.
On November 2, Odnoklassniki announced the results, according to which 30 artists or groups will perform at the New Year’s concert. According to internal statistics, about 50% of those who voted were under 35 years of age; the majority of votes (15%) were given by residents of Moscow.
The winner of the popular vote was Grigory Leps, who already regularly performs at New Year's concerts. The top ten included Ani Lorak, Nargiz, Polina Gagarina, Artik pres.Asti, “Leningrad”, Alekseev, “Hands Up”, Svetlana Loboda and Alla Pugacheva (listed in descending order).
An unexpected choice of Odnoklassniki users may seem like Basta, Burito, Max Barskikh, Egor Creed, Dan Balan, MiyaGi & Endgame and "Mushrooms". In addition to them, Valeria, Natalie, Stas Mikhailov, Irina Allegrova, Elena Vaenga, Sofia Rotaru, Philip Kirkorov, Yuri Shatunov, Serebro, “Time and Glass”, Stas Piekha, IOWA and Slava had the opportunity to perform on Channel One.
The artists have not yet received invitations to participate in the New Year’s concert, TJ reported on Channel One. Music editors will contact the performers after the producers decide on the concept holiday broadcast. Theoretically, artists can refuse to perform - the TV channel has promised to announce such cases.
As explained on Channel One, the filming dates for the New Year's episode have not yet been determined, but the musicians will have the opportunity to combine the recording with tour schedule. Typically, filming lasts for several weeks, but last time the channel partially used the live broadcast and filmed the rest of the “New Year’s Eve” relatively late - in December.
The press service of Odnoklassniki told TJ that they are discussing new partnership projects with Channel One, including those on the New Year theme. On Channel One, in turn, they did not rule out the appearance joint projects with the social network in the future.
Channel One and the social network Odnoklassniki conducted a survey to find out which artists should be invited to the New Year's "Blue Light". The leaders of the voting were Grigory Leps, Ani Lorak and “The Voice” finalist Nargiz. Producer Joseph Prigozhin believes that the opinion of viewers will help the channel in drawing up the New Year's broadcast schedule, and artist Yuri Loza believes that the artists for voting were selected biasedly.
Photo: RIA Novosti / Valery Melnikov
Users of the Odnoklassniki social network from October 11 to October 30 could vote in the “Your Stars on First” application and choose artists who will take part in “ blue light"on Channel One. The voting list included the 60 most popular artists on Odnoklassniki, each user could choose three of them. In a separate field you could add your own artist, thus adding ten more names to the list.
The top three according to the voting results included Grigory Leps, Ani Lorak and finalist of the show “The Voice” Nargiz Zakirova. Also in the top ten were Polina Gagarina, Ukrainian artists Alekseev, Svetlana Loboda and the pop group Artik & Asti, the groups “Leningrad” and “Hands Up”. The top 10 is completed by the diva Alla Pugacheva.
Sergei Zhukov from the group “Hands Up” told “360” that he was very glad that he was among the top ten voting leaders in Odnoklassniki.
If the people chose, the people are probably not mistaken
Sergey Zhukov.
The artist said that on next week he succeeds new clip and work on preparation in the New year goes by full swing.
Last year, an online petition that collected 174 thousand signatures demanded that viewers be given the opportunity to choose artists for the New Year’s show on Channel One. Blue Light received a lot of criticism in 2017 due to the fact that the same faces are shown on screen every year.
It was decided to vote for the participants of the “blue light” on Odnoklassniki, because this social network is used by people of the older generation, whom Channel One’s New Year’s broadcast is aimed at, he said general producer Konstantin Ernst.
We understand that system viewers New Year's shows are people 45+. People 45+ have their own passions and those people whom they consider their New Year's Eve heroes
Konstantin Ernst.
He believes that young people don’t watch New Year’s programs not because it sucks, but because they celebrate the holiday in a different way - and there is no point in making a radical youth show for Channel One. Judging by the data in official community Channel One in Odnoklassniki, 1.3 million people registered in the voting application.
Voting on the Internet can have small error, but in general, the audiences of Channel One and Odnoklassniki overlap, says producer Joseph Prigozhin. He was not surprised that the rating of artists was topped by Grigory Leps.
It certainly remains relevant. Why shouldn't it be relevant? Some songs that [he] created are masterpieces
Joseph Prigogine.
Prigozhin recalled last year’s scandal, when Channel One was accused of showing the same artists on the screens on New Year’s Eve year after year. Such dissatisfaction is understandable, but it is important for the channel to get ratings, explains the producer. Voting in Odnoklassniki will enable Channel One to decide who to invite to the “blue light”.
I don't think they will strictly adhere to the list. But the fact remains that people want to look for some other forms so that there are no reproaches in the next New Year
Joseph Prigogine.
The publications of Channel One do not indicate how many artists from the list will participate in New Year's program. There is also no mention of the channel’s ability to invite other artists.
Half of our people watch only Channel One, and accordingly, they know those who are shown by Channel One. Therefore, all these ratings are formed by television itself.
Yuri Loza.
People cannot find out about the existence of other artists because they are not shown on TV, Loza believes. Yuri himself would be happy to perform at the “blue light”. “I’ve had a New Year’s song for 13 years that doesn’t make it into any of the New Year’s broadcasts,” the artist complains.
We don’t have such platforms where you could show what you came up with, composed or did. You can’t see anywhere how many New Year’s songs have been written. We don’t know, maybe a hundred of them are now walking around Russia, but no one hears them, because they will never let them break through to the same First Channel
Yuri Loza.
One of the main anti-heroes of last year’s petition, which, according to the results of voting in Odnoklassniki, entered the top ten. Then the singer herself told her fans that she did not need to be protected from spiteful critics, and producer Joseph Prigozhin advised them not to pay attention to “armchair critics.”
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