BRICS countries step up regional media content exchange through TV BRICS

In Russia, one of the leading television channels in the Volga Federal District will broadcast films and programmes from the BRICS+ countries. Agreements on content exchange have been reached between the Nizhny Novgorod State Regional Television and Radio Company "NNTV" and TV BRICS. The cooperation document was signed by the Director General of the Russian media outlet, Elena Lebedeva, and the CEO of the TV BRICS International Media Network, Janna Tolstikova.

At the first stage, TV BRICS will be broadcast on the 24-hour information and analytical district channel Volga 24, with a potential audience of over 3 million people. From December 2025, residents of the Volga region will have the opportunity to watch the news programme BRICSinform. TV BRICS will also provide exclusive media content from partners: the programme on scientific and technological achievements "ATOMUN" from the Latin American network teleSUR; the project "My India" about the life and traditions of Indian cities from South Asia’s leading news agency Asian News International (ANI); the films "Saffron. A new industry" from Iran and "Whisper of the Wild" from India.

TV BRICS CEO Janna Tolstikova emphasised that regional media are important participants in the international information exchange carried out through the media network. It is cooperation with local media that helps to enrich the information space of BRICS+ with unique culture and local colour, immerses audiences in the specifics of different peoples, and provides a realistic understanding of life in various countries. Today, among the regular partners of TV BRICS are regional media from Argentina, Brazil, Egypt, India, China, Colombia, Nigeria, Russia, Chile, and South Africa. For example, in Russia, TV BRICS broadcasting blocks are aired on the channels of the Republic of Mordovia (Mordovia 24, Channel 10), the Khanty-Mansi Autonomous Okrug – Ugra (OTRK Ugra), and the Republic of Tatarstan (UNIVER TV). Through the TV BRICS information exchange system, regional media gain direct access to materials from larger national and international newsrooms.

Elena Lebedeva, Director General of NNTV, expressed confidence in productive cooperation with TV BRICS and outlined the priorities of the Volga region most interesting for international audiences. She noted that the Volga Federal District includes 14 constituent entities of Russia: seven regions, six national republics and one territory, united by the longest river in Europe – the Volga – and home to about 28.5 million people. The Volga region accounts for a quarter of all industrial production in Russia: 85 per cent of Russian automobile manufacturing and 65 per cent of aircraft production. The PFD regions have a rich history. Dozens of talented scientists and inventors, architects, poets, musicians, and artists were born and raised in the Volga region, bringing fame both to Russia as a whole and to their homeland.

“Volga 24 is primarily a news channel covering the cultural, social and political life of the regions in the Volga Federal District. It is wonderful that we will be able to share the most up-to-date news from the PFD with the large audiences of BRICS countries. Feedback is also very important. As part of the cooperation, the channel will broadcast reports and programmes on culture, art, international cooperation and advanced technologies from countries friendly to Russia. And above all, about the lives of ordinary people there. The goal is to introduce the television audience of the Volga Federal District to how people live in BRICS countries so that they can discover a significant part of the world in a new way,” Elena Lebedeva said.

The Nizhny Novgorod State Regional Television and Radio Company " NNTV" is the oldest and most well-known regional television channel in Russia. It was established in 1988. Today, the media holding includes the city channel NNTV, the regional channel Volga, the district channel Volga 24, and the news agency Vremya N.

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