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TV BRICS shares its experience in international distribution of travel programmes at IMBRICS+ Forum

Projects of the international network increase the tourist attractiveness of Russia abroad

On Friday, 25 November, the BRICS+ International Municipal Forum hosted a session on "The Hospitality Industry: How Tourism Development is Changing the Face of the City". Janna Tolstikova, CEO of TV BRICS, presented the network's projects aimed at increasing Russia's tourist attractiveness abroad.

The TV BRICS network has initiated extensive humanitarian and outreach work to promote a positive image of Russia in the Five countries in order to establish stable and trusting relations between the members of the association in a multipolar world.

"Initially, when we approach the production of content about a particular region, we look at the format. We already know how our partners, the media companies in BRICS countries work, what format the local viewers like, and therefore the production of content is built with the aim of distribution in the international media space."

Janna Tolstikova CEO of TV BRICS


Thus, the TV BRICS team created "Check-List" - a travel programme about tourist destinations in Russia for subsequent international distribution through partner channels, including Metropoles news agency, Rio de Janeiro public television TVC RIO, Com Brazil channel, Sabor&Arte channel (Brazil) ; CGTN (China); BRICS TV Moja Media channel, Durban TV channel (South Africa).

In addition, a series of programmes about Russia's small cities, "City of Stories", was launched this year. The aims of the project are to acquaint international viewers with the original culture of the Russian countryside, to show stories that will resonate with everyone, regardless of nationality, and to form a positive image of the provincial "Russian" city.

The international distribution of all produced programmes through the TV BRICS partner network is done with adaptation into the BRICS national languages.

"The principle of spreading the Russian agenda to the national media in the BRICS countries allows information to be integrated into the information picture of the independent media, which is trusted and used as a source by the local viewer/reader/user. Thus, the information needed to be disseminated to foreign countries is placed not on the platform of the Russian media operating abroad in a foreign language, but on the platform of the local media with no connection to Russia. This makes it possible to reach a qualitatively new audience," said the international network's CEO.

Janna Tolstikova also focused on event promotion. "We are working towards film festivals. Today we cooperate with more than a dozen film festivals in the BRICS countries - this is another tool for spreading the agenda. As part of all partner festivals, we offer a special programme of screenings of BRICS films. Such screenings are held in India, in Bangalore, for the third or fourth year we have been showing films from the BRICS countries, including from Russia, trying to focus on regional features, history and culture of the country,” she said.

The 2022 BRICS+ International Municipal Forum brings together 900 speakers from 64 countries.

Photo: TV BRICS

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