For these companies, to leave or to reduce advertising to some critical point means throwing away the millions of dollars which they previously spent on creating their brand names. I am absolutely sure that these advertisers will remain on the market. There are no such advertisers in the regions. The main advertising on regional television is product advertising, and this drops in proportion to sales. Therefore, I think things will be much tougher for the regions than for the central channels.
Russian people are, first and foremost, spiritual people.
The regional director who has the choice of making money or carrying out some creative task, will more often choose the latter. Now they have to forget all their ideas and creative ambitions and start to worry about money. One way out is to join a television network. To have one hundred percent in-house programming in the current situation is simply impossible. Without question, the regional market will fall, but distributors' prices won't drop yet.