President Vladimir Putin of Russia has allowed for the country to launch their version of ESPN called Match TV. The station aims to create a dedicated federal sports following with the new network as well as to promote a healthy well being among its citizens.
Match TV faces one problem: Russians do not watch their domestic leagues since most of the best soccer and hockey athletes go to other countries for high-paying offers. Russia also lacks the sports hype that America sees with no tailgating or college sports traditions.
Match TV executives think that Russians will respond well to the new network. The Wall Street Journal states that Russians in large numbers watch international competitions such as the Olympics and world championships. The most-watched sporting event of 2015, viewed by 11.9% of all Russians, was the Ice Hockey World Championship final between Russia and Canada, according to TNS Global.
“The American viewer has a variety of choice,” says Match TV general producer Tina Kandelaki. “We haven’t had that kind of choice, but in that sense, we’re really lucky, because we’re starting with a blank page, which is always more interesting.”
So far, Match TV is accomplishing their objectives with success. The network recruited American sports producer Charles Coplin, a 52-year-old former executive for the NFL, NHL, and ABC Sports with hope to glamorize the sports world and add an American flare. Match TV covered CSKA Moscow’s Champions League match this week. The broadcast was a hit with many fans providing feedback on Twitter.
President Putin supports Match TV with aims to create national pride. “In Russia, ‘healthy lifestyle’ is a trend. It’s in style,” says Yuri Dud, the editor of Sports.ru and host of a show on Match TV. “The trend comes from the head of state, Vladimir Vladimirovich Putin.”
In the network’s first week, Match TV ran documentaries on pole-vaulting champion Yelena Isinbayeva and champion snowboarding couple Alena Zavarzina and Vic Wild. In addition to the Champions League match, it aired the WBC heavyweight boxing match between Alexander Povetkin and Mariusz Wach live from the Russian city of Kazan. It seems that it will be a constant dilemma in finding enough content for a 24-hour feed.
“In three months, I can’t imagine Match TV wouldn’t be on in every bar, in every gym,” Coplin said. “I’m most excited to see Match TV become an integrated part of the daily culture in a way ESPN is in the United States.”