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2×2 (TV channel)

February 07, 2023

This article is about a Russian TV channel. For other uses, see 2x2.
Not to be confused with Twice Two.

2x2 (Russian: Дважды два, romanized: Dvazhdy dva, lit. 'Twice Two') is a Russian television channel. Founded in 1989, it was the first commercial TV station in the Soviet Union (USSR). The channel shut down in 1997, and resumed broadcasting in 2003. Since then, the channel has predominantly broadcast foreign animated TV series, including children's television series, anime and adult animation shows (similar to the American channel Adult Swim).

2x2
CountryRussia
Broadcast areaAzerbaijan
Armenia
Belarus
Georgia
Latvia
Mongolia
Norway
Russia
NetworkSocial (1989–2007)
Cool (2007–now)
HeadquartersMoscow, Russia
Programming
Language(s)Russian
Picture format1080i HDTV
(downscaled to 576i for the SD feed)
Ownership
OwnerGazprom-Media
History
Launched1 November 1989; 33 years ago (1989-11-01) (original)
1 September 2003; 19 years ago (2003-09-01) (relaunch)
1 April 2007; 15 years ago (2007-04-01) (rebranding)
11 April 2018; 4 years ago (2018-04-11) (Internet broadcasting)
FounderOJSC «TV and radio Company "2x2"»[1][2][3][4]
ReplacedMoscow Programme
Closed9 June 1997; 25 years ago (1997-06-09) (original)
Replaced byTV Center
Moscow 3
Links
Website2x2tv.ru
media.2x2tv.ru

The channel has 4-hour versions for broadcasting in other regions of Russia (+0 MSK, +2 MSK, +4 MSK, +7 MSK).

The channel began trial broadcasting in July 1989 on the frequency of Moscow Programme of the Central Television, becoming the first commercial channel in the history of the USSR and Russia. Full broadcasting began on 1 November 1989. The network's programming was initially composed of half-hour and more advertising blocks, modern Soviet and Western music videos, cartoons, and TV series.

Broadcasting of 2x2 on Channel 3 ended on 9 June 1997, moving to the decimeter band, on Channel 51, where it broadcast with extremely low-quality content and had a much greater focus on home shopping. In 2003, the channel shifted to 60 TVK.[5][6]

Since 1 April 2007, under this name, an animated Russian channel has been broadcasting, aimed at an adult audience 14–44 years old.[7][8] Its database contains more than 200 titles of various animated series, game shows and feature films. The channel also has its own animation studio.

Since 2014, the channel has been part of the holding company Gazprom-Media. As of April 2017, it employs 45 people.[9] The channel applied for inclusion in the second multiplex of digital terrestrial television in Russia,[10] but failed to win the competition held by the Federal Competition Commission (FCC).

History

Trial period (July — November 1989)

The channel was established by order of the state television and radio broadcasting of the USSR as a structural division within the General Directorate of programs (GDP).[11][12] The staff initially had 6 people, among them: Sergey Alexandrovich Alekseev (Director), Olga Smirnova, Oleg Shchur (Producer), Olga Lukasik (administrator), in August, Sergey Lavrov joined the team as an artist. Trial broadcasting on 3 channel in Moscow and the Moscow region began in July 1989 under the name "Commercial TV channel". Broadcasting was carried out in the daytime, as in the evening the state "Moscow program CT" was broadcasting on the same frequency. The duration of the broadcasts of the "Commercial TV channel" was not fixed. Music videos of "all She Wants Is" by Duran Duran, "Always on My Mind" by Pet Shop Boys, "Assez!" by Niagara, "Everywhere" by Fleetwood Mac, "Around My Heart" by singer Sandra, "Soldier" by singer Thomas Anders, "Mon mec à moi" by singer Patricia Kaas, "Don't Stop the Dance" by singer Bryan ferry, as well as fragments of the song were broadcast during the commercial.concert of the band space in Moscow. The employees had only a small room No. 115 behind the bar in ask-3 (Olympic TV and radio complex) and two hardware rooms, an on-air and an Assembly room.[13]

1989—1997

The name «2x2» was coined by the team around the end of July 1989, at the same time Sergey Lavrov (the only artist in the team) developed the General style of the TV channel and the original version of the logo, which with minor changes still exists.[13] On November 1, 1989, the channel began broadcasting[14] under its own name on the frequency of "Moscow program CT", later - "MTK". In the evening (from 18:00 to 23:00), the MTK channel was broadcast.[15][16] The meaning of the name «2x2» at the beginning of the channel's activity was explained as" proportional provision of air for advertising and other programs on the principle of 50×50", due to the fact that advertising there was both a source of funding and a form of functioning.[11][12]

At the initial stage of work, 2x2 did not have money for the production and purchase of programs, as a result of which the broadcast network was filled with materials obtained thanks to the personal connections and capabilities of its managers.[15] Half-hour and more advertising blocks, an advertising clip of the company "Video international", modern Soviet and foreign music videos[17] and cartoons (in particular, the Soviet TV "Screen") were shown on the air, later (in December 1991) the TV series "Captain Power and soldiers of the future"was shown and then repeated many times. The series "I Spy" was also broadcast. In addition, 2x2 also showed a selection of domestic clips, starting with the clip of Oleg Beskrovny "a knock in the heart" (the main character of this selection was Igor Talkov). Among other videos shown by the channel were clips of the Alla Pugacheva song theater from the Video international company, "Accountant" by the Combination group," Arab gold "by the Forgotten conversation group," love Street "and" Ksenia "by Alena Apina. In the program "Afisha" with DJ Ale-Alena, which also broadcast video clips of Russian artists such as Bogdan Titomir and Oleg Gazmanov. From the first day of broadcast have been broadcast by Sergei Selenourea — "Batalla!".

The lack of a rigid broadcast grid and the format of a six-time repeat of the same block of entertainment programs and advertising, which were the result of limited financial resources and a small number of programs at the disposal of 2x2, largely played a role in the growth of its popularity.[15] The channel broadcast in the format of the so-called "background television", when viewing which the viewer could not pay attention to the picture shown on the screen, or even start watching the TV channel from any moment, without specifically catching this or that TV program. TV sets in offices, shops, cafes and other public places and institutions were often tuned to 2x2.[15] At that time, 2x2 was the only domestic TV channel that often showed music videos, which strongly distinguished it from the General background of several existing Soviet TV channels. The channel was very popular among Soviet schoolchildren, who most often, while waiting for a 20-minute show of music videos, watched advertising blocks that sometimes lasted for 40 minutes without a break. According to a survey of 586 high school students in Moscow schools conducted at the end of 1991, the channel became the leader in popularity: it was watched by 34.16% of respondents.

From June 1990 to 31 May 1992, the channel broadcast programs of the British Super Channel.[18] One of these programs was Blue Night. Their share in the broadcast network almost immediately became impressive-one-or two-hour selections of video clips were broadcast (the program All Mixed hit parade SPIN WIN, made up of modern popular clips),[19] thematic programs (music, fashion,[20] sports), movies. Some educational programs were also broadcast, including those produced by the Discovery Channel, including "After 2000".

Since mid-1991, the channel began to show the anime Macron 1.[21]

In October 1991, a legal entity Enterprise «TV channel 2x2» was re-registered as LLP Company «TV Channel 2x2».[1]

Since 2 July 1992, instead of the daytime show of feature films of Central television, the TV channel began to carry out reruns of series going to MTK, the first of which was "Nobody but you".[22]

Starting around 1992, the channel began to broadcast a program about heavy and rock music "Green Corridor", produced by the production Studio "BIZ Enterprises" entrepreneur Boris Zosimov. In the future of music policy of the channel is almost entirely under the control of that person,[21][23] the consequence of which in 1993 was the signing of a guide channel of a contract with the owners of the TV channel MTV Europe on the rebroadcast of some programs of the channel (for example, on the night of 1 January 1994, was shown the concert of ABBA).[24] Initially, clips from the European broadcast of MTV were broadcast during the day between series and other programs. At first, recordings of MTV broadcasts were broadcast quite often, including VJ blocks, often even without translation. Among the programs were episodes of the animated series Beavis and Butt-Head. Soon, paid clips of Russian artists such as Vlad Stashevsky and Yevgeny Kemerovo began to take the place of MTV clips more and more. By the summer of 1994, there was a daily hour-long selection of clips from the MTV broadcast (aired in the afternoon), which soon also disappeared. Music videos, but no longer from the airwaves of MTV, were occasionally broadcast in the future, still in between the series.

Despite the fact that some of the ideas of Boris Zosimov (MTV) did not justify themselves, he continued to occupy part of the air on 2x2, creating a TV producer "BIZ-TV". Within its framework, a number of musical programs were released and, in fact, almost all the musical component of the channel was formed.[25][23] Also, as part of this project, the program "Forgotten names", dedicated to the Soviet stage, was broadcast, later moved to the TV-6 channel, where it was aired as part of the program "Disk-channel" as "spinning disks". The hosts of the program were Kirill Nemolyaev.

In 1993, 2x2 first came to the satellite, which resulted in retransmission (in the recording) it is supported by some regional partners. Prior to the satellite launch, the channel broadcast only in Moscow and the Moscow region, and through its own transmitters in Tver and Ryazan, with real-time signal delivery via ground-based RRL.

In 1993–1994, 2x2 also regularly showed commercials of the organization Greenpeace, and therefore on the air of this TV channel you could often see Joanna Stingray and Boris Grebenshchikov. In 1993, newscasts "2x2" appeared (at first they were in the middle of each hour,[26] less often-at the end of the ending hour,[27] later-at the beginning of each hour, in the format of short news blocks).[28][29][30] A half-hour weekly broadcast of AUM Shinrikyo was also broadcast.[31]

From 1992 to 1994 inclusive, the channel broadcast BBC, ITN and Worldnet news in the morning and evening (until 18:00), and one of the morning editions was always broadcast without translation.[32] The issues were translated into Russian by Peter Kartsev, a simultaneous translator of VHS,[33] who also worked at TV-6.

In 1994, the channel had problems with the Australian television series "chances", which gradually moved from the usual melodrama to a more explicit erotic genre.

In 1994–1995, the channel reached the peak of popularity due to the diverse broadcast network and the presence of such programs as" Dandy — New reality", and such animated series as Teenage Mutant Ninja Turtles. The creative concept of the TV channel was based on the principle of "family broadcasting", designed for each family member, with their own tastes and preferences. So, entrepreneurs were addressed advertising blocks, children-cartoons and animated series, Housewives-soap operas, young people-music videos and programs. The slogan of the then 2x2 was "Just we work for You! 2x2 TV channel".[12]

In 1995, according to opinion polls, the 1st Ostankino channel, then PRT, was significantly inferior to the 2x2 TV channel in the daytime.[34] At the close of the old 2x2 (spring 1997) the situation with the ratings in morning and afternoon time has changed in favor of the PRT,[35] and the average daily share of watching a channel was approximately 1% of the TV audience that was equivalent to the then indicators decimeter STS and REN TV, and then another meter of the Fifth channel;[36] the same rating problems have been broadcast in the evening on the same button of the Moscow channel MTK.[37][38]

Later, in 1996, for the first time in Russia began showing the anime Sailor Moon. The screening of telenovelas of Mexican production continued: "You or no one", "My second mother" and "Crossed roads". Such series as "Thunder in Paradise", "Highlander: The Series", "Sledge Hammer!", "Lassie" were also shown.

Broadcasting of 2x2 on 3 Chaneel ended exactly at midnight on the night of 8-9 June 1997[39] due to the expiration of license number 15 of 8 June 1992, issued for 5 years.[40][41] 7:00 GMT on 9 June, the channel lost its place on the "third television the button" new TV channel "Moskovia" and "TV Centre",[42][43][44] moving to the UHF band, at 51 channel, where from 7:00 to 11:00 and from 19:00 to 3:00 on weekdays and from 9:00 to 14:00 and from 19:00 to 3:00 at weekends was saying "Muz-TV"[45] (in the printed programs were transferring, reporting directly to the Muz-TV).[46][47] On 51 channel 2x2 broadcast from 11 to 19 hours-on weekdays and from 14 to 19 hours-on weekends, with extremely low-quality content and the predominance of "Shop on the couch".

On 14 August 1997, the channel stopped broadcasting to Moscow and the Moscow region on 51 channel. For a long time after the closure of the old 2x2, the company "2x2-Telemarket" existed, which was the exclusive owner of the rights to a number of films, documentaries, animated series and television series broadcast by the channel until 1997, on the territory of Russia.[48]

AST-2x2

The implementation of this project «TV channel 2x2» began in August 1995 on the basis of its own network of daytime broadcasting. This project provided for the distribution of TV programs from Moscow via a satellite communication system to the entire territory of Russia, the CIS countries, to places of compact residence of the Russian-speaking population (the Baltic States,[49] Bulgaria, Israel, Cyprus). By mid-1996, several stages of the project were successfully completed, which made it possible to switch to broadcasting 17.5 hours a day, hard network programming, and form the basis of the network. The TV audience in Russia that received AST programs was 25 million people (214 cities and towns, excluding the Moscow region) and 24 million people in the CIS countries. After the closure of 2x2 in 1997, the «AST-2x2» channel did not disappear from the air and for some time showed news from TV Centre.[50]

In 1998, the «AST-2x2» was replaced by the «Prometheus AST» owned by Gazprom,[51][52] which in 2002 (mainly due to the transition to Gazprom-Media of NTV and TNT TV channels, as well as the satellite operator NTV Plus) it was transformed into «ASTV» and then completely absorbed by the Rambler Internet portal.[53] In January 2003, instead of «ASTV», the educational channel «Rambler TV» was created,[54] whose regional broadcasting network in 2007 was transferred to the «TV channel 2x2».[50]

2002—2007

In 2002 legal entity LLP Company «TV Channel 2x2» it was renamed to CJSC «TV Channel 2x2-Moscow».[1][2]

On 27 February 2002, 2x2 won a competition for 43 channel in Moscow with the concept of "Shop on the couch".[55] The channel was originally scheduled to launch on November 11, 2002, but was postponed,[56] as it turned out that the Moscow regional center (Ostankino Tower), which distributes the signal of Central TV channels, will be ready to start providing its services to the 2x2 channel only from January 2003.[55] Then it turned out that the operation of the 2x2 transmitter on 43 channel is influenced by radio-electronic means of one of the parts of the Ministry of defense of the Russian Federation. The launch of 2x2 was postponed to January 3, 2003, but it also did not take place.[56]

In April 2003, test tests were carried out on 44 channel, which showed that it was suitable for broadcasting,[55] but it was launched a few years later for broadcasting the St. Petersburg "Fifth channel" in Moscow. A month later, in may, members of an interdepartmental working group composed of representatives of the Ministry of defense, the Ministry of communications and RTRS, came to the conclusion that the 2x2 channel will be allocated 60 chaneel for broadcasting. On July 7, 2003, the channel began broadcasting on 60 channel in Moscow in an experimental mode.[55] On September 1 of the same year, the channel began to fully go on the air.

From the first days of broadcasting of the "revived" 2x2, most of the airtime of the TV channel was made up of programs of the popular TV channel about fashion "FashionTV"[57] and clips of domestic performers produced by the production Studio "Difficult Childhood". The name of the program was named after the popular song of Vladimir Markin "Lilac fog". Legally, the new 2x2 is connected to the old TV channel, which was closed in 1997.[4][2][58]

The new 2x2 defined its concept as "television for the active consumer", a kind of TV guide to the market of goods and services.[55] According to the prescribed concept, 50% of the broadcasting of the "new" 2x2 channel was occupied by the retransmission of programs of the FashionTV channel.[55] The programs of our own production were intended for a young audience. The channel was aimed at an audience under 45 years of age with an income above $300, who pay great attention to their lifestyle.[55] In accordance with the concept, the TV channel fundamentally refused to introduce information, social, socio-political or criminal programs into its broadcasting network.[55]

In 2004, the TV channel "Style TV" signed a long-term cooperation agreement with 2x2. In the same year, on the frequency of the TV channel, programs of the network partner — the TV channel "Style TV" with the 2x2 logo were retransmitted (interrupting the broadcast to the TV store).[59]

By 2005–2006, there was a critical time on the channel: the TV store almost completely replaced the rest of the programs from the broadcast grid[60] (there was no logo, screensavers indicating the media registration certificate appeared only before music videos). Basically, in the broadcast grid of the then 2x2, there were presentations of goods from the TV Club store. The broadcast of the TV store was divided into thematic categories: from kitchen goods to fitness equipment. On the night from Friday to Saturday, the channel broadcast feature films and TV series.[61] Music videos were also broadcast on the broadcast network.

In February 2006, the 2x2 TV channel was acquired by ProfMedia holding.[62] On October 3, 2006, the new owners presented its updated broadcasting concept.[63]

Since 2007

On 19 March 2007 2×2 became cool.[64] Fragments of animated series were broadcast on the 2x2 TV channel,[65] after which the time of airing was shown, as well as a promo with the slogan "Turn off the brain, turn on 2x2!". At the bottom was the inscription "channel demo".[66] Periodically, it was changed to the number of days remaining before the launch of a new channel.

On 1 April 2007, 2x2 was finally rebranding[67] and the channel switched to a new broadcasting format.[68] As a result, 2x2 underwent major changes: there was a change of management and staff; the logo and graphic design were changed.[65] The channel began to position itself as "the first Russian animation channel for adults".[69][70][71] The cartoons shown are translated or dubbed into Russian. Some of them up to 2x2 have already been shown on other Russian channels, for example, "the Simpsons", "Futurama", "family Guy", "South Park" (REN TV), "Beavis and Butt-head", "Celebrity Deathmatch" (MTV Russia).[72][21] In the daytime, the family block began to be shown, most of the series of which are intended exclusively for children; at night, the block of animated series for an adult audience Adult Swim.

The channel also became the first to attract celebrities to voice their TV shows. So, in the translation of a number of TV series (South Park, King of the Hill, Popetown, 12 oz. Mouse, Robot Chicken, Tom Goes to the Mayor and uncontrolled), the famous Russian translator Dmitry "Goblin" Puchkov took part. The translation of other animated series was supervised by journalist Mikhail Kozyrev.[73] On May 21, 2008, the premiere of the animated series Monkey Dust took place, the male roles in which were voiced by journalist Leonid Parfenov.[74][75] In turn, on 13 April 2009, the animated series The Boondocks was first released in Russia, some of its characters were voiced by famous rappers Vasily Vakulenko (Noggano) and Denis Karpenko (QP).[76]

For the first few months, the animated 2x2 was presented in St. Petersburg,[77] Moscow and the Moscow region (including in the Mostelecom package",[78][79][80] where 2x2 broadcasting was carried out since 2005), and since June its expansion into the regions began. Broadcasting of the channel in most other regions of Russia was started on the site of the closed "ProfMedia "and exhausted educational channel Rambler TV.[65]

By the end of 2007, animated 2x2 began to achieve its first successes — in the first 2 months of autumn, it managed to increase its audience[81] and outstrip such major channels as TNT, MTV Russia and channel One in terms of the number of youth audience.[82][21] Later, 2x2 managed to attract an age group that traditionally does not watch TV — young men and those who have long been disappointed in TV.[83][84]

At the end of 2007, the channel started showing some well-known anime series.

In 2008, the legal entity CJSC «TV Channel 2x2-Moscow"» was renamed into CJSC «TV and radio Company "2x2"».[3] In 2010 — re-registered in OJSC «TV and radio Company "2x2"».

On new year's eve from 2008 to 2009, a concert with the participation of the young avant-garde composer Nikolai Voronov, who became famous in Runet for his song "White dragonfly of love", was shown on 2x2 immediately after the chimes. In addition, as part of the new year's concert, a performance of the cat trainer Vladimir Krasnolozhkin was held. On New Year's Eve, the channel could also see other artists whose performances had not previously been shown on Russian television.[85]

In early 2009, the 2x2 office moved to Varshavskoe shosse, 9, p. 1A. Before moving there was a textile factory.[86] In July of the same year, after the appearance of Roman Sarkisov as General Director and according to the terms of the license renewal, the channel began to develop a non-animation direction: now it also broadcasts game television series (initially in a special night block 2x2|new). Most of them are satirical or parody shows with their own special, in some sense even absurd, non-standard humor. One of the first purchased TV series was "The Wrong Door" and "Greg Rabbit".[87]

Since the fall of 2010, the channel has been broadcasting projects of its own production, the first of which were the satirical show "Reutov TV" from the creative Association "Pismoshnaya"[88] (previously it was not long on the related channel MTV Russia)[89] and the author's animated series "Pykhchevo" and "Atomic forest".[90][91] All three projects ceased to exist in different years for one reason or another, including as a result of the following change of ownership 2x2.[92][93]

On 30 November 2010, it was announced that the channel began airing WWE RAW on February 5, 2011. The two-year contract was announced at wwe.com.[94] The wwe management also spoke positively about the return of the demonstration of WWE programs on Russian television.

On 14 September 2012, 2x2 began satellite broadcasting with shifts of "+2 MSK " and "+5 MSK".

In February 2014, after Gazprom-Media acquired a 100% stake in ProfMedia, 2x2, along with the Friday! and TV-3 TV channels,[95] became part of This media group. After the onset of the currency crisis in Russia, it became unprofitable for the channel's management to order author's animated series, and in November 2014, a Flash animated series from the Internet called "the whale Stupid Show"began to appear on the channel.[96] Its Creator Kirill Dalnichenko (formerly a player of the KVN team "Four bold" from Serpukhov) previously collaborated with the channel, a year ago presenting him his other series - "Fizfak".[97] In addition, the basis of its own production of 2x2 began to be reviews of movies, TV series and video games: "Immortal cinema", "Looking", "Level Up".

In parallel with this, 2x2 begins broadcasting the animated series "Rick and Morty" produced by Adult Swim, while purchasing an Amateur VoiceOver by video blogger Dmitry Karpov (Syenduk).[98][99] Subsequently, Karpov begins to cooperate more fruitfully with the TV channel, including in terms of voice-over conducting a review program about trends in movies, video games and not only - "Epic files 2x2".[100][101]

On 1 April 2014, the channel released its own app - «2х2APP».[102][103]

In March 2015, after a small reorganization, the TV channel became part of the Gazprom-media entertainment Television sub-holding (GPM RTV), its office (as well as its sister channels TNT, TV-3 and Friday!) moved to the building of the Diamond Hall business center.[104]

In June 2015, former CEO Lev Makarov said that the channel still has an archive from the old 2x2, which was closed in 1997.[4]

On 1 January 2016, the channel ceded part of its air frequencies to the TV channel «TNT4»(before the rebranding - «TNT-Comedy»).[105][106] However, the share of the channel did not change significantly, and the coverage remained also Federal and all-Russian, since in most major cities it was already retransmitted only in cable networks.

In November 2016, the channel established its own animation Studio, the creative producer of which was Kirill Danilchenko, and the General Director — Anna moryakova.[107] The staff of the Studio included animators, screenwriters and voice actors from Serpukhov, who previously worked in the "whale Stupid Show", its products also began to be produced in the style of this animated series. Among the projects released within the Studio are "Suspicious owl", "Multv", "Burdashev" and others.[108][109][110]

On 13 April 2017, the 2x2 satellite broadcast began with a shift of "+7 MSK " for residents of the Far East. In the same month, the double "+5 MSK" was replaced with "+4 MSK".

Since 2017, episodes of the popular YouTube series "Meet Bob" from the YouTube channel of the same name have been broadcast on the channel as inter-programs.

Since 10 April 2018, an online broadcast has appeared on the channel's website,[111] which differs from the broadcast version by broadcasting in HD format; it is conducted for the Moscow time zone (+0).

On 6 April 2019, instead of broadcasting WWE wrestling, the channel began to purchase recorded fights of Latin American wrestlers "Lucha Underground".[112][113]

On 1 November 2019, the "2x2 Media" service was launched (before that there was a " 2x2 Hub»),[114] where for a subscription you can watch content in FULL HD and without censorship on the channel's website. Also, there are projects from Adult Swim that do not get on the air.[115]

Since 19 March 2020, the "Bazooka video Store" program uses the 2x2 logo of the 2003-2007 model.[116][117]

On 19 October 2020, the channel switched to a 16:9 broadcast format.

On 16 August 2021, the TV channel changed its logo, graphic design and broadcasting concept.[118]

2x2.Media

At the beginning of 2020, there was information about the launch of this platform.[119]

On 8 December 2020,[120] the platform was launched «2x2.Media».[121] The platform explores how pop culture helps a person "grow up". «2x2.Media» it is distinguished by a more author's approach to materials, in addition to news, the publication also publishes longreads, special projects and curated collections. «2x2.Media» tells how animation, TV series, movies, music, games and various forms of modern art have influenced and continue to influence Millennials. «2x2.Media» he will develop the main slogan of the TV channel " Don't grow up — it's a trap!", telling the audience in detail about how to "not grow up".

Controversies and criticism

As the country's largest adult-oriented animation channel, 2×2 is prone to protest among various conservative and religious groups, and occasionally with authorities. Since 'animation' as a genre was traditionally viewed as exclusively children's media in Russia, 2×2 struggles with continually highlighting that its programs are not recommended for children.

In February 2008, the Russian Media Culture Protection Department (Rossvyazokhrankultura), a regulatory body for TV in Russia, issued warnings about Happy Tree Friends and The Adventures of Big Jeff, claiming that the shows promote "violence and brutality." This "violence and brutality" was claimed to harm the psychic health, moral development and social morality of children, all of this being a violation of license agreement.[122] The department warned 2×2, which broadcasts the shows, to remove them in order to avoid legal issues. The owners of 2×2 voiced their disagreement, but reluctantly fulfilled the request.

Later that year, activists of the Russian Pentecostalist Church criticized 2×2 for airing South Park and The Simpsons.[123] Their appeal to close 2×2 was rejected by the Russian media officials. On September 24, 2008, the channel's license was extended for an additional 5 years.[124]

In July 2009, 2×2 cut a scene from the episode "Free Willzyx" of South Park, because it depicted Vladimir Putin as "a greedy and desperate leader," prompting "criticism and furious discussion on Russia blogs".[125]

See also: South Park controversies

Programming

Main article: List of programs broadcast by 2x2

References

  1. ^ a b c "2x2". politika.su.
  2. ^ a b c Справка о телеканале 2х2
  3. ^ a b "Телеканал "2х2" признателен комиссиям, продлившим его лицензию". РИА Новости. 17 October 2008.
  4. ^ a b c "Сколько будет 2x2 на телевидении?". echo.msk.ru. 21 June 2015.
  5. ^ "Менеджмент "Проф-медиа" приступил к разработке стратегии развития холдинга" (in Russian). Федеральное агентство по печати и массовым коммуникациям. 20 July 2007. Эксперты отмечали слабый охват аудитории "2 х 2" из-за проблем с контентом — под брэндом когда-то известного музыкального канала вещал "магазин на диване"
  6. ^ Николай Гришин (4 May 2009). "Кнопка "против всех". Канал "2x2" сделал ставку на анимацию для взрослых и сумел собрать трудноуловимую и при этом невероятно лояльную аудиторию, которая редко смотрит телевизор. Но заработать на ней получилось только в кризис" (in Russian). Секрет фирмы.
  7. ^ "Телевидение для Питеров Пэнов" (in Russian). Независимая газета. 20 July 2007.
  8. ^ "Нулевое телевидение" (in Russian). Openspace.ru. 5 January 2010.
  9. ^
  10. ^ Информация об участниках конкурсов на получение права осуществлять эфирное наземное вещание, с использованием позиции во втором мультиплексе — при осуществлении наземного эфирного цифрового вещания от 14 декабря 2012 г. — Роскомнадзор
  11. ^ a b "Запуск первого негосударственного телеканала 2×2". Рождение российских СМИ.
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  13. ^ a b "Старый 2х2 vs. Новый 2х2" (in Russian). VK. 3 May 2011. Сергей Лавров: „...Первый канал "2Х2" был именно государственным, собственно, структурой Гостелерадио СССР, и сначала назывался "Коммерческий телеканал", название „2Х2" придумали Оля Лукасик и Сергей Алексеев (первый директор канала), средств молодому каналу не выделили, только 6 штатных единиц и „с барского плеча" дали возможность пользоваться двумя аппаратными в АСК 3 (новое здание) — АВЗМ 6-1 (монтажная), и АПБ-8 (эфирная). Редакция располагалась в комнате 1-15 на первом этаже АСК 3 (ОТРК). Первый логотип был сделан с помощью ножниц, клея, бумаги и одного из очень немногих тогда в стране ксерокса, вашим покорным слугой. Тогда же я и присоединился к первой эфирной бригаде „2Х2". Если пожелаете, могу рассказать подробнее, всё равно эта тема сейчас мало кого интересует..."
  14. ^ «Семь дней» ст. «2Х2 Московский коммерческий канал»
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  16. ^ "МТК — канал для всех" (in Russian). ТВ ПАРК. 31 October 1994. Телекомпания МТК „Москва" рада пригласить Вас к сотрудничеству. Наше эфирное время — лучшее на 3-м канале /с 18:00 до 23:00/.
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  18. ^ ""Super Channel" — первый спутниковый канал" (in Russian). Mediasat. 19 April 2015.
  19. ^ "НОВЫЙ БЕЗАЛКОГОЛЬНЫЙ ТЕЛЕСЕЗОН". Pressing. 24 August 2004.
  20. ^ "ТЕЛЕАНКЕТА "АиФ". "Я не люблю себя слушать"" (in Russian). Аргументы и факты. 1 June 1994.
  21. ^ a b c d "За что обожали канал 2х2? Вспоминаем легендарное ТВ вашего детства и смотрим, что изменилось" (in Russian). ClickOrDie. 27 October 2020. Тогда, в районе 2007 года, "MTV Россия" окончательно скатился, уронив большую часть крутого контента. И как вы думаете, кто его подхватил? Как раз "2х2", где только что произошёл большой ребрендинг. <...> Ставка на мульты сыграла идеально. В середине 2007 года рейтинг "2х2" среди молодёжи был выше, чем у "ТНТ", "Первого" и развалин "MTV Russia". То есть, это был самый популярный канал для детей и подростков
  22. ^ "Телепрограмма с 1 по 3 июля 1992 года". 7 дней.
  23. ^ a b "БОЛЬШОЕ ИНТЕРВЬЮ ВЛАДА КОППА" (in Russian). Радио Маяк. 7 May 2015. Когда-то давно запустился в Москве первый коммерческий телеканал в 90-е, по которому крутили мультики, мультсериалы… <...> И в рамках этого канала когда-то появилось такое направление, то есть фирма „BIZ Enterprises" часть вещания канала забрала под себя и показывала там всякие свои программы – ночные музыкальные новости BIZ-TV
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  123. ^ "Российские протестанты потребовали закрыть телеканал "2x2"" (in Russian). Lenta.Ru. 12 March 2008. Retrieved 16 November 2008.
  124. ^ Holdsworth, Nick (20 October 2008). "Russia's 2X2 wins license renewal". Variety. from the original on 26 October 2008. Retrieved 20 November 2008.
  125. ^ "Russian channel cuts Vladimir Putin scene on 'South Park'". The Daily Telegraph. 10 July 2009. Retrieved 3 August 2009.

External links

  • Official website (in Russian)

February 07, 2023
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This article is about a Russian TV channel For other uses see 2x2 Not to be confused with Twice Two This article may be expanded with text translated from the corresponding article in Russian March 2020 Click show for important translation instructions View a machine translated version of the Russian article Machine translation like DeepL or Google Translate is a useful starting point for translations but translators must revise errors as necessary and confirm that the translation is accurate rather than simply copy pasting machine translated text into the English Wikipedia Consider adding a topic to this template there are already 2 736 articles in the main category and specifying topic will aid in categorization Do not translate text that appears unreliable or low quality If possible verify the text with references provided in the foreign language article You must provide copyright attribution in the edit summary accompanying your translation by providing an interlanguage link to the source of your translation A model attribution edit summary is Content in this edit is translated from the existing Russian Wikipedia article at ru 2x2 see its history for attribution You should also add the template Translated ru 2x2 to the talk page For more guidance see Wikipedia Translation This article may be a rough translation from Russian It may have been generated in whole or in part by a computer or by a translator without dual proficiency Please help to enhance the translation The original article is under russkij in the languages menu in the upper right corner If you have just labeled this article as needing attention please add a href Template Needtrans html title Template Needtrans subst Needtrans a pg 2 2 TV channel language Russian comments to the bottom of the WP PNTCU section on Wikipedia Pages needing translation into English August 2022 2x2 Russian Dvazhdy dva romanized Dvazhdy dva lit Twice Two is a Russian television channel Founded in 1989 it was the first commercial TV station in the Soviet Union USSR The channel shut down in 1997 and resumed broadcasting in 2003 Since then the channel has predominantly broadcast foreign animated TV series including children s television series anime and adult animation shows similar to the American channel Adult Swim 2x2CountryRussiaBroadcast areaAzerbaijanArmeniaBelarusGeorgiaLatviaMongoliaNorwayRussiaNetworkSocial 1989 2007 Cool 2007 now HeadquartersMoscow RussiaProgrammingLanguage s RussianPicture format1080i HDTV downscaled to 576i for the SD feed OwnershipOwnerGazprom MediaHistoryLaunched1 November 1989 33 years ago 1989 11 01 original 1 September 2003 19 years ago 2003 09 01 relaunch 1 April 2007 15 years ago 2007 04 01 rebranding 11 April 2018 4 years ago 2018 04 11 Internet broadcasting FounderOJSC TV and radio Company 2x2 1 2 3 4 ReplacedMoscow ProgrammeClosed9 June 1997 25 years ago 1997 06 09 original Replaced byTV CenterMoscow 3LinksWebsite2x2tv wbr ru media wbr 2x2tv wbr ruThe channel has 4 hour versions for broadcasting in other regions of Russia 0 MSK 2 MSK 4 MSK 7 MSK The channel began trial broadcasting in July 1989 on the frequency of Moscow Programme of the Central Television becoming the first commercial channel in the history of the USSR and Russia Full broadcasting began on 1 November 1989 The network s programming was initially composed of half hour and more advertising blocks modern Soviet and Western music videos cartoons and TV series Broadcasting of 2x2 on Channel 3 ended on 9 June 1997 moving to the decimeter band on Channel 51 where it broadcast with extremely low quality content and had a much greater focus on home shopping In 2003 the channel shifted to 60 TVK 5 6 Since 1 April 2007 under this name an animated Russian channel has been broadcasting aimed at an adult audience 14 44 years old 7 8 Its database contains more than 200 titles of various animated series game shows and feature films The channel also has its own animation studio Since 2014 the channel has been part of the holding company Gazprom Media As of April 2017 it employs 45 people 9 The channel applied for inclusion in the second multiplex of digital terrestrial television in Russia 10 but failed to win the competition held by the Federal Competition Commission FCC Contents 1 History 1 1 Trial period July November 1989 1 2 1989 1997 1 3 AST 2x2 1 4 2002 2007 1 5 Since 2007 2 2x2 Media 3 Controversies and criticism 4 Programming 5 References 6 External linksHistory EditThis section does not cite any sources Please help improve this section by adding citations to reliable sources Unsourced material may be challenged and removed November 2016 Learn how and when to remove this template message Trial period July November 1989 Edit The channel was established by order of the state television and radio broadcasting of the USSR as a structural division within the General Directorate of programs GDP 11 12 The staff initially had 6 people among them Sergey Alexandrovich Alekseev Director Olga Smirnova Oleg Shchur Producer Olga Lukasik administrator in August Sergey Lavrov joined the team as an artist Trial broadcasting on 3 channel in Moscow and the Moscow region began in July 1989 under the name Commercial TV channel Broadcasting was carried out in the daytime as in the evening the state Moscow program CT was broadcasting on the same frequency The duration of the broadcasts of the Commercial TV channel was not fixed Music videos of all She Wants Is by Duran Duran Always on My Mind by Pet Shop Boys Assez by Niagara Everywhere by Fleetwood Mac Around My Heart by singer Sandra Soldier by singer Thomas Anders Mon mec a moi by singer Patricia Kaas Don t Stop the Dance by singer Bryan ferry as well as fragments of the song were broadcast during the commercial concert of the band space in Moscow The employees had only a small room No 115 behind the bar in ask 3 Olympic TV and radio complex and two hardware rooms an on air and an Assembly room 13 1989 1997 Edit The name 2x2 was coined by the team around the end of July 1989 at the same time Sergey Lavrov the only artist in the team developed the General style of the TV channel and the original version of the logo which with minor changes still exists 13 On November 1 1989 the channel began broadcasting 14 under its own name on the frequency of Moscow program CT later MTK In the evening from 18 00 to 23 00 the MTK channel was broadcast 15 16 The meaning of the name 2x2 at the beginning of the channel s activity was explained as proportional provision of air for advertising and other programs on the principle of 50 50 due to the fact that advertising there was both a source of funding and a form of functioning 11 12 At the initial stage of work 2x2 did not have money for the production and purchase of programs as a result of which the broadcast network was filled with materials obtained thanks to the personal connections and capabilities of its managers 15 Half hour and more advertising blocks an advertising clip of the company Video international modern Soviet and foreign music videos 17 and cartoons in particular the Soviet TV Screen were shown on the air later in December 1991 the TV series Captain Power and soldiers of the future was shown and then repeated many times The series I Spy was also broadcast In addition 2x2 also showed a selection of domestic clips starting with the clip of Oleg Beskrovny a knock in the heart the main character of this selection was Igor Talkov Among other videos shown by the channel were clips of the Alla Pugacheva song theater from the Video international company Accountant by the Combination group Arab gold by the Forgotten conversation group love Street and Ksenia by Alena Apina In the program Afisha with DJ Ale Alena which also broadcast video clips of Russian artists such as Bogdan Titomir and Oleg Gazmanov From the first day of broadcast have been broadcast by Sergei Selenourea Batalla The lack of a rigid broadcast grid and the format of a six time repeat of the same block of entertainment programs and advertising which were the result of limited financial resources and a small number of programs at the disposal of 2x2 largely played a role in the growth of its popularity 15 The channel broadcast in the format of the so called background television when viewing which the viewer could not pay attention to the picture shown on the screen or even start watching the TV channel from any moment without specifically catching this or that TV program TV sets in offices shops cafes and other public places and institutions were often tuned to 2x2 15 At that time 2x2 was the only domestic TV channel that often showed music videos which strongly distinguished it from the General background of several existing Soviet TV channels The channel was very popular among Soviet schoolchildren who most often while waiting for a 20 minute show of music videos watched advertising blocks that sometimes lasted for 40 minutes without a break According to a survey of 586 high school students in Moscow schools conducted at the end of 1991 the channel became the leader in popularity it was watched by 34 16 of respondents From June 1990 to 31 May 1992 the channel broadcast programs of the British Super Channel 18 One of these programs was Blue Night Their share in the broadcast network almost immediately became impressive one or two hour selections of video clips were broadcast the program All Mixed hit parade SPIN WIN made up of modern popular clips 19 thematic programs music fashion 20 sports movies Some educational programs were also broadcast including those produced by the Discovery Channel including After 2000 Since mid 1991 the channel began to show the anime Macron 1 21 In October 1991 a legal entity Enterprise TV channel 2x2 was re registered as LLP Company TV Channel 2x2 1 Since 2 July 1992 instead of the daytime show of feature films of Central television the TV channel began to carry out reruns of series going to MTK the first of which was Nobody but you 22 Starting around 1992 the channel began to broadcast a program about heavy and rock music Green Corridor produced by the production Studio BIZ Enterprises entrepreneur Boris Zosimov In the future of music policy of the channel is almost entirely under the control of that person 21 23 the consequence of which in 1993 was the signing of a guide channel of a contract with the owners of the TV channel MTV Europe on the rebroadcast of some programs of the channel for example on the night of 1 January 1994 was shown the concert of ABBA 24 Initially clips from the European broadcast of MTV were broadcast during the day between series and other programs At first recordings of MTV broadcasts were broadcast quite often including VJ blocks often even without translation Among the programs were episodes of the animated series Beavis and Butt Head Soon paid clips of Russian artists such as Vlad Stashevsky and Yevgeny Kemerovo began to take the place of MTV clips more and more By the summer of 1994 there was a daily hour long selection of clips from the MTV broadcast aired in the afternoon which soon also disappeared Music videos but no longer from the airwaves of MTV were occasionally broadcast in the future still in between the series Despite the fact that some of the ideas of Boris Zosimov MTV did not justify themselves he continued to occupy part of the air on 2x2 creating a TV producer BIZ TV Within its framework a number of musical programs were released and in fact almost all the musical component of the channel was formed 25 23 Also as part of this project the program Forgotten names dedicated to the Soviet stage was broadcast later moved to the TV 6 channel where it was aired as part of the program Disk channel as spinning disks The hosts of the program were Kirill Nemolyaev In 1993 2x2 first came to the satellite which resulted in retransmission in the recording it is supported by some regional partners Prior to the satellite launch the channel broadcast only in Moscow and the Moscow region and through its own transmitters in Tver and Ryazan with real time signal delivery via ground based RRL In 1993 1994 2x2 also regularly showed commercials of the organization Greenpeace and therefore on the air of this TV channel you could often see Joanna Stingray and Boris Grebenshchikov In 1993 newscasts 2x2 appeared at first they were in the middle of each hour 26 less often at the end of the ending hour 27 later at the beginning of each hour in the format of short news blocks 28 29 30 A half hour weekly broadcast of AUM Shinrikyo was also broadcast 31 From 1992 to 1994 inclusive the channel broadcast BBC ITN and Worldnet news in the morning and evening until 18 00 and one of the morning editions was always broadcast without translation 32 The issues were translated into Russian by Peter Kartsev a simultaneous translator of VHS 33 who also worked at TV 6 In 1994 the channel had problems with the Australian television series chances which gradually moved from the usual melodrama to a more explicit erotic genre In 1994 1995 the channel reached the peak of popularity due to the diverse broadcast network and the presence of such programs as Dandy New reality and such animated series as Teenage Mutant Ninja Turtles The creative concept of the TV channel was based on the principle of family broadcasting designed for each family member with their own tastes and preferences So entrepreneurs were addressed advertising blocks children cartoons and animated series Housewives soap operas young people music videos and programs The slogan of the then 2x2 was Just we work for You 2x2 TV channel 12 In 1995 according to opinion polls the 1st Ostankino channel then PRT was significantly inferior to the 2x2 TV channel in the daytime 34 At the close of the old 2x2 spring 1997 the situation with the ratings in morning and afternoon time has changed in favor of the PRT 35 and the average daily share of watching a channel was approximately 1 of the TV audience that was equivalent to the then indicators decimeter STS and REN TV and then another meter of the Fifth channel 36 the same rating problems have been broadcast in the evening on the same button of the Moscow channel MTK 37 38 Later in 1996 for the first time in Russia began showing the anime Sailor Moon The screening of telenovelas of Mexican production continued You or no one My second mother and Crossed roads Such series as Thunder in Paradise Highlander The Series Sledge Hammer Lassie were also shown Broadcasting of 2x2 on 3 Chaneel ended exactly at midnight on the night of 8 9 June 1997 39 due to the expiration of license number 15 of 8 June 1992 issued for 5 years 40 41 7 00 GMT on 9 June the channel lost its place on the third television the button new TV channel Moskovia and TV Centre 42 43 44 moving to the UHF band at 51 channel where from 7 00 to 11 00 and from 19 00 to 3 00 on weekdays and from 9 00 to 14 00 and from 19 00 to 3 00 at weekends was saying Muz TV 45 in the printed programs were transferring reporting directly to the Muz TV 46 47 On 51 channel 2x2 broadcast from 11 to 19 hours on weekdays and from 14 to 19 hours on weekends with extremely low quality content and the predominance of Shop on the couch On 14 August 1997 the channel stopped broadcasting to Moscow and the Moscow region on 51 channel For a long time after the closure of the old 2x2 the company 2x2 Telemarket existed which was the exclusive owner of the rights to a number of films documentaries animated series and television series broadcast by the channel until 1997 on the territory of Russia 48 AST 2x2 Edit The implementation of this project TV channel 2x2 began in August 1995 on the basis of its own network of daytime broadcasting This project provided for the distribution of TV programs from Moscow via a satellite communication system to the entire territory of Russia the CIS countries to places of compact residence of the Russian speaking population the Baltic States 49 Bulgaria Israel Cyprus By mid 1996 several stages of the project were successfully completed which made it possible to switch to broadcasting 17 5 hours a day hard network programming and form the basis of the network The TV audience in Russia that received AST programs was 25 million people 214 cities and towns excluding the Moscow region and 24 million people in the CIS countries After the closure of 2x2 in 1997 the AST 2x2 channel did not disappear from the air and for some time showed news from TV Centre 50 In 1998 the AST 2x2 was replaced by the Prometheus AST owned by Gazprom 51 52 which in 2002 mainly due to the transition to Gazprom Media of NTV and TNT TV channels as well as the satellite operator NTV Plus it was transformed into ASTV and then completely absorbed by the Rambler Internet portal 53 In January 2003 instead of ASTV the educational channel Rambler TV was created 54 whose regional broadcasting network in 2007 was transferred to the TV channel 2x2 50 2002 2007 Edit In 2002 legal entity LLP Company TV Channel 2x2 it was renamed to CJSC TV Channel 2x2 Moscow 1 2 On 27 February 2002 2x2 won a competition for 43 channel in Moscow with the concept of Shop on the couch 55 The channel was originally scheduled to launch on November 11 2002 but was postponed 56 as it turned out that the Moscow regional center Ostankino Tower which distributes the signal of Central TV channels will be ready to start providing its services to the 2x2 channel only from January 2003 55 Then it turned out that the operation of the 2x2 transmitter on 43 channel is influenced by radio electronic means of one of the parts of the Ministry of defense of the Russian Federation The launch of 2x2 was postponed to January 3 2003 but it also did not take place 56 In April 2003 test tests were carried out on 44 channel which showed that it was suitable for broadcasting 55 but it was launched a few years later for broadcasting the St Petersburg Fifth channel in Moscow A month later in may members of an interdepartmental working group composed of representatives of the Ministry of defense the Ministry of communications and RTRS came to the conclusion that the 2x2 channel will be allocated 60 chaneel for broadcasting On July 7 2003 the channel began broadcasting on 60 channel in Moscow in an experimental mode 55 On September 1 of the same year the channel began to fully go on the air From the first days of broadcasting of the revived 2x2 most of the airtime of the TV channel was made up of programs of the popular TV channel about fashion FashionTV 57 and clips of domestic performers produced by the production Studio Difficult Childhood The name of the program was named after the popular song of Vladimir Markin Lilac fog Legally the new 2x2 is connected to the old TV channel which was closed in 1997 4 2 58 The new 2x2 defined its concept as television for the active consumer a kind of TV guide to the market of goods and services 55 According to the prescribed concept 50 of the broadcasting of the new 2x2 channel was occupied by the retransmission of programs of the FashionTV channel 55 The programs of our own production were intended for a young audience The channel was aimed at an audience under 45 years of age with an income above 300 who pay great attention to their lifestyle 55 In accordance with the concept the TV channel fundamentally refused to introduce information social socio political or criminal programs into its broadcasting network 55 In 2004 the TV channel Style TV signed a long term cooperation agreement with 2x2 In the same year on the frequency of the TV channel programs of the network partner the TV channel Style TV with the 2x2 logo were retransmitted interrupting the broadcast to the TV store 59 By 2005 2006 there was a critical time on the channel the TV store almost completely replaced the rest of the programs from the broadcast grid 60 there was no logo screensavers indicating the media registration certificate appeared only before music videos Basically in the broadcast grid of the then 2x2 there were presentations of goods from the TV Club store The broadcast of the TV store was divided into thematic categories from kitchen goods to fitness equipment On the night from Friday to Saturday the channel broadcast feature films and TV series 61 Music videos were also broadcast on the broadcast network In February 2006 the 2x2 TV channel was acquired by ProfMedia holding 62 On October 3 2006 the new owners presented its updated broadcasting concept 63 Since 2007 Edit On 19 March 2007 2 2 became cool 64 Fragments of animated series were broadcast on the 2x2 TV channel 65 after which the time of airing was shown as well as a promo with the slogan Turn off the brain turn on 2x2 At the bottom was the inscription channel demo 66 Periodically it was changed to the number of days remaining before the launch of a new channel On 1 April 2007 2x2 was finally rebranding 67 and the channel switched to a new broadcasting format 68 As a result 2x2 underwent major changes there was a change of management and staff the logo and graphic design were changed 65 The channel began to position itself as the first Russian animation channel for adults 69 70 71 The cartoons shown are translated or dubbed into Russian Some of them up to 2x2 have already been shown on other Russian channels for example the Simpsons Futurama family Guy South Park REN TV Beavis and Butt head Celebrity Deathmatch MTV Russia 72 21 In the daytime the family block began to be shown most of the series of which are intended exclusively for children at night the block of animated series for an adult audience Adult Swim The channel also became the first to attract celebrities to voice their TV shows So in the translation of a number of TV series South Park King of the Hill Popetown 12 oz Mouse Robot Chicken Tom Goes to the Mayor and uncontrolled the famous Russian translator Dmitry Goblin Puchkov took part The translation of other animated series was supervised by journalist Mikhail Kozyrev 73 On May 21 2008 the premiere of the animated series Monkey Dust took place the male roles in which were voiced by journalist Leonid Parfenov 74 75 In turn on 13 April 2009 the animated series The Boondocks was first released in Russia some of its characters were voiced by famous rappers Vasily Vakulenko Noggano and Denis Karpenko QP 76 For the first few months the animated 2x2 was presented in St Petersburg 77 Moscow and the Moscow region including in the Mostelecom package 78 79 80 where 2x2 broadcasting was carried out since 2005 and since June its expansion into the regions began Broadcasting of the channel in most other regions of Russia was started on the site of the closed ProfMedia and exhausted educational channel Rambler TV 65 By the end of 2007 animated 2x2 began to achieve its first successes in the first 2 months of autumn it managed to increase its audience 81 and outstrip such major channels as TNT MTV Russia and channel One in terms of the number of youth audience 82 21 Later 2x2 managed to attract an age group that traditionally does not watch TV young men and those who have long been disappointed in TV 83 84 At the end of 2007 the channel started showing some well known anime series In 2008 the legal entity CJSC TV Channel 2x2 Moscow was renamed into CJSC TV and radio Company 2x2 3 In 2010 re registered in OJSC TV and radio Company 2x2 On new year s eve from 2008 to 2009 a concert with the participation of the young avant garde composer Nikolai Voronov who became famous in Runet for his song White dragonfly of love was shown on 2x2 immediately after the chimes In addition as part of the new year s concert a performance of the cat trainer Vladimir Krasnolozhkin was held On New Year s Eve the channel could also see other artists whose performances had not previously been shown on Russian television 85 In early 2009 the 2x2 office moved to Varshavskoe shosse 9 p 1A Before moving there was a textile factory 86 In July of the same year after the appearance of Roman Sarkisov as General Director and according to the terms of the license renewal the channel began to develop a non animation direction now it also broadcasts game television series initially in a special night block 2x2 new Most of them are satirical or parody shows with their own special in some sense even absurd non standard humor One of the first purchased TV series was The Wrong Door and Greg Rabbit 87 Since the fall of 2010 the channel has been broadcasting projects of its own production the first of which were the satirical show Reutov TV from the creative Association Pismoshnaya 88 previously it was not long on the related channel MTV Russia 89 and the author s animated series Pykhchevo and Atomic forest 90 91 All three projects ceased to exist in different years for one reason or another including as a result of the following change of ownership 2x2 92 93 On 30 November 2010 it was announced that the channel began airing WWE RAW on February 5 2011 The two year contract was announced at wwe com 94 The wwe management also spoke positively about the return of the demonstration of WWE programs on Russian television On 14 September 2012 2x2 began satellite broadcasting with shifts of 2 MSK and 5 MSK In February 2014 after Gazprom Media acquired a 100 stake in ProfMedia 2x2 along with the Friday and TV 3 TV channels 95 became part of This media group After the onset of the currency crisis in Russia it became unprofitable for the channel s management to order author s animated series and in November 2014 a Flash animated series from the Internet called the whale Stupid Show began to appear on the channel 96 Its Creator Kirill Dalnichenko formerly a player of the KVN team Four bold from Serpukhov previously collaborated with the channel a year ago presenting him his other series Fizfak 97 In addition the basis of its own production of 2x2 began to be reviews of movies TV series and video games Immortal cinema Looking Level Up In parallel with this 2x2 begins broadcasting the animated series Rick and Morty produced by Adult Swim while purchasing an Amateur VoiceOver by video blogger Dmitry Karpov Syenduk 98 99 Subsequently Karpov begins to cooperate more fruitfully with the TV channel including in terms of voice over conducting a review program about trends in movies video games and not only Epic files 2x2 100 101 On 1 April 2014 the channel released its own app 2h2APP 102 103 In March 2015 after a small reorganization the TV channel became part of the Gazprom media entertainment Television sub holding GPM RTV its office as well as its sister channels TNT TV 3 and Friday moved to the building of the Diamond Hall business center 104 In June 2015 former CEO Lev Makarov said that the channel still has an archive from the old 2x2 which was closed in 1997 4 On 1 January 2016 the channel ceded part of its air frequencies to the TV channel TNT4 before the rebranding TNT Comedy 105 106 However the share of the channel did not change significantly and the coverage remained also Federal and all Russian since in most major cities it was already retransmitted only in cable networks In November 2016 the channel established its own animation Studio the creative producer of which was Kirill Danilchenko and the General Director Anna moryakova 107 The staff of the Studio included animators screenwriters and voice actors from Serpukhov who previously worked in the whale Stupid Show its products also began to be produced in the style of this animated series Among the projects released within the Studio are Suspicious owl Multv Burdashev and others 108 109 110 On 13 April 2017 the 2x2 satellite broadcast began with a shift of 7 MSK for residents of the Far East In the same month the double 5 MSK was replaced with 4 MSK Since 2017 episodes of the popular YouTube series Meet Bob from the YouTube channel of the same name have been broadcast on the channel as inter programs Since 10 April 2018 an online broadcast has appeared on the channel s website 111 which differs from the broadcast version by broadcasting in HD format it is conducted for the Moscow time zone 0 On 6 April 2019 instead of broadcasting WWE wrestling the channel began to purchase recorded fights of Latin American wrestlers Lucha Underground 112 113 On 1 November 2019 the 2x2 Media service was launched before that there was a 2x2 Hub 114 where for a subscription you can watch content in FULL HD and without censorship on the channel s website Also there are projects from Adult Swim that do not get on the air 115 Since 19 March 2020 the Bazooka video Store program uses the 2x2 logo of the 2003 2007 model 116 117 On 19 October 2020 the channel switched to a 16 9 broadcast format On 16 August 2021 the TV channel changed its logo graphic design and broadcasting concept 118 2x2 Media EditAt the beginning of 2020 there was information about the launch of this platform 119 On 8 December 2020 120 the platform was launched 2x2 Media 121 The platform explores how pop culture helps a person grow up 2x2 Media it is distinguished by a more author s approach to materials in addition to news the publication also publishes longreads special projects and curated collections 2x2 Media tells how animation TV series movies music games and various forms of modern art have influenced and continue to influence Millennials 2x2 Media he will develop the main slogan of the TV channel Don t grow up it s a trap telling the audience in detail about how to not grow up Controversies and criticism EditAs the country s largest adult oriented animation channel 2 2 is prone to protest among various conservative and religious groups and occasionally with authorities Since animation as a genre was traditionally viewed as exclusively children s media in Russia 2 2 struggles with continually highlighting that its programs are not recommended for children In February 2008 the Russian Media Culture Protection Department Rossvyazokhrankultura a regulatory body for TV in Russia issued warnings about Happy Tree Friends and The Adventures of Big Jeff claiming that the shows promote violence and brutality This violence and brutality was claimed to harm the psychic health moral development and social morality of children all of this being a violation of license agreement 122 The department warned 2 2 which broadcasts the shows to remove them in order to avoid legal issues The owners of 2 2 voiced their disagreement but reluctantly fulfilled the request Later that year activists of the Russian Pentecostalist Church criticized 2 2 for airing South Park and The Simpsons 123 Their appeal to close 2 2 was rejected by the Russian media officials On September 24 2008 the channel s license was extended for an additional 5 years 124 In July 2009 2 2 cut a scene from the episode Free Willzyx of South Park because it depicted Vladimir Putin as a greedy and desperate leader prompting criticism and furious discussion on Russia blogs 125 See also South Park controversiesProgramming EditMain article List of programs broadcast by 2x2References Edit a b c 2x2 politika su a b c Spravka o telekanale 2h2 a b Telekanal 2h2 priznatelen komissiyam prodlivshim ego licenziyu RIA Novosti 17 October 2008 a b c Skolko budet 2x2 na televidenii echo msk ru 21 June 2015 Menedzhment Prof media pristupil k razrabotke strategii razvitiya holdinga in Russian Federalnoe agentstvo po pechati i massovym kommunikaciyam 20 July 2007 Eksperty otmechali slabyj ohvat auditorii 2 h 2 iz za problem s kontentom pod brendom kogda to izvestnogo muzykalnogo kanala veshal magazin na divane Nikolaj Grishin 4 May 2009 Knopka protiv vseh Kanal 2x2 sdelal stavku na animaciyu dlya vzroslyh i sumel sobrat trudnoulovimuyu i pri etom neveroyatno loyalnuyu auditoriyu kotoraya redko smotrit televizor No zarabotat na nej poluchilos tolko v krizis in Russian Sekret firmy Televidenie dlya Piterov Penov in Russian Nezavisimaya gazeta 20 July 2007 Nulevoe televidenie in Russian Openspace ru 5 January 2010 Chislo sotrudnikov za 2017 Informaciya ob uchastnikah konkursov na poluchenie prava osushestvlyat efirnoe nazemnoe veshanie s ispolzovaniem pozicii vo vtorom multiplekse pri osushestvlenii nazemnogo efirnogo cifrovogo veshaniya ot 14 dekabrya 2012 g Roskomnadzor a b Zapusk pervogo negosudarstvennogo telekanala 2 2 Rozhdenie rossijskih SMI a b c Cvik V L 2004 Televizionnaya zhurnalistika istoriya teoriya praktika PDF in Russian Aspekt Press V osnovu tvorcheskoj koncepcii 2x2 byl zalozhen princip semejnogo veshaniya rasschitannogo na kazhdogo chlena semi 2x2 pytalsya ugodit vsem sloyam naseleniya s razlichnymi vkusami i pristrastiyami Dlya predprinimatelej prednaznacheny reklamnye bloki dlya detej multfilmy dlya domohozyaek mylnye opery dlya molodyozhi videoklipy i muzykalnye koncerty Vsyo dlya vseh takov primernyj deviz 2x2 oficialnyj slogan Prosto my rabotaem dlya vas a href Template Cite web html title Template Cite web cite web a CS1 maint multiple names authors list link a b Staryj 2h2 vs Novyj 2h2 in Russian VK 3 May 2011 Sergej Lavrov Pervyj kanal 2H2 byl imenno gosudarstvennym sobstvenno strukturoj Gosteleradio SSSR i snachala nazyvalsya Kommercheskij telekanal nazvanie 2H2 pridumali Olya Lukasik i Sergej Alekseev pervyj direktor kanala sredstv molodomu kanalu ne vydelili tolko 6 shtatnyh edinic i s barskogo plecha dali vozmozhnost polzovatsya dvumya apparatnymi v ASK 3 novoe zdanie AVZM 6 1 montazhnaya i APB 8 efirnaya Redakciya raspolagalas v komnate 1 15 na pervom etazhe ASK 3 OTRK Pervyj logotip byl sdelan s pomoshyu nozhnic kleya bumagi i odnogo iz ochen nemnogih togda v strane kseroksa vashim pokornym slugoj Togda zhe ya i prisoedinilsya k pervoj efirnoj brigade 2H2 Esli pozhelaete mogu rasskazat podrobnee vsyo ravno eta tema sejchas malo kogo interesuet Sem dnej st 2H2 Moskovskij kommercheskij kanal a b c d Evstafev V A 2017 Istoriya rossijskoj reklamy Sovremennyj period in Russian 2 e izd ispr i dop ed M Izdatelsko torgovaya korporaciya Dashkov i K ISBN 978 5 394 02686 7 MTK kanal dlya vseh in Russian TV PARK 31 October 1994 Telekompaniya MTK Moskva rada priglasit Vas k sotrudnichestvu Nashe efirnoe vremya luchshee na 3 m kanale s 18 00 do 23 00 Ot Rabyni Izaury do Istoricheskih hronik Telecentr 2006 Super Channel pervyj sputnikovyj kanal in Russian Mediasat 19 April 2015 NOVYJ BEZALKOGOLNYJ TELESEZON Pressing 24 August 2004 TELEANKETA AiF Ya ne lyublyu sebya slushat in Russian Argumenty i fakty 1 June 1994 a b c d Za chto obozhali kanal 2h2 Vspominaem legendarnoe TV vashego detstva i smotrim chto izmenilos in Russian ClickOrDie 27 October 2020 Togda v rajone 2007 goda MTV Rossiya okonchatelno skatilsya uroniv bolshuyu chast krutogo kontenta I kak vy dumaete kto ego podhvatil Kak raz 2h2 gde tolko chto proizoshyol bolshoj rebrending lt gt Stavka na multy sygrala idealno V seredine 2007 goda rejting 2h2 sredi molodyozhi byl vyshe chem u TNT Pervogo i razvalin MTV Russia To est eto byl samyj populyarnyj kanal dlya detej i podrostkov Teleprogramma s 1 po 3 iyulya 1992 goda 7 dnej a b BOLShOE INTERVYu VLADA KOPPA in Russian Radio Mayak 7 May 2015 Kogda to davno zapustilsya v Moskve pervyj kommercheskij telekanal v 90 e po kotoromu krutili multiki multserialy lt gt I v ramkah etogo kanala kogda to poyavilos takoe napravlenie to est firma BIZ Enterprises chast veshaniya kanala zabrala pod sebya i pokazyvala tam vsyakie svoi programmy nochnye muzykalnye novosti BIZ TV Teleprogramma s 31 dekabrya 1993 po 1 yanvarya 1994 goda 7 dnej Moskovskaya programma 3 00 Koncert gruppy ABBA Sozdan pervyj muzykalnyj telekanal Pervyj plod lyubvi k muzyke i televideniyu in Russian Kommersant 31 August 1995 Teleprogramma s 29 po 30 dekabrya 1993 goda in Russian 7 dnej Moskovskaya programma 6 30 7 30 8 30 9 30 10 30 11 30 12 30 13 30 14 30 15 30 16 30 17 30 23 40 0 55 Novosti 2h2 Teleprogramma na 10 iyunya 1994 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