Russian business TV channel RBC commemorated its first anniversary in the Gostinny Dvor hall on September 8. A creative TV team and RBC top managers have shown fantastic success in a year after the launch of the TV channel. There are no large business centers, elite

neighborhoods, VIP-hotels, banks or companies, where it is impossible to watch the first Russian business TV channel. According to the most recent data, about 40m people can watch RBC TV. About 1,500 guests were invited to the large party, arranged with fantasy, where an Audi was soaring overhead and a tigress was walking on a chain leash.

As for shunning success of the project, founders of RBC said that financial information could not have failed to meet demand in a country where the economy was expanding. "We launched the RBC TV channel a year ago and focused on businessmen, RBC General Director Yury Rovensky said. We guessed right who our audience should be. And now we can focus on a wider audience. Of course, RBC TV is the first specialized TV channel. But we have a variety of programming, ranging from news to documentaries. So, RBC TV may become of interest to different people."

Why do Russian viewers show interest in RBC TV? There are at least 10 points, which may explain the popularity of this project.

1. It became a cult TV channel

The RBC TV channel was first broadcast in September 2003. The moment for the launch was optimal. Demand for business information had been formed in Russia, a business lifestyle had emerged and the RBC TV channel not only met the demand of its audience, but became a cult TV channel. A TV set broadcasting RBC TV became a major part of every business office. "Earlier people watched western TV channels in their offices and now they watch RBC TV," General Director of the Motes Auri managing company Sergey Stukalov said laughing.

2. RBC TV is for successful enterprises

RBC TV focuses on financial and economic information. It broadcasts 36 news blocks per day and the Markets program, highlighting trading on Russian and foreign exchanges, is on the air 23 times a day. There are up to 70 live broadcasts per day. No Russian TV channel has ever operated this way. "The timeliness of RBC TV is impressive. Decisions about where one should invest or what securities should be sold are made on the basis of information provided by RBC TV," General Director of the PIO GLOBAL managing company Andrey Uspensky believes.

3. A measure of our civilization

Thanks to RBC TV, the Russian business community is able to voice its opinion so that both the public and state officials can hear it. "RBC TV is not just talking about principles on which material life is based, head of the news department of the Kultura (Culture) TV channel Vladislav Flyarkovsky said. The birth of the business TV channel is a sign of maturity of our public and of civilization."

4. The most successful media project of the year

The business TV channel accounted for over $5.6m, or 12 percent, of the overall earnings of the media holding. In the first quarter of 2004 RBC TV contributed $3.5m to the overall profit (this amount is projected to rise to $16m by the end of this year. Owners of RBC TV expect additional revenue from advertising sales. The Russian State Duma approved a number of amendments to the Russian Tax Code thus having abolished the 5-percent advertisement tax. "We are inspired with recent changes, German Kaplun, the Chairman of the Board of Directors of OAO RBC Information Systems, announced. The advertisement tax was an important psychological factor hampering an increase in spending to promote products and services in our country. We hope that the abolishment of this tax will contribute to the expansion of the advertising business of RBC."

5. RBC TV broadcasts 24 hours

Not every Russian federal TV channel can afford the luxury of 24-hour broadcasting. The two major federal TV channels, Pervy and Rossiya (Russia), switched to 24-hour broadcasting only in the spring of 2003. As for RBC TV, this first business TV channel started broadcasting all day long since its first working day. Some businessmen have free time to watch recent news only at night. As Senior Vice President of the Rosgosstrakh insurance company Dmitry Makarov said, "I watch RBC TV almost every day, but mostly in the evening or at night. This is the only channel broadcasting news at this time.

6. Any bank clerk could become a TV star!

TV professionals and financial market experts joined the RBC TV team. "I am very interested in working with businessmen and politics, articulation teacher Svetlana Makarova said. A lot of my pupils have successfully found their individuality and carved out a brilliant career. Those, who produce the Markets program, for instance, were professionals in this sector, but they had certain problems with oral speech. And now they are well-known TV presenters, and I am proud to hear their speech on TV!"

7. Export quality content

Foreign TV channels have appreciated the quality of the Russian business channel and started cooperation with it. RBC TV is partnering with a majority of key global TV channels and agencies, including APTN, German NTV and Deutsche Welle, RBC TV General Director Artyom Inyutin said. Starting October 2003, RBC TV is providing reports about Russia to CNN. The company produces a 15-minute weekly program on the Russian economy, which is broadcast on CNBC Europe. The western peers' interest in RBC TV programs is due to the fact that their audience, consisting of millions people, needs reliable, timely and various information about Russia.

8. The most serious TV channel

RBC TV top managers promised to surprise the viewers of the TV channel with adult cartoons. This seems to be the only concession to the entertainment role of TV. RBC TV is not afraid of reversing the major trend in the development of Russian TV. "Russian TV is tending towards spectacle and entertainment. This is not only about an increase in the share of entertainment programs. Even serious programs, for instance news blocks, are presented like amusement, "The head of the department of sociology researches of the Video International analytical center, Irina Poluekhtova, said. But as there is a large number of live broadcasts on RBC TV, even professionals have their adrenaline levels increased and that is why their appearance becomes a real show.

9. The most interesting TV channel

The ability to find a non-standard approach to common things, a non-traditional way of solving a problem, that is what the first Russian business TV channel is. The program Sphere of Interests is a typical example. Talks in the RBC TV studio seem to be the same as in other studios, such as reforms and elections, culture and entertainment, politics and sports... But RBC TV journalists can present the program like an interesting business project. Jon Edwards, London Stock Exchange Senior Manager of Europe, Middle East and Africa (EMEA), International Business Development, links the future of this TV channel with interesting topics. "I believe that RBC TV has brilliant prospects. Money is the most interesting topic. People are always interested in how to raise money and where to invest it," he said.

10. Business television for active people

Not taking into account music TV channels, the average viewer of RBC TV is younger than that of any other Russian TV channel. The average age of RBC TV viewers is 41. According to research held by Comcon Media, the audience of the first Russian business TV channel consists of ambitious, professionally successful people with large personal incomes. About half of them (45 percent) have one or even several cars. They like traveling (the number of those who traveled abroad among RBC TV's audience is two times higher compared to the average rate in Russia). They spend twice as much on entertainment and relaxation, eating out and interior decorating compared to the average Russian citizen. Two thirds of them are married. The average RBC TV viewer is well educated as more than half of them, namely 52 percent, have a higher education or an unfinished higher education. They spend a lot of time at work. Generally speaking, those who know what they want from life, watch RBC TV.