OREANDA-NEWS. July 06, 2012. Television channels TV3, MTV Russia, and 2x2 (part of ProfMedia) have announced new five-year contracts with Russia’s largest media retailer Video International (VI).

VI and ProfMedia have been working together since 2008. At the moment the retailer is working not only with ProfMedia tv channels, but also with the holding’s leading Internet resources (rambler.ru, lenta.ru, afisha.ru, and others), and with the largest Russian cinema chain, Cinema Park.

The new contracts were signed on the same terms – VI will continue exclusive service for all ProfMedia tv channels, offering them a full range of services including advertising sales at the national and regional level, and accompanying IT and analytical support. The agreements come into force on January 1, 2013.

“We are pleased that Video International will remain our reliable strategic partner. Together with the retail team, in the next five years we expect to achieve even more impressive commercial results,” said Jan Kukhalsky, commercial director of the ProfMedia Business Solutions service company (also part of ProfMedia).

According to TNS Russia, ProfMedia tv channels lead on the Affinity Index in their target markets (the Affinity Index looks at the relationship between a channel’s ratings in the selected target market and the channel’s ratings in the base market of 4+). For the period January-May 2012, TV3, MTV Russia, and 2x2 all showed growth in market share, of 16%, 6%, and 5% respectively, in comparison with the same period of 2011.

ProfMedia (Interros Group) is one of Russia’s largest groups with a leading position in entertainment media. In all key market sectors, ProfMedia works with the premium audience. The company manages a number of famous brands, including TV3, MTV Russia, and 2x2 in the television sector, Avtoradio, Energy, Humour FM, and Radio Romantika in the radio sector, Central Partnership on the market for producing and distributing films, Cinema Park on the cinema market, Afisha in print media, and www.rambler.ru, www.lenta.ru, www.afisha.ru, www.101.ru, and other brands on the Russian-language Internet.

Video International (VI) is Eastern Europe’s largest operator on the media advertising market, offering professional outsourcing services on realising media advertising opportunities. VI serves leading television channels in Russia and CIS countries, radio stations, Internet resources, cinemas, and digital indoor networks in supermarkets, airports, and so on. VI has about 3,000 employees, working in four countries and 29 cities.