The "Morning Show" on the 78 TV channel proved the relevance of the information format

On September 1, 78 TV channel launched a new project, The Morning Show. Its key difference is moving away from entertainment content in favor of an information agenda. The focus was on news and discussion of topics relevant to the residents of the metropolis: housing and communal services, health, legislative changes and city initiatives.

Contrary to the well-established opinion about the audience's preferences to watch light entertainment content in the morning, the results of the first month of work showed that the new format turned out to be more in demand. According to the research company Mediascope, the updated "Morning Show" for September showed an average share of 2.27%, which is 40% higher than the cumulative result for 2024-25 of the previous project, "Useful Morning", its share was 1.68% (Mediascope, St. Petersburg, 2024-2025. all 4+).

The most popular topic of the September broadcast was the discussion of the State Duma bill prohibiting the walking of dangerous breeds of dogs for children under 16 and drunk citizens. The broadcast took place on September 25 in an eight-hour time slot and reached a record share of 8.7% in the audience (Mediascope, St. Petersburg, September 25, 2025, all 4+). The new law regulating the operation of all marketplaces on the territory of the Russian Federation, which entered into force on October 1 of this year, also turned out to be important for the citizens. Viewers were particularly interested in the new rules for the division of responsibility in contracts between sellers and online stores. The broadcast took place on September 4 in a seven-hour time slot with a share of 6.52% with an average release rate of 3.22% (Mediascope, St. Petersburg, 04.09.2025, all 4+)

All these topics were discussed not only on the air, but also on the 78th social media. Every day, the team prepares polls for users, and during the release invites viewers to vote and discusses controversial issues with experts. In the final, the presenters announce the results. For example, half of the nearly 4,000 users surveyed voted for stricter rules for owners of fighting dogs. And 80% of respondents in the topic about marketplaces said that they constantly, or periodically, make purchases online. Thus, in each issue and on each topic, there is a vivid picture of the opinions of St. Petersburg residents watching the Morning Show and reading the 78th social media.

One of the record holders in September in terms of the number of views was a conversation in the studio with coach and posture expert Olga Makhova about the benefits of warming belts for the lower back. The broadcast took place on September 18 with a share of 6.41% (Mediascope, St. Petersburg, 04.09.2025, all 4+).

Any information channel that seems insignificant to other media outlets can become a starting point for discussion on the Morning Show. For example, the case of telephone fraud involving the daughter of People's Artist Mikhail Turetsky and opera singer Emmanuelle Turetskaya became the reason for inviting expert Anna Astrakhanskaya to the studio. The lawyer told the audience by what signs it is possible to understand that you are being deceived. The topic passed with a share of 6.39% on September 23, with an average share per issue on that day of 2.66% (Mediascope, St. Petersburg, 09/23/2025, all 4+).

Among the urgent hot materials, residents of the Northern Capital were interested in live reports about a malfunction in the subway, up-to-date information about traffic jams, a story about the weather from the presenters from the balcony of the 78 TV channel and live broadcasts from correspondents from the streets of the city. The audience was also worried about what would happen to public baths in St. Petersburg, and what fines would be imposed on those who turn stairwells into warehouses. Why has the demand for mayonnaise fallen, while the demand for genetic tests has increased, and why scientists predict an epidemic of diabetes by 2050?

"The concept of the Morning Show has a clear goal: to become a universal source of information for the viewer from the very beginning of the day. We strive not only to replace the morning news reading on websites and social networks with the air, but also to discuss them with experts and citizens in real time. Now, to keep abreast of all the most important things, from weather forecasts and traffic jams to new legislative initiatives, it is enough to turn on TV channel 78," said Alexey Sukhorukov, editor–in–chief and CEO of 78 TV channel.