Tricolor relaunches its own video service

Advertisement: NAO "National Satellite Company" TIN 7733547365 Token: 2VfnxvrgiHP​

New strategy, positioning and functionality — the operator plans to create the first media platform combining cinema and social interaction.

The online cinema ecosystem of the largest Russian pay-TV operator Tricolor is waiting for a strategic restart, said Evgeny Uryupin, product Director of the online cinema, at the Telecom Intensive conference on October 30. The project is changing its positioning and functionality, going beyond the classic video service model. The updated platform will be focused on the social interaction of the audience around the content.

A key element of the new strategy is to create a service where content becomes not just a product for consumption, but an initiator of communication between viewers: Tricolor Cinema and TV users will have the opportunity to comment, share both the entire video and their favorite moments, as well as upload their own content and create collections.

Tricolor plans to increase the share of its own online cinema in the market by five times, increase the volume of the base, as well as the duration of user presence in the service.

Evgeny Uryupin, Director of Online cinema Development, noted that Tricolor Cinema and TV, after its relaunch, "will acquire a hybrid format - a symbiosis of an online cinema and a social network, where high—quality and in-demand content is at the center."
One of the important components of the update will be the development of user-generated UGC content. The platform will provide talented authors with the opportunity to find their audience.

"We want to dispel the myth that UGC in online cinemas is synonymous with piracy. For us, this is user-generated content. There are a huge number of talented people in Russia to whom we can give an audience and a platform for promotion, so all users of our online cinema will have a full opportunity to publish content independently, gain an audience and develop their projects," added Evgeny Uryupin.

The relaunch of the Tricolor Cinema and TV online cinema marks the transition of the service from a passive broadcasting model to the creation of an interactive media environment where viewers become part of a community united by common interests.