NMG has announced its entry into the offline entertainment market

On March 3, the National Media Group (NMG) announced its entry into the offline entertainment market and the creation of a new direction in the company's business structure.

It is noted that the media holding intends to enter the adjacent market by integrating offline formats into its activities. The new direction will be headed by Mikhail Minin, who has many years of experience in managing concert and theater assets and ticket services. An important task of the head will be the synergy of the existing media business and intellectual property rights of the holding with the capabilities of the offline industry.

"One of Mikhail's important tasks as the head of the new direction will be the synergy of the existing media business and intellectual property rights of NMG (film, series and other formats) with the capabilities of the offline industry. The appointment is valid from March 2, 2026," the official press release says.

"NMG strives to be a leader in the information and entertainment market. We are carefully looking at new business areas for us, where our expertise in entertainment content can provide sustainable competitive advantages. Our media products are already present in the lives of almost all residents of Russia — in television and digital environments, and with the advent of offline entertainment, we expect to both strengthen our contact with existing viewers and expand our audience and attract new consumers. Mikhail will bring many years of expertise in offline business to NMG, which will allow us to effectively implement projects in a new area for the holding," said Svetlana Balanova, NMG CEO.

Minin said that he was glad to join the NMG team and take on new challenges. In his opinion, the media holding has all the resources to take a leading position in the offline entertainment market.

One of the company's first projects in the field of offline entertainment will be the theatrical musical "Crybaby". It is based on the series of the same name from the CTC TV channel and Sergey Zhukov. The premiere of the play will take place at the Moscow Musical Theater (Mikhail Shvydkoi is the artistic director of the theater).

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