78 TV channel became the Media Brand winner for the second year in a row.

The prestigious award was awarded to the video "Time to thaw your soul" in the nomination "The best promo video for a special event". The St. Petersburg channel also took second place in the nominations "The best image video for regional TV" for the promo of news releases of Izvestia 78 and "The best graphic design of a regional channel". The announcement of the "Morning Show" project won the third place in the "Best promo video of the program" nomination.

All the videos were created by the on-air promo department team, which initially set out to break the usual format of announcements on television: no cuts and hackneyed phrases. Each video is a story woven from images and meanings that precisely hit the target — to capture the audience's attention.

The New Year's video "Time to Thaw your Soul" refers viewers to childhood memories. Here, the sincerity is based on archival footage from the family archives of employees of the 78 TV channel.

"We collected the seconds that remained in our memory and decided to be nostalgic for the times when it was fashionable to give musical postcards on New Year's Eve. We got our own one, accompanied by a song by a famous St. Petersburg band with footage from the family archives of our employees. So our video plunged the audience into a kind atmosphere with the smell of sweet gifts, Christmas trees and home feasts!" comments Anastasia Yakovleva, head of the promo department of 78 TV channel.

The second place in the nomination "The best promo video of the program" was awarded to the announcement of the historical video podcast "Paragraph". In the frame are the revived heroes of the new issues — Peter the Great, Catherine the Great and Alexander Sergeevich Pushkin. Their popularity is undeniable, and their recognition is one hundred percent. Like, what's new?! But the viewer is invited to rethink the fact that we will never know what their voices sounded like, but we know exactly how the host of the program Sergey Fadeev will tell about them — impartially and interestingly.

The announcement of the "Morning Show" project took the third place. At the time of filming, only the launch date was known — September 1, the "Morning Show" itself was still being created.

"I understood that making a promo for a new program is a difficult task, there are few introductory ones. The project has been updated and is still being updated. We bring something new to the releases — we try, polish, abandon ideas, introduce new ones. But I believed in my team, in their creativity and non—standard approach, and I am very glad that the video was appreciated by the professional community," comments Alexey Sukhorukov, editor-in-chief and CEO of 78 TV channel.

Making an original promo for news releases is a difficult task: the official presentation has generated a myriad of identical announcements on Russian television. Usually, viewers see a presenter in the studio, a cut of the most striking events and hear slogans that are similar to each other – about relevance, eventfulness, importance, and so on. In an attempt to get away from the hackneyed forms, the Izvestia 78 video turned out to be in a movie-within-a-movie format, the presenters in it are represented in the images of the characters of the TV series "Sharp Visors". They keep this city under their close attention so that the viewers of the TV channel would be the first to learn the news of St. Petersburg.

In the nomination "The best graphic design of a regional channel", the professional community of the Mediabrand competition awarded the second place. The minimalistic 2D format sets the style - simple and straightforward, without unnecessary details and technical clutter, because everything ingenious is simple.