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The National Internet Content Award has crossed a new milestone. On May 28, at Irina Viner's Palace, she celebrated her fifth birthday and, according to tradition, named the best socially oriented projects. The shortlist includes 75 projects in 15 nominations. These include TV series, documentaries, animation, viral content, blogs, and music. The show turned into a three-act action, the heroes of which were "Three Cats", "Chemistry between us", Alexander Ovechkin, the band "Bond with a button". Read more about the laureates, as well as about the first appearance after the army of Gleb Kalyuzhny and the humorous stand—up from the priest, in the Izvestia report.

Act One: The Triumph of the Three Cats and Alexander Ovechkin

It all started in the era of unconscious content, Sergey Burunov's voiceover brings the directors, bloggers, actors, producers and other leading content makers of the country up to date. But five years ago, the current trend towards mindfulness came to Runet through the efforts of the Internet Development Institute. Then the national award appeared, which honors the authors of socially significant content. She set a course that the creators had and have something to respond to. The fifth ceremony brought together the creators of 75 projects in the hall, which were presented in 15 nominations.

Blogger Ida Galich and actor Gleb Kalyuzhny became the hosts of the first act. This is his first appearance after completing his military service and not in uniform, but in a tuxedo.

— How glad I am to see you all! — the first thing he said from the stage.

The award ceremony was started by the "Animation Content" nomination. While the envelope was being opened on stage to announce the winner, whispers in the audience predicted victory for the cartoon "Three Cats. Winter holidays". The audience proved to be faithful. This large—scale series by the National Media Group has long been loved by young viewers and their parents for speaking softly and humorously about serious things - about family, friendship and mutual assistance.

— The National Media Group was indeed the first to pave the way for socially significant content, those who raised the topics of socially significant content in creativity and art. In fact, we are very happy that the whole industry has followed us. And it is also very important that we set this trend, this fashion, in a good way, to do projects that help along with TV series and movies," Svetlana Balanova, General Director of NMG, said in an interview with Izvestia.

Another highlight of the action was the special nomination "The world must know." The award was presented by the Director General of the IRI Alexey Goreslavsky.

"This nomination is a good reason for us all to be happy for someone who makes the world know what Russia is, what it is like, and what's going on here," he said from the stage.

At the end of 2024, Russia thundered around the world with the hit "Sigma Boy", and at the last ceremony, young singers Maria Yankovskaya and Betsy deservedly received the award. (Svetlana Chertischeva). Now another of our compatriots, the pride of hockey, Alexander Ovechkin, has risen to the stage, who this year celebrated a new record — the 1000th goal in the NHL.

— I'm short and clear: Russia is the best, I love Russia, we are the best! Ovechkin said.

The range of topics to which the laureates have dedicated their projects is wide. The awards included an educational channel in the messenger, an investigation into Internet and telephone fraudsters and recruiters, who were infiltrated by journalists, and projects on the topic of their own.

Maria Zakharova, the official representative of the Russian Foreign Ministry, was awarded in the special nomination "Strength in Truth" for the project "Russian Digital Diplomacy".

Act Two: Orthodox Stand-up

The new presenters took the floor in the second act.: actress and singer Alana Chochieva and screen favorite Nikita Kologrivy. However, all the attention was suddenly stolen by a blogger-priest, who was invited to present an award in the category "Viral Content". He had a whole selection of witty jokes about his partner, blogger Lesha Younger.

— It seems to me that they wanted to put SHAMAN here, but decided that Orthodoxy and shamanism are incompatible. We decided to take a similar one," Priest Vladislav Beregovoy joked to the deafening laughter of the audience. — Actually, we were originally acquainted. I allowed you to mock my father without danger of being repressed. But remember that the sacred bonfire of the Inquisition will correct any ambitions.

The priest has the makings to win the Viral Content nomination in the future. His videos are gaining millions of views.

— There are stereotypes about the church that it is ossified, bronzed, marble, though gilded, a monument of a bygone era. And the clergy in social networks showed that this is a vibrant life — real, interesting, about meanings, development, reflection. Many priests and bishops have appeared on social media and are making good Orthodox content. It attracts young people," he told Izvestia before the ceremony.

In the meantime, two projects have shared the victory in the nomination. The first one is the Toloka Ensemble. The team travels to small villages in Russia and gets acquainted with local native speakers of folklore. The team recently returned from Venice, where they attended the opening of the Russian pavilion at the Biennale.

Sasha Komovich won the second prize for rethinking the image of the Snow Maiden with the help of AI.

— I never expected that the AI project would be awarded. Both he and the Toloka Ensemble are such girls and they are our future. This is something that is truly ours," said Igor Matvienko from the stage, who came out to present the award in the next nomination.

Last year, the indie folk band Bond with a Button opened the IV IRI Award ceremony. Their song "Kitchens" skyrocketed to the top of the Yandex Music chart. The nostalgic track of an unknown team at that time definitely hit the nerve of generations, not only because of its strained sound, but also because of the text, full of metaphors and everyday images, easily recognizable and vivid in memory. Today, the band has once again become a participant in the event, but already as a laureate in the Music Track category.

"He's unique. It's been a long time since there's been one. He has something that others don't have," Matvienko said.

The second act was completed with the presentation of the award in the "Non-scripted project" category. Monastic received it. Orthodox reality show."

Act Three: screen chemistry

Just as the award became more mature five years later, so the presenters of the third act were established artists — Victoria Isakova and Alexey Guskov. The special feature of the program is that the content authors in any of the projects talk about serious topics.

In the finale, the first tears were shed. Maria Chadina, who was awarded in the "Blog" nomination, took the stage. She is the wife of a CBO fighter, and on her page she shares her personal experiences and reflects on the news.

— My husband is watching this broadcast now, over there in his area. This is our victory with him. Vova, we won! Maria addressed her husband from the stage.

Another female perspective on the topic of motherhood and personal crisis is offered by the comedy drama Chemistry Between Us, another NMG project. She won in the nomination "Game series up to 30 minutes".

In the center of the plot is a single mother who barely makes ends meet, moonlighting in a taxi, and dragging two children. When she finds out about the fatal diagnosis, she is primarily puzzled not by the treatment, but by the search for a worthy husband to whom she can entrust her son and daughter. The main roles were played by Sasha Bortich and Nikita Efremov.

The award in the special category "Heroes of our time" was given to the acclaimed series "Lilies of the Valley. Such tender love" is about the relationship between a rich girl Katya and a simple tanker Lech.

The final chord of the ceremony was a musical number. Diana Arbenina, Akmal and the Sretensky Monastery Choir performed for the guests.