The “2x2” channel is going off the air. The news came as a surprise not only to the market, but also, apparently, to the channel itself. Rumor has it that “2x2” was removed from the air in order to launch an entertainment TNT satellite on its frequency, which will show old episodes of Comedy Club and other comedy shows. “2x2” will remain only through cable and satellite. “Lenta.ru” discussed the latest events with the general director of the channel Lev Makarov, finding out what awaits “2x2” and what trump card he has up his sleeve..
"Lenta.ru": Why is "2x2" moving from broadcast to cable?
Makarov
: This is a decision of the holding that was finally made not so long ago. In fact, I would like to reduce the degree of hysteria about the departure of “2x2” from the air, because some thought that we were being closed altogether. This is wrong. The transition from 2x2 to cable is not a tragedy. Only the method of signal transmission has changed.
But the channel will now have fewer viewers.
We will retain the lion's share of the audience. Although, of course, it will decrease. How much? It’s hard to judge yet, but definitely not significantly. For TV viewers, only the button will change. Nothing critical. People will always be able to find us and pin us on their favorite button.
Which cable operators will broadcast “2x2”?
We have already agreed with many. With whom specifically, I won’t say yet, so as not to influence relationships with others.
The channel switches to cable in January. What are you doing now?
At the moment, we have submitted applications for renewal of licenses in Moscow, St. Petersburg and 10 other cities. We are waiting for the result.
By law, a cable channel that shows more than 25 percent foreign content cannot sell advertising. Clearly more than half of your content is foreign. How will you get out?
We will retain an on-air license to broadcast in several cities, so we will be able to sell advertising.
Ace in the hole.
Of course, some advertisers may leave us, but with us there are always those who are interested in the unique “2x2” audience - this is the backbone of advertisers with whom we have been friends for a long time and who will follow us into another range.
At the same time, we will increase the number of Russian-made projects. In the first half of 2021, the channel will retain its previous appearance, and in the second half of the year, several of its own programs will be added to our popular animated hits. New seasons of existing in-house projects will also be launched.
Screenshot: Immortal Cinema
What do you call hits?
For example, a program about films “Immortal Cinema” (hosted by the animated skeleton Kostyan - approx. "Lenta.ru"
), a program about video games Level Up (hosted by an animated elephant and a cube -
note from Lenta.ru
), Keith Stupid Show is an animated weekly parody program of what is happening in the world of media. Well, our animated series: “South Park”, “The Simpsons”, “American Dad”, “Family Guy”.
You have been showing the same series for many years. Will you buy new ones or will it be too expensive?
Content costs have, of course, increased. The ruble fell twice as much against the dollar. But we managed to negotiate with the copyright holders in time. Our expenses have not doubled. Now the situation is uncertain. This is a risk for the channel. And in order to minimize the risk, we will definitely reduce the number of purchases.
But if something new and interesting to our audience suddenly appears in the world, it is possible that we will buy it. The more important question is: will it work or not. There have been cases when the audience did not perceive some projects the first time.
What didn't work?
Adventure Time series. But a similar situation happened with our festival of author animated films (FAAF). The point is that animators from all over the world send us their work and the best ones end up on air at 2x2. And on the website, people vote in the “Audience Award” nomination. Initially, the project's ratings were low, but this year they exceed the channel's average daily share.
If you are a ROSTELECOM subscriber in St. Petersburg
From September 4, 2x2 changed its broadcasting on the networks of PJSC Rostelecom.
The TV channel is no longer on the analogue network, but it is available to subscribers of digital and interactive TV - advanced technology for advanced us. Viewers of 2x2 will be able to watch 2x2 in the highest possible quality, and by connecting “Interactive TV”, they will also be able to return to watching their favorite content.
For details on the possibility of connecting to digital TV and interactive TV services, please call: 8(800)100-08-00
.
Cartoons for adults, risky content
In addition to the image of television in Russia, “2x2” also changed the image of animated television series. At one time, domestic viewers were introduced to “South Park” by MTV, and “The Simpsons” by REN TV, but “2x2” was entirely built on the basis of the “cartoons for adults” category, finally “legitimizing” this genre. Most of the cartoons that were shown on the channel had an age rating of “16 and older.”
“2x2” also became famous because of its appetite for risk. No other Russian broadcast channel could show anything stranger than Aqua Teen Hunger Force (an animated series about superheroic fast food) or “Half-Litre Mouse” (a strange American show, as if drawn by a three-year-old child).
Don’t forget about popular Russian projects like Reutov TV or HOBOSTI.
In October 2015, it became known that “2x2” would be the first among Russian channels to show the final of the eSports World Championship.
If you are a MTS subscriber
In March 2021, the MTS operator began removing 2x2 from the list of channels included in the analogue service package, leaving only digital channels. If you also have a missing 2x2, there are 2 ways to solve the problem.
- Switch to a digital package of services
- Change telecom operator. To select an operator, you can use a comparison table of tariffs and services in your city
, created by our viewers.
"Correct" translations
Almost from its very foundation, “2x2” found another important path to the hearts of viewers - “correct” translations. Instead of using voice acting from professional studios, which often took away the roughness and charm of the original, “2x2” worked with “pirate” teams like Dmitry Puchkov’s studio.
Now the series “Rick and Morty” is on the channel with voice acting from Dmitry Syenduk, who primarily gained popularity on the Internet.
In a conversation with TJ, the marketing director of the media brand “Syenduk” called the channel’s transition to “cable” logical.
This was to be expected; the turning point for “2x2” was 2013 - then the channel’s quality and ratings began to drop sharply. The constant change of directors also did not lead to anything good. The channel has long been facing either a good refresh with a new broadcasting schedule or closure.
Of course, there were several interesting decisions in terms of providing “2x2” with new content, one of which was the cult animated series “Rick and Morty” in our voice acting, but the rest of the content simply killed it, filling it with various tasteless trash and promoting sexism.
This is probably a good decision - to shift “2x2” to cable TV, but we hope that at the same time the management will make changes to the broadcast network.
Ivan Karpov, Marketing Director of the Syenduk media brand
If you are a Tricolor TV subscriber
In mid-February 2021, Tricolor TV officially switched to a new satellite.
For this reason, satellite network subscribers may have problems with 2x2 reception. There are two ways to solve this problem. Solution 1: Automatic configuration
Re-search channels. For this:
- In the menu, select “Search for Tricolor TV channels” and follow the prompts on the TV screen
- If this does not help and 2x2 does not return to its place, reset the receiver settings to factory settings and re-search again
Solution 2: Manual setup
Don’t trust automation and think that “if you want it done well, do it yourself”? Please. New channel frequency settings:
- frequency 12190Mhz
- flow rate 22500ks/s
- polarization left
If, instead of the usual 2x2, you see
a splash screen with a call to update the channels
or
hear only sound, but do not see the image
, the problem may lie in the transition of Tricolor TV
from mpeg-2 to mpeg-4 format
.
To solve the problem, you should contact your local Tricolor TV office and change your receiver
to a new one.
Existence on the edge
Due to the specific nature of its content, 2x2 existed almost constantly on the edge. In the first years after its appearance, many Russians couldn’t wrap their heads around the fact that a channel with animated series might not be for children.
Therefore, “2x2” constantly had to deal with various bans and censorship. In 2008, he was subjected to an inspection by the Prosecutor General's Office and almost lost his license due to a number of his cartoons.
And since 2012, he began to cut the cruel parody cartoon “The Itchy and Scratchy Show” from “The Simpsons”, and show “South Park” only after 11 pm and without episodes in which Kenny is killed.
In May 2013, the former chairman of the Russian State Duma Committee on Family, Women and Children, Elena Mizulina, accused “2x2” of promoting homosexuality.
Okay, but seriously, how many of you have turned it on at least once in the last couple of months? Vadim Elistratov, TJ
If you are not connected to a cable network but want to watch 2x2
- Go to the “Broadcast Zone” page
- Find your city and click on the “2x2” marker
- In the list that opens, select one of the operators
- Call and demand to immediately connect you to the 2x2 Universe
- Profit! Your mind is in the system
If your city is not on the list, try contacting Rostelecom: their broadcast area covers more than 4,000 cities and towns in Russia.
What actually happened: on January 1, 2016, 2x2 began broadcasting in the MPEG4 digital format. We have notified all cable operators of this in advance, so ideally you should not be affected by the changes. There have been no changes to 2x2 broadcasting on the NTV+ satellite platform. In the Rostelecom, MTS, Dom.ru networks, the channel is broadcast on the usual buttons/frequencies. If you have lost 2x2 and want to return it, we kindly ask you to answer the questions in the “Lost 2x2” form as fully as possible, indicating “live” contacts. We will work together with cable operators - and everyone will be happy.
Everything goes according to plan! Yours Twice two.
Fans
“2x2” has existed in various forms since 1989, but came to its current form as a result of rebranding, which ended on April 1, 2007.
The restart became a real salvation for the channel. In 2005 and 2006, almost the entire 2×2 broadcast network consisted of TV store episodes. The new version of “2x2” turned out to be the first commercial channel in Russian history to show cartoons most of the time. The project appeared at a time when the younger generation increasingly and pointedly refused to “watch the box,” and for some time it managed to save the image of television in the eyes of young people. Teenagers were not shy about writing online that they were watching “2×2”; the channel was often turned on during home New Year’s parties as an alternative to various “Blue Lights”.
The potential disappearance of “2x2” from the broadcast network caused a strong reaction among network users.
In 2008, they wanted to close 2x2 for violent cartoons. In 2021, 2x2 will be transferred to cable TV, replacing it with TNT-2. Evil has won, but everyone will endure.
— Mikhail Kafanov (@AveMisha) October 23, 2015
Gazprom-Media transfers channel 2×2 to cable broadcasting. Its frequency will be transferred to TNT from January 1, 2021. They will show House 2×2 there.
— Wylsacom (@wylsacom) October 23, 2015
There were also those who noted that the transition to cable broadcasting would not change the situation much.
On the other hand, outside the capital, it is still in Kabela, so for two-thirds of the country nothing will change.
— MX Zareckiy (@shaikhulud) October 23, 2015
Twice two equals “18+”. How 2x2 changed and why the sensational rebranding happened
“It’s still 2x2!” - the new slogan of the youth channel on Russian TV. It’s hard to believe now, but next year the channel will celebrate an important creative anniversary: fifteen years of uninterrupted supply of a wide variety of animation for a large Russian-speaking audience. Without waiting just a year before the beautiful date, 2x2 announced important changes in its identity and broadcast network. The new 2x2 is “New channels for new adults.” What does it mean? We were able to talk with representatives of the channel and its new presenters to try to answer this question. But first, we will remember how 2x2 changed in general.
In general, the 2x2 TV channel has existed since 1989 - but the previous version, in fact, has nothing to do with the current channel. At the very dawn of its development, 2x2 showed Soviet cartoons, videos and TV series, breaking up the broadcast with long half-hour advertising blocks. In 1997, problems began with the airwaves, and in 2002, the distant cave ancestor of modern 2x2 literally became a “Shop on the Couch.” It seems there is no escape from him. But then comes 2007 - a defining period in the history of the 2x2 channel. The one we know.
Classic screensavers of broadcast restarts
Past
Why was 207 so good? On April 1, the final relaunch of 2x2 took place in the format of “the first Russian animation channel for adult audiences.” The change in management leads to the fact that daring punchlines, bold advertising and in-house video production come to the fore. It’s hard to believe that just yesterday electric plungers and massagers for the gluteal muscles were being advertised on this frequency. Thanks to aggressive marketing and a focus on online advertising, even those who have long given up watching Zombie Box are subscribing to the channel.
Alive among strangers - a hit that was bought by MTV Russia
Later, already in 2014, the assets of the TV channel were acquired by the Gazprom-Media holding in full. 2x2 receives large-scale funding and joins such holding channels as TV-3 and Friday! In many ways, young people manage to win over voice acting for TV series from such celebrities as Goblin or Noggano. There is also something for gamers - blogger Maddison with his devastating video reviews under the general title “Takeaway Games”. The show becomes popular and is also broadcast on TNT and other commercial television channels.
"Takeaway Games"
Since the beginning of the 1990s, the TV channel has been actively developing domestic animation. Vivid examples of original cartoons include “Pykhchevo,” our answer to “Half-Litre Mouse,” and the ironic parody “Atomic Forest,” reminiscent of a very strange adaptation of “BoJack Horseman,” taking into account Slavic culture and wild kitsch. Another highly rated project is “Suspicious Owl” from the creators of “Whale Stupid Show”. The synopsis rightly notes that the series' protagonist will take "crime, brains and trash out of your kitchen." Over time, the protagonist will become, in fact, one of the symbols of the TV channel, which is easily identified outside of 2x2. Well, “Suspicious Owl” this year celebrates its five-year anniversary since the release of its debut season.
The most Russian TV series “Atomic Forest”
The ability to change without changing its audience is a key feature of the channel, which was promoted from budget shows, in post-crisis times depreciated to the level of a shop on the couch and still found the strength to return. To be reborn in order to earn the right to be the main source of information not only about the mainstream like “The Simpsons”, “Family Guy” and “Futurama”, but also to talk about the domestic and author’s animation entertainment industry.
Best Episodes of Takeshi Castle
Present and future
This is why they love the channel. And also for the fact that in one day you can see the widest range of animated shows: from Naruto and One Piece to tried-and-true classics like SpongeBob and experimental, grotesque comedies like Alive Among Strangers.
Where is 2x2 headed in the new decade? Key speakers with whom we were able to talk will talk about format changes and another adaptation to the needs of the time. This is the director of the TV channel Denis Vsesvyatsky , as well as two presenters - Ancord and Mirasol .
New 2x2 in 2k21. Again
First of all, Denis Vsesvyatsky , the director of the TV channel, will talk about rebranding. He has been in the 2x2 team for 11 years, and has held the position of director since 2021. Previously, Denis worked as a brand manager at the Sybarite Group and PR director of the Denis Simachev brand. One can only envy such a rich career!
From the position of the central leader of 2x2, he understands the new philosophy of the channel and its new identity much better. As Denis correctly further notes, the 2x2 brand has not changed since 2007, and the world has changed very much since those times. Why was the rebranding needed at all?
“Then why do all the brands and people change in principle? Changes are always development and movement forward, and also, by the way, a big way out of your comfort zone! The vast majority of people prefer stability and do not like change; this is a leap into the unknown. And 2x2 as a brand has not changed globally since 2007.
During this time, the world around has changed very much, today there is too much content, and sometimes it’s even difficult to choose what you want to watch. This year we explored these changes and realized in which direction we want to develop. The team has developed a new philosophy for a channel-navigator on modern culture, where new heroes appear - experts from various fields, talk about them and show their selections of shows. It turns out this kind of intergalactic television from “Rick and Morty” with inclusions from a variety of universes - from cinema and science fiction to anime.
We also used various digital elements of information perception on the Internet in the new identity - from scrolling to pop-up windows, etc. Changing the logo as a symbol of the channel is just a way to draw attention to these changes. A new logo was actually drawn for us by one of the viewers, and this is part of the new philosophy: we invite all viewers to participate in creating a community and advise us of heroes whose opinions they trust.”
Denis Vsesvyatsky
Director 2x2
But not all viewers perceived the announced changes positively. Noting this, we asked Denis if the team was ready for such a reaction:
"Certainly! We work with the most demanding audience, which is very sensitive to the slightest changes, and here so much has changed in one day! The hardest part was keeping it a secret to create a surprise, and judging by the overwhelming response from all over the country, it was a success.
Interestingly, viewers reacted most not to the change in the logo, but to the change in its location on air: the new logo is fixed at the top of the screen as if on the website, and for many this is the most unusual thing about the new concept! Very soon we will definitely reveal why this location best reveals the idea. Otherwise, we remain true to ourselves and the audience, because we retain all the best things that the “new adults” love us for.”
Denis Vsesvyatsky
Director 2x2
New adults - they are often called “kids”. This is a new generation that replaced the Soviet formation. People who grew up in an era of entertainment, who grow up in a new way, somewhere deep down they remain children. But what if some viewers don’t want to be these “new adults” and consume content for that audience? Will these people be able to just continue watching their favorite shows on 2x2?
“New adults to me are not those who are not afraid to grow up, but those who have remained in touch with their inner child as adults and maintain a creative view of the world despite all the horrors of adulthood. Adult animation is still the basis of the 2x2 DNA, and its quantity is only multiplying.
It’s nice that today you no longer need to explain to anyone that cartoons for adults exist, and every year more and more cool new shows appear. The other day I personally presented on air the new animated series “Zhuchary” and “Very Strange Things” voiced by Dima Syenduk, and in the new season we are preparing amazing new series of our own production, together with the PREMIER video service: “Hacking Universe”, “Take my muffin” " and others. They feature high production quality and huge international potential that will impact the adult animation industry around the world!”
Denis Vsesvyatsky
Director 2x2
Finally, about bloggers, curators, presenters and new faces of the channel. Why were these four chosen? Is this an attempt to introduce bloggers to a new audience of the channel or, on the contrary, is the idea to attract an audience for the channel due to the popularity of bloggers?
“For me it’s both, but it’s important to note here that we are not changing the channel’s audience, and our new heroes are the channel’s viewers themselves. They are also experts in what interests the audience. There will be even more new heroes, they will not all be millionaire bloggers, it is more important that their hearts be warm. If the editors and readers of GameGuru have ideas for video game experts, send them to us at the box with the self-explanatory name [email protected] .”
Denis Vsesvyatsky
Director 2x2
Mirasol shares news
Now let's switch to the presenters. For example, cosplayer Katya Mirasol talks at 2x2 about anime, costume creation and Japanese culture. She approaches her creativity with soul, and this can be seen in her author’s show “Aruto TV”. Before collaborating with the TV channel, Katya released her content mainly on TikTok. Is going on TV a step forward or sideways for a Russian blogger?
“Coming out on TV is definitely a step forward. This does not mean that a wide staircase to heavenly pedestals extends further; it only promises even more work both on oneself and on what one wants to show and do in the future. Will this be in demand? It’s not for me to decide, at least I can say with confidence that not only me, but the entire team that works on the program does it with soul.”
Ekaterina Nedorezova
2x2 host, cosplayer
However, Russian TV has already made attempts to talk about Japan. Often, a country with a unique history and outlook on life appears on air as something eccentric, strange and even funny. How will the 2x2 approach differ?
“First of all, we try to rely on practical knowledge and its application. How different the cultures may be, whether it will be strange and eccentric, is for the audience to judge. It may seem strange to us that there are vending machines on the streets of Japan selling used panties. But one ski, stored on the balcony of every third Russian family (just in case it comes in handy), does not bother us. Japan is unique in many ways and in a positive way, and there is a lot to see beyond Mount Fuji and the cherry blossoms."
Ekaterina "Mirasol" Nedorezova
2x2 host, cosplayer
Ancord TV episode
Another thematic block is called “ Ancord TV ”, and is hosted by the owner of the most famous Russian voice in the anime world. It is in the voice of Ancord that many characters speak in the Russian dubbing of popular anime series. And now he himself has become a key 2x2 anime expert, began to “explain” trends and talk about what should not be missed.
But lately, anime in Russia has increasingly come into the spotlight of the authorities - many titles are prohibited from distribution by court decisions. How justified is this? Why should there be anime in the lives of “new adults” at all?
“Regarding blocking, I’ll say this: I don’t understand at all why this is happening. Why suddenly began to touch anime, and specifically series that have an age limit of 18+ under the pretext that it can harm children. Why aren’t Saw or Tarantino’s films banned with the same success?
In the life of a new 2x2 there must be anime, because without it a new TV channel simply will not work. Anime today has become so deeply embedded in our media culture, in our lives, that it simply cannot be ignored. Anime is culture, and culture (and, it is worth noting, of a people alien to us) is very interesting and fascinating. And a lot of this exciting and interesting stuff is coming out today, 40 TV series per season, and almost 80% of this fresh stuff is worthy of the viewer’s attention.”
Vyacheslav "Ancord" Kozlov
Presenter 2x2, anime voice
Why did Ancord agree to work on television in the first place? Does he consider this growth for himself?
“For a YouTube blogger, going on TV is a big step forward. This is high praise from professionals for his free work on the Internet. This also means that the direction we have chosen with the team is absolutely correct. We need to actively develop it further, and not only that. There are a lot of topics that, I believe, will also be of interest to 2x2 viewers, and we will actively propose and do them.”
Vyacheslav "Ancord" Kozlov
Presenter 2x2, anime voice
Changes in the life of the TV channel came into force on August 16, 2021. To the delight or indignation of viewers, the 2x2 broadcast turned into a universe of blocks. Thematic programs of bloggers have successfully integrated into the show’s schedule and have already been exchanged for a dozen episodes. It seems as if they have always been on the air. Have you already watched the new 2x2? How do you evaluate the changes and rebranding?
Related materials
21:47 - September 8, 2008
Double strike on "2x2"
The Basmannaya and Prosecutor General's Offices filed claims against the TV channel.
I am very proud of this project. They send us films from Europe, the USA, Mexico, Israel, and this year there was even an application from Bangladesh. In 2013, the Audience Award went to Russian animator Dmitry Fedorov. So he actively uses this, now he is collecting money on a crowdfunding platform for his new projects.
Have you had to refuse programs because viewers ignored them?
As a rule, we try to move such projects along the grid to a different time, placing them after other programs. Sometimes the audience doesn’t accept it the first time, but then gets drawn in.
You have a lot of programs about video games. The final of the video game “League of Legends” on the channel is coming. For what? Are there a lot of gamers watching you?
You need to understand that a gamer now is not just some schoolboy. Computer games have long ceased to be a teenage entertainment; they are played by accomplished people. Remember the series "House of Cards". There, even a person vying for the position of president sometimes relieves stress through play.
The video game market in the world has been exceeding the film distribution market for several years now. Advertisers, of course, react to this.
Why League of Legends? This is not the most popular game in Russia.
They have a very entertaining championship. “League of Legends” is the most popular game in the world, although in Russia it really doesn’t have many fans. But it seems to us that the picture itself will be of interest to those who prefer e-sports in general. It's just fun to watch, it's a colorful show. For “2x2” this is an experiment, we’ll see how it turns out.
Screenshot: Keith Stupid show
Why do you need Soviet cartoons on your channel?
Well, that's nostalgia. We show them for boys and girls who are already 30 years old. In addition, we have almost no adult channels showing Soviet animation after 9 am.
Has the “2x2” viewer matured?
There is a part of the audience who grew up with “2x2” and continues to watch it. For many, “2x2” is one of those two or three channels that they continue to love no matter what. And sometimes the only one. The rest of the time they simply don’t watch TV, preferring to be somewhere outside the home. By the way, we almost completely managed to get rid of the children's audience.
This is good. And then, at some point, “2x2” acquired a reputation as a channel that corrupts fragile minds. Social activists rebelled, Roskomnadzor was furious.
I was still furious when the channel was relaunched and became animated, in 2007-2008. Seven years have already passed. But it somehow started suddenly and ended just as suddenly.
