NOVOSIBIRSK, May 22Import substitution of popular film series has occurred in Russia over the past 3 years; the country has the opportunity to produce products that influence the cultural code of Russians, said Alexey Goreslavsky, CEO of the Internet Development Institute (IRI), at the forum ” MediaSib” in Novosibirsk.
“”The context and content of popular TV series that we all watch one way or another. Over the past 3 years, a very important big thing has happened – serious import substitution has occurred, for which I want to congratulate us all. A simple example. December 2021, before the start of the SVO, according to According to the Mediascope company, the top 15 series that Russians watch. There are 14 American series and one Russian one called “Major”: in the top 15 series there are 12 Russian and three Turkish ones,” he said. 
Goreslavsky admitted that many large American studios have officially left the country, but Russians have successfully begun to watch domestic TV series.
“”People switched to watching Russian TV series, and we tried to make our maximum contribution to this, so out of 12 Russian TV series in the top 4 – with the support of the Internet Development Institute, led by the famous hit “The Boy's Word”. It is clear that “This also turned out to be a kind of phenomenon. Does this mean that we have stopped watching American products – no, of course we are watching less, but I am glad that in general we are ready for import substitution,” he said.
Goreslavsky noted that the series filmed in Russia turned out to be no less interesting than the foreign and primarily American and British products that have become familiar over the past 20-25 years. The question of quality, according to him, is subjective, but experts rely on such parameters as the watchability of the episodes and the watchability of the series to the end.
As a successful example, he cited the series “The Boy’s Word,” which, unexpectedly for many, gained enormous popularity and an influence that no one expected.
“”The question is, can we produce a product that influences the cultural code, is in tune with the Russians? The answer is yes, we can. And not only “The Boy’s Word” tells us about this. The question is the following. Can we produce a product that can influence the whole world? The global South, the global West? And here there are suspicions that such a product can be produced. Let's remember the computer game Atomic Heart… The game was No. 1 for several months in Germany, in America, in various other countries.. This suggests that, in principle, we as a country are able to make a product that, from the point of view of cultural codes, can influence… I’m talking about some semantic and cultural general replacement of some values with others. It seems to me that in a long-term strategic format this is very important.” , – added Goreslavsky.
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