The front story of today's Eesti Päevaleht again raises the issue of the creation of a Russian-language TV channel, its content and estimated cost.
Ainar Ruussaar expressed his opinion last week about the government's decision in this regard to continue with the Russian-language TV channel.
Interestingly, speaking to the Russian-speaking target group in Estonia takes place mainly when there is a sense of tension in the air or elections are approaching. Creating a TV channel would certainly be an important step, but it will not solve the problems. In order to speak to the target group, you have to think more broadly than just the TV channel, i.e. the joint use of several platforms.
Although the National Broadcasting Company already offers news in Russian through AK, the online portal and Radio 4, on the Russian-language Facebook page there are only 348 fans, and other social media channels are also unused (such as vkontakte or a YouTube channel with Russian-language video content).
In online form, they offer content in Russian as follows rus.err.ee, rus.delfi.ee if rus.postimees.ee. PS: try to find the links on the corresponding portals in Estonian (presuming that you are only a person who knows Russian and English).
A native speaker of Russian is in Estonia active internet user. Estonia's TOP13 most visited website among them are 5 in Estonian (google.ee, delfi.ee, postimees.ee, swedbank.ee and auto24.ee) and 4 in Russian (vk.com, mail.ru, yandex.ru, google.ru).
YouTube videos viewed from the most popular Estonian IP addresses among others, the situation is also equal - there are 5 Estonian and 5 Russian videos among the most viewed. By the way - which is more popular in Estonia than "Jänku Juss" or Childish?
Answer: "Masha and the Bear" in Russian:
httpv://www.youtube.com/watch?v=K0DQJz-wi8Q&list=PLXnIohISHNIvbhOG_TkVaGCOglsuWM4CQ
Over YouTube channel with 1.3 billion total views the videos have more followers from Estonia than the Russian-language channels of domestic online media combined.
Subtitles?
There has been a lot of talk about adding subtitles in both TV and online media video formats. Either way, it is technically simple make subtitles visible only to those who want it. Even the biggest fanatic should not mind if a native Russian speaker turns on the Current Camera and switches on the Russian or English subtitles from the TV remote.
YouTube subtitles can be added just as easily. For example Anniversary speech of the President of the Republic should also be on YouTube and with subtitles in several languages.
Summary
To communicate with the Russian-speaking population, it is not necessary to create only a TV channel, but a comprehensive approach, which also means the purposeful use of online and social media.
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