Kyivstar TV celebrated its 5th anniversary: the national form of Ukrainian cinema was discussed in ​​Kyiv

The Kyivstar TV film and television platform, which has the largest Ukrainian video library, turned 5 years old. On the occasion of its anniversary, Kyivstar TV organized a large-scale event in Kyiv for the first time, uniting those who create, broadcast and watch Ukrainian cinema. Its host was Ruslan Sharipov, a screenwriter at 1+1 media.

The event began with the presentation of the updated identity of Kyivstar TV by Yuriy Chornenky, head of the Kyivstar Marketing Communications Department. The new logo and design system were launched in early December on the occasion of the platform's anniversary. Then, Lyudmila Yaychenya, Head of Kyivstar Video and Television Services, told what the success of the numerous increase in the number of views and content on Kyivstar TV is, namely, about the synergy of two major brands - Kyivstar and 1+1 media. The head of the department for the development and implementation of innovative solutions and products of Kyivstar TV, Timur Zaydullin, spoke about the "filling" of the platform and its development over 5 years.

In 2024, Kyivstar TV was particularly active in promoting Ukrainian films and TV series, supporting Ukrainian film festivals and young filmmakers, and even launched an educational project - film lectures at the capital's VDNH together with the Ukrainian Film School. That is why what Ukrainian cinema of the future will be like is a question of what the Kyivstar TV viewer will watch. Moreover, this is a question of how Ukrainians will perceive themselves and how foreigners will see Ukrainians.

When will Ukrainian cinema finally become a separate cultural phenomenon on the European and world film markets, as, for example, French, Italian, German, Japanese cinema and, finally, Hollywood have already done? Can it become competitive in Europe? To discuss the Ukrainian cinema of the future in the context of the search for a national form, Kyivstar TV gathered leading representatives of the film and television business. The discussion was joined by Iryna Kostyuk, producer of FILM.UA Group; Anna Machukh, general director of the Odessa International Film Festival, co-founder of the Ukrainian Film Academy; Natalia Vorozhbyt, screenwriter and director; Akim Galimov, producer of 1+1 media, founder of the project “Real History”, Anna Yatsenko, producer, co-founder of ForeFilms. The panel discussion was moderated by Daryna Melnyk, PR manager of Kyivstar TV.

The participants emphasized that creating local content for the Ukrainian audience is not only the basis for successful entry into the international market, but also the key to preserving national identity, and OTT platforms play an important role in popularizing Ukrainian content.

Anna Machukh noted that today Ukrainians have made a name for themselves among international festival cinema, where our films have many victories.

“In Ukrainian cinema, everything happens as it should be. Our documentary film is extremely high-quality and competitive. On the one hand, this is good, because we know how to do it. On the other hand, not so much, because our history has led to this. We have so many turbulent events, because if in other countries documentary filmmakers have to look for what to make a film about, then we have even more than necessary.

Unfortunately, only in recent years have we started working with the most important direction - with local film products, because before we always looked primarily at the West. And we must look at our own audience. Today, both Kyivstar TV and cinemas have confirmed that now the audience chooses Ukrainian products. Therefore, the Ukrainian audience should be in the first place. And if the Ukrainian audience will perceive our cinema, then foreign ones will also perceive it,” noted Anna Machukh, General Director of the OIFF.

Meanwhile, FILM.UA Group producer Iryna Kostyuk emphasized that before establishing itself on the international market, it is necessary to have local success.

“Without local success, cinema will not be international at all. An example of this is “Mavka” with our unique heroes. The film had the widest geography of export from all Ukrainian cinema. The film was shown in a record number of countries, we received record international box office. Therefore, without our local, without our roots, without work for our audience and without local success, there will be no international recognition,” said Iryna Kostyuk.

Akim Galimov, producer of 1+1 media and founder of the project “Real History” emphasized that the demand for Ukrainian historical cinema exists and it is not closed yet.

In turn, playwright, screenwriter and director Nataliya Vorozhbyt spoke about the theme of war in Ukrainian cinema:

“When I write or film, I don’t think about whether it’s for the local audience or for the foreign audience. I can say that in 2014, while working with the theme of war, I (and not only me) often encountered statements that it’s not the right time, that we shouldn’t film about the war. We need to make the local audience happy.