The position of the 1+1 media group regarding the situation on the TV market
A week ago, on July 16, 2021, the provision of the Law of Ukraine "On Ensuring the Functioning of the Ukrainian Language as a State Language" regarding the language of films and series on Ukrainian television came into effect. During this time, it became obvious that not all market participants formed a unanimous position regarding the interpretation of the legislation.
As a result, unequal competitive conditions were created for broadcasters, in particular, for the 1+1 media group, which from July 16 switched to 100% broadcasting of films and series in Ukrainian. Based on the received interpretations of normative legal acts, clarifications from specialized bodies and guided by the current legislation, namely the Laws of Ukraine "On Television and Radio Broadcasting", "On the National Council of Ukraine on Television and Radio Broadcasting", "On Cinematography", "On ensuring the functioning of the Ukrainian language as the state language", the company decided to gradually switch to the Ukrainian language in films and TV series. In the future, such products will be broadcast in the original language within the limits of current legislation.
This decision is not least due to the negative reaction to the dubbed product from a large part of our viewers, who are historically used to watching their favorite films and TV series exactly in the form and with the color with which the product was created from the beginning. 1+1 media stands for equal conditions on the television market and fair competition for the loyalty of Ukrainian viewers. And especially when it comes to such an important issue as language. Only the joint efforts of all market players can change the situation. Currently, we are observing a certain division of society based on the language principle, which we consider categorically unacceptable.
For our part, we assure you that, as before, we will continue to invest in quality dubbing and content in the Ukrainian language and encourage the viewer to watch in Ukrainian. Already this fall, the Ukrainian TV series "My Favorite Strashko" - an adaptation of the Colombian telenovela "Yo soy Betty, la fea" - will be released. 1+1 media TV channels will continue the "Watch Ukrainian" information campaign, where cult domestic stars in thematic videos share their thoughts on why it is important to "speak, love, listen and watch" Ukrainian. All-Ukrainian flash mob #ЛюблюУкраїнська #ЛюблюУкраїну continues on the group's digital platforms. Its goal is to show the multifacetedness and beauty of the native language, to motivate people throughout the country to share impressive stories about the Motherland and inspire others to do so - with the help of popular songs, poems, favorite quotes from Ukrainian movie characters, catchphrases, etc.
