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Last updated August 31, 2026
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Overview
PLUSPLUS is a Ukrainian free-to-air television channel aimed at children and families. The channel is part of the 1+1 Media group and positions itself around shared viewing, presenting programming intended to be acceptable and engaging for children while remaining relevant to parents. Its schedule combines animated content, children's entertainment, educational formats, family-oriented material, and selected acquired programming. The service originated as CITI, a Kyiv regional television channel launched on 1 December 2006 by Studio 1+1. CITI broadcast local programming alongside educational shows, children's and family films, and cartoons, including material associated with Soviet-era production. Its identity was built around Kyiv and the idea of a city channel. Natalia Vashko was identified as its general manager during this period. On 4 August 2012, CITI was relaunched under the PLUSPLUS name as a broader Ukrainian children's and family channel. The relaunch followed the closure of Disney Channel in Ukraine, after which Disney programming was moved to PLUSPLUS. The channel developed a programming concept designed for joint parent-and-child viewing and stated that its content development involved collaboration with government bodies, academic organizations, and research institutions. In December 2012, Disney programming was arranged into morning and afternoon blocks totaling six hours per day. PLUSPLUS also expanded its locally produced content. In 2013, it introduced or developed short-form projects with educational, developmental, and practical functions, including Fairy Tale with Dad, in which well-known fathers read stories to children; Useful Hints, an animated advice format addressing children's everyday problems; and Happiness Every Day, a series of short videos focused on ways to make children happy. The 2012 rebrand sought a contemporary, Western European visual character while retaining references to Ukrainian and Soviet cultural contexts. UK design agency Studio.Build created a flexible family of channel characters, while Animade produced character animation, teasers, and interstitial material. A custom typeface was developed for the channel's on-air and off-air communications, with work also involving Ukrainian illustrator Edik Katykhin. PLUSPLUS has received recognition for both its channel identity and communications. It won the Discovery of the Year category at the National Television Award Triumph in 2012. In 2019, its World Awaits Discovery brand campaign received a gold award at the Effie Awards Ukraine in the Branded Content and Service category. The channel's documented role within 1+1 Media is that of a dedicated Ukrainian family and children's television service rather than a general-interest broadcaster.
History
PLUSPLUS traces its origins to CITI, a regional television channel launched in Kyiv on 1 December 2006 by Studio 1+1. CITI operated within the 1+1 media structure and broadcast until 3 August 2012. Its programming combined Kyiv-oriented television with educational material, children's and family films, and cartoons, including content produced during the Soviet period. The channel used a city-focused identity and was associated with the slogan meaning "your city's channel." Natalia Vashko served as general manager during the CITI period. On 4 August 2012, the service was relaunched as PLUSPLUS. The change transformed the channel from a Kyiv regional outlet into a more clearly defined national children's and family brand. The relaunch followed the closure of Disney Channel in Ukraine, and Disney programming subsequently became part of the PLUSPLUS schedule. By December 2012, this material was organized into morning and afternoon blocks totaling six hours each day. The new service was conceived for family co-viewing, with programming intended to engage children while also being suitable for parents watching alongside them. The development of the PLUSPLUS concept involved consultation or cooperation with public institutions, academic and research organizations, and relevant government programs and recommendations. This supported an editorial direction that went beyond entertainment to include educational, developmental, and practical content. In 2013, the channel developed a group of locally produced short-form programs. Fairy Tale with Dad featured fathers reading stories to children. Useful Hints used animated illustrations to address children's everyday problems. Happiness Every Day presented short ideas about making children happy. Together, these formats reflected the channel's attempt to make its schedule useful as well as entertaining. The 2012 visual rebrand was designed to give PLUSPLUS a contemporary international appearance while maintaining connections to Ukrainian and Soviet cultural references. Studio.Build, a design agency from the United Kingdom, created a system of changing family characters that could serve as recurring channel heroes. Animade produced character animation, teasers, and interstitials, and a custom typeface was created for the channel's broadcast and promotional communications. Ukrainian illustrator Edik Katykhin also participated in the visual development. The brand received early recognition when it won the Discovery of the Year category at the National Television Award Triumph in 2012. Its later communication work was recognized in 2019, when the World Awaits Discovery campaign won gold at the Effie Awards Ukraine in the Branded Content and Service category. Within the 1+1 Media portfolio, PLUSPLUS developed as a specialized family and children's service with a mix of acquired animation, branded programming, and original Ukrainian short-form content.
- 2019
World Awaits Discovery campaign won Effie gold
[1]The channel's World Awaits Discovery campaign won gold in the Branded Content and Service category at the Effie Awards Ukraine.
- 2013
Original educational formats developed
[1]PLUSPLUS developed Fairy Tale with Dad, Useful Hints, and Happiness Every Day as locally produced short-form projects.
- 2012
CITI closed and PLUSPLUS launched
[1]CITI broadcast until 3 August, and the service relaunched as PLUSPLUS on 4 August with a children's and family orientation.
- 2012
PLUSPLUS received Triumph recognition
[1]The channel won the Discovery of the Year category at the National Television Award Triumph.
- 2012
Disney programming added
[1]Disney content was introduced in morning and afternoon blocks totaling six hours of daily programming.
- 2006
CITI launched in Kyiv
[1]Studio 1+1 launched CITI as a Kyiv regional television channel on 1 December 2006.
Products and positioning
A Ukrainian family television channel designed for shared viewing by children and parents, combining animation and entertainment with educational, developmental, and practical content.
Free-to-air television channel · 2012
PLUSPLUS television channel
The core PLUSPLUS service is a Ukrainian free-to-air channel for children and families. Its schedule combines animation, cartoons, children's entertainment, educational material, family programming, and branded short-form content. The channel's stated concept emphasizes shared viewing, seeking to create programming that children can enjoy while parents remain comfortable watching with them.
Acquired children's programming · 2012
Disney programming blocks
Following the closure of Disney Channel in Ukraine, PLUSPLUS carried Disney programming arranged into morning and afternoon schedule blocks. The blocks helped broaden the channel's animation and children's entertainment offer during the early stage of the PLUSPLUS brand.
Original children's short-form program · 2013
Fairy Tale with Dad
A short-form format in which fathers read fairy tales to children. The program reflected PLUSPLUS's emphasis on family participation and intimate, accessible content rather than only conventional animated entertainment.
Educational children's short-form program · 2013
Useful Hints
An animated advice format presenting solutions to everyday problems faced by children. It was part of the channel's 2013 group of locally produced projects designed to provide educational, developmental, or practical value.
Family and children's short-form program · 2013
Happiness Every Day
A short video format offering ideas about how to make a child happy. Like the other 2013 original projects, it supported the brand's family-oriented and developmental programming strategy.
Marketing campaigns
- 2019World Awaits Discovery
Ukraine
A PLUSPLUS brand campaign built around discovery and the channel's role in encouraging children's curiosity. The campaign won gold at the Effie Awards Ukraine in the Branded Content and Service category.
Outcome. Gold award at the Effie Awards Ukraine 2019.
Brand decisions
2012
Rebranding from CITI to PLUSPLUSGeneration changeBackground
The former CITI service was repositioned from a Kyiv regional channel toward a broader children's and family television brand.
Action taken
The channel relaunched under the PLUSPLUS name on 4 August 2012 and adopted a new family-oriented programming and visual identity.
Aftermath
PLUSPLUS became the 1+1 Media group's dedicated family and children's channel, adding Disney programming and developing original educational formats.
2012
Addition of Disney programmingProduct launchBackground
Disney Channel had closed in Ukraine, creating an opportunity to transfer Disney programming to another children's broadcaster.
Action taken
PLUSPLUS added Disney content and organized it into morning and afternoon blocks totaling six hours per day.
Aftermath
The programming strengthened the relaunch schedule and expanded the channel's acquired children's entertainment offering.
Recent events
- 2019
PLUSPLUS campaign won gold at Effie Awards Ukraine[1]
Campaign
The World Awaits Discovery campaign received a gold award in the Branded Content and Service category at the Effie Awards Ukraine.
- 2012
CITI relaunched as PLUSPLUS[1]
Product generation · Product launch
The channel adopted the PLUSPLUS identity and expanded its role as a Ukrainian children's and family service following the closure of Disney Channel in Ukraine.
- 2012
PLUSPLUS received Triumph Discovery of the Year award[1]
Other
PLUSPLUS was recognized in the Discovery of the Year category at the National Television Award Triumph.
- 2012
PLUSPLUS introduced expanded Disney programming blocks[1]
Product launch
Disney programming was added to the channel's schedule in morning and afternoon blocks, together representing six hours of daily programming.
- 2006
CITI regional channel launched in Kyiv[1]
Other
Studio 1+1 launched CITI as a Kyiv regional television channel, broadcasting local, educational, children's, and family-oriented material.
Sources3 sources
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