Match TV

Match TV, officially styled Match! TV in Russian-language branding, is a Russian federal free-to-air television channel focused on live sport, sports news, analysis, documentaries, studio programming and related entertainment. It is owned by Gazprom Media and operates as the flagship channel of the Match! sports television portfolio. The channel broadcasts nationally through the Russian terrestrial television system and other distribution platforms, with programming aimed particularly at sports audiences and commercially valuable male demographic groups. The channel was created in 2015 as a replacement for Russia-2. Its establishment followed discussions within the Russian government about the need for a publicly accessible nationwide sports channel. At a June 2015 meeting of the Presidential Council for the Development of Physical Culture and Sports, Gazprom Media chief executive Dmitry Chernyshenko described a new sports broadcaster that would combine the production and technical resources of NTV-Plus and the autonomous Sports Broadcasting organization with Russia-2’s distribution network. National Sports Channel LLC was formed on 5 June 2015. A subsequent presidential instruction replaced Russia-2 with Match TV in the list of nationwide mandatory public channels, and the new service received a licence covering Russia-2’s former frequencies. Match TV began broadcasting on 1 November 2015. Its launch brought together parts of Russia-2, NTV-Plus sports production, and technical resources associated with the Sochi 2014 Winter Olympics. Tina Kandelaki served as general producer during the channel’s formation and early years, supported by executives from other Russian television networks. The launch was accompanied by a new constructivist-inspired visual identity, a large outdoor and Moscow Metro promotion campaign, and a schedule built around live football, hockey, basketball and motorsport. During its first years, Match TV experienced internal restructuring, staff departures and pressure over audience performance. Several prominent commentators and sports journalists left or ended their relationships with the channel, while management and support functions were later consolidated within the wider GPM entertainment structure. The broadcaster also faced intense competition for sports rights. Some major football properties moved to the Okko streaming service from 2019, although selected rights, including the English Premier League, later returned to Match TV. The COVID-19 pandemic significantly disrupted the channel’s normal operating model in 2020. The cancellation and postponement of sporting events forced Match TV to rely more heavily on studio shows, archival broadcasts and reruns, while it acquired rights to competitions that continued in countries such as Australia and Belarus. Audience share fell during the initial disruption. From 2021, the channel also used selected non-sports programmes from other Gazprom Media networks to broaden its reach and support ratings. Match TV’s output remains centred on live and recorded sports, especially football, hockey, basketball, combat sports, athletics, motorsport and major international competitions when rights are available. It combines event coverage with studio analysis, commentary, interviews and promotional content. The channel’s role is both editorial and strategic: it provides a mass-market sports television service in Russia while serving as the principal broadcast brand within Gazprom Media’s sports portfolio.

Match TV was conceived in 2015 amid concern among Russian officials and media executives that the country lacked a broadly accessible national sports channel. In April 2015, reports suggested that Russia-2 could be transferred to Gazprom Media and that NTV-Plus might establish a large sports service using its production base. At a June meeting of the Presidential Council for the Development of Physical Culture and Sports, Gazprom Media executive Dmitry Chernyshenko presented the proposed broadcaster. The plan combined NTV-Plus and Sports Broadcasting production capabilities with Russia-2’s national distribution network. National Sports Channel LLC was incorporated on 5 June 2015. A presidential instruction subsequently replaced Russia-2 with Match TV in the list of nationwide mandatory public channels. The broadcaster received a licence covering the former Russia-2 frequencies, while Russia-2 temporarily remained on the network during the transition. Equipment connected with the Sochi 2014 Olympics, including mobile production and satellite units, was transferred for use by Match TV and regional broadcasters. Tina Kandelaki became general producer and was joined by television executives Natalia Bilan and Natalia Korotkova. The appointments generated some resistance among established sports commentators, most visibly in a dispute involving Vasily Utkin, although Utkin later briefly reversed his decision to leave. The channel promoted its launch through a constructivist visual identity, athlete-led advertising, Moscow Metro materials and the song “Final Match.” Broadcasting started on 1 November 2015. The opening schedule included a VTB United League basketball game, a Moscow hockey fixture and football coverage. Early performance was weaker than the former Russia-2 service in some audience measurements. The channel also experienced substantial turnover among commentators, journalists and managers, including several well-known NTV-Plus and Russia-2 figures. Match TV declined to air the 2016 Paralympics after the exclusion of Russian athletes, a decision that attracted public discussion. In 2017, Match TV became part of the GPM Razvlekatelnoye TV structure. The reorganization was intended to reduce duplicated management and improve operational efficiency. Support functions were consolidated and layoffs followed in areas such as human resources, finance, legal affairs, analytics and programming. At the same time, the broadcaster pursued litigation concerning the use of sports video clips by Sports.ru. The sports-rights market became increasingly competitive from 2019. The English Premier League and other football properties moved to Okko for a period, taking some former Match TV personnel with them. Match TV nevertheless retained or later regained selected rights, including the English Premier League from the 2022–23 season. Its visual identity was refreshed in November 2019 with updated graphics and the “Empire of Sport” slogan. The COVID-19 crisis disrupted live sport in 2020. Match TV filled gaps with original studio programmes, interviews, historical broadcasts and reruns, while acquiring available rights to competitions in Australia and Belarus. Ratings declined during the initial interruption. From 2021 through 2022, the channel also carried selected non-sports shows and series from other Gazprom Media networks in an effort to expand its audience. Tina Kandelaki was replaced as general producer by Alexander Tashchin in September 2021. Match TV continues to operate as a national sports television brand within Gazprom Media, combining live rights, analysis, news and sports entertainment.

• 2021

  General producer changes

  [1]Match TVen.wikipedia.org

  Alexander Tashchin replaced Tina Kandelaki as general producer.

• 2019

  Brand identity renewal

  [1]Match TVen.wikipedia.org

  Match TV introduced a new logo system, graphics package and slogan.

• 2017

  Integration into GPM Razvlekatelnoye TV

  [1]Match TVen.wikipedia.org

  The channel joined the wider Gazprom Media entertainment holding structure.

• 2015

  National Sports Channel LLC established

  [1]Match TVen.wikipedia.org

  The legal entity created to develop the new nationwide sports broadcaster was established on 5 June.

• 2015

  Match TV replaces Russia-2 in the national television framework

  [1]Match TVen.wikipedia.org

  A presidential amendment designated Match TV in place of Russia-2 among nationwide mandatory public television channels.

• 2015

  First broadcast

  [1]Match TVen.wikipedia.org

  Match TV went on air on 1 November, opening with live sports coverage.

A national, free-to-air sports broadcaster combining live event coverage with accessible sports news, commentary, analysis and entertainment. Its positioning is built around broad public access to major sports rather than a subscription-only premium model.

• Free-to-air sports television · 2015

  Match TV linear channel

  The flagship national channel carries live sporting events, sports news, expert panels, interviews, documentaries, archive matches and entertainment programming. Its schedule is designed for broad terrestrial access rather than a specialist subscription audience.

• Thematic sports television channels · 2015

  Match! sports channel portfolio

  Match TV operates within a broader Match! branded sports television structure associated with specialized sports programming and complementary channels distributed through television and pay-TV platforms.

• Television programming · 2015

  Sports news and analysis programming

  The channel’s studio output includes news, match previews and reviews, expert discussion, interviews and commentary intended to contextualize live events and maintain sports coverage when competitions are not taking place.

• 2017

  Sports.ru copyright litigation

  Match TV brought legal claims against Sports.ru over the alleged unauthorized use of Football National League video clips. Sports.ru rejected the allegations and made counterclaims concerning Match TV’s own content practices.

  Source

• 2015

  Dispute over launch leadership and commentary staff

  The appointment of Tina Kandelaki as general producer produced mixed reactions among existing sports-media personnel and contributed to a public dispute with commentator Vasily Utkin.

  Source

• 2015

  Moscow Metro advertising controversy

  An investigation reported that Match TV promotional stickers were placed in the Moscow Metro at little or no commercial charge while other advertising activity was restricted. Questions were raised about whether the materials should have been treated as commercial or socially significant advertising.

  Source

Read more

• 2019The Empire of Sport

  Russia

  Match TV introduced updated graphics, a revised logo treatment and a new slogan emphasizing the breadth of its sports offering.

  Outcome. The campaign marked a visual and positioning refresh for the established channel.

  Source
• 2015Match TV launch campaign

  Russia · Moscow

  The launch was supported by a constructivist-inspired logo, athlete-led outdoor advertising, Moscow Metro materials and promotional videos featuring commentators and prominent sports figures.

  Outcome. The campaign established Match TV as a new national sports brand ahead of its November 2015 launch.

  Source
• 2015Final Match anthem

  Russia

  Rappers Basta and Smoky Mo released “Final Match,” a music video promoted as the channel’s anthem, directed by Rezo Gigineishvili.

  Outcome. The song became part of the channel’s launch identity and promotional package.

  Source

• 2021

  Change the general producerOther

  Background

  After several years of operation and management changes, the channel revised its top editorial leadership.

  Action taken

  Alexander Tashchin replaced Tina Kandelaki as general producer in September 2021.

  Aftermath

  Tashchin became responsible for the channel’s subsequent editorial and production direction.

  Source

• 2019

  Use alternative programming during the live-sports disruptionStrategy

  Background

  The pandemic caused widespread postponements and cancellations of sporting events in 2020.

  Action taken

  Match TV increased studio production, historical broadcasts and reruns, and acquired available rights to competitions continuing in Australia and Belarus.

  Aftermath

  The schedule remained active, but audience share fell substantially during the first phase of the disruption.

  Source

• 2017

  Consolidate management within the Gazprom Media entertainment structureStrategy

  Background

  The broadcaster faced pressure to improve efficiency and reduce duplicated administrative costs.

  Action taken

  Match TV was integrated into GPM Razvlekatelnoye TV, with several administrative and support functions transferred to the holding.

  Aftermath

  The reorganization was followed by broad staff reductions and changes to the channel’s management model.

  Source

• 2015

  Create a nationwide free-to-air sports broadcasterStrategy

  Background

  Russian officials and Gazprom Media argued that a publicly accessible national sports channel was needed. The project could use the existing Russia-2 network and production infrastructure from NTV-Plus and Sports Broadcasting.

  Action taken

  Gazprom Media established National Sports Channel LLC and developed Match TV as the replacement for Russia-2 in the national television system.

  Aftermath

  Match TV launched nationally in November 2015 and became Gazprom Media’s principal free-to-air sports television brand.

  Source

1. 1Match TVen.wikipedia.org