The TV Channel "2x2"

The first commercial TV channel in the history of the USSR and Russia

General information

The TV channel "2x2" was the first commercial television channel in the history of the Soviet Union and Russia, launching broadcasts in 1989. The channel holds a special place in the history of domestic television, becoming a symbol of the changes of the late 1980s and early 1990s, and an embodiment of new broadcasting principles built on a commercial basis and aimed at a mass audience.

The name "2x2" was thought up by the channel's creators in late July 1989. The name was originally explained as meaning "a proportional allocation of airtime for advertising and other programming, on a 50x50 principle," since advertising served simultaneously as the channel's funding source and its operating model. The channel's logo, designed by artist Sergei Lavrov, survived with only minor changes throughout the entire history of the first "2x2," and became one of the recognizable symbols of Russian television.

The history of its creation and launch

The trial period (July–October 1989)

The channel was established by an order of USSR State Television and Radio (Gosteleradio) as a structural subdivision within the General Programming Directorate (GDP). Trial broadcasts began in July 1989, under the name "Commercial Television Channel," on the 3rd television channel (TVK) in Moscow and Moscow Oblast.

The channel's original staff consisted of just six people:

• Sergei Alexandrovich Alekseyev — director
• Olga Smirnova
• Oleg Shchur — director
• Olga Lukasik — administrator
• Sergei Lavrov — artist (joined in August)

The first team's working conditions were modest, to say the least: they had at their disposal only a small room, No. 115, behind a bar in ASK-3 (the "Ostankino" TV center), and two control rooms — a broadcast room and an editing room. Broadcasts aired during the daytime, since in the evening the same frequency carried the state "Moscow Program of Central Television." Broadcast length wasn't fixed, and depended on available content.

The official launch (November 1, 1989)

On November 1, 1989, the channel began full-fledged broadcasting under its own name, "2x2," on the frequency of the "Moscow Program of Central Television" (later renamed "MTK"). This was a historic moment — the birth of the first commercial television in the Soviet Union. The channel broadcast during the daytime, from morning until 18:00, after which the airtime passed to the Moscow channel "MTK," which broadcast from 18:00 to 23:00.

"2x2" became the first TV channel in the history of the USSR and Russia to have its own on-air (on-screen) logo — a channel symbol permanently present on screen. This was a revolutionary innovation for Soviet television.

The concept and format of its broadcasting

The "background television" principle

In its early stage, "2x2" lacked sufficient financial resources to produce or acquire programming. Its schedule was filled with material obtained thanks to the personal connections and resourcefulness of the channel's leadership. This forced situation, paradoxically, led to the creation of a unique format.

The absence of a rigid broadcast schedule, and the format of repeating the same block of entertainment programming and advertising six times over, played a major role in the channel's rising popularity. "2x2" broadcast in the format of so-called "background television" — a viewer watching it didn't need to pay special attention to what was on screen, and could start watching at any moment, without specifically tracking the start of any given program.

TVs tuned to "2x2" were often seen in offices, shops, cafes, and other public places and institutions. The channel created an atmosphere, serving as a backdrop for everyday life, which was an entirely new phenomenon for Soviet and Russian television.

The "family broadcasting" concept

The channel's creative concept, especially during 1994-1995, was based on the principle of "family broadcasting," aimed at every family member with their own tastes and preferences:

• Entrepreneurs were targeted with advertising blocks
• Children got cartoons and animated series
• Housewives got soap operas
• Young people got music videos and programs

The slogan of "2x2" at the time was: "We just work for you! The 2x2 TV Channel."

Content and programming

Music videos — the channel's calling card

At that time, "2x2" was the only domestic TV channel that regularly showed music videos, which set it strongly apart from the handful of existing Soviet television channels. This was one of the main reasons for the channel's enormous popularity, especially among young people and schoolchildren.

Foreign music videos

Music videos by Western performers and bands regularly aired on the channel:

• Duran Duran — "All She Wants Is"
• Pet Shop Boys — "Always on My Mind"
• Niagara — "Assez!"
• Fleetwood Mac — "Everywhere"
• Sandra — "Around My Heart"
• Thomas Anders — "Soldier"
• Patricia Kaas — "Mon mec à moi"
• Bryan Ferry — "Don't Stop the Dance"

Concert footage was also shown, including performances by the group Space in Moscow.

Domestic music videos

Alongside foreign music, "2x2" broadcast compilations of videos by Russian performers. A particularly memorable compilation began with Oleg Beskrovny's video "A v Serdtse Stuk," whose central figure was Igor Talkov. Also broadcast:

• Videos of Alla Pugacheva's song theater, from the company "Video International"
• "Bukhgalter" by the group "Kombinatsiya"
• "Arabskoye Zoloto" by the group "Zabytyi Razgovor"
• "Ulitsa Lyubvi" and "Ksyusha" by Alyona Apina
• Videos by Bogdan Titomir and Oleg Gazmanov

The program "Afisha," hosted by DJ Alyo-Alyona, also included music videos by Russian performers.

Programming from the British Super Channel (1990-1992)

From June 1990 to May 31, 1992, the channel broadcast programs from the British TV channel Super Channel. Their share of the schedule became substantial almost immediately. This was a significant step in the channel's development, opening a window for Soviet viewers onto Western television.

Among the Super Channel programs broadcast were:

• Blue Night — a music program
• All Mixed — one- to two-hour compilations of music videos
• The SPIN WIN countdown chart, made up of current popular videos
• Thematic programs about music, fashion, and sports
• Feature films
• Educational programs, including some produced by Discovery Channel, among them "After 2000"

MTV and the contract with Boris Zosimov (1992-1994)

Starting around 1992, the channel began airing "Zelyony Koridor" ("Green Corridor"), a program about heavy and rock music, produced by entrepreneur Boris Zosimov's production studio "BIZ Enterprises." Going forward, the channel's musical policy fell almost entirely under this man's control.

In early 1993, the channel's leadership signed a contract with the owners of "MTV Europe," to rebroadcast some of its programming. This was an important stage in the channel's history. At first, videos from MTV Europe's broadcast were shown throughout the day, between series and other programs. In the early period, MTV broadcast recordings were shown quite often, including VJ segments (hosts introducing the videos), often even without translation.

Episodes of the cult animated series "Beavis and Butt-Head" were among the programs shown. On the night of January 1, 1994, a concert by the legendary band ABBA was broadcast, an event for music fans.

By summer 1994, MTV video slots were increasingly being replaced by paid videos from Russian performers, such as Vlad Stashevsky and Yevgeny Kemerovsky. Only a daily hour-long compilation of MTV videos remained (airing in the afternoon), which soon disappeared as well. Music videos, though no longer from MTV broadcasts, continued to air occasionally afterward, still in the gaps between series.

Although some of Zosimov's ideas didn't pan out, he continued to occupy part of "2x2's" airtime, creating the production company "BIZ-TV." Under its umbrella, a number of music programs aired, and it effectively shaped almost the entire musical component of the channel.

TV series

From July 2, 1992, the channel replaced its daytime showings of Central Television feature films with repeat broadcasts of series airing on MTK. The first of these was "Nikto, Krome Tebya" ("No One But You").

Series were voiced over by translator Nikita Vinokurov, a specialist in Spanish. Programming included:

• "Captain Power and the Soldiers of the Future" (from December 1991, repeated many times)
• "I Spy"
• "Chances" — an Australian TV series that aired in "children's" time on the schedules of both "2x2" and MTK. This series gradually shifted from an ordinary melodrama into a more explicit erotic genre, causing problems in 1994
• Mexican-made telenovelas, including "Nikto, Krome Tebya" and "Moya Vtoraya Mama"
• "Paradise" (Thunder in Paradise)
• "Highlander"
• "Kuvalda"

Cartoons and animated series

From its first days on air, "2x2" showed cartoons, including those from the Soviet studio "Ekran." Later on, the schedule included:

• The anime "Macron 1"
• "Space Knight and the Star Sheriffs"
• "Voltron"
• "Teenage Mutant Ninja Turtles" (contributed to the channel's peak popularity in 1994-1995)
• "Sailor Moon" (aired in Russia for the first time, starting in 1996)

In-house programming

From the very first day of broadcasting, Sergei Shchelkanovtsev's program "Batuallo!" aired.

In 1993, news bulletins, "Novosti 2x2," appeared (starting July 1, 1993). At first they aired in the middle of every hour, less often at the end of the hour, and later at the start of every hour, in the form of short news blocks.

From September 1993, the channel aired "Comme il Faut," a program devoted to Moscow's high-society life. It was hosted by Alyona (Elena) Durneva.

The channel's morning schedule featured its own in-house program, "S 7 do 9" ("From 7 to 9"; on weekends, "S 9 do 11").

As part of the "BIZ-TV" project, the program "Zabytyye Imena" ("Forgotten Names") aired, devoted to Soviet variety music. It was hosted by Kirill Nemolyayev and Nikolai Semashko. The program later moved to the channel "TV-6," where it aired as part of the program "Disk-kanal," under the name "Krutyatsya Diski."

Foreign TV channel news

From 1992 through 1994, the channel broadcast news from BBC, CBS, ITN, and Worldnet in the morning and evening (until 18:00), with one of the morning broadcasts always shown without translation. Broadcasts were translated into Russian by simultaneous interpreter and VHS translator Pyotr Kartsev, who also worked for TV-6.

The program "Dendy — New Reality"

One of the programs that helped the channel reach peak popularity in 1994-1995 was "Dendy — New Reality," devoted to video games. This was the era of the mass spread of game consoles in Russia, and the program hit the trend perfectly.

Advertising

Advertising blocks were an integral part of "2x2's" broadcast, and made up a significant share of its airtime. Half-hour, and longer, ad blocks were commonplace. An ad for the company "Video International" was shown very often.

In 1993-1994, "2x2" regularly showed ads for the organization "Greenpeace," and so its air often featured Joanna Stingray and Boris Grebenshchikov.

A half-hour weekly program from the Aum Shinrikyo religious movement also aired.

Popularity and audience

Schoolchildren — the main audience

The channel was enormously popular among Soviet and Russian schoolchildren, who, waiting for the 20-minute block of music videos, would often sit through ad blocks lasting up to 40 minutes without a break. This was a distinctive cultural phenomenon — teenagers were willing to wait patiently, just to see new music videos by Western stars.

According to a survey of 586 upperclassmen at Moscow schools, conducted at the end of 1991, the channel came out on top in popularity: 34.16% of respondents watched it. This was an outstanding result for a channel that only broadcast during the daytime.

Ratings

In 1995, according to sociological surveys, Channel 1 Ostankino, and then ORT, significantly trailed "2x2" during daytime hours. This was a triumph of the young commercial channel over the state giant.

The channel's popularity peaked in 1994-1995, thanks to its diverse broadcast schedule, and programs like "Dendy — New Reality" and animated series like "Teenage Mutant Ninja Turtles."

By the time the old "2x2" closed (in spring 1997), the ratings situation in the morning and daytime had shifted in ORT's favor, and the channel's average daily viewing share was around 1% of the TV audience — equivalent to the then-figures for the UHF channels STS and REN-TV, and to the still-VHF Channel 5.

Regional distribution

Moscow broadcasting

Until 1993, the channel broadcast only in Moscow and Moscow Oblast, via the 3rd television channel, as well as through its own transmitters in Tver and Ryazan, with the signal delivered in real time via terrestrial radio-relay links (RRL).

Going to satellite and the AST-2x2 project

In 1993, "2x2" went to satellite for the first time, resulting in some regional partners rebroadcasting its programming (on a delayed basis).

Implementation of the large-scale AST-2x2 "Television Channel 2x2" project began in August 1995, based on the channel's own daytime schedule. This project called for distributing television programming from Moscow, via a satellite-communications system, to the entire territory of Russia and the CIS, and to areas with concentrated Russian-speaking populations (the Baltic states, Bulgaria, Israel, Cyprus).

By mid-1996, several stages of the project had been successfully completed, allowing a shift to 17.5 hours of daily broadcasting, rigid network scheduling, and the formation of the network's foundations. The TV audience in Russia receiving AST programming amounted to 25 million people (214 cities and towns, excluding the Moscow region), plus 24 million people in the CIS countries.

After "2x2" closed in 1997, the AST-2x2 channel didn't disappear from the air, and for some time showed news from "TV Center." On May 4, 1998, AST-2x2 was replaced by "Prometei AST," a channel belonging to Gazprom.

Innovations and firsts

The TV channel "2x2" was a pioneer in many aspects of Russian television:

1. The first commercial TV channel in the history of the USSR and Russia
2. The first channel with its own on-screen logo — a channel symbol permanently present on screen
3. The first channel with program teasers — in 1992, "2x2" was the first Russian TV channel to broadcast teasers for its own programs
4. The only channel with regular music videos in the early 1990s
5. The first channel with a "background television" format

Leadership

The channel's first director was Sergei Alexandrovich Alekseyev, who led a small team of enthusiasts during the channel's creation and launch.

From 1991 to 1997, Vladimir Troepolsky served as the channel's general director, during which time the channel reached peak popularity and developed its regional network.

The closure of the first "2x2"

The end of broadcasting on TVK-3

"2x2's" broadcast on the 3rd television channel ended at exactly midnight, on the night between June 8 and 9, 1997, due to the expiration of license No. 15, dated June 8, 1992, issued for 5 years. From 7:00 a.m. Moscow time on June 9, the channel yielded its place on "channel three" to the new TV channels "Moskoviya" and "TV Center."

The move to UHF channel 51

"2x2" moved to the UHF band, to channel 51, where, from 7:00 to 11:00 and 19:00 to 3:00 on weekdays, and 9:00 to 14:00 and 19:00 to 3:00 on weekends, "Muz-TV" broadcast (printed TV listings showed only "Muz-TV's" own programming). On channel 51, "2x2" broadcast from 11:00 to 19:00 on weekdays and 14:00 to 19:00 on weekends, with extremely low-quality content and a preponderance of the "Shop on the Sofa" home-shopping program.

On July 26, 1997, the channel finally stopped broadcasting to Moscow and Moscow Oblast on channel 51. This marked the end of an era for the first "2x2" — a channel that, for eight years, had been part of the lives of millions of viewers.

Legacy

For a long time after the old "2x2" closed, the firm "2x2-Telemarket" continued to exist, holding exclusive rights, in Russian territory, to a number of films, documentaries, animated series, and TV series that the channel had broadcast until 1997. Later, the holding company AFK Sistema acquired the TV channel "2x2."

1993 in the context of the channel's development

1993 was an extremely important year in the history of the TV channel "2x2." It was in this year that key events took place, shaping the channel's further development:

Going national

In 1993, "2x2" went to satellite for the first time, allowing the channel to expand beyond Moscow and Moscow Oblast, across the entire territory of Russia and the CIS. Before this, the channel had broadcast only in the capital region, and through its own transmitters in Tver and Ryazan. This was a giant leap in its development — "2x2" turned from a local Moscow channel into a nationwide one.

The MTV Europe contract

In early 1993, an agreement was signed with the owners of "MTV Europe" to rebroadcast some of its programming. This was a genuine breakthrough — Soviet and Russian viewers gained access to the legendary music channel, even if only on a delayed basis. Recordings of MTV broadcasts aired quite often, including VJ segments (video hosts) introducing the videos, often even without translation.

MTV's appearance on "2x2" reinforced the channel's already-strong musical component. Viewers could see not just individual videos, but entire thematic programs, countdown charts, and music news. Episodes of the cult animated series "Beavis and Butt-Head," a symbol of 1990s youth culture, were also broadcast.

Launching its own news

On July 1, 1993, the news bulletins "Novosti 2x2" appeared on the channel. This was an important step in turning "2x2" from a purely entertainment channel into a full-fledged television news outlet. The news blocks were short and dynamic, in keeping with the channel's overall concept.

Developing in-house production

In September 1993, the program "Comme il Faut," devoted to Moscow's high-society life, began airing on the channel. This was one of the first programs of this format on Russian television — glamorous, light, covering the life of the capital's elite, fashion trends, and social events.

Public-service advertising

In 1993-1994, "2x2" regularly showed ads for the international environmental organization "Greenpeace." Its air often featured Joanna Stingray — an American singer who popularized Soviet rock in the West — and Boris Grebenshchikov, leader of the band "Akvarium" and one of the central figures of Russian rock. This gave the channel a special air of progressiveness and connection to counterculture.

The channel's atmosphere in 1993

By 1993, "2x2" had already established itself as the country's main youth channel. It was watched at schools and institutes, in offices and public places. The "background television" format was ideally suited to the new realities — the TV could run all day, without demanding close attention, but always ready to reward with an interesting video or program.

The 1993 schedule was a kaleidoscope:

• Long ad blocks, sometimes 40 minutes
• Music videos — Western and Russian
• Super Channel programming (until the end of May)
• MTV Europe programming (from the start of the year)
• TV series — from Mexican soap operas to American action shows
• Cartoons and animated series
• Short news blocks
• In-house entertainment programs
• News from the foreign channels BBC, CBS, ITN, and Worldnet

All of this repeated cyclically throughout the day, creating a unique atmosphere of a continuous flow of information and entertainment.

The channel's cultural significance

A window onto Western culture

For Soviet and Russian viewers of the late 1980s and early 1990s, "2x2" was a genuine window onto Western mass culture. Through this channel, millions of people got their first look at contemporary Western music, saw what Western television looked like, and learned about new films and series.

The music videos "2x2" showed shaped the musical tastes of an entire generation. Many viewers first heard Duran Duran, Pet Shop Boys, and Fleetwood Mac precisely thanks to this channel. The videos weren't just entertainment — they were a textbook of style, fashion, and behavior.

A symbol of a new era

"2x2" became a symbol of the changes taking place in the country. This was the first commercial television, living by the laws of the market rather than state distribution. The advertising many criticized for its excess was, in fact, a manifestation of the new economic reality.

The channel demonstrated that television could be different — light, entertaining, oriented toward viewers' wishes rather than ideological directives. The absence of a rigid broadcast schedule, the repetition of blocks, the musical focus — all of this was revolutionary for Soviet and early Russian television.

Its influence on the television industry

"2x2" paved the way for other commercial TV channels. Many of the channel's innovations — the on-screen logo, program teasers, the background-television format, and the active use of music videos — were later picked up by other channels, and became an industry standard.

The channel showed that the youth audience was a serious, financially significant target group, worth competing for. "2x2's" success among schoolchildren and students proved there was an enormous demand for light, entertaining, contemporary television content.

The phenomenon of its popularity

Why was "2x2" so beloved?

The channel's success can be explained by several factors:

1. Unique content: in the early 1990s, "2x2" was the only place one could regularly see music videos by Western stars
2. Accessibility: the channel broadcast during the daytime, when children and teenagers were coming home from school
3. Casualness: one could turn on the TV at any moment and instantly land in a stream of interesting content
4. An absence of preachiness: unlike Soviet television, "2x2" didn't try to educate or moralize — it simply entertained
5. Currency: the channel showed what was current now, not classics from decades past
6. International content: Super Channel and MTV Europe programming gave a sense of belonging to global culture

"2x2" in everyday life

For many viewers, "2x2" became part of everyday routine. Schoolchildren would turn it on the moment they got home, and leave it running in the background while doing homework or playing. In offices, TVs tuned to "2x2" created a working atmosphere. In cafes and shops, the channel created a contemporary ambience.

A defining trait of watching it was a willingness to wait. Viewers would sit through long ad blocks in the hope that a new video by a favorite band would follow. This willingness to endure advertising for the sake of music was a unique phenomenon — viewers themselves chose this format of consuming content.

The technical and organizational side

Modest resources — big achievements

The story of "2x2" is a story of how a small team of enthusiasts, with minimal resources, created one of the country's most popular TV channels. A tiny room, No. 115, behind a bar at the "Ostankino" TV center; two control rooms; a staff of six — that's what it all started with.

The lack of money for producing or acquiring programming was compensated for by resourcefulness and personal connections. The channel's leaders used every possible contact to get content. The result was a unique mix of whatever could be scrounged up — and it was precisely this eclecticism that became the channel's signature style.

The repeat-broadcast technique

The format of repeating the same block six times over was a forced measure, but it turned out to be a stroke of genius. It made it possible to:

• Fill airtime with a limited amount of content
• Give viewers a chance to catch programs they'd missed
• Create a background-television format, where one could always start watching at any moment
• Minimize production costs

Partnerships and contracts

"2x2's" success was built, in large part, on successful partnerships:

• Super Channel (1990-1992): gave access to quality Western content and educational programming
• MTV Europe (1993-1994): made it possible to show legendary music programs
• Boris Zosimov's BIZ Enterprises / BIZ-TV: supplied the channel's musical component
• BBC, CBS, ITN, Worldnet: supplied news content
• Discovery Channel: a source of educational programming

The evolution of its content

From videos to series

Over time, the channel's content evolved. Where 1989-1991 was built primarily around music videos and Super Channel programming, from 1992 onward TV series took up an increasingly large share — first as repeats from MTK, then as its own acquisitions.

By 1994-1995, a more or less settled structure had formed:

• Morning: foreign channel news and the program "S 7 do 9"
• Daytime: series, cartoons, music programs
• Breaks: ad blocks and music videos
• Regular segments: "Novosti 2x2," in-house programs

Balancing interests

The channel tried to satisfy different audiences:

• Children: cartoons and animated series like "Teenage Mutant Ninja Turtles"
• Teenagers: music videos, MTV, "Dendy — New Reality"
• Young people: contemporary series, music programs
• Housewives: Mexican telenovelas
• Everyone: educational programming, news

Conclusion: "2x2's" place in history

The TV channel "2x2," in its first period (1989-1997), holds a unique place in the history of Russian television and in the cultural memory of an entire generation. It was a pioneer channel, an experimental channel, a channel that symbolized an era of change.

Its significance extends far beyond the television industry. "2x2" was part of a broader cultural shift — from a closed Soviet society to an open post-Soviet space. Through this channel, Western mass culture flowed into the country, new tastes and preferences took shape, and a new generation of viewers was born.

For those who grew up in the late 1980s and early 1990s, "2x2" was more than a TV channel. It was a window onto another world, a source of new music, a first encounter with Western television. Duran Duran and Pet Shop Boys videos, the series "Captain Power," "Teenage Mutant Ninja Turtles," long ad blocks, the "2x2" logo in the corner of the screen — all of this became part of a generation's collective memory.

The channel existed for eight years — from 1989 to 1997. In that time, it traveled from a tiny experimental project of six people to a nationwide TV channel with an audience of tens of millions. It set standards for commercial television, showed that entertainment content could be both popular and profitable, and proved the existence of a youth audience.

The channel's closure in 1997 marked the end of an entire era. Though the name "2x2" was later revived (new broadcasts began in 2003, and since 2007 a channel for an adult audience has operated under this name), the first "2x2" remains forever in history as a unique phenomenon that cannot be repeated. It was a product of its time, an answer to the demands of its era — and it is precisely for this reason that it became a legend of Russian television.