🟢 NTV Thematic Channels Unite Under a Single New Brand

Alongside this portfolio consolidation, the broadcaster launched two single-brand channels and kicked off full-fledged HD broadcasting for its main flagship channel.

The transformation was driven by high demand for the network’s original content libraries. According to Mediascope data for the first half of 2026, the cumulative reach of NTV’s thematic channels grew by 4% year-over-year, reaching a milestone 60 million viewers.

The main objective of the rebranding is seamless visual unification: the updated visual identity system will highlight the direct link between the niche platforms and the primary NTV brand, while preserving the distinct programming grid of each individual project.

The updated “NTV Thematic” bundle features seven specialized channels (five existing and two new):

• “NTV The Investigation Led By…” (NTV Sledstvie veli… – New): A 24/7 single-brand channel dedicated entirely to the legendary documentary series hosted by Leonid Kanevsky.
• “NTV Own Game” (NTV Svoya igra – New): A channel featuring a golden archive spanning the 30-year history of the famous intellectual game show.
• “NTV Hit” and “NTV Serial”: Flagship channels featuring iconic detective stories, high-octane drama series, and the broadcaster’s film library.
• “NTV Lifestyle”: A lifestyle block bringing together programming on travel, automotive, home improvement, high tech, and health.
• “NTV Law”: Courtroom talk shows, high-stakes investigative reports, and legal programming.
• “NTV Unknown Russia”: Documentary broadcasting dedicated to the country’s geography, history, scientific breakthroughs, and culture.

According to Ilya Sitkovsky, Executive Director of NTV, expanding the lineup is a natural step in monetizing content that enjoys strong audience loyalty.