On April 7, a new logo, name and future programs of the former First National were presented in the “Mystetskyi Arsenal.” MYMEDIA ‘fished out’ 10 media experts at the presentation and asked them what they think about innovations and whether the latter will help to raise the channel’s rating.
The take was lucky: there were television anchormen, such as Michael Shchur and Mykola Veresen; people who took part in the design of the logo and new name; European diplomats and producers of the competitive channels.
Now, the channel is called simply First, while the entire network of public broadcasters, including regional channels, radio and so on, is called Public Broadcasting. The logo of both the channel and the network on the whole contains the letters UA followed by a colon and the name of the channel or radio station affiliated with the network of public broadcasters or of the program.
Michael Shchur, the Ukrainian TV journalist, the anchorman of the program “Uteodyn” on the First Channel:
The logo will no way influence the development of the First National. But the essence of the channel will. A logo is a wrapper, while it is a sweet that matters. I like the logo itself; it is cool that it is “UA” followed by the interpretation of different headings: culture, sport, music etc.
Mykola Veresen, a journalist and a television anchorman:
What should I say about the logo? It differs from the one that was before. I think it will influence the channel’s rating, but not essentially. It will likely be altered again, there will be a search. Any beginning is just beginning. They can still change their mind, everything is possible. It is like when a family gives birth to a child, and… what? It will grow, change, and develop. Who can know what it will be like with time? But for sure, it will not stay the same as at the birth.
Grigoriy Shverk, the deputy chairman of the National Television and Radio Broadcasting Council of Ukraine, the vice-president of the UMH group:
The logo is good, rather up-to-date, but to my mind, a logo is not the first and foremost thing to raise a channel’s rating. We will watch the announced programs; we expect them to be interesting. I remember it well when there were UT1-UT2-UT3; we could watch only football there. Now I see that we can watch many other programs and hope that they will be interesting.
Maksim Prosolov, the producer of the web channel Spilno.TV:
The logo looks much better than the older one; it has a potential for development. But in my view, it is still a compromise between public taste and actual trends. In fact, it proves that the channel is rather public; therefore, it has to meet the society’s expectations and pull it up a bit. In this regard, the logo fits perfectly.
Can a logo raise a channel’s rating? No, it can’t. But people can. It is a matter of content. If there really will be content. I don’t like the words “Ukrainian BBC.” I don’t like comparisons; a little England in France is still not England, not France and not BBC. We need a public platform, but the matter depends on independent producers who can use the platform to produce interesting and independent content. We lay all our hopes on them. We have such people in the country; we have great expectations and hopes that we’ll bring it off. At least, the management of the channel with Zurab Alasania at the head strongly believes in it. And if there is an inspiring top, success will come. The lot begins from the top.
Khrystyna Stebelska, the editor-in-chief of the First Channel, a people’s artist of Ukraine:
The logo is very innovative, universal, flexible, and it underlines consistency. It provides the space for transformation and will be amplified with new details and colours. It unites two grounds, European novelty and Ukrainian practice. It is the best we can take from the past and from the future of public broadcasting. We’ve been discussing it for long at meetings and directorates; we’ve been analyzing different variants and arguing in a creative manner. We wanted something new, meaningful, and innovative, and we did succeed. Further on, we will add colours and accentuate on certain things. As a person leading an ethological and Ukrainian study line on First, I can say that there will be inclusions of modern Ukrainian symbols, but they will supplementary.
Dmitriy Ivanov, the anchorman of the radio “Promin”:
As for the logo, I can say that laconism is extremely important. The idea of colon is good: it interprets and shows that symbols stand for certain meaning.
But the logo should be appraised, when it is filled with sense; as yet, we’ve seen only a graphic solution. Only when it actually begins to work, not only being placed in the corner of the screen; when there will be certain action on the screen corresponding to the logo; when the entire system and structure of public broadcasting begin to operate; then we’ll see whether it is felicitous or not.
Vyacheslav Minevich, a representative of the industrial television committee:
I like the new logo: it is not importunate, it does not annoy, it is pleasant to the eye. The program grid is interesting. I believe it can raise the rating of the First.
Anzhelika Rudnitskaya, a singer and a television anchorman:
We’ve been discussing it for long with acquaintances how to call it better, “UA: First” or “UA: Public Broadcasting.” We decided that it is better to maintain the same letters in the name, because the First should stay First, it has been First since the days of yore.
As for the prefix “UA,” it is good, as long as we are moving to Europe and trying to integrate into the globe. But I still believe that we should rather keep to our own traditions. However, this logo seems to be well-balanced: Europe and history are united by a colon. Visually, it looks nice.
Everybody is talking about the logo, but I’d love to hear more about the concept. To my regret, I haven’t heard much about it today. Whereas the name is also very important, I don’t think it will impact the rating. It has drastically fallen, and it is a great pity for me, because it was this channel where I made my first television steps as a student. I wish public broadcasting, in spite of its Europeanization, would not turn into a marginal channel for a limited range of viewers. We should not forget that UA: First has the largest coverage and gets into almost every Ukrainian home; therefore, it is important to consider the interests of everybody. Unfortunately, today we lack it.
Vladimir Ristovski, the head of the council of Europe Office in Ukraine:
First of all, I think that the ratification of a new law is a big step forward for democratic and reformation processes. It will provide a good foundation for the progress in different spheres, including the growth of the audience for a public channel. I consider that the logo and other innovations reflecting the development of the channel will be attractive enough for the audience and will fully correspond to the programs that were presented.
P. S. More interesting materials, including a photo report from the presentation and answers to in what way President Poroshenko made the guests laugh and why the new logo is so important for the Public Broadcaster are covered in a video comment of the director general of “UA: First” Zurab Alasania for Telekritika.