Stanislav Miroshnichenko
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03 / 2013–2016

CTC Media

Transmedia for a TV network
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As a transmedia producer at CTC Media, I developed new advertising and marketing formats for the holding's TV channels. Over three years I delivered dozens of digital projects that strengthened the company's position as a technology-forward, modern TV holding. The key achievement was the mobile app "CTC Second Screen" — one of the world's first products for syncing digital and TV content.

Year
2013–2016
Role
  • Second Screen app: concept development, content creation, and production coordination.
  • Other projects: creative concepts, content development, and production for marketing and transmedia initiatives for TV shows.

Scope of Work

A comprehensive transformation of CTC Media’s image through innovative formats of audience engagement. Projects covered:

  • digital promotion of the channel’s top-rated series — “Kitchen,” “Londongrad,” “The Youngsters”
  • commercial campaigns with major brands — Marvel, LG, Nivea, Dove
  • technology-driven media solutions — the “CTC Second Screen” mobile app
«CTC Second Screen» app screen for the series «The Youngsters»
A special edition of «CTC Second Screen» for the series «The Youngsters» — over a million downloads during the season.

My Role

The full cycle of creating digital projects — from concept to execution. Working with commercial briefs from partners, creative brainstorms, and presentations for clients and management. Creating concepts and content for commercial digital projects with leading brands, adapted for television audiences. Developing promotion strategies for the channel’s top series in the digital environment.

The key project was the “CTC Second Screen” app — a product that, like Shazam, synced with TV programs via audio signal and worked as a “broadcast companion.” I was responsible for concept creation and coordinating content development: app functionality, interaction principles with the broadcast, user experience, integration of commercial opportunities, and additional content synced with programs.

A TV series scene alongside the «Second Screen» app interface
The app synced with the TV scene via an audio signal — and revealed extra context on the second screen.

Result

The delivered projects lifted the ratings of the company’s television products, brought new viewers to the screens and new clients to the partners. The “CTC Second Screen” app received international recognition, including coverage in global media. CTC Media solidified its reputation as a technology-forward holding.

Launch campaign key visual for «CTC Second Screen»
The launch campaign for «CTC Second Screen» — the app worked as a «broadcast companion».
Press
The “CTC Channel — series online” project consolidated “CTC Channel” and “CTC_Second Screen”. Its launch delivered +10% in video views, +40% in session length and +130% in subscription revenue. — CNews · 2019
The app automatically syncs with an episode via audio — whether it's playing on TV, on the CTC.ru website, in the CTC mobile app, or on SmartTV. Viewers can follow the plot on two screens at once. — Sostav · 2014
Special edition of the Second Screen app for Molodezhka had over one million downloads during the season. — GlobeNewswire · 2015
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