Yes – Page 23 – Hit.Media. Space young journalism

Sleep is not for wimps: five alternative modes
Учёные расходятся во мнениях относительно пользы полифазного сна

Reading time 7 minutes

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The average person wakes about 25 years of his life. This figure is really appalling, not surprisingly, many claim today, that life is too short to waste it on sleep. In place of the usual 6-8-hour night’s sleep come custom cycles, in which the total duration of sleep is reduced, and wakefulness is increased to 20–22 hours. If you’re a workaholic, creative person or you just do not have enough for their cases to 24 hours in a day, it is worth trying to adjust to one of the alternate sleep mode. There is a possibility that it will suit you, as once approached by Leonardo da Vinci, Napoleon, Margaret Thatcher, Winston Churchill and Pёtru I.

Superman cycle (Leonardo da Vinci)
Twenty minutes of sleep after waking every four hours.

On this laid sleep cycle six times a day, the total amount per day is two hours. “Superman” mode is considered very effective, since people in such a rhythm feel more healthy, full of strength and energy, a well as see vivid dreams. However, if you miss at least one twenty-minute sleep, then the energy will be replaced by exhaustion and apathy.

Dymaxion
Thirty minutes of sleep after every six hours of wakefulness.

This cycle also includes two hours of sleep on the condition that you need to rest four times a day. Bucky Fuller, founder of the regime two years lived by these rules and, as he himself said, had never felt such a surge of strength. After the experiment, the doctor did not find him any diseases and have recognized that such an extreme sleep did not affect his health. I end this practice Fuller at the request of his wife, which did not suit their different modes. And while working to find time to sleep strictly required hours are not so simple.

Average cycle
Three hours sleep at night and one hour day (three times for twenty minutes).

According to the mode of “the common man” is important to have a long sleep for up to three hours and three short of twenty minutes. It is important that after a relatively long night’s sleep, a short rest took place at regular intervals. For example, from midnight to three o’clock in the morning you sleep, then alternate the five o’clock wake with a twenty-minute break in a dream. This cycle is considered the most flexible of the alternative, because it is easily customizable for his regime. Pass one of the naps should not affect health.

Siesta
Five hours of sleep during the night and 20, 60 or 90 minutes in the afternoon.

This biphasic cycle is the most common modes of polyphase. It is the most practical and easy to learn, the cycle requires 5.3 to 6.5 hours of sleep a day. Many studies have shown that such a dream in many respects better than monophasic as the person has the ability to break twice a day, and so it becomes more alert, productive, less prone to stress and mood swings. “Siesta” mode is recommended for students, especially in preparation for the session.

Salvador Dali Mode

Famous artists managed to sleep a minimum amount of time, as he put himself on the floor near a metal tray, a hand in the hanging bed, pinched a spoon. Thus, as soon as the Salvador Dali fell asleep, the spoon clattered hits the tray, and he would wake up from this. Artist relaxed and rested in this period of time, but at the same time, not scattered, then a new strength to return to work. A similar method was used in ancient times of Alexander the Great, but he was holding a large rock, which thundered about the copper basin and wake the commander.

According to doctors

Before the regime change, listen to the words of Matt Bianchi, director of the sleep disorders clinic at Massachusetts: “Every body is different. One person can come polyphase form of sleep, and the other as a result of such an experiment can fall asleep at the wheel and crashed into a pole. ” In modern science, opinions about alternative sleep cycles diverge: some scientists believe that human health requires one night’s sleep seven to nine hours, while others argue that REM sleep is much more effective because it helps to improve memory and restores the brain. The third group of doctors recommends listen to your body, to monitor the status depending on what time you went to bed and slept a lot. Maybe you can bring your own regime that correlated with your lifestyle.

If you do decide to experiment with the transition to polyphasic sleep cycle, it should be when you have a few free weeks to adapt. Think about how your new schedule will be linked to work or school. And of course do not forget about your loved ones, try to avoid conflicts on this ground, a compromise together.

Olga Astapenko

By author Olga Astapenko

Five ways to promote the brand in the regions
Лучшие цитаты из выступления руководителя PR «Райффайзенбанка»

Reading time 5 minutes

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PR in Russian regions – the puzzle, the solution of which is worthy of the Nobel Prize. After that, from the point of view of companies and marketers would be to free PR, in the opinion of the owners of regional newspapers should be advertising on the price paid.

– In regions very little journalists – says Anastasia Maximova, Head of PR “Raiffeisenbank”. – Usually, the city is a journalist who writes about the economy, and it works in all media, where there is a strip of Finance and Economics. If we take, for example, Yaroslavl, there are three media and on them two journalists. That’s all the press event. “In his master class “Non-standard and low cost solutions PR actions” Gallery Hyundai Anastasia Maximova told as advertised not for money, when everything around just for the money. We present five of the best quotes from the speech.

Bring in the big city man

“Our senior managers from Moscow to give the largest regional newspapers exclusive interviews. Sometimes you can do this by telephone or even by post. The regional publications almost never a federal speakers. If the company is large, the media according to the interview to put free if it contains unique information for this edition. This year, we’ve got almost all the major regional centers to release an interview with our Chairman of the Board.”

Organize an online conference

“We spend on your site an online conference that moderating themselves. We send announcements, questions, engage media partners. They publish in his texts and announcements about us, and we place their logo on the website. Thus, at every conference, we invite about thirty partners from the regions. Conference topics are radically different. Mortgages – the most popular, because it is of interest to all.”

Find a regional partner

“We have a car loan partners. We agreed with the two regional motor shows that test their new machines will be the director of our branches. Test drive – this is a standard article for the media about the new parameters of the machine. And we are pleased: the photo in the article and director gently, beautifully mentioned bank. From all that we do, this is my favorite activity.”

Make still something compelling

“It is possible and standard holidays (red calendar days) to conduct creatively. For example, in Voronezh, we are one of the events held business adventure in the style of Chicago 30s. Employees of the branches looking for a bottle of whiskey. All were dressed like Chicago gangsters turned out fun. At this event we invited journalists, but just told them not to wait for any publications, and on the contrary, please accept our invitation as an informal. Nevertheless, the three publications came out, but they were not dedicated to the quest, and the results of the branches in Voronezh. We became good friends.”

Organize a good conference

“This year, we held a press day for all business journalists in southern Russia. We arrived fifty journalists from four cities: Krasnodar, Rostov-on-Don, Sochi and Novorossiysk. Is not only local speakers of these cities, but also the status of our experts from Moscow. For example, macro-analyst talked about the economy in Russia. We also invited the curator of the corporate business in the region, to talk about the small and medium business. As a result, we came out 79 free publications. The number of requests from journalists in the bank for the next month tripled. The growth of publications, not related to this event, rose twice”.

Maria Gorbacheva

By author Maria Gorbacheva

A day in the life of the little man
«Я не чувствую себя какой-то особенной, просто маленькая»

Reading time 13 minutes

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Every morning Olga goes to work, and in the evening returned to his apartment in Mitino, where waiting for her husband and five pets. Weekends spent with friends and family. In general, her life is a little different from the lives of many others, except that Olga – dwarf. At age 32, her height is less than 130 centimeters. I spent one day with Olga, making sure that it does not interfere with living a normal life.

About young people

— What I’ve seen all sorts of projects for young people, they always depict some sad and lonely. They look askance and point the finger. This is not the case — says Olga at the beginning of the day. — The main thing is how do you – is the attitude of people. I just recently asked to participate in a photo shoot “Disabled people in bright colors,” so I immediately refused. Because it looked very pathetic and sad. I do not feel any special, just a little. But I love it when I help. When allowed to leave work early, — she laughs. —So, Regret and make concessions – are different things.

It is believed that each social group has its own psychology and taboo on certain words and topics. Olga believes that not always and not all of it happens.

— I do not know how to others, but to me does not need any special treatment, I am open to dialogue and be happy looking for some new friends. I even tried to make friends in social networks with the same as me, but they did not go to the contact. They were silent and notorious people. And just born an interest in me, how they live, how they relax, where the dress.

According to her, the only taboo to communicate with young people – it is the word “dwarf” and “midget.” Primarily, this medical terms, which, in general, there is little discernible. Dwarf – people with acquired disease of the pituitary (ie, lack of growth hormone). Liliput gets pituitary insufficiency inherited. Dwarf – has a low rise with a disproportionate body, his short legs and a large head. Lilliputians is quite harmoniously composed, but they are significantly lower than dwarfs, their growth is not more than a meter. Lilliputians can not have children.

At Olga street not too stands out in a stream of passers-by

Home furnishings

Oli day begins at seven in the morning – she is drinking tea in the kitchen. There Olga talks about household chores.

— I get up early to cook breakfast husband. And after work, I rush home, so he was left without dinner. Men – the children, they can not do themselves. For food, I go too. The only thing I can not do at home because of small stature – a turn on the lights, but here comes to the aid of a chair. Also I can not get something from the shelf in the store – good people help out. More I can not pull of gravity. And I love all different gain. I actually have a lot of unnecessary things at home. I put everything on the “Avito” To good not disappeared.

House Olya live cat, rabbit and chinchilla

However, home furnishings from the family rather ambiguous – they live a husband’s brother and his wife with a small child. They Olya is in a bad relationship, and virtually no talking. One reason: the housing problem. It tells the girl, the neighbors want to completely take the apartment itself, so expect a divorce with her husband Oli. The first room from the kitchen – living room, but after the death of her mother in law is a room used as a pantry. Next to her brother-room and his wife, and in the farthest Olga lives with her husband. There is a corner table with a computer, a number of – a compact sofa and plasma TV. In another corner of the large bed, littered with things. Olga leans over and pulls out from under her fluffy ginger cat muzzle with disaffected. The girl has another cat and two cats, but now they live with her mother. Apart from them in the corner is a spacious cage with a small rabbit, and on the balcony there are three chinchillas. Olya laments: if not for relations with its neighbors, pets these things would not stop there. She wants to have a dog and more.

Getting around the city

Olga works in Odintsovo. On the road from home to office usually spends half an hour. On the street and in public transport Olya feels confident all the routes studied the length and breadth. People do not pay attention to the low Woman, nobody is pointing. The only difference – it more often than the other girls, give way to public transport. Despite the rush hour on the subway Olga is not lost and is guided into the crowd in the same way as other passengers.

In transport Ole give way more often than other girls

— Increased attention I use in children. When they noticed me at once fit to learn, but after a couple of minutes imbued with confidence and begin to tell their stories. Children take me for her, — Olya is smiling.

Thanks to state benefits for disabled Ole enjoy free rides. This allows you to save, as the girl has to use three types of transport at least twice a day. Also, her monthly pay allowance, which varies in the region of eight to ten thousand. But of all the benefits Olya loves best free tickets to the theater – performances she tries to attend every week. Getting around the city it is not difficult – Olya said that I went to work not for money, but not to sit in one place, it is necessary to do something with energy.

— Now I am working on a specialty agroecology. Prior to that, she worked in the service of the reservation and in the call center ISP. In the good places I did not take. I come to the interview, but I immediately refused without explanation. I think the main reason is the experience – at that time I did not have it. Of course, the reason is that a small increase. Employers doubted my physical abilities, although I’m a very responsible and serious attitude to business. This is all the stereotypes and prejudices, without which we nowhere.

Job

Olga works in the company's environmental, there are many of her classmates — Olga works in the company’s environmental, there are many of her classmates

Current job Oli – private company, which is engaged in a test of the soil before the construction of an object. The three spacious rooms geologists working at the same time, geophysicists and ecologists. Olga is listed in the group of environmentalists, he goes to the place settings and takes the analysis of the soil, and then measures the radiation and wrote a report based on these data. Company owners picked a team of former classmates and colleagues. That is the business relationship arose after the friendly. So it was with Olya.

— Twenty-eighth of June, we celebrated my birthday – when a friend wished me to fulfill your dreams and find a job. A few days later I got a call Lesha and Victor, inviting us to work with Ira in their company. With the guys we studied together at the Timiryazev Academy, so since last August and we work as a team, — says Olga.

For seven hours spent in the office, Olga got acquainted with all my colleagues who have great pleasure in telling me all sorts of stories of Lyali life (as Olga kindly call colleagues).

— The boys, of course, I forgive the tardiness and early departures, and are sensitive to any situation, but I’m still trying to work out for lost time, — says the girl.

At the same table with Olga sits that same IRA, with which they are friends with the first course. According to her, Lala brings excitement to the team.

— It is very curious, always looking for a some adventure, something to sell, someone help, somewhere calls. It falls out of the standard of living, compared to it, we all inhabitants here. It infected Lala I love animals – I also have a cat and a chinchilla. The only negative – it is straightforward, says what he thinks. Despite this, she has many friends: we had somewhere to go, and it often approach people with the words “Oh, and we know you,” — praising her friend Irina.

— She and the institute had always been so active, all gathered around him. But this time we decided to help her — says Victor, one of the chief Oli and her former classmate.

Free time

After work, Olga goes to “The State Theatre of film actor.” Any event Olga tries to attend every week. In addition, she loves to travel – prefers to Thailand, Vietnam and China.

— Asia for me – something new, unusual. And the people there are open. Of the European countries, I was only in Greece and Montenegro. I did not like: bad service, and some people angry. But in general I do not care where to go. The main thing – to anyone. I usually travel with my friends, my husband does not love all of these movements. Incidentally, in the nearest future I – to go somewhere in the mountains, skiing or snowboarding. In the meantime, I just got to the suburbs.

The theater Olga met her friend Nastya, with whom he worked in the call center five years ago. Performance “Angelova doll,” directed by Yegor Druzhinin lasts only an hour. After completion of setting the girls go to the Arbat in the “tavern” where I leave them and not to interfere with friendly conversation.

Photo by the author

HitMedia

Should we start a business with friends?
Деловой интерес против крепких дружеских отношений

Reading time 7 minutes

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Can I start a business with friends? This eternal question every entrepreneur has to look for the right answer. Although not too much to ask the opinion of those who decided to combine friendship and business and, despite all the fears, he began his work with his comrades. We provide entrepreneurs arguments “for” and “against.”

FOR

Yuri Lifshitz, co-founder of coworking center “Coverage”: “If you have been familiar with and do projects in the past (eg, the school organized trips), then you know exactly how you will solve the conflict. You have a high level of trust, avoiding micromanagement. Investors clearly prefer teams that have long been working together and have common values. The reason for the failure of startups №1 – a conflict cofounders. The long and positive history of relationships may reduce this risk. Example: co-founders of “Yandex” Arkady Volozh and Ilya Segalovich – classmates at the Republican Physics and Mathematics School of Almaty.”

AGAINST

Gabriel Levy, CEO of “Dnevnik.ru:
“Unfortunately, in any” friendly “business, there comes a time when each of the partners have to make a difficult choice between the interests of business and friendly relations. The situation may be different, but the result is usually the same – yesterday’s comrades swear three sheets and, at best, stop communicating, and at worst – have become bitter enemies. In a difficult situation only a few put friendships and relationships over money, power and personal ambitions.”

FOR

Richard Reid, the founder of Innocent Drinks: “I have many warned that business with friends – a very bad idea. But we have proved that it is not. We were close friends before, but now have become even closer. The last 14 years we are working in the same office. We have three common values. We want to succeed, but do not want to sell it for the soul. And always aware that the work – is one thing, and friendship – is another. At work, we do not discuss personal things outside of work, we do not discuss work. We are very lazy. If someone had a big ego, then we may be, and would be disbanded. When a company has become a large, we were forbidden to fly on the same flight. If the plane falls, there will be nobody to lead the company. Of course, we understand that the idea of intelligent. But still we fly-way, because none of us are not interested to stay in business on its own.”

AGAINST

Vyacheslav Semenchuk, CEO My-Apps.com: “If you have friends, then you understand the strong and weak sides of each other? In practice it is not so. Friends, an active and hard-working, business turned in front of the lazy workers in what you have never seen them. Do you trust each other and believe that one you do not throw? In fact, because of the high trust of friends can deceive you for so long that it can not be compared with the usual trick employee. Friends do not have to pay? Once you start working, they focus on all of your money. From my partner and friend, with whom we shared is always 50 to 50, I once heard that he wants 80% of the business (which has already become large) and I the remaining 20%. Then he immediately ceased to be a partner. Friends always help you out in life, is brought to the house drunk and borrow money? In business, this will not wait. Those friends will score a job and tear as possible. And you have to do everything yourself. And to leave with a friend who does not work, we need determination. Because after that in 95% of cases, it ceases to be your friend.”

FOR

Max Litmus, the creator of the resource Planeta.ru:
“I am convinced that to start a business with friends is possible and even necessary. If this is the case in your life, and you invest in it with all my heart, that friends can become a reliable support. This is especially important if you do that no one before you did, and you have a lot of work on the destruction of stereotypes and skeptical statements about the activities of your company. In cases where the coming great moral and material investments, friendship helps keep your internal resources and direct all energy on achieving results. This feeling of fellowship in general an interesting fact, that people are engaged with dedication and faith in a successful enterprise. If the business involves sawing chego-to very valuable and accidentally turned up, or is it a workstation on a large competitive market that has the “special rules”, such as businesses in our country a lot, then it is likely that there may be fast friends stop being friends and generally crap one another injury at the stage of signing the contract.”

Maria Gorbacheva

By author Maria Gorbacheva

10 facts about China from ayseker
Очереди всегда и везде, много острой еды, странные фото и один часовой пояс на всех. А что вы знаете о Китае?

Reading time 9 minutes

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My first experience of international internships began in 2014, when I decided to go for six weeks in China. I slightly knew where I was going, what food, how can survive. But that did not stop me!

The project called «Dare to Dream». Interns from twelve countries (Malaysia, USA, Morocco, Poland, the Netherlands, United Kingdom, Australia, Taiwan, Egypt, Turkey, France, Canada) worked with me in the summer school. We teach the children English, and talked about the culture of our country. During the trip we lived in several cities: Beijing, Tianjin, Xi’an, Zhangye. The greater amount of time spent in Tianjin (two weeks living with host families and prepared for the project) and Zhangye (summer school, where we were working, it was there). My observations about China, you will find in this article.

1. Geography

China – the third country in the world in the occupied territory (after Russia and Canada). Shanghai and Beijing – the two most densely populated city in the world. China is very diverse topography. On its territory there are high mountains and plateaus, and valleys, and deserts and vast plains. In general, the nature of beauty just incredible! Recall, or Rainbow Mountain Natural Park Zhangjiajie, which became the prototype of the natural environment in the “Avatar” movie.

Zhangjiajie Park and Rainbow Mountain Photo: http://cheaptrip.livejournal.com/25536901.html

As for the temperature in summer it is very hot (up to 35 degrees), so that all Chinese women are hiding under umbrellas. But winter is quite chilly (average 4 degrees, but in Harbin because of Icy air penetrating from Siberia, the temperature can drop to -18 degrees). However, half of China’s lives without central heating. Just to save energy we have decided that the city south of the Yangtze River will manage without a central heating system. For example, in Beijing or Harbin apartments have the battery, but the people of Shanghai to wear winter garments at home. My friends, the Chinese go in jackets, always spattered with toothpaste, because it is necessary to wash the winter fully dressed.

In China, such a large, only one time zone. Therefore, in China’s western provinces it begins to dawn at 10 am, and in the east – the darkness can occur almost immediately after dinner.

2. Population

Overcrowding – it is true and not a joke. How many people in China! Many – a weak word to describe their number. Everywhere endless queues, whether it is a shop, café, bus stop or the Great Wall of China. Every fifth person in the world – Chinese. Be especially wary in China during the Chinese New Year (February), otherwise you just crush the Chinese crowd that hurry home to celebrate the festival.

The main features of the Chinese:

1) it is impossible to determine their age, they look very young;
2) all firmly believe in the uniqueness of their nation. Firstly, they are one of the most ancient civilizations, and secondly, they are sure that everything has been invented in their country: paper, the compass, gunpowder, printing, watches, silk ice cream. Yes, and just Chinese – a real mystery: for the letter they use the characters for food – sticks, for protection – the Great Wall.

3. Trains

The Chinese love to move around the country en masse, so train them unusual. About speed and comfortable, I will not speak, this is clear. But ordinary trains – is another matter. They are located in a compartment than four shelves as we have, and six! Before we went to Xi’an seventeen hours, but none of the Chinese did not change clothes, besides all lay on their beds under a blanket in a shoe! The light turns off the train at 22:00, at the same time and the toilet stops working. And even if our trains is disabled ambient light, the small still always there, but here everything is turned off!

Also, travelers have the opportunity to buy a sedentary ticket or a ticket without a seat. Some trainees have “lucky” to get to Shanghai with a ticket without a seat. This means that where you “fall”, there is your place. Therefore, these “lucky” to huddle under the shells of fire extinguishers in the aisles on the floor, on other people’s suitcases.

Tip: buy tickets to any destination in advance.

4. Food

The Chinese have a cult food, they never miss a meal – it is holy! Chinese traditional greeting – may sound like – instead of the usual us “how are you doing»: «你吃饭了吗?» ( “No chshifan le ma?”), Which is translated into Russian as “Have you eaten?”. Chinese cuisine is very sharp in most provinces. Be ready!

5. Language

Mandarin Chinese is the official language in the country. In it more than eighty thousand characters. On average, the Chinese, who graduated from university, knows five thousand characters. However, China is inhabited by 55 people, communicating to 206 languages, so the country’s overall writing and pronunciation is different. In this connection, on TV on every channel at the bottom of the screen there is always a running line with the characters.

6. Children

Chinese children are very shy. At the lesson they are difficult to stir up and cause to express their point of view. Even when asked, they will rise from their seats, without raising his head, cast a glance classmates as if asking permission to answer, and then quietly utter what they wanted to say. These are children from thirteen to seventeen. In restless, active kids and students is no longer distributed.

My fellow Chinese are saying that the reason for closure of Chinese adolescents is focus on their studies, because the competition in the universities is incredibly high. By the way, this is why we have been working in summer school: parents send their children to school even during the holidays.

7. The poses in the photo

Yes, the Chinese do love cute pictures: take the same posture on the incredible group shots and put fingers.

Two finger peace symbol Photo: http://www.withhusbandintow.com/you-know-youre-in-southeast-asia-when/

8. The Fortune Cookie

Contrary to popular belief it is not a Chinese tradition. These cookies invented in 1920 in San Francisco, one of the working factories for the production of noodles.

9. Ping Pong

Perhaps the most popular Chinese game.

10. Panda

All pandas living in the world, live in China. The only pandas that are beyond the boundaries of China, leased by the Chinese authorities. If in a foreign country they are born cubs, they are also considered to be the property of Beijing.

Global Citizen AIESEC – internship program volunteer. Member lives with an international team and work in a social project, which lasts 6-8 weeks. Would you also dive into the Chinese culture or the culture of any other country? Then join the international team aysekerov.

Explore the world, explore yourself!

HitMedia

“The main thing of media is intonation”
Филипп Дзядко в ВШЭ на ток-шоу «В точку!»

Reading time < 1 minute

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The chief editor of the educational project “Arzamas”, the former chief editor of the magazine “Big city”, the director of special projects of the magazine The New Times, host of TV-programme “Dzyadko3” on “TV Rain” Philip Dzyadko – is the guest on the talk show “To the point!” of the media center at the Higher school of Economics.

The full version of the program:

All video channel Hit.Media on Yutube

HitMedia

Alexey Ametov about how to become a good journalist
Создатель издательского дома Look At Media в студии ток-шоу «В точку!»

Reading time 2 minutes

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“Less painful to work in the Russian media will be if, after 2018, and while the situation is very unfavorable. Although everything in Russia is unpredictable, maybe tomorrow you will wake up – and less pain the day after that, again more”.

Alexey Ametov told what is the best way to maintain the spirit, and what you should do if you don’t have this tool.

Alexey Ametov about how to become a good journalist:

“Particular institution doesn’t matter: you can be a graduate of journalism and no journalist, but you can learn from anywhere in the University, the faculty, which serves nuclear and wonderful writing. The main thing to have the talent.”

Do you want to work in Look At Media?

“The right thing – asking for an internship in the summer, when everyone’s on holiday, and the editor rubric happy to take advantage of free labor”.

Full version of talk show of media center HSE and Hit.Media “To the point!” with Aleksey Ametov you can see here:

All video channel Hit.Media on Yutube

HitMedia

“It’s like if in boxing to give the enemy in the balls”
Леонид Радзиховский в ВШЭ на ток-шоу «В точку»

Reading time < 1 minute

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Leonid Radzikhovsky is one of the most witty, sarcastic and columnists of our time. Talk show “To the point” with him as a guest of the Studio was held on Thursday 28 April at 18:00. It was not boring to anyone.

Full version talk show with Radzikhovsky:

Biospace

Leonid Radzikhovsky (November 1, 1953, Moscow) — Soviet and Russian writer and scientist, a psychologist. Candidate of psychological Sciences. Member of the Union of writers of Moscow. The winner of the award “Golden pen of Russia” (1993). Columnist in “Rossiyskaya Gazeta”, the online edition of the “recent comments”, a permanent member of the radio station “Echo of Moscow”. In some publications used the pseudonym “Boris Suvorin”.

More at Wikipedia

All video channel Hit.Media on Yutube

HitMedia

Success Secrets of Masha and the Bear
«Анимаккорд»: как возникла самая успешная российская студия анимации

Reading time 8 minutes

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One of the episodes got over1 billion views on YouTube, all around the worlds related products are sold, and the creators have managed to produce two cartoon spin-off about a little girl and a big bear. We found out how the most successful Russian animation studio was created.

Where did Masha appear from?

Animakkord Studio was created specifically for the Masha and the Bear project completely on the money of the investors, whose names were not disclosed. According to thef serial co-producer Dmitry Loveyko, it was not clear, whether the project would shoot off / be a success or not, but in the creators hands there were 8 scenarios, and the entire series’s plan has been developed. Fortunately, investors were ready to wait for five years until the series would be recompensed and return the money to them. All was left as to to set up technical project line, engage experts, prepare the intellectual protection and work out a marketing campaign.

Initially, creators did not plan that the studio would have a complete production cycle. From the very beginning two Russian animation studios offered to take up all the technical side of the cartoon production. However, six months after the launch the authors realized that the Russian studios basis was good but it was not enough. “For licensing activities and development of the brand it would better if the entire production of” Masha “was focused under our control,” – says Loveyko. Therefore, it was decided to set up his own studio in 2008. Due to a crisis many studios were closed so it was possible for “Masha and the Bear” to recruit a highly professional team.

All the technologies and staffing originally were built to create an animated TV series of premium status in all components: animation, image and music. “We realized that there were a lot of animated series, especially in the West and in Asia – says Dmitry Loveyko – as it is required format for today’s niche of children’s television.”

To avoid being like anyone else in the market, the creators decided that the cartoon hallmark should be a three-dimensional animation with a very high level of imaging. The benchmark for the series was the 3D animated movies like Pixar and Dreamworks.

Who is Masha?

“The idea of the show came from the fact that we wanted to present the relationship between adults and children is not a didactic, but in a comic form so that all the spectators had a clear understanding of that heroes experience”, – says the director of the project Denis Chervyatsov.

According to Chervyatsova Masha has been drawn from a real prototype. In 90th Art Project Manager Oleg Kuzovkin was resting on the sea and saw a little girl on the beach. The baby was so genuine and open for communication that could easily come up to a stranger and play chess with him or pick up flippers and go to swim in them. However, after a few days holidaymakers began to hide from the girl – so active and annoying she was. This story stayed in Kuzovkin’s head and a few years later came into the idea of the serial.

Plots for the serial creators were also takenf rom private life. “Most of us have children, – says Chervyatsov. – Those who are engaged in animation, copy the behavior of their children or friends, in the same way as writers do. ”

International success

The series about the friendship and adventures of a little Russian girl and a big bear quickly gained popularity all around the world. The cartoon is broadcast in 22 countries, and one of the series, “Masha + kasha” brought together more than a billion views on YouTube, becoming one of the 17 most popular videos in the history of the service.

The popularity of the series is explained by its creators in a simple way: such a light-hearted, playful and cheerful “Masha” is present in almost every family, irrespective of its nationality. “I think that all children up to 5 years in any country are not much different” – says Denis Chervyatsov with a laugh. In the series, there are no long dialogues. According to the creators, they made an accent action rather than on dialogues, they are closer to the silent movies format, where everything is clear without words.

In addition to the audience recognition “Animakkord” also won professional respect. One of the most influential professional publications, Canadian Journal Kidscreen, since 1996 has presented its own award called Kidscreen Awards, a kind of Oscar in the field of animation. In 2015, Masha and the Bear won Best Animation nomination for this award. Moreover, Kidscreen called this studio one of the most successful production companies of the year on a par with such masters of animation as the Cartoon Network Studios and Dreamworks Animation Television.

What’s next?

Apart from the main series Masha and the Bear it has been expanded to two spin-offs. Masha’s fairytales were launched in 2012, and in 2014 they released their second spin-off Mashkin’s Horrors. In Masha’s fairytales Masha introduces the viewer to the world of Russian folk tales, and in the horror stories” she tells“scary” stories, which in fact become / turn funny and instructive. The creators of the show do not want to comlete it, hoping to further expand the universe of the project. Together with partners Animakkord creates a network of interactive learning/ educational museum. Masha and the Bear alsoproduces magazines and educational computer games.

However, the producer is sure that in the next couple of years, Masha and the Bear will just remain a series, they are not considering full-length film because it need huge resources. Since the project has no state maintenance, Animakkord can count only on themselves.

“I hope that in a year or two we will become a full-fledged international brand, then if we have a partner with a successful experience in the production of three-dimensional full-length films, of course, we will consider cooperation”

– says Dmitry Loveyko.

Now in the studio there are about 100 employees, who work simultaneously on several cartoon series. It takes about three months to create one series.
According to Sosial Blade estimates, through advertising on the YouTube brings to Animakkord about $ 1.5 million per month. Most of the profits of the project comes from the licensed products with Masha and the Bear. This is food, stationery, toys and much more. An agreement on the products of the same brand has already been signed by Annimakord with major players in the market as Danon, Burger King and the German toy maker Simba Dickie. As estimated by the studio, this year’s sales revenue could reach $ 300 million, which would mean a $ 15 million profit for the company.

The producer gives a simple explanation of the success of Animakkord: “Masha” is made with love and a very good team of professionals. “We work on the principle that the next series should be better than the previous one” – says Loveyko. Masha and the Bearis primarily a “series that is clowanage, a clowanage that is clear on all continents to adults and children.

Nadezhda Ustinova

By author Nadezhda Ustinova