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CTC to benefit from programming boost and advertising uptick

Russian broadcaster CTC Media is expected to boost its audience share across its terrestrial and digital channels as a result of boosting its spending on programming, according to analysts.

Investment bank Morgan Stanley noted that the broadcaster, which operates the main CTC channel as well as two digital channels, will also benefit from a booming Russian advertising industry.

“CTC’s audience share is slightly growing and we expect it to benefit from a material investment in content and marketing for the smaller Domashny and DTV channels in 2010. Our confidence is underpinned by TV strengthening its position as the primary advertising medium for major advertisers through the recession,” it noted.