Media Network

Media Network

Engaging Apolitical Demographic Through Entertainment

Engaging Apolitical Demographic Through Entertainment

CONTEXT

According to various opinion surveys in 2023, nearly 40% of the population in Belarus distrust political actors and appear uninterested in the news. They crave stability, not slogans, and their feeds are filled with entertainment, not policy debates. Propaganda understands this dynamic, embedding messages in seemingly neutral content.

WHAT WE DID

We created an alternative media ecosystem centered on culture, daily life, and human connection—steering clear of overt political rhetoric. We met our audience where they were: in kitchens, living rooms, and TikTok scrolls—and introduced narratives that made democratic ideas feel natural and relatable, rather than foreign.

THE MORNING SHOW:
BELARUSIAN DREAM

MORNING SHOW

MORNING SHOW:
BELARUSIAN DREAM

The show offers a hopeful, positive perspective on Belarus' future through dynamic, constructive dialogue. Hosted by Katya Rajeckaya, the show engages esteemed Belarusian guests to discuss progress across various societal and state domains, steering clear of radical rhetoric. Instead, it fosters optimism, focusing on the recognition of Belarusians' talents and the potential for a better future.

THE COOKING SHOW

COOKING SHOW

COOKING SHOW

Hosted by playwright and activist Nikolai Khalezin, this show taps into the intimacy of Soviet-era kitchen conversations. It pairs food with emotional storytelling, exploring themes like identity, resilience, and personal responsibility. Targeting urban and suburban audiences, it resonates with viewers who are interested in cooking, family life, and meaningful dialogue.

OTHER FORMATS WE LAUCNHED

OTHER FORMATS
WE LAUCNHED

OTHER FORMATS
WE LAUCNHED

TAROT

Platforms:
YouTube, Instagram, TikTok

TAROT

Platforms: YouTube,
Instagram, TikTok

TAROT

Platforms: YouTube,
Instagram, TikTok

The show offers a mystical take on current events, blending spiritual insights with everyday topics like political developments and social changes. Aimed at young, disengaged Belarusians (20-35), the show uses tarot readings to predict outcomes on subjects like McDonald's return or Lukashenka’s foreign trips. make sense of a chaotic world.make sense of a chaotic world.a chaotic world.make sense of make sense of a chaotic world.make sense of chaotic

The show offers a mystical take on current events, blending spiritual insights with everyday topics like political developments and social changes. Aimed at young, disengaged Belarusians (20-35), the show uses tarot readings to predict outcomes on subjects like McDonald's return or Lukashenka’s foreign trips.

ASTROLOGY

Platforms:
YouTube, Instagram

ASTROLOGY

Platforms: YouTube, Instagram

The show provides calming insights into current events through astrological forecasts. With a seasoned host, the show explains the influence of the stars on current affairs and offers horoscopes of public figures. Targeting older, disengaged viewers (30-65), it blends political analysis with the comfort of astrology, delivering content that helps viewers make sense of a chaotic world. make sense of a chaotic world.make sense of a chaotic world.a chaotic world.make sense of a chaoti

The show provides calming insights into current events through astrological forecasts. With a seasoned host, the show explains the influence of the stars on current affairs and offers horoscopes of public figures. Targeting older, disengaged viewers (30-65), it blends political analysis with the comfort of astrology, delivering content that helps viewers make sense of a chaotic world.

RELATIONSHIPS

Platforms:
YouTube, Instagram, VK

RELATIONSHIPS

Platforms: YouTube,
Instagram, VK

The show explores political and social issues through the lens of personal stories, tackling questions like “Is it ok to date a Russian military man?” Hosted by two presenters who appear to be girlfriends, the show brings relatable, everyday discussions to sensitive topics, engaging 35+ women.

COMEDY SKETCHES

Platforms:
TikTok, Instagram

With a focus on political and social events, the shows present news in a lighthearted, often satirical style, making it accessible and entertaining for viewers. Aimed at an audience of youngsters, it combines humor with sharp commentary, offering a refreshing perspective on the state of Belarus and the world.

MILESTONES

6.1 million total audience outreach

6.1 million total audience outreach

6.1 million
total audience outreach

35% average viewing depth

35% average viewing depth

35% average viewing depth

Established a replicable model for narrative infiltration through
soft power content

Estab-lished a replicable model for narrative infiltration through
soft power content

Established a replicable model for narrative infiltration through soft power content

WHAT WE LEARNED

1.

People aren’t turned off by politics. They’re turned off by aggressive, often one-sided, and polarising rhetoric. Tone is crucial.

1.

People aren’t turned off by politics. They’re turned off by aggres-sive, often one-sided, polarising rhetoric. Tone is crucial.

1.

People aren’t turned off by politics. They’re turned off by aggressive, often one-sided, and polarising rhetoric. Tone is crucial.

2.

Heavily scripted shows with hired hosts fell flat. The most successful formats were those where people personally invested into the subject.

2.

Heavily scripted shows with hired hosts fell flat. The most successful formats were those where people personally invested into the subject.

2.

Heavily scripted shows with hired hosts fell flat. The most successful formats were those where people personally invested into the subject.

3.

Entertainment isn’t fluff. It’s how people metabolise truth. When executed well, it can deliver meaning where traditional messages fail.

3.

Entertainment isn’t fluff. It’s how people metabolise truth. When executed well, it can deliver meaning where traditional messages fail.

3.

Entertainment isn’t fluff. It’s how people metabolise truth. When executed well, it can deliver meaning where traditional messages fail.

Ready to shape culture from the inside out?

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