My consulting contract with the UzReport TV channel in Uzbekistan has ended. I worked with a team of passionate and talented professionals for over a year, developing the UzReport news channel, a news agency, and a sports channel. Since the beginning of this year, the UzReport media platform has expanded with the addition of an English-language channel – UzReport World. Now, there are all the prerequisites for the successful development of an English-language channel in the Central Asian region, as it’s still tough to obtain substantial economic information from this region regularly. Often, even in a particular country, you can only learn about a significant Forum after it has ended. The official information about a large-scale international agreement contains only the sum of the project and the industry in which this project will be implemented. No names, company names, or comparative information regarding time or region exist in official press releases. I believe that the influx of investments into the country is somewhat delayed; potential investors are not informed about “success stories”. All efforts are directed inward to inform only the local population about a successful project.
Uzbekistan has been implementing a reform program for several years. Quality internal and external communications are crucial for successfully implementing any large-scale reform. Many years ago, I worked in China in infrastructure and transport projects. Since then, the words “reform” and “communications” always go together for me. Of course, without quality national television, it’s difficult for the state to organize effective internal communications to be in close contact with the population and for the population to feel their involvement in the major changes in the political and economic life of the country. However, the complexity of the situation lies in the fact that, despite the importance of creating economic and business content, in real life, this content is replaced by political and social content, which does not solve the task of increasing the economic literacy of the population and does not contribute to increasing the interest of the wider population in the development of entrepreneurship.
Lately, there’s been a lot of talk about the television audience moving to the internet. I believe that the success of a media platform is measured not only by quantitative indicators of audience growth but also by the strength of communications. A good example is the daily TV news, which, for many, determines the informational field of each day. Within this informational field, audience members independently verify and supplement the information received in the TV news on the internet. A telling example is the story of President Trump’s tweets, which American TV channels report to the nation in the morning. Americans know what is in the tweets, but most of them learn about the contents of the tweets from television programs. Is it appropriate to say President Trump communicates with the population through the Internet? Of course not! He communicates through the internet with television journalists, and they communicate with the population!
I sincerely wish creative satisfaction and commercial success to Uzbekistan’s new international TV channel – UZREPORT WORLD! The channel is starting its work at a difficult time; however, it is precisely tricky times that allow it to quickly gain a loyal audience and reliable business partners. The guarantee for this can be quality, relevant content, and careful positioning of the channel’s brand in relation to all target groups of communication impact.
Reflecting on my time with UzReport, I am reminded of the beginning of my collaboration with them in 2017. Then, UzReport invited me to lead a program called ‘Branding’. This initiative was both seasoned and strategic, focusing on Uzbekistan’s most crucial industries, such as foreign direct investments, exports, tourism, event management and corporate, regional and national branding. Each episode of ‘Branding’ delved into these industries’ intricacies, highlighting the significance of strong, coherent branding strategies in elevating the national and regional profiles.
The ‘Branding’ program was not just a series of discussions; it was a platform for exploring how effective branding can impact economic growth and the perception of Uzbekistan on the global stage. It was a beacon for entrepreneurs and business leaders, guiding them in the nuances of effective branding in a competitive global market. Our goal was to illustrate how strategic branding could propel industries forward and play a crucial role in the economic resurgence of Uzbekistan.
As I bid farewell to UzReport and look forward to new challenges and opportunities, I carry with me the rich experiences and insights gained from the ‘Branding’ program and my involvement in the development of UzReport World. These projects have contributed significantly to Uzbekistan’s media landscape and have played a pivotal role in redefining the country’s image on an international platform. I wish UzReport World, along with all its associated channels and initiatives, continued success and growth as it strives to bring quality content and valuable insights to its audience.
I will be happy to receive your comments and requests for more information:
Sergey Stanovkin 