By Ivan Anderzhanov
In a further sign of a thawing in Anglo-Russo relations, VTB Capital is to sponsor a major series looking at Russian business to be shown on the venerable British Broadcasting Corporation (BBC).
The series, which will begin transmitting this month, will focus on business across Russia, examining people, companies and products.
VTB Capital, a state-controlled investment bank, will be undertaking a range of advertising and sponsorship activity around the new programme, according to a statement.
The sponsorship activity is centred “series of 50 second vignettes” and advertising spots around broadcasts of the main 30 minute programme.
VTB will also slaps ads on BBC.com, with advertising around Russia Business Report’s online pages as well as finance and business content and video on demand on the site.
Relations between Britain and Russia hit rock bottom in recent years. Businessmen and investors from Blighty were afraid they might become pariahs in Moscow following a dispute at Anglo-Russian joint venture TNK-BP, the closure of the British Council’s offices in Russia and the Kremlin’s refusal to extradite Andrei Lugovoi, the chief suspect in the London killing of dissident Alexander Litvinenko. Diplomatic relations between the two Governments sank to their lowest point since the Cold War.
Olga Podoinitsyna, a managing director at VTB Capital, said in a statement: “It is a pleasure to be part of a Russia-focused project filmed by BBC World News – a TV channel known for its immaculate reputation and high standards of journalism. This programme will enable viewers across the globe to learn more about the potential of our country and its business opportunities.”
Stone the crows. What next? Deripaska to stump for pimms at the Henley Regatta? Sechin to duet with Sir Cliff Richard at Queens Tennis club? Suggestions on a postcard…
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