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Pershyi
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Pershyi (Ukrainian: Перший [ˈpɛrʃɪj] ⓘ, lit. 'First') is the Ukrainian public television channel, operated by the Public Broadcasting Company of Ukraine.
Key Information
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It is the only Ukrainian TV channel covering over 97% of Ukraine's territory. Its programs are oriented toward all levels of Ukrainian society and national minorities. Among priority directions of the network are information, popular science, culture, entertainment and sports.
History
[edit]
The station's history traces back to the first experiments on February 1, 1939; regular broadcasts started on November 6, 1951.
In its current form, it was launched in 2015 as the main TV channel of the newly created public broadcaster. The channel has replaced Pershyi Natsionalnyi (Ukrainian: Перший національний, First National), the state-operated TV channel that traced its origin to the Soviet UT (Ukrainian: Українське телебачення, Russian: Украинское телевидение, Ukrainian Television) and after dissolution of the Soviet Union, UT-1. The channel's anniversary has always been November 6, the anniversary of its first broadcast in 1951.
Pershyi is neither influenced by the state nor by Ukrainian oligarchs, which makes it one of the most transparent and reliable media outlets in Ukraine.[1] The channel has a series of journalistic investigations related to corruption in Ukrainian politics, including incidents that were related to the incumbent (at the time) presidents Petro Poroshenko and Volodymyr Zelenskyy.
In 2019, the channel planned to change its name to Suspilne TV (Ukrainian: Суспільне ТБ, Public Television) as a part of rebranding process of the public broadcaster.[2] However, this idea was later dismissed by the Supervisory Board of Suspilne, who decided to keep the name Pershyi after the rebranding. The channel changed its logo and visual identity to the current on May 23, 2022.
It began broadcasting in high definition (HD) on April 12, 2022.
Because of the Russian invasion of Ukraine, from February 24, 2022 to May 21, 2024, the TV channel broadcast the informational marathon "United News". There was no advertising on the air.
On May 21, 2024, the TV channel partially resumed independent broadcasting, expanding the information block of content — it broadcasts its own informational marathon "Suspilne. Studio", as well as on regional channels of Public Broadcasting. In addition, own informational telethon is part of "United News".[3] The move came as part of an indecision over whether or not the main channel should continue broadcasting United News all day or to bring back its own programming after two years.[4]
Logos
[edit]From 1991 to 1995, the logo was in the bottom-right corner and then (1995–1997) the logo was in the top left corner. From 1997–2022, it was in the top right corner. The logo returned to top left corner starting from 2022.
- From March 6, 1992 to August 23, 1997, the logo was a large-type УТ-1 and was white and semitransparent. It was on bottom right corner (until 1995) and later switched to the top left corner. It disappeared during news and advertisements in 1991–92 and 1995–96 respectively.
- From August 24, 1997 to February 6, 1998, the logo was a red-green-blue triangle that remotely resembled a diagonal one. It was on top right corner.
- From February 7, 1998 to August 23, 2005, the logo was white and transparent vertical line and was white and semitransparent. Its on-screen display position remained unchanged.
- From August 24, 2005 to March 31, 2006, the logo was white, was included in a ring with white boundary paths and red background. Its on-screen display position remained unchanged.
- From April 1, 2006 to August 31, 2008, the logo was white, was included in a ring with white boundary paths and a transparent background. The logo was white and non-transparent. Its on-screen display position remained unchanged.
- From September 1, 2008 to June 6, 2014, the logo is white and transparent and was the Ukrainian word ПЕРШИЙ, meaning first. Its on-screen display position remained unchanged.
- From June 7, 2014 to April 6, 2015, the logo is white and transparent and was the Ukrainian word ПЕРШИЙ and miniature of Ukrainian flag. Its on-screen display position remained unchanged.
- From April 7, 2015 to May 23, 2022, the logo is white and was a large-type UA꞉ПЕРШИЙ (with the colon in colours of the Ukrainian flag until April 2016). Its on-screen display position remains unchanged. Since broadcasting into 16:9 format, the logo become smaller and letters are translucent. The ꞉ is not translucent.
- From May 23, 2022, the logo is a semicircle, near which the inscription "FIRST" is written in Ukrainian. White logo. It is located in the top left corner.
-
December 25, 1991 to August 23, 1997 -
August 24, 1997 to February 6, 1998 -
February 7, 1998 to August 23, 2005 -
August 24, 2005 to March 24, 2006 -
March 25, 2006 to August 31, 2008 -
September 1, 2008 to April 6, 2015 -
April 7, 2015 to December 9, 2017 -
December 10, 2017 to May 23, 2022 -
Since May 23, 2022 — present
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See also
[edit]Notes
[edit]References
[edit]- ^ "Телеканали, яким можна довіряти: запізніла на 26 років реформа нарешті зрушила".
- ^ ""UA: Перший» планує змінити назву на «Суспільне ТБ"". 20 December 2019.
- ^ ""Суспільне" выходит из телемарафона, но останется в проекте". Украинская правда (in Russian). Archived from the original on 2024-05-21. Retrieved 2024-05-21.
- ^ CHERNOTYTSKY: SUSPILNE WILL EITHER STAY ON THE TELETHON OR EXPAND PERSHIY BROADCASTING
External links
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Wikimedia Commons has media related to Pershyi.
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Pershyi
View on Grokipediafrom Grokipedia
History
Origins in the Soviet Era
The Ukrainian Television Center in Kyiv initiated experimental broadcasts on November 6, 1951, representing the beginnings of organized television in the Ukrainian Soviet Socialist Republic as part of the broader Soviet media infrastructure.[7] These early transmissions, limited to a small number of registered television sets—approximately 662 in Kyiv by late 1951—featured basic programming such as newsreels and educational content aligned with communist ideology.[8] The studio operated under the direct oversight of the Ukrainian SSR's Council of Ministers and the Communist Party, integrating into the All-Union State Television and Radio Broadcasting Committee structure that centralized content control from Moscow.[9] Regular scheduled broadcasting began in 1956, establishing the channel—initially known as Ukrainian Television (Ukraiinske Telebachennia)—as the republic's flagship outlet for relaying Soviet Central Television programs while producing localized Ukrainian-language material.[10] This dual role emphasized propaganda promoting socialist achievements, such as industrial progress under five-year plans and collectivized agriculture, alongside cultural fare like folk adaptations infused with proletarian themes.[11] Content adhered strictly to Marxist-Leninist doctrine, with pre-broadcast script approvals by party censors ensuring no deviation from official narratives; deviations risked severe repercussions for producers, reflecting the era's totalitarian media control.[12] By January 20, 1965, the channel evolved into the first nationwide service under the UT designation, coinciding with expanded infrastructure including transmitter networks that gradually increased coverage from urban centers to rural areas.[13] During the Brezhnev stagnation period (1964–1982), programming prioritized ideological conformity, with daily schedules dominated by state news (e.g., via the Vremya relay), heroic worker profiles, and anti-imperialist commentary, while viewership grew alongside television set proliferation—reaching millions by the 1970s through subsidized imports and domestic production.[9] The late Soviet phase under perestroika (1985–1991) introduced marginal reforms, permitting limited investigative segments on local issues, but core operations remained party-directed until the USSR's dissolution.[12]Post-Independence Developments (1991–2017)
Following Ukraine's declaration of independence on August 24, 1991, the Soviet-era state broadcaster was reorganized by Cabinet of Ministers decree into the State Television and Radio Company of Ukraine, with UT-1 serving as the flagship channel delivering news, cultural, and educational content nationwide.[14] The channel maintained its role as the primary public service broadcaster amid the transition to market-oriented media, though it remained fully state-funded and controlled, limiting editorial independence.[3] In 1995, a presidential decree restructured UT-1 under the newly formed National Television Company of Ukraine (NTKU), formalizing its operations as a state enterprise while allowing limited time-sharing with private producers, such as allocating slots to 1+1.[14] This era marked the erosion of the state monopoly, as commercial channels proliferated: Inter launched in 1996, followed by STB in 1997 and Novyi Kanal in 1998, compelling UT-1 to adapt by incorporating more diverse programming to retain audiences.[14] On September 1, 1997, the channel was renamed Pershyi Natsionalnyi to emphasize its national significance and distinguish it from emerging competitors.[14] Throughout the 2000s, Pershyi Natsionalnyi underwent multiple logo refreshes—such as updates in 1998, 2005, and 2008—and programming adjustments, blending traditional state-directed content with entertainment formats to counter commercial rivals, though viewership declined amid accusations of serving as a government mouthpiece under presidents like Leonid Kuchma and Viktor Yushchenko.[15] Political influence was evident, with the channel's news output often favoring ruling parties; for example, during Viktor Yanukovych's 2010–2014 term, monitoring revealed 48% of airtime devoted to pro-government narratives, reflecting systemic state oversight rather than journalistic autonomy.[16] In 2002, a presidential decree elevated its status to national broadcaster, enhancing its legal framework but reinforcing executive control over appointments and content.[3] Reforms accelerated post-Euromaidan, culminating in the April 7, 2015, rebranding to UA:Pershyi under the Public Broadcasting law, aimed at depoliticizing operations through independent governance and diversified funding, though implementation lagged due to budgetary shortfalls and residual political pressures.[14] By 2017, these changes positioned the channel for merger into the National Public Broadcasting Company of Ukraine (Suspilne), established on January 19, 2017, to foster greater pluralism amid ongoing challenges from oligarchic media dominance and external influences.[17]Integration into Suspilne and Rebranding (2017–Present)
The Public Broadcasting Company of Ukraine (UA:PBC) was established on January 19, 2017, as a joint-stock company under the 2014 Law on Public Television and Radio Broadcasting, integrating the state-owned National Television Company of Ukraine (NTKU) and its flagship First National Channel into a new public service framework aimed at ensuring editorial independence from government influence.[1][18] This merger dissolved the NTKU's direct state control, transferring assets including the Pershyi Natsionalnyi channel—previously rebranded to UA:Pershyi in 2015—to UA:PBC, with operations shifting to a model emphasizing public funding equivalent to 0.2% of the national budget annually, though initial implementation faced underfunding, receiving only partial allocations in 2017.[19][20] In December 2019, UA:PBC underwent a corporate rebranding to Suspilne Ukraine, reflecting its public service mission ("Suspilne" meaning "public" in Ukrainian) and unifying its outlets—including UA:Pershyi, regional channels, and radio—under a cohesive identity to enhance audience recognition amid competition from commercial broadcasters.[21] This followed internal reforms, such as the launch of a multimedia newsroom in 2021, but was hampered by budget cuts, including a 45% reduction proposed for 2019 relative to legal requirements, raising concerns over financial sustainability and potential vulnerability to political pressures.[22][20] The Russian invasion of Ukraine in February 2022 prompted accelerated adaptations, with UA:Pershyi participating in the unified "Yedyni Novyny" telethon for national wartime coverage while maintaining some original programming. On April 12, 2022, the channel launched high-definition (HD) broadcasting, and on May 23, 2022, it rebranded to simply Pershyi, dropping the "UA:" prefix and adopting a streamlined logo and visual identity aligned with Suspilne's updated branding to project resilience and modernity during the conflict.[23] This rebrand extended to regional affiliates and digital platforms, increasing original content share post-telethon dominance, though audience metrics reflected challenges from wartime disruptions and funding shortfalls persisting into 2025.[24][1]Organizational Structure and Governance
Ownership and Legal Framework
Pershyi is the flagship television channel of the National Public Broadcasting Company of Ukraine (known as Suspilne or UA:PBC), a public joint-stock company established in 2015 and wholly owned by the Ukrainian state.[1] The company's charter capital consists entirely of state-held shares, which are non-privatizable and cannot be alienated, preventing private ownership or commercialization while designating it as a public service entity rather than a traditional state broadcaster.[25] This structure was formed by consolidating the former state-owned UT-1 (later Pershyi Natsionalnyi) with regional public channels under Suspilne, aiming to centralize public broadcasting while insulating it from oligarchic or partisan control prevalent in Ukraine's private media landscape.[26] The legal foundation derives from the Law of Ukraine "On Public Television and Radio Broadcasting," adopted by the Verkhovna Rada on April 19, 2014, and effective from May 2014, which mandates operational independence by prohibiting government interference in editorial decisions and prioritizing public interest over political or commercial priorities.[27] This legislation established Suspilne's governance through a supervisory board of eight members—four selected via open public competition (including international observers) and four by civil society panels—to oversee management without direct state veto power, alongside a director-general appointed competitively.[1] The law further requires balanced programming, transparency in funding, and accountability mechanisms, such as annual public reports, to mitigate risks of state capture observed in pre-2014 Ukrainian broadcasting.[28] Amendments to the law, including those in 2021, have enabled co-productions with foreign public broadcasters and clarified wartime broadcasting roles, but core independence safeguards remain intact despite occasional political pressures, such as funding disputes or telethon integrations during the 2022 Russian invasion.[17] Pershyi's status as the sole state-owned national channel with over 97% territorial coverage underscores its role under this framework, distinct from privatized outlets and aligned with European public service models.[1]Funding Mechanisms and Financial Independence
The National Public Broadcasting Company of Ukraine (Suspilne), which operates Pershyi, derives its primary funding from annual allocations in the state budget, as stipulated by the 2015 Law on Public Television and Radio Broadcasting. This legislation mandates that Suspilne receive 0.2% of the previous year's national budget to support independent public service media operations, distinct from state-controlled outlets.[17] In practice, disbursements have consistently underrepresented this entitlement, with 2023 funding totaling UAH 1.5 billion (approximately $39.1 million), or roughly 30% of the required amount, amid competing wartime expenditures.[29] By 2024, the allocation increased modestly to UAH 1.85 billion (about $50 million), still below the statutory benchmark and insufficient for full operational autonomy given inflation and infrastructure demands.[1] Supplementary revenue streams include limited commercial activities, such as advertising on non-news programming, though these constitute a minor fraction compared to public funds and have not offset budget shortfalls. International grants provide targeted support for projects like digital transformation and wartime reporting; for example, USAID-funded initiatives via Internews have aided content development, while EU programs such as U-LEAD with Europe contribute to local empowerment efforts integrated into Suspilne's network.[30] [23] Unlike models with dedicated license fees (e.g., in Western Europe), Ukraine lacks a household levy for public media, perpetuating reliance on parliamentary approvals that tie funding to political cycles.[25] Financial independence remains compromised by this state-centric model, as evidenced by historical underfunding episodes that correlated with editorial tensions. In 2018, parliament's decision to allocate only a fraction of the mandated 0.2%—despite legal obligations—forced temporary broadcast halts and staff reductions, interpreted by observers as retaliatory pressure following critical coverage of government policies.[31] [5] Recurrent shortfalls, such as the 82% fulfillment rate in 2021 (UAH 1.87 billion against higher needs), underscore vulnerability to fiscal austerity and executive influence, potentially incentivizing self-censorship to secure future budgets.[1] During the 2022 Russian invasion, while Suspilne distanced itself from the state-funded United News telethon (which received UAH 1.7 billion in 2024), its core budget dependence persisted, limiting diversification amid heightened risks of informational control.[29] Reforms advocating hybrid funding—blending public allocations with donor stability and minimal commercialization—have been proposed but unimplemented, leaving Pershyi's sustainability contingent on geopolitical and domestic fiscal goodwill.[32]Editorial Independence and Oversight Bodies
The editorial independence of Pershyi, as the flagship television channel of the National Public Broadcasting Company of Ukraine (Suspilne), is enshrined in the 2014 Law on Public Television and Radio Broadcasting, which transformed state media into a public service entity insulated from direct government control.[1] This legal framework positions Suspilne as a joint-stock company fully owned by the state but operated with managerial and editorial autonomy, prohibiting political interference in content decisions and emphasizing public accountability over state directives.[1][25] The Supervisory Board functions as the chief governance and oversight body, consisting of 12 members: seven elected by civil society panels for their expertise in media, law, and public interest, and five nominated proportionally by parliamentary factions to balance ruling and opposition perspectives.[1] Elected for staggered four-year terms to avoid full political turnover, the Board appoints the CEO, approves annual plans, and adopts strategic policies, including the Editorial Charter, while explicitly barred from dictating specific editorial outputs.[33][34] This structure, modeled on European public broadcasting standards, seeks to mitigate risks of capture by ensuring diverse representation and transparency in selections.[35] Complementing the Supervisory Board, the Editorial Board—comprising 15 members from staff, regional branches, and the Supervisory Board—oversees internal compliance with journalistic standards, reviewing content practices for impartiality, accuracy, and balance without involvement in production.[1] The 2018 Editorial Charter, ratified by Suspilne, operationalizes these principles by mandating independence from external pressures, including no obligation to air state officials' statements absent public interest, and requiring diverse viewpoints in coverage.[1][36] External regulation falls to the National Council on Television and Radio Broadcasting, a constitutionally independent collegial body that monitors all Ukrainian broadcasters, including Pershyi, for adherence to laws on media pluralism, ethical norms, and independence from undue influence.[37] Composed of eight members appointed by the President, Verkhovna Rada, and Cabinet for six-year terms, the Council issues licenses, investigates complaints, and enforces sanctions for violations, though its effectiveness has been critiqued for occasional political alignments.[37] These bodies have demonstrably defended Pershyi's autonomy amid challenges, such as the 2019 court ruling reinstating the CEO against government dismissal attempts and the channel's 2024 decision to resume independent news programming separate from the state-mandated wartime telethon.[1] Nonetheless, funding shortfalls—budget allocations dropped below the legally mandated 0.2% of GDP in some years—have strained operations, prompting reliance on international donors and public campaigns, which some observers argue indirectly pressures content toward donor priorities.[31][1]Programming and Content Strategy
News and Current Affairs
Pershyi's news and current affairs output centers on the daily Суспільне Новини bulletins, which air multiple times throughout the day, delivering live coverage of domestic politics, economic developments, international relations, and frontline reporting from conflict zones. These segments emphasize verified facts, on-site journalism, and interviews with experts and officials, airing at intervals such as 07:00, 08:00, and evening slots, with overnight repeats to ensure broad accessibility.[38][23] Complementing the bulletins is the informational project Суспільне. Студія, a discussion format broadcast live several times daily (e.g., 07:10, 14:15), featuring panel analyses of breaking events, policy implications, and societal impacts, often incorporating viewer input and data-driven insights to foster informed public discourse.[38] The programming prioritizes impartiality under Suspilne's public service mandate, with editorial guidelines requiring source verification and balanced perspectives, though wartime constraints have occasionally limited opposition voices in favor of national security priorities.[39] Investigative reporting forms a core component, with teams producing in-depth exposés on corruption, public spending, and governance failures, including field work in high-risk areas like Bakhmut prior to its 2023 capture, contributing over 3,500 hours of specialized content annually.[40] Following the channel's exit from the Yedyni Novyny unified telethon on May 21, 2024, Pershyi expanded original news production, restoring full-cycle independent broadcasting across 97% of Ukraine's territory and integrating digital cross-promotion via Suspilne's platforms for real-time updates.[6][24] This shift enhanced focus on analytical depth over aggregated feeds, aligning with EU-supported reforms for editorial autonomy amid criticisms of prior telethon uniformity.[41]Educational, Cultural, and Entertainment Programming
Pershyi, as the flagship channel of Suspilne, prioritizes news and current affairs but incorporates educational and cultural content through documentaries that examine Ukrainian history, language evolution, and societal endurance under occupation. These programs aim to foster national awareness and historical understanding, aligning with the public broadcaster's mandate to inform and educate diverse audiences, including national minorities.[42] In 2023, Suspilne produced six educational programs across its platforms, with select titles airing on Pershyi to supplement its informational focus.[43] Documentaries form the core of Pershyi's non-news output in these categories, often scheduled in off-peak hours. For example, the film Na chest' (In Honor), aired at 06:00 on October 27, 2025, addresses themes of national dignity and resilience.[38] The three-part series Bez vas (Without You), including the episode on Trostyanets community broadcast at 22:00, details civilian life in regions occupied during Russia's 2022 invasion, drawing from firsthand accounts to illustrate community survival strategies.[38][23] Similarly, Yak ukrayintsi ukrayinskoyu zagovoryly (How Ukrainians Started Speaking Ukrainian), shown at 22:55, traces linguistic shifts and cultural identity formation, emphasizing empirical historical linguistics over ideological narratives.[38] Cultural programming on Pershyi extends to popular science and historical analyses, though less frequently than on dedicated channels like Suspilne Kultura. These efforts support Suspilne's broader production of 18 documentary projects in 2023, prioritizing verifiable events and causal factors in Ukraine's socio-cultural development.[43] Entertainment remains minimal, reflecting the channel's public service orientation and wartime constraints, which shifted resources toward factual reporting over scripted formats; any lighter analytical-entertainment hybrids, numbering four in 2023, integrate discussion-based elements rather than pure diversion.[43] Suspilne's children's initiatives, including cartoons and audio-stories for ages 2–6, contribute to educational outreach but primarily appear on regional or digital platforms rather than Pershyi's main broadcast, which targets adult viewers with substantive content.[44] This structure ensures Pershyi's programming remains grounded in evidence-based education and cultural preservation, avoiding unsubstantiated claims amid ongoing national challenges.Wartime Adaptations and Special Coverage
Following Russia's full-scale invasion of Ukraine on February 24, 2022, Pershyi, as Suspilne's flagship television channel, shifted to 24/7 wartime broadcasting by joining the national "United News" telethon alongside private channels, prioritizing unified dissemination of verified information, air raid alerts, and guidance on civilian safety amid widespread blackouts and evacuations.[45][46] This involved producing 1,302 hours of marathon content in 2022, incorporating 699 hours of sign language interpretation to enhance accessibility for the hearing impaired, resulting in a threefold increase in the channel's audience share.[45] To maintain operations under duress, Suspilne activated pre-established backup centers in Lviv and Uzhhorod by February 27, 2022, relocated production studios to bomb shelters, and utilized alternative transmission technologies after disruptions like the March 1 shelling of Kyiv's TV tower, which temporarily halted signals.[45][46] Regional branches coordinated coverage from safer locations such as Dnipro, drawing on 24 on-site teams to report from frontlines and rear areas while adhering to safety protocols that limited embeds in active combat zones.[46] Special coverage emphasized documentation of invasion impacts, including investigative series on liberated territories: "Bucha 22," which amassed 525,000 YouTube views and captured evidence of atrocities for prosecutorial use, and "Battle for Chernihiv," reaching 3 million views with frontline accounts from the city's defense.[45] Complementary projects like the 29-episode "Heroes" documentary profiled Ukrainian military personnel and civilians aiding the war effort, while adapted children's programming such as "Brave Fairy Tales" addressed psychological resilience amid trauma.[45] Efforts extended to occupied areas via radio signals and digital verification, countering Russian narratives without on-site presence due to seized facilities, as in Kherson where studios were stripped of equipment.[46] Digital adaptations amplified reach, with Telegram subscribers surging from 40,000 to 1.2 million by mid-2022, Facebook followers increasing 41%, and overall video views expanding substantially to sustain information flow during TV signal interruptions.[46][45] By May 21, 2024, Pershyi partially withdrew from the telethon to resume independent news segments, enabling diversified wartime reporting while retaining focus on defense updates and societal recovery, amid criticisms of the marathon's centralized format for potentially limiting pluralism.[6][46]Branding and Visual Identity
Evolution of Logos and On-Air Graphics
The visual identity of Pershyi traces its origins to the Soviet-era Ukrainian Television, which used the "UT" logo from 1951 to 1972 and "UT-1" from 1972 to 1998.[47] In 1998, following Ukraine's independence, the channel rebranded as Pershyi Natsionalnyi, introducing a logo emphasizing national identity with the Ukrainian word "Перший" (First) alongside flag elements, accompanied by updated on-air idents featuring traditional motifs and color schemes aligned with national symbolism.[47] On April 7, 2015, coinciding with the launch of public broadcasting under the National Public Broadcasting Company of Ukraine, the logo transitioned to "UA: Перший," incorporating a modern sans-serif typeface and a stylized "UA" prefix denoting Ukraine, with on-air graphics shifting to cleaner, transparent overlays and modular news tickers to enhance editorial clarity and public service ethos.[48] [49] This rebrand included refreshed idents emphasizing transparency and accessibility, moving away from ornate state-era designs toward minimalist vectors suitable for digital broadcasting. A further update occurred on December 10, 2017, refining the typeface to Museo font and adjusting proportions for widescreen compatibility, while on-air graphics incorporated dynamic animations and improved lower-thirds for better viewer engagement during news segments. In December 2019, amid broader Suspilne integration, license updates reflected logo tweaks aligning with the public network's unified branding.[50] On May 23, 2022, Pershyi adopted its current logo, simplifying to a bold "Перший" in a custom geometric font designed by Studio Hansa, removing the "UA:" prefix for streamlined recognition during wartime conditions; this debranding enhanced visibility and adaptability in multi-platform delivery.[51] On-air graphics were concurrently modernized with high-contrast elements, resilient to signal disruptions, and HD implementation from April 2022 supported sharper visuals for news and public information broadcasts.[51] These changes prioritized functional simplicity and national resilience, reflecting causal adaptations to geopolitical realities without compromising informational integrity.Channel Identity and Slogans
Pershyi, as the flagship television channel of Ukraine's National Public Broadcasting Company of Ukraine (Suspilne), embodies a public service broadcasting identity centered on delivering impartial, comprehensive coverage to over 97% of the country's territory. This identity prioritizes serving diverse audiences, including national minorities, through programming in Ukrainian and select minority languages, while focusing on news, education, and cultural content that supports democratic discourse and national cohesion. Established through reforms in 2017 to replace state-controlled media with an independent public model funded primarily by public contributions, Pershyi's branding underscores accessibility and reliability amid Ukraine's challenges, including wartime conditions.[29][23] The channel's slogans reflect efforts to cultivate viewer loyalty and shared purpose. During Suspilne's initial rebranding and launch campaign, facilitated by external design expertise, the tagline "We Are You" was adopted to emphasize the broadcaster's role as an extension of the public, aligning content creation with audience needs rather than commercial or governmental agendas. This slogan supported promotional efforts highlighting communal resilience, particularly relevant during the 2022 Russian invasion when production persisted under duress.[52] In its 2022 visual rebranding, Pershyi incorporated a stylized logo that visually suggests "You are Pershyi," promoting a sense of individual empowerment and direct engagement with the channel's offerings. This approach mirrors branding strategies across Suspilne's outlets, using simple, inclusive phrasing to reinforce the channel's position as Ukraine's primary source for verified information and public discourse. No earlier historical slogans from pre-Suspilne eras, such as under UT-1 designations, have been prominently documented in public records.[15]Technical Infrastructure and Reach
Broadcast Coverage and Distribution
Pershyi is distributed nationwide via digital terrestrial television (DVB-T2), satellite broadcasting, and cable networks operated by providers such as Volia and regional operators.[40][53] Following the suspension of analogue terrestrial signals in September 2018—except in border regions near Crimea and occupied territories under anti-terrorist operation—the channel transitioned to digital formats for broader accessibility and efficiency.[31] DVB-T2 transmission, operational since 2020, supports high-definition content and covers urban and rural areas through a network of state-managed transmitters managed by the multichannel broadcasting complex.[28] Satellite distribution includes availability on platforms like Astra 1M at 19.2°E, enabling reception via direct-to-home (DTH) services and resisting signal jamming attempts during wartime disruptions.[53] Cable and IPTV integration ensures carriage by major operators, with Pershyi mandated for inclusion in basic packages as a public service channel under Ukrainian broadcasting regulations.[40] This multi-platform approach maintains 24/7 availability, including during the United News telethon, though regional blackouts from infrastructure damage or interference have occasionally affected terrestrial signals since Russia's full-scale invasion in 2022.[40] In terms of reach, Pershyi achieved 8.6 million unique monthly viewers for its marathon programming slots in 2023, measured among audiences aged 18+ in cities over 50,000 population, with a peak share of 3.63% in September.[40] As Suspilne's flagship, it prioritizes national penetration, supported by 24 regional branches relaying content, though exact territorial coverage percentages vary due to ongoing conflict-related disruptions not fully quantified in public reports.[40] Technical enhancements, including LiveU mobile units for live feeds, bolster resilience in distribution amid infrastructure challenges.[40]Digital and Multi-Platform Expansion
In early 2020, Suspilne, the public broadcasting company overseeing Pershyi, launched the Suspilne News digital platform to bolster its online news aggregation and distribution capabilities, addressing gaps in multi-platform content delivery.[32] This initiative marked a strategic shift toward integrated digital services, enabling real-time updates, video embeds, and cross-channel synergies beyond traditional broadcast.[32] Pershyi's online presence expanded with live streaming capabilities on the official Suspilne website, allowing global access to broadcasts via web browsers and embedded players.[38] Complementing this, a certified SmartTV application named UA:Pershyy was made available on Google Play by March 7, 2022, supporting high-quality streaming on compatible devices and serving international audiences with content from the National Public Broadcasting Company of Ukraine.[54] Social media and video platforms further amplified reach, with dedicated YouTube channels such as Суспільне Новини providing hourly news bulletins, exclusive interviews, investigations, and live event coverage, including wartime updates initiated on February 24, 2022.[55][56] Similarly, the Суспільне Документалістика channel hosts archival documentaries on Ukrainian history and culture, extending Pershyi's educational programming digitally.[57] The 2022 Russian invasion catalyzed accelerated growth in digital metrics; according to Suspilne CEO Mykola Chernotytskyi, overall digital platforms doubled in audience size, with Facebook subscribers increasing by 41% amid disrupted terrestrial access in occupied regions.[46] By May 22, 2024, Suspilne reinstated independent programming on Pershyi outside the unified national telethon, enhancing news blocks and multi-platform dissemination to restore full editorial control and viewer engagement.[6] These developments positioned Pershyi as a hybrid broadcaster, leveraging apps, websites, and social channels to maintain resilience and expand beyond linear TV.[46]Reception and Audience Metrics
Viewership Trends and Ratings Data
Prior to the full-scale Russian invasion in 2022, Pershyi (then operating as UA:Pershyi) consistently recorded low audience shares, typically below 2% in national rankings dominated by commercial channels such as 1+1 and STB, reflecting its niche focus on public-service content amid competition from entertainment-oriented broadcasters.[32][58] The invasion on February 24, 2022, triggered a sharp surge in viewership for news and informational programming, with Pershyi's audience share increasing more than threefold from pre-war levels, driven by its central role in the United News (#UAtogether) telethon that unified major channels for round-the-clock war coverage.[45] This trend aligned with broader Ukrainian TV consumption patterns, where linear television regained prominence as a primary information source during the early wartime period, though exact Nielsen panel data was suspended due to operational disruptions.[59] By September 2023, Pershyi attained a record monthly audience share of 3.63% (Nielsen, ages 18+, cities over 50,000 residents), with approximately 8.6 million unique monthly viewers tuning into its slots within the ongoing telethon.[40] In May 2024, following the channel's separation from the telethon to resume independent news broadcasting, viewership stabilized around public events; for instance, the Eurovision Song Contest grand final yielded an average share of 17.38% and 939,000 unique viewers (Nielsen, ages 18+, cities over 50,000).[23] Olympic Games coverage in 2024 averaged a 5.03% share, peaking higher for ceremonies.[23]| Event/Broadcast Period | Audience Share (Nielsen, 18+, Cities >50k) | Unique Viewers | Source |
|---|---|---|---|
| Pre-2022 (typical) | <2% | N/A | [32] |
| Post-Invasion 2022 Surge | >3x increase from baseline | N/A | [45] |
| September 2023 (monthly) | 3.63% | 8.6M (monthly) | [40] |
| Eurovision Final 2024 | 17.38% (avg) | 939k | [23] |
| Olympics 2024 (avg) | 5.03% | N/A | [23] |