MTS Media combines assets into the Kion Content cluster
MTS (MOEX: MTSS) combines the book service “Lines”, the Kion online cinema and “MTS Music” into the Kion Content cluster, they will be led by Alexey Ivanov, the general director of the video platform. At the first stage, the audiobooks of the “lines” will appear in Kion, in April the book section will be available in the cinema. Market participants note that now the company is faced with the task of building the total time of using services. This will be possible only with a comprehensive analysis of consumption within a unified collection and processing system of such data, they believe.
“MTS Media” combines the management of three services – the book “Lines”, Kion and “MTS music” – to the Kion Cluster Closter, the representative of the holding told Kommersant. It is clarified that the general director of the online cinema Alexei Ivanov, who will also coordinate the content, marketing and technological processes of these services as part of the development of the unified entertainment ecosystem, will lead the direction. “In the new configuration, our media services will interact more and more efficiently, strengthen and complement each other,” Sofya Mitrofanova, general director of MTS Media, told Kommersant.
So, at the first stage, the line of original audiobooks of the “strings” will be integrated into Kion, where the “Book section” will appear, the company representative says: “Content is distributed according to thematic sections on Smart TV and in web versions, and the top 100 books in the most popular genres will appear in mobile applications: classics, the island, and the islands, premium modern modern. Prose and love novels. » Among them are the bestseller “Trust” by Ernan Diaz, the autobiography of Yuri Stoyanov “Game in the towns” performed by the author, the first novel by Ernest Hemingway “Fiesta. (And the sun rises) ”and others.
Now the Line library has about 250 thousand books, and the MTS music catalog is more than 65 million tracks, podcasts and audiobooks. The number of Kion users for the fourth quarter of 2024 amounted to 10.3 million, follows from the financial and operational results of PJSC MTS for 2024. In December, the monthly audience of MTS Music increased by 3.8 times a year by the year, the “lines” had an increase of 3.4 times the consumption of content for the user.
The revenue of the Kion online cinema over the past year increased by 56%-to 11.4 billion rubles. With net profit of 1.6 billion (see Kommersant on April 9). According to Spark-Interfax, the revenue of LLC LLC last year amounted to 9.3 million rubles. With a pure loss of 74 million rubles. “MTS Music” was created by PJSC MTS in 2016 as White Label – a solution based on Yandex Music, the financial indicators of the service are not disclosed.
MTS began reorganizing the business last year, the company divided into two verticals: PJSC MTS, which combined telecom assets and retail, and the Ecosystem MTS Group of Companies, which included fintech, media holding, advertising and cloud business (see Kommersant on December 20, 2024). The decision was due to a decrease in the debt load (as of November 19, 2024, the company’s net debt, excluding lease arrears amounted to 460 billion rubles) in the context of a “tough monetary policy”. In parallel in the “lines” last year, the state was optimized in connection with the transfer of part of managerial and IT functions to the holding level, in an interview with Kommersant was reported by the CEO of MTS Media Sofya Mitrofanova (see “Kommersant” of February 26). The company has already refused one of the assets: in the spring, RBC reported that Nuum video hosting will be closed on June 1.
MTS is looking for ways to strengthen synergy between “lines”, “MTS Music” and Kion, which took place on the market, says Dmitry Kolesov, director of the J’Son & Partners Department of New Technologies: “Now it is important to increase the total time of use of services, which will be possible with a comprehensive analysis of consumption within a unified system of collecting and processing such data.”
The MTS Media decision to combine assets into a single cluster due to that users can immediately access everything from one ID. Marketing will also apply to unified user groups, know the sources of Kommersant on the media market. A similar process plans to launch RUTUBE: Gazprom-Media Holding digital assets, including the Premier online cinema and short video service of Yappy, by the end of the year, will be united under the RUTUBE SHORTS and RUTUBE PREMIER brand (see Kommersant on April 16). Last year, the company has already presented a combined subscription for three services, its cost amounted to 399 rubles. for a month.
