Russian propaganda about the war has also taken over entertainment programs on television. Thus, war crimes have become simply a show, and military uniforms - attractive clothing. There is a certain strategy behind this.
The entertainment content of Russian television, although influenced by propaganda, has always differed from aggressive political talk shows. In these entertainment programs, they tried not to exacerbate political topics and rather to create the impression that politics is something superfluous and uninteresting. But all this changed with the beginning of Russian aggression in Ukraine. Entertainment shows went on vacation in February 2022, but soon some of them returned and in three years they have come a long way in popularizing the war.
War criminals as viewers
"Field of Miracles", for example, is the most popular entertainment show on Channel One. In it, you have to guess a word by individual letters. The rating of this show is truly record-breaking. Several generations of Russians turn on the TV every Friday to watch the lucky ones spin the wheel with prizes in the hope of hearing the legendary "Aaacar!".
During the holidays around May 9, it sounded on the show, but in a completely different context. The host Leonid Yakubovich gave a car to the fighters of the "Pyatnashka" brigade, against whom there are charges of war crimes in Ukraine. The keys to the car were handed over on behalf of the General Director of Channel One Konstantin Ernst. Interestingly, the military did not participate in the program, but sat among the viewers behind the presenter the whole time.
War became something normal
In 2022, when "Field of Miracles" returned from a short vacation, the normalization of war and its unobtrusive mention looked like this: refugees from the occupied territories participated in the program as players, and information about the war, which in Russia is called a "special military operation" (SVO), ran as short announcements in the intermissions of the "Vremya" news program.
Over time, the "fighters" from "SVO" began to appear in the program as players, and in 2025 Yakubovich is already honoring war criminals in the studio of the most popular entertainment show on Channel One. And this is being shown to a huge audience, presenting it as the new norm. I wonder what move the writers will come up with next: will they send the show's wheel and presenter Yakubovich to Donetsk?
"I Love the Military..."
A separate niche is occupied by shows about love and family. The entertainment segment of Russian television is full of shows in which participants look for their soul mate, get married, organize a wedding on a competitive basis, or try to sort out their relationship in front of the cameras. The show "Let's Get Married" regularly promotes the image of the "fighter", the man who returned from the "special military operation" and wants to start a family.
Stories related to participation in the war also appear in the show "Four Weddings", where the groom shows the bride burnt equipment and other horrors. In the show "Man and Woman", two families periodically share payments for a loved one who died in the "SVO".
All this turns the topic of the war in Ukraine not only into the norm of life, into everyday life, into a background picture, but also helps to turn the war into part of entertainment.
Now war crimes are just a show, and military uniforms are attractive clothing. In this sense, the propaganda effect seems greater, since aggression and shouting in political talk shows repel and annoy many people. It is a different matter when the war is presented to the viewer in the bright packaging of a show about love, domestic quarrels or simply about winning a car.
There is a need for fortune tellers
It is worth mentioning separately the entry of all kinds of psychics and clairvoyants, throwing TARO cards on television. Esotericists are invited to various talk shows who interpret the predictions of the Bulgarian clairvoyant Vanga or make predictions about the future of Russia or the end of the war. Of course, only "patriotically minded" magicians and psychics appear on the air, who predict a great future, a brilliant victory and a happy life.
It is difficult to say whether these shows will last long, as the deputies are preparing a draft law against this “magical brotherhood“. It is true that it talks about palmists, astrologers and witches, but not about psychics. However, it seems that in view of what is happening, the legislators also need someone to predict when the war will end. Putin obviously cannot be relied on here, as it is clear that he needs this war to continue - as long as possible.
* Tatyana Felgenhauer is a Russian journalist, host of the show “The Breakfast show“ and the YouTube channel “Mediazona“
This comment expresses the personal opinion of the author and may not coincide with the positions of the Bulgarian editorial office and DW as a whole.