The First Channel (Russia) has launched a mechanism aimed at combating applications that are blocking Internet advertising on its website. As the main way, the TV channel will use a reduced quality of the video.
Thus, all users who use software to block advertising can not view video content on the website 1tv.ru in high quality.
According to Vedomosti, when the user plays a video of this TV channel at 1tv.ru site as well as other legal sites the message appears with a warning that the ad blocking can make the player to work improperly, and then the quality of broadcasted video is reduced.
The representatives of the First Channel explain launch of this mechanism by the fact that the company loses about 25 % of revenue from video advertising due to the advertising blockers.
According to the First Channel, its official website is visited by up to 15 million unique users per month. Total TV channel’s revenue decreased by 12 % to RUR 26.5 billion for the last year, and advertising revenues decreased by 15.6 %.
As a reminder, earlier we reported that the biggest TV channels and media holdings in Russia are planning to create an analogue of the American Hulu.
