LifeNews and Life.ru: The Rise and Fall of a Controversial Media Outlet
Launched in September 2013, LifeNews entered the media landscape as both a television channel and a mobile application. The channel operated under the broadcasting license of Media Content LLC, with beneficiaries including the oil merchant "Surgutex" and Aram Gabrelyanov. In its early stages, the online publication attracted a daily audience of approximately 200,000 to 250,000 viewers, according to LiveInternet statistics.
[ไม่มีภาพประกอบ]
The Ascent and Political Alignment
LifeNews gained significant prominence in 2014 through its active coverage of events in the Donbas region. By adopting a strong pro-Kremlin position, the channel saw a dramatic surge in viewership, with ratings peaking at up to 30 million. This growth expanded its reach geographically; on July 1, 2014, the channel began digital broadcasting in Sevastopol and the Republic of Crimea as part of the third regional multiplex.
The channel served as a platform for several notable journalists, including Semen Pegov, who later established the War Gonzo project.
The MH17 Scandal and International Backlash
In July 2014, LifeNews became the center of a major international scandal. The outlet initially reported in a positive tone that anti-Ukraine rebels in eastern Ukraine had shot down a Ukrainian military jet. However, the aircraft was soon identified as MH17, a civilian passenger jet. Following this revelation, LifeNews deleted its initial report and pivoted to producing content that blamed Ukraine for the tragedy.
This incident caused severe reputational damage both within Russia and internationally. Consequently, in September 2014, Ukraine's National Council of Television banned 15 Kremlin-run channels, including LifeNews, citing the dissemination of war propaganda.
Restructuring and Closure
Internal instability followed the reputational hit. On December 17, 2014, Editor-in-Chief Anatoly Suleymanov confirmed that the News Media holding company was restructuring, leading to large-scale redundancies by January 1, 2015. Throughout 2015, the workforce was reduced by approximately 15 to 17 percent.
By late 2016, the channel shifted its strategy, removing journalists from transmissions in favor of a "streaming" format. This transition culminated on August 18, 2017, when LifeNews announced its permanent closure. The News Media holding company decided to abandon "outmoded" TV broadcasting to focus exclusively on extended streaming via social networks and the internet.
The Transition to Life.ru
Parallel to the TV channel, the internet publication LifeNews.ru was launched in 2009. During this era, the News Media holding also launched LifeSports and LifeShowbiz, though both were closed by 2016. In 2016, LifeNews.ru was rebranded as life.ru, with the goal of becoming a Russian equivalent to the American site BuzzFeed. This new project merged the former Super and LifeNews websites.
The ownership of Life.ru was divided between the closed fund "Media+" (75%), associated with the National Media Group (NMG) and businessman Yuri Kovalchuk, and General Director Aram Gabrelyanov (25%).
The organization underwent further leadership changes in 2018. Aram Gabrelyanov announced his retirement, reportedly due to tensions with NMG management and Alexei Gromov of the First Deputy Presidential Administration. On September 17, 2018, several key figures departed, including Suleymanov, Alexander Potapov, Nikita Magutin, and Raul Smyr. Gabrelyanov eventually returned to News Media as General Director, while Arseniy Hovhannisyan, formerly of Izvestia, took over as Chief Editor of Life.ru.
Key Facts
- Launch Date: September 2013 (TV and App); 2009 (Internet publication).
- Peak Audience: Up to 30 million viewers during 2014.
- Major Controversy: Misidentified civilian flight MH17 as a military jet.
- Closure: The TV channel ceased broadcasting on August 18, 2017.
- Ownership: Controlled by News Media holding, with significant ties to National Media Group and Yuri Kovalchuk.
| Entity/Event | Timeline | Key Outcome |
|---|---|---|
| LifeNews TV Launch | September 2013 | Established as a digital and mobile news source. |
| Donbas Coverage | 2014 | Ratings peaked at 30 million; pro-Kremlin stance. |
| MH17 Incident | July 2014 | Severe reputational damage and ban in Ukraine. |
| Rebranding to Life.ru | 2016 | Merged with Super website; aimed to mimic BuzzFeed. |
| TV Channel Closure | August 18, 2017 | Shifted entirely to internet streaming. |
Frequently Asked Questions
Why was LifeNews banned in Ukraine?
Ukraine's National Council of Television banned LifeNews and 14 other Kremlin-run channels in September 2014, alleging that the outlets were broadcasting war propaganda.
What happened during the MH17 reporting scandal?
LifeNews initially reported that rebels in east Ukraine had shot down a Ukrainian military jet. When it was revealed the aircraft was actually the civilian passenger jet MH17, the channel deleted the report and began blaming Ukraine for the event.
Who owned Life.ru?
Ownership was split between the "Media+" closed fund (75%), which is linked to Yuri Kovalchuk and the National Media Group, and General Director Aram Gabrelyanov (25%).
Why did the LifeNews television channel close?
The channel closed on August 18, 2017, because the News Media holding company viewed traditional TV broadcasting as outmoded and decided to focus on streaming and social networks.
What was the goal of the rebranding to Life.ru in 2016?
The rebranding aimed to transform the site into a Russian equivalent of BuzzFeed, merging the existing LifeNews and Super websites into a single digital project.