From the West to the Kremlin and Back. Development Paths of Foreign Products on Russian Television

In the last years the arrival of international OTT providers and the development of national online digital platforms have deeply changed the Russian television environment. The constant need of both national self-affirmation and new contents has led to the development of different paths of content creation. In particular, foreign ready-made contents follow three paths: adaptation, localization and ‘Russification’, depending on their genre. The ‘Russification’ process is the most peculiar one and consists in the re-creation of a foreign product with local resources. The article will give the reader some key-concept to understand some of the most popular ‘Russification’ attempts, from the very first (The Nanny) to the most contemporary (Adaptation).