Staff | TVN24

May 24 marked the third month of Russia’s aggression against Ukraine. The TVN Group – like the whole of Poland – has been helping Ukrainians since the beginning of the war. In the first place, the broadcaster focused on activities facilitating the finding of refugees in the new reality. Other initiatives undertaken by the group include: strategic cooperation with the Polish Humanitarian Action, the charity concert “Together with Ukraine”, in which over PLN 8 million was collected to help people affected by the war, free broadcasts of Ukrainian news channels, as well as broadcasts social campaigns for refugees worth over PLN 9 million. Responsibility, understood as active participation and involvement in the life and problems of the communities in which the company operates, has been inscribed in the company’s DNA for many years.

In a situation of war, the media have a very important and responsible role to play – they should not only counteract the powerful weapon of disinformation, but also educate and engage the society to help those in need. At the beginning of March 2022, the TVN Group decided to start extensive cooperation with the Polish Humanitarian Organization, which has 30 years of experience in providing humanitarian aid to people affected by the effects of armed conflicts.

“Warner Bros. Discovery was involved in both global and local activities. From the beginning of the war, it was clear to us that if we want to help effectively, we must do it wisely and focus on professional, organized and long-term help. As a media concern, we specialize in creating content, without strictly helping competences. That is why we decided to join forces with an organization that has been successfully helping on three continents for 30 years, namely PAH. Combining the potential of the media – which can effectively build social commitment – and an organization that knows how to help , gives the opportunity to conduct extensive support activities for victims of the war and their families, “says Jan Mróz, director of the communications and public affairs department at the TVN Group.

As part of the cooperation with the Polish Humanitarian Organization and the TVN Group, 2,135 social advertisements were broadcast in 30- and 60-second spots, which in total took over 14 hours of airtime on 10 channels of the broadcaster. The advertising equivalent of PAH’s social campaign on the TVN Group’s antennas has amounted to almost PLN 8.5 million to date.

As part of the cooperation, all funds collected during the concert “Together with Ukraine”- that is over PLN 8 million – was transferred to Polska Akcja Humanitarna. The PAH account was credited with the income from the sale of over 10,000 donation tickets (over PLN 350,000), SMSs and payments from viewers (PLN 4.5 million) and funds from the broadcast of a ten-minute charity advertising block before the concert (over PLN 800,000). Moreover, the Discovery Group donated PLN 2 million to the Polish Humanitarian Organization. The concert was the largest event broadcast live by the broadcaster. It could be watched by viewers in as many as 50 countries. The concert was inaugurated by 7-year-old Amelia Anisowicz, whose performance of the Ukrainian national anthem touched the hearts of viewers and became a global viral with over 160 million views in social media all over the world. world.

PAH experts also regularly appear on TVN to educate about the humanitarian crisis caused by the war and to provide aid in a wise, well-thought-out and systematic way. In total, over 200 comments, interviews, live talks and mentions of PAH’s activities were published, including over 40 times experts of the Polish Humanitarian Action appeared in programs on TVN24, TVN and TTV. TVN employees and associates also participated in material collections organized by PAH, which were transferred by convoy to seniors’ homes in eastern Ukraine.

Polish Humanitarian Action is not the only organization whose social campaigns dedicated to Ukraine are broadcast on the TVN Group channels. The spot of the Dialog Foundation was broadcast 259 times from May 9 only. The total advertising time devoted by the broadcaster to popularizing aid activities for Ukraine has so far amounted to over 16 hours – its equivalent in total amounts to over PLN 9.2 million.

For three months, viewers have been informed in detail about current events in Ukraine. From the first hours of the war, the TVN24 channel was making a special edition, devoting all its airtime to events beyond the eastern border of Poland. For 10 days, 24 hours a day, 7 days a week, there was a live broadcast, without advertising breaks. News presenters changed every 2-3 hours, special correspondents reported to viewers directly from Kiev, Lviv and Moscow, as well as the Polish-Ukrainian border.

TVN journalists are constantly present on the spot to report on events in Ukraine, verify fake news and counteract Russian disinformation. Currently, there are two TVN24 reporters in the conflict zone – Tomasz Kanik and Radomir Czarnecki – and their accompanying operators – Piotr Hawałej and Adam Diehl. Recently, the company has conducted a special first aid training in the conflict zone. Thanks to this, the journalists of the station will be able to report any important event beyond the eastern border even more safely.

Since the outbreak of the war, Player.pl has been made available by the largest Ukrainian news channel, Ukraine 24, free of charge and without the need to log in, and the news channel 1 + 1 was available on the TVN24 GO platform. Player.pl also provides free access to popular cartoons for children with added Ukrainian dubbing or Ukrainian subtitles. The collection “Fairy tales in Ukrainian” includes, among others such hits as Dora the Explorer , Paw Patrol or SpongeBob SquarePants .

The TVN24.pl website contains an updated list of organizations collecting funds for Ukraine in Poland and Ukrainian organizations accepting financial support. In the lower left corner of the screen, a special QR code was displayed on the TVN24 and TVN24 BIS channels, allowing viewers to be redirected to the list of proven fundraisers and charity campaigns supporting Ukraine and its citizens.

The program “Dzień Dobry TVN” launched a special campaign “Together with Ukraine” shortly after the outbreak of the war. As part of the project, a joint website Dzień Dobry TVN and TVN24 was created at Dziendobry.tvn.pl/razem-z-ukraina . It is a reliable source of information for those who seek help and those who want to offer it. There you can get practical information and expert support, as well as tips on how to effectively protect yourself against online disinformation. The website contains the most important information and contact details, also in Ukrainian. The campaign is conducted under the patronage of the Embassy of Ukraine in Poland.

Commitment to helping Ukraine is global in the organization – the company doubled the amount raised by employees around the world for the Save the Children Rescue Fund and the International Committee of the Red Cross. In total, the accounts of both organizations were credited with 300 thousand. dollars, which were allocated, among others for children and families in crisis.

TVN is a leading TV broadcaster in Poland, belonging to the leading global media concern Warner Bros. Discovery. The broadcaster’s team consists of 4,500 professionals and the best experts in their field, working in various areas, from TV production through sales and marketing to digital, technology and finance. The group operates in 13 branches and production hubs in many Polish cities, incl. in Warsaw, Kraków, Gdańsk, Wrocław and Łódź.

The leader of the media market in Poland has been involved in activities aimed at running a socially responsible business for many years. TVN also undertakes initiatives related to providing a diverse and inclusive work environment. In 2020, a global initiative called MOSAIC was launched to integrate and level the playing field of minorities in key business areas. As part of the program, Poland initiated, inter alia, training in unconscious bias, diversity of content and providers, social impact and non-exclusive recruitment. The TVN Group invests in the development of its employees – their new skills and competences – incl. offering training in the classroom and online formula. Company employees can also use financial aid, co-financing for vocational courses, family care,

Source: TVN24