Novikov TV

What Novikov TV does

Novikov TV is a premium indoor television network founded in 2014 by restaurateur Arkady Novikov and producer Asia Tsydynova, operating as OOO Peyperfud Publishing (Paperfood Publishing LLC) under Russian jurisdiction. The company broadcasts curated lifestyle, fashion, sports, gastronomy, travel, and cultural content across 1,500 screens installed in top restaurants, beauty salons, fitness clubs, hotels, and clinics in Moscow, St. Petersburg, and Sochi, reaching approximately 1.5 million viewers per month.

The underlying technology platform combines a centralized video distribution infrastructure (content uploaded to servers, distributed to microcomputers, transmitted to screens from a single center) with the proprietary White Sky Technology advertising-content management system and the state-registered Wi-Fi Radar audience-measurement program. The stack includes TypeScript, JavaScript, Python (NodeJS, Python, JVM), React, Vue, Strapi Headless CMS, ExpressJS, Spring/Spring MVC, Docker, PostgreSQL, Apache Spark for show-metrics analytics, and Selectel cloud infrastructure for CDN, S3 storage, and server clusters. Seven software titles are state-registered between 2019 and 2025, including Indoor TV Tech, Wi-Fi Radar, Novikov TV Dash Center, NTV Club, and Indoor media-manager. The platform collects mobile-device audience data and exports it into Yandex.Direct for online retargeting, creating an offline-to-online loop.

Novikov TV monetizes through four streams: (1) broadcast advertising (extended 30-second clips airing 3–10 times per hour, native brand integrations in documentary and fashion programming, and 15-second event announcements), (2) internet targeting via Yandex.Direct using the collected audience data, (3) venue-network managed services for premium HoReCa, beauty, sports, and business-center venues that join the broadcast network, and (4) White Sky Technology licensing to third-party venues. Go-to-market is enterprise field sales with a small named sales and marketing team. Pricing is individually negotiated on multi-year subscription contracts, with no publicly disclosed rate cards. The company has completed 1,000+ campaigns since 2014 for 100+ premium brands including Range Rover, VTB, Yandex, Samsung, Renaissance Development, BORK, and Armani. No external funding rounds, institutional investors, or public listing are disclosed.

Name

Novikov TV

Legal name

OOO «Пейперфуд Паблишинг»

Website

https://novikovtv.tv

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Novikov TV is a premium indoor television network broadcasting curated lifestyle content across 1,500 screens in upscale Russian venues, monetizing through broadcast advertising, Yandex.Direct retargeting, and White Sky Technology licensing.

Ownership category

akta.pro rank

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Operations, Marketing or Sales, Infrastructure, Personnel

Revenue model

1. Broadcast Advertising: Direct advertising placement in broadcast programming. Formats include extended advertising clips up to 30 seconds airing 3-10 times per hour, native brand integrations in documentary films and fashion shows, and 15-second event announcements.
2. Internet Targeting: Following broadcast advertising, campaigns continue online through Yandex.Direct targeting Novikov TV's collected audience on internet platforms. This enables premium traffic acquisition and funnel management to purchase.
3. Venue Network Connection: Venues connect to the premium broadcast network, receiving equipment installation, content streaming, and 24/7 technical support. Partner venues gain monetization through advertising placement on their screens.
4. White Sky Technology Licensing: Advertising management system allowing monetization of indoor surfaces. Available for third-party venues and business centers to manage their own digital signage and advertising inventory.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Novikov TV operates a premium indoor television network of 1,500 screens in top restaurants, beauty salons, fitness clubs, hotels, and clinics across Moscow, Saint Petersburg, and Sochi, broadcasting curated lifestyle, fashion, sports, and travel content to 1.5 million monthly viewers. The company sells advertising placements (30-second spots, native integrations, 15-second event announcements) to premium brands and extends campaigns into online retargeting via Yandex.Direct using proprietary White Sky Technology that collects audience data from venue Wi-Fi. It also licenses its White Sky advertising management system to third-party venues and offers turnkey network-connection packages with equipment, content streaming, and 24/7 technical support.

Product overview

Novikov TV is a premium indoor television network serving as the core product platform. The network broadcasts curated lifestyle, fashion, sports, gastronomy, travel, and world content across 1,500 screens in top restaurants, beauty salons, fitness clubs, hotels, and clinics across Moscow, St. Petersburg, and Sochi, reaching 1.5 million monthly viewers. White Sky Technology serves as the advertising content management system layered on top, enabling monetization of indoor advertising surfaces and continuation of brand communication into digital channels through Yandex.Direct integration. Wi-Fi Radar provides the data collection and analytics layer, gathering audience behavioral data from venues and enabling targeted online advertising follow-up campaigns.

Differentiator

Problem solved

Functional benefit

Brands

• White Sky Technology: Advertising content management system enabling monetization of indoor surfaces and continuation of digital communications. Allows centralized content management across all network carriers, digital visitor data collection, audience profiling, and continued online communication with target audiences.

Products and services

• Novikov TV Broadcast Network Premium indoor television network broadcasting curated international lifestyle, fashion, sports, gastronomy, travel, and cultural content across 1,500 screens in top restaurants, beauty salons, fitness clubs, hotels, and clinics in Moscow, Saint Petersburg, and Sochi, reaching 1.5 million monthly viewers. Sells advertising placements to enterprise brand clients.
• White Sky Technology Advertising content management system enabling monetization of indoor advertising surfaces, centralized content upload and distribution, digital visitor data collection from mobile devices, audience profiling, and continued online retargeting through Yandex.Direct integration. Licensed to third-party venues and business centers.
• Wi-Fi Radar Software program for collecting and analyzing Wi-Fi data for audience measurement in indoor locations. Builds audience profiles and exports audience segments for online retargeting campaigns through Yandex.Direct.
• Internet Targeting via Yandex.Direct Online retargeting service that exports audience data collected from Novikov TV viewers to Yandex.Direct for continued digital advertising campaigns, enabling multi-channel offline-to-online premium audience reach with reported average CPM of 150 RUB, CPC of 6 RUB, and CPA of 860 RUB (2023-2024).
• Venue Network Connection Turnkey solution enabling premium venues (HoReCa, beauty salons, fitness clubs, hotels, clinics, business centers, shopping malls) to join the Novikov TV broadcast network, including equipment installation, content streaming, 24/7 technical support, and monetization opportunities through advertising placement and promotional support.

Quantifiable outcome

• +76% growth in brand search queries (average from campaigns with audience targeting, 2023-2024)
• +5 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability5 records

Feature9 records

Partnerships

Three partnerships are on record, tiered core.

• White Sky ProductioncoreStrategic or Co-development Partner · 1 January 2014Strategic partner for video production. Novikov TV refers advertising clients to White Sky Production for professional video shoot services. Partner provides video production capabilities complementing Novikov TV's broadcast advertising services.
• White Sky TechnologycoreTechnology or Integration · 1 January 2014Technology solution developed and integrated into Novikov TV operations. White Sky Technology enables advertising content management, indoor surface monetization, and audience data collection for online retargeting through Yandex.Direct. Originally tested and successfully implemented in Arkady Novikov restaurant group venues.
• YandexcoreTechnology or IntegrationIntegration with Yandex.Direct platform enables online retargeting of Novikov TV audiences. Collected audience data is exported to Yandex.Direct for targeted advertising campaigns, providing continuous communication with viewers online.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ReachTV: ReachTV runs an in-venue TV network in U.S. airport bars and gates, monetizing screens with premium brand advertising and audience data. Directly comparable in-venue captive-audience TV model with brand-focused advertising sales.
• Mood Media: Mood Media provides in-store digital media, music, and signage solutions to retail and hospitality venues worldwide, including advertising monetization features. Directly comparable indoor screen content and advertising management business.
• Captivate: Captivate operates a premium in-venue digital video network in office elevators and lobbies across North America, selling targeted advertising to reach affluent captive audiences. Closest global analog to Novikov TV's premium indoor TV network in upscale venues.
• GSTV: GSTV is a digital video network at U.S. fuel stations, reaching on-the-go audiences with short-form content and advertising. Comparable in-venue captive-audience TV advertising business model with national footprint.

Emerging players

• Place Exchange: Place Exchange operates a programmatic exchange for DOOH inventory, connecting venue-based screen networks with buyer demand. Comparable to Novikov TV's efforts to bring data-driven targeting to in-venue advertising.
• Broadsign: Broadsign provides a CMS and ad-serving platform purpose-built for digital out-of-home networks. Comparable to Novikov TV's White Sky Technology stack and serves similar in-venue media operators globally.
• Vistar Media: Vistar Media is a programmatic DOOH ad-serving and SSP platform that enables automated buying of in-venue screen inventory. Comparable to the audience-data and retargeting capabilities Novikov TV offers via Yandex.Direct integration.

Broad incumbents

• Samsung Ads: Samsung Ads monetizes Samsung's connected TV and screen footprint including placements in commercial venues. A broad incumbent with overlapping capabilities in monetizing premium indoor screen environments.

Regional players

• The Channel (UK): The Channel runs in-venue digital media networks in UK hospitality and leisure venues. Closest Western European in-venue digital signage peer to Novikov TV's premium venue model.

Others

• Yandex Direct: Yandex Direct is the dominant Russian performance advertising platform and Novikov TV's primary integration partner for audience retargeting. Ecosystem-enabling platform whose roadmap directly impacts Novikov TV's online monetization layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/novikov_tv
• Facebookfacebook.com/novikovtvmedia
• LinkedInlinkedin.com/company/novikov-tv

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novikov TV