ETV+

ETV+ is a public-service television channel in Estonia operated by Estonian Public Broadcasting, the country's public broadcasting organization. The channel broadcasts primarily in Russian and was created to provide news, information, cultural programming, and entertainment for Estonia's Russian-speaking population. It is available as a free-to-air television service within Estonia and is supported as part of the public broadcasting system rather than operating as a separately listed commercial company. The channel was launched on 28 September 2015 as an explicitly Russian-language counterpart within Estonia's public media landscape. Its creation reflected the importance of serving audiences who use Russian in their daily lives while also connecting them with Estonian society, institutions, and public debate. ETV+ is therefore both a media brand and a public-service instrument: its role extends beyond entertainment to include accessible news and locally relevant programming for a linguistically distinct audience. The name ETV+ was selected through a public competition that received 360 submissions. According to the channel's founding chief editor, Darja Saar, the “plus” element also carried a wordplay based on Russian words associated with popularity, affection, and ownership or belonging. This framing positioned the channel as an addition to Estonia's existing public television offer and as a service intended to feel familiar and relevant to its audience. ETV+ initially faced strong competition for attention from established Russian-language broadcasters available in Estonia. In 2018, it held an estimated 1 percent audience share and ranked near the bottom of the Russian-language television market, ahead of STS. Its audience position later improved. By May 2022, its total audience share in Estonia had reached 3.1 percent, with the change reported in the context of Russia's invasion of Ukraine and the resulting shifts in the information environment and media consumption patterns. Editorial leadership has changed over time. Darja Saar served as chief editor from the channel's launch through 2018. Ekaterina Taklaja became editor-in-chief in 2019. ETV+ remains oriented toward Estonia-based Russian-language public service content, including news and entertainment, while operating under the broader institutional and public-interest framework of Estonian Public Broadcasting.

ETV+ was established as a Russian-language public television service within Estonia's public broadcasting system. Its creation addressed the need for public-service media that could reach Estonia's Russian-speaking minority in a language used by a substantial part of the population. Rather than functioning as a commercial station or a foreign-language retransmission service, ETV+ was conceived as an Estonia-based channel with locally relevant news, information, entertainment, and cultural programming. The channel's name was chosen through a competition that attracted 360 proposals. The selected name linked the service to ETV, Estonia's public television identity, while the plus sign suggested an additional offer within the national public broadcasting portfolio. Darja Saar, who led the channel editorially during its first years, explained that the word “plus” could also be read through Russian-language wordplay connected with ideas such as popularity, affection, and belonging. This helped frame the brand as a familiar and audience-oriented service rather than merely a translated outlet. ETV+ officially launched on 28 September 2015. Its initial programming mix combined news and entertainment, with the broader purpose of informing Russian-speaking residents about events in Estonia and providing television content in Russian. The channel operated in a competitive environment that included established Russian-language networks available in Estonia. In 2018, ETV+ was reported to have an estimated 1 percent audience share and to rank near the bottom of the Russian-language television networks measured in the country, ahead of STS. Editorial management changed after the launch period. Darja Saar served as chief editor from 2015 through 2018. From 2019, Ekaterina Taklaja was identified as the channel's editor-in-chief. The leadership transition took place as ETV+ continued to develop its role within Estonian public broadcasting and to compete for the attention of Russian-speaking viewers. The channel's audience position later improved. By May 2022, ETV+ was reported to have a 3.1 percent total audience share in Estonia. This development was discussed in relation to Russia's invasion of Ukraine, which altered the regional information environment and may have influenced the media choices of Russian-speaking audiences in Estonia. ETV+'s continuing public-service role is to provide Estonia-based Russian-language television, combining news and public information with entertainment and cultural content. It remains operated by Estonian Public Broadcasting and is not presented as a separately listed commercial enterprise.

• 2022

  Audience share reaches 3.1 percent

  [1]ETV+en.wikipedia.org

  By May, ETV+'s total audience share in Estonia is reported at 3.1 percent amid changes in the regional media environment following Russia's invasion of Ukraine.

• 2019

  Editorial leadership changes

  [1]ETV+en.wikipedia.org

  Ekaterina Taklaja becomes editor-in-chief after Darja Saar's 2015–2018 tenure as chief editor.

• 2018

  Early audience position is reported

  [1]ETV+en.wikipedia.org

  The channel is reported to hold an estimated 1 percent audience share and to rank near the bottom of the Russian-language networks available in Estonia.

• 2015

  ETV+ is launched

  [1]ETV+en.wikipedia.org

  ETV+ begins broadcasting on 28 September as an Estonian public-service, Russian-language free-to-air television channel.

A Russian-language public-service television channel designed to serve Estonia's Russian-speaking population with locally relevant news, information, culture, and entertainment.

• Public-service television · 2015

  ETV+ television channel

  ETV+'s core offering is a free-to-air television channel broadcasting primarily in Russian for audiences in Estonia. Its schedule combines news, information, entertainment, and cultural programming. The service is operated by Estonian Public Broadcasting and is intended to complement Estonia's broader public media offer by making locally relevant content accessible to Russian-speaking viewers.

• 2020

  ETV+ controversy note: Ethiopian broadcaster apologizes for erroneous Nile dam report

  In July 2020, Ethiopia's state-owned broadcaster ETV+ apologized for what it described as misrepresentation in its report concerning the water minister's statement about filling the Grand Ethiopian Renaissance Dam reservoir. The broadcaster issued the apology after the report drew attention, acknowledging that its coverage had misrepresented the minister's remarks. The incident centered on the broadcaster's reporting of the water minister's statement regarding the dam's reservoir filling. ETV+ characterized the error as a misrepresentation in its report and issued the apology in response.

  Source

• 2020

  BCCSA fines e.tv and eNCA over Covid-19 misinformation broadcast

  The Broadcasting Complaints Commission of South Africa fined e.tv and eNCA R10,000 over an episode of Gareth Cliff's show that included claims about Covid-19. The tribunal found that comments in the interview were not justifiable or reasonable and that the broadcast breached the codes.

  Source

Read more

• 2015

  Launch of a dedicated Russian-language public television channelProduct launch

  Background

  Estonian Public Broadcasting sought to provide a public-service television offer for the country's Russian-speaking population.

  Action taken

  ETV+ was launched on 28 September 2015 with news, entertainment, and other locally relevant programming in Russian.

  Aftermath

  The channel became part of Estonia's public broadcasting portfolio and later reported a 3.1 percent total audience share by May 2022.

  Source

• 2020.11.05

  Reported2020.11.05

  BCCSA fines e.tv and eNCA over Covid-19 misinformation broadcast[4]BCCSA fines e.tv and eNCA over Covid-19 misinformation broadcasttimeslive.co.za

  The Broadcasting Complaints Commission of South Africa fined e.tv and eNCA R10,000 over an episode of Gareth Cliff's show that included claims about Covid-19. The tribunal found that comments in the interview were not justifiable or reasonable and that the broadcast breached the codes.

• 2020.07.16

  Reported2020.07.16

  Ethiopian broadcaster apologizes for erroneous Nile dam report[3]ETV+ controversy note: Ethiopian broadcaster apologizes for erroneous Nile dam reportturkishpress.com

  Ethiopia’s state-owned broadcaster apologized for what it described as misrepresentation in its report concerning the water minister’s statement about filling the Grand Ethiopian Renaissance Dam reservoir.

Read more

1. 1ETV+en.wikipedia.org
2. 2ETV+ official websiteetvpluss.err.ee
3. 3ETV+ controversy note: Ethiopian broadcaster apologizes for erroneous Nile dam reportturkishpress.com
4. 4BCCSA fines e.tv and eNCA over Covid-19 misinformation broadcasttimeslive.co.za
5. 5Gareth Cliff's show fined R10,000 for spreading Covid-19 misinformationsowetan.co.za