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(30 Mar 1997) Russian/Eng/Nat Russia's television industry is just beginning to make a comeback after years of drowning in a tidal wave of foreign programming. More and more, Russians are tuning-in to locally produced shows that have a particularly Slavic flare. As advertising dollars make local production possible Russians are producing a wide range of shows -- many of which are Russian versions of Western favorites. Russia's own David Letterman (U-S chat show), complete with jazz band, stand-up comic and superstar guests. "Dobry Vecher", or "Good Evening", its Russian producers say, is completely Russian. Maybe so -- the jokes are local and so is the talent -- but the style is distinctly American entertainment. This program is just one of a new wave of Russian shows -- that is shows designed, produced and filmed in Russia. More and more Russians are channel surfing in search of shows that reflect their lives and not those of Hollywood. The host of "Dobry Vecher" Igor Ugolnikov may dress like David Letterman and the band plays the same raucous jazz but Ugolnikov's jokes wouldn't translate -- they are funny only to Russians. Awash in foreign products, music and pop culture, Russians are beginning to tire of foreign influences and are now seeking products and shows with a national flavor. SOUNDBITE: (English) "Now, I mean, people come to realise that we are still a country, we still have our own values which are very international, but there is still something national, not nationalistically driven, but there is kind of a national flare to it, you know, flavor. That is why people still nevertheless prefer to see something local." SUPER CAPTION: Organes Sobelov, Head of Video International, Russia's largest advertising and production firm For years Russia has been watching imported soap operas dubbed into Russian. But this one is 100 per cent Russian. "Klubnichka" or "Cafe Strawberry" is Russia's first ever soap opera, complete with canned laughter and petty intrigue. Until "Klubnichka" Santa Barbara was the only show on the block for Russia's housewives. The fall of the Soviet Union left Russia in an entertainment vacuum -- the appetite for foreign images and products seemed insatiable. Government funding for Russian production dried-up -- advertising hadn't yet taken hold. Then Western programs flowed-in at low, low prices -- it was cheaper to dub imports into Russian than produce locally. SOUNDBITE: (Russian) "The economic situation in Russia was such regarding local production that even the biggest patriot knew the figures and couldn't afford to produce a Russian show, and during that period we were under a flood of Western shows but that is all changing and now Russia's own production market is growing." SUPER CAPTION: Yuri Belinky, creator and director of "Klubnichka" or Cafe Strawberry, Russian soap opera Advertising in Russia has become big business. It is advertising dollars that moves television production. But the advertisers must have some way of gauging what Russians want to watch. Olga Privalova and her family are participants in Russia's new ratings systems. They mark down in a book everything that they watch -- this is how advertisers learn what Russians are watching. And research shows that Russians want to see more and more local programming. SOUNDBITE: (Russian) SUPER CAPTION: Olga Privalova, housewife and participant in Russian Find out more about AP Archive: http://www.aparchive.com/HowWeWork Twitter: / ap_archive Facebook: / aparchives Instagram: / apnews You can license this story through AP Archive: http://www.aparchive.com/metadata/you...