Russia's pay TV ad revenue to double

Expected to hit $60 mil in 2009

MOSCOW -- Ad revenue in Russia's pay TV sector is set to double to about $60 million in 2009. The increase reflects advertisers' growing interest revenue streams beyond the free-to-air channels, according to Dmitry Bessonov, deputy head of the pay TV division of Video International, one of the main ad sellers on Russian television.

Currently, the penetration of pay TV is 44% for Moscow and 36% for the whole territory, with average revenue per user standing at $5 for Moscow and $7 for the country's other regions.