On April 1, the television channel 2x2 launched a new broadcast design under the slogan “Pervy vertikalny” (The first vertical). In this concept, all the interprogram clips and public service notices about the dangers of smoking change from the horizontal to the vertical format while the main characters in the clips move from an office space into a cozy home environment.

The channel’s new design looks especially relevant under the current self-isolation measures put in place to battle the spread of coronavirus. Curiously however, as 2x2 channel director Denis Vsesvyatsky explained, the idea for the videos actually came about long before the country-wide self-isolation and transition to remote work came into effect.