Finland-based prodco Aito Media is opening up a division to focus on productions and formats made in Russia and other eastern countries, dubbed Aito East.
The new division, based in Helsinki, Finland, will be led by creative director Ville Haapasalo and chief creative officer Vera Olsson (pictured). The development and production output will focus on formats and scripted lifestyle projects regarding Russia and Central Asia.
Aito Media’s MD and executive producer Ilkka Hynninen said: “In the past 24 months we have created and produced three series in Russia and in Central Asia. It seems that just now, there is a great appetite for formats and series that are made about Russia, with our Scandinavian point of view.”
Added Haapasalo: “Russia and the former Soviet countries are completely unknown to many people. Through Aito East, we can offer entertaining programming and, at the same time, familiarize the exotic country of Russia which is my second native country.”
Aito East’s MIPCOM offerings include the celebrity format Russian Roulette Adventure, which sees six celebrities racing across Russia with different missions along the way; and Celebrity Russian Food, where 10 celebrities tackle 10 Russian recipes.