Konstantin Kalachev, a political analyst, says that similar advice was doled out by Soviet television as an example of “’popular wisdom’” rather than as something forced on people by circumstances. Now, the Russian broadcasters don’t even try to cover up the fact that falling incomes make economizing a necessity.
Ilya Paymushkin, head of the Social Communications agency, says that Russians in most places have already had to economize, but the television broadcasts give this economizing a name – and thus reinforce its meaning for those engaged in its. Other analysts are less certain that this is happening.
Bely reports that a source in First Channel tells him that he “does not see in the subject anything sensational” in such stories. Russians have always been interested in getting things for the lowest price they can, and Moscow television has been talking about this “for decades.” Indeed, the source says, “economizing is one of the most attractive themes for TV viewers.”