Soyuzmultfilm and the children’s TV channel Multilandia have launched a new international children’s television channel — UMKA. The Republic of Belarus is the first country where the broadcast has begun.
“The creation of our own international distribution channel is an important step that will make Soyuzmultfilm’s content accessible to viewers around the world,” said Yuliana Slashcheva, Chair of the Board of Soyuzmultfilm Studio. “Animation, with its universal cinematic language, has a unique ability to unite people. Like Multilandia, UMKA is a safe space for childhood: carefully selected and verified content helps build trust with both children and parents, and most of our projects are designed for shared family viewing and discussion.”
A key competitive advantage of UMKA lies in its content adaptation system for international audiences: all cartoons are accompanied by subtitles in the language of the country of broadcast. This approach ensures rapid localization and simultaneous release of new content across all platforms — a factor critically important for operators in forming a relevant and competitive media offering.
“The launch of UMKA is a strategic step toward entering the international market. We offer not just a broadcast of cartoons, but a ready-made edutainment solution. We are especially proud to begin this project in partnership with our colleagues in the Republic of Belarus — a country that shares our cultural values and interests,” said Maria Dvoryadkina, Director of the Multilandia and UMKA TV channels.
According to Dvoryadkina, UMKA is not only entertaining but also educational. The simultaneous perception of visual and textual information helps children recognize letters and words faster, stimulating early language and reading development among preschoolers.
“Our research shows that subtitles not only make content more accessible but also serve as a powerful tool for the early development of reading skills in children,” added Dvoryadkina. “This is a fundamentally new product in the children’s broadcasting market.”
Programming on UMKA will be aired in short viewing segments of 15–20 minutes, ensuring a comfortable and safe experience for children of all ages. This format encourages focused attention with natural breaks, prevents uncontrolled background viewing, and reduces prolonged screen time that may negatively affect children’s health and development.
Expansion plans include broadcasting in CIS countries, the Middle East, Latin America, and other regions.
About UMKA
UMKA — International children’s TV channel by Soyuzmultfilm Studio
Broadcast launch date: October 30, 2025
Official website: https://umkatv.com/
Availability: HD format for telecom operators and OTT platforms worldwide
Description:
UMKA offers the best animation from Soyuzmultfilm Studio, including its Golden Collection as well as modern animated films and series. All content is adapted for international audiences through subtitles and a universal visual language understandable to children from any cultural background. The channel also features programming in Russian Sign Language.
