The World: Moscow - The Discovery Channel embraces Russia

The Discovery Channel is opening up to Russian advertisers after a deal with the country's biggest media seller. The Video International Group will exclusively sell the channel's Russian airtime.

Russia's ad market has been growing by about 30 per cent a year with total annual adspend now at $6 billion.

Mary Kallaher, the channel's country manager for emerging markets, said the deal will give advertisers access to urban, aspirational young men.