Residents of Vereya were assured that the city would not lose its historical heritage after the transformation!
Throughout the Naro-Fominsk region, parliamentary hearings continue on the initiative to transform the municipality into an urban district. In the last issue of the “Week of the Moscow Region” we already wrote about meetings of people’s representatives with the top officials of the district and region.
Most urban and rural communities, after some discussion, unanimously said “yes” to scheduling public hearings. Last week it was the turn of the urban settlement of Vereya.
VEREAN PHOBIA
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In addition to the head of the Naro-Fominsk region, Vadim ANDRONOV, the Moscow Regional Duma deputy Oleg ROZHNOV and the head of the main department of territorial policy of the Moscow Region Government, Alexander KOSTOMAROV, took part in the work of the Vereysky Council of Deputies.
By the way, Vadim Vadimovich and Oleg Aleksandrovich attended every meeting held in the district, where they acted as those very sages who could explain to local residents and officials all the advantages of transforming the district into a district. Alexander Konstantinovich’s participation in the hearings was for the first time.
In theory, the presence of such “distinguished guests” should have hinted to the local residents that they had not come here to frighten them, but rather to calm them down and give them complete information, but apparently, among the Vereans, the fear of innovation is still winning over common sense.
If we abstract from the little things, then the main phobia of the residents of Vereya - the loss of the historical heritage and significance of the city - innovations were incomprehensible to the old-school people.
The head of the urban settlement, Vladimir ANISIMOV, drew a parallel with the transformation of the district into a district, recalling the way of life during the Soviet Union. Vladimir Leonidovich also agreed with the local residents in their “phobia”, however, as it later turned out, the Vereians and the leadership had absolutely nothing to fear.
WITH CARE ABOUT THE HISTORY OF CITIES
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Vadim Andronov, who was the first to take the floor, said that he came to Vereya to communicate with the people and dot all the i’s.
Each urban and rural settlement of the district unites with each other - decisions are made at the councils of deputies to support the initiative and schedule public hearings, a month after them, if approved, the papers are transferred to the regional level, said the head of the district. - The territories and population should only benefit from the formation of the urban district. This is the governor's requirement. He even promised additional funding to those settlements that would support his initiative and remain constructive.
Vadim Vadimovich also emphasized that the corresponding categories of citizens will in no case be deprived of benefits or other forms of social support. And the current head of the settlement can remain in his place, only his position will now be called differently.
So what, the city of Vereya will no longer exist? What about his story? - a question came from the audience, barely the head of the district had time to finish his speech.
Alexander Kostomarov decided to act as a “valerian” for concerned residents. He told those present about the successful practice of transforming districts into okrugs and emphasized that such a reform does not take place in a “voluntary-forced” manner, when people are simply presented with a fact, but first of all - with the consent of residents, local administrations, etc. Further.
But at the same time, you are absolutely correct in saying that for the population of the city of Vereya, status is very important and, believe me, we treat this very carefully,” the official said. - The Moscow region is rich in settlements with a worthy history. And in each of them, where transformations have already taken place, nothing has changed, no losses. The city of Vereya as a name will definitely be preserved, but as an urban settlement, most likely not. In addition, during the time allotted for holding public hearings, which is more than a month, we will see each other more than once. A large number of meetings will be held in various formats with councils of deputies and with residents. You need to understand that we are not changing the structure or way of life in Vereya. We are just changing the form of management.
ACCORDING TO THE PRINCIPLE OF A COMMON BOILER
Speaking about the efficiency of transformations, Kostomarov said that it increases due to the speed of decision-making - which is why a single-level management system will be more profitable. In addition, there is a clear chance to get into various programs at the regional and federal levels.
By the way, there are enough cultural monuments in Vereya, tourism is developing well, and recently a new reserve has even appeared here - “Seven Keys”. So the head should really think about the advantages of the transformation, and follow the example of the Ateptsevo deputies, who decided not to drag their feet, but immediately started talking about financing certain objects and allocating money for improvement.
Oleg Rozhnov also added a few words about why the transformation would be beneficial for Vereya.
There are always concerns with changes, but here you need to understand that they will only bring benefits, the deputy is sure. - If we talk about the financial side, the budget will be formed according to the principle of a common boiler. And, as you know, in the Naro-Fominsk region there are rich settlements that are a kind of donors, therefore, at their expense, Vereya has a potential chance to increase its treasury.
Oleg Rozhnov also emphasized that thanks to the transformation of the district into a district, per capita funding for sports, recreational and leisure activities will increase by two and a half times. The educational sector will not be left behind. As for travel costs, on the contrary, it may decrease.
Alexander Kostomarov decided to sum up the meeting and called on the deputies to schedule public hearings.
As a result, the Verey “parliamentarians” scheduled public hearings for November 26. Perhaps by this time the head of the urban settlement, deputies and the residents themselves will realize all the advantages of transforming the area into an urban district, and the historical heritage of the city so cherished by them will not only be preserved, but also enhanced.
Lyubov MARTYSHEVSKAYA
It’s not news to anyone that Bezza is no longer the same
At twenty-two years old, a train and such a kind, pure kind,
I spent my conscience somewhere while I took what I took,
He took into circulation what he was rushing, took fucks for show-off, Yes!
Many clones, stumbling after fashion,
I'll be modest while I repent, the microphone is shitty,
And what is worth taking for testing does not bother us,
Been in a coma too long, I'm prone to this shit.
Let it be depressive for someone, let it be my style,
I got out of the sleeping areas, there I belong to my own people,
Among the soot and dust, there was sweat on the platforms,
In this forest, I walk my scorched path.
It’s not a howl here, mind you I didn’t yell that I’m cool,
For every cool person, there is a much cooler one,
There is a thick layer of tags here, and we are a huge crowd,
We don’t try to become better while the clouds of smoke are melting.
Chorus:
But we are still the same, we don’t try to change ourselves. (2x)
L-Jane:
I always wanted from life, exactly what I wanted,
I didn’t have the habit, that means I didn’t have any show-offs,
And in general, I always somehow didn’t care about opinions,
Smoke, smoke, smoke in the black and leather gelding.
Luda smokes in the salon, the sub caresses from below,
This punk knows how to stir things up like crazy
It's not scary to be young when you're not a dad yet,
But still, in fact, someday you have to decide.
I remember the rainy autumn, October outside the window,
My native Khrushchev, year ninety-nine,
Sasha in hip-hop at night, in the morning Mister Zombie,
My native street, concrete catacombs.
Chicks on expensive cars listen to me,
One Love to all hairdryers, we make hip-hap beautifully,
In the morning, seagulls and again the studio place,
Bezza is in touch, here is rap from St. Petersburg to Brest.
Chorus:
We don't change the world, the world changes you,
And at sunset, the lanterns burn for good reason,
The calendar numbers are flying faster and faster,
But we are still the same, we don’t try to change ourselves. (2x) It's no news that Bezza is not the same,
In twenty-two years, and train a good, clean grade,
I spent somewhere conscience until he took that takes
In turn I took that rushing, vyebony took over bluff, Yes!
Many clones tumbling fashion,
I will be modest until I confess, shitty microphone,
And that is to take a sample, we do not care,
For too long remained in a coma to this shit I"m inclined.
Suppose that someone deprissiven let this my style,
Got out of the sleeping sets, there I was for their own,
Amid the smoke and dust of sites propoti were
In this forest, I go propalennay his path.
There are not howl howl, mind you I am not yelling, I"m cool,
For every steep, there is a much more abruptly,
Here Tag fat layer, and we are a huge crowd,
We do not try to get better until melting smoke clouds.
Chorus:
And we are all the same, do not try to change yourself. (2x)
L-Jane:
Always I wanted from life, just what I wanted,
I do not have a habit, so do not boast had
Anyway I was always somehow do not care for the view
Smoke, smoke, smoke in black leather gelding.
Luda fumes in the cabin, caressing the sub from the bottom,
This rabble knows how to stir up not Hilo,
Do not be dumb young, when there dad,
Yet in fact, when it is necessary to be solved.
I remember a rainy autumn, the window in October,
My own Khrushchev, ninety-ninth year,
Sasha in hip-hop night, in the morning, Mr. Zombie,
Native street of my concrete catacombs.
I listen to heifers on expensive tachilah,
One Love all fenam, doing hip-hap beautiful,
Morning tea and then studio space
Bezza connected, then rap from Peter to Brest.
Chorus:
We do not change the world, the world changes you,
And at sunset, lights are burning not in vain,
Flying faster than the number of all calendar
And we are all the same, do not try to change yourself. (2x)
Svetlana Ershova
We are not changing the Fatherland
Dossier
Konstantin Vasilievich Skvortsov.
Russian writer. Born in 1939 in Tula, lived in Zlatoust and Chelyabinsk. Member of the Writers' Union, headed the regional writers' organization. Currently, he is co-chairman of the Writers' Union of the Russian Federation.
Master of dramatic poetry. Full member of the Petrovsky Academy of Sciences and Arts. Author of twenty plays in verse
“The whimsical motley carousel of folk characters and types, vivid psychological portraits of historical figures, the dynamics and poignancy of the plot, the reprisal and musicality of the language, the feeling of theatrical nature provide a creative stimulus for the director’s and actor’s imagination, making Skvortsov’s plays welcome guests on the country’s stages.”
Laureate of the All-Russian Literary Prizes: named after. M.Yu. Lermontov (2000), named after. A.I. Fatyanov (1986), named after. E.F. Volodin (2002), named after. M.N. Alekseeva - (2005), laureate of the “Public Recognition” forum (2001), laureate of the People’s Prize “Bright Past” (2004), laureate of the Great Literary Prize of Russia for the best work of 2004 (2005) . Winner of a diploma of the All-Russian Literary Prize "Alexander Nevsky" (2007).
He was awarded the orders “Badge of Honor”, “For the Development of Polish Culture”, the medal “For the Development of Russian Thought” named after. IA. Ilyina.
Lives in Moscow (Peredelkino).
“People who leave their fatherland for foreign lands are not respected in a foreign land, but are shunned in their homeland.”
Aesop, VI century. BC e.
We still don’t know how to value
With the time allotted to us... Careless,
It’s as if we are gods, as if we are eternal!..
But we, plebeians and ranks, are mortal -
All are doomed to oblivion.
But at least once for a moment, believe me,
That we have been given a great destiny - immortality,
Why should we break the usual foundations?
And the connections of the world... What's worth fighting for!..
And then we, people, will become scared,
How little we live. After all, our share is
A universal moment... And now
We are wasteful and stingy at the same time!
In vain, comprehending the secrets of the world,
To ask for a minute of life, like a coin, -
Nobody will give it!.. Behind this there is only death!
And you won’t have time to do anything else!..
They tell me: they came at the wrong time!..
But hear - the clock is knocking in silence -
Everything is on time!.. History does not sleep!
The clock is broken - check the time!
Answer me, almighty man,
What time is it now? What day is it? What century?
Konstantin Skvortsov
1971
Start
Back then, in the early seventies, I didn’t yet know how incredibly lucky I was.
I was invited to a regional seminar of young writers, in which famous poets were supposed to take part: Lyudmila Tatyanicheva, Mikhail Lvov, Valentin Sorokin. Places for the seminar participants were reserved at the Chelyabinsk Hotel. I arrived a little later; all the poets had left for a performance in Magnitogorsk. The organizer of this seminar, Gennady Suzdalev, asked Konstantin Skvortsov to meet me...
At that time, in literary and literary circles there was a lot of gossip about a strange and talented young man who preferred solitude, and if communication
That's selective. This young poet was Kostya Skvortsov.
He came up to me, introduced himself and said very simply: “What are you going to do alone in the hotel? I invite you to visit."
The owner of the house, Tamara, Kostya’s wife, greeted me as if we had known each other all our lives. By chance, but for a long time, this house became a refuge not only for me, but also for many creative people. Here I was lucky enough to communicate with Evgeny Yevtushenko, Georgy Taratorkin, Oleg Efremov and even the Consul General
Then the USSR was still in Indonesia. Also, by chance, Konstantin and Tamara became my friends and remain so to this day.
The main theme, or Your unique “I”
Even then, I had the opportunity to read Konstantin Vasilyevich’s first two dramas, “Alena of Arzamas” and “The Gorge of Winged Horses.” I remember my first impression of what I read well - shock, a feeling of sincerity and involvement in what was happening, as if my consciousness and my “I” had moved in time and space. Then there was the premiere at the Chelyabinsk Theater of the drama - “We are not the Fatherland change" and "Mentush". Then - premieres in St. Petersburg and Moscow, in Ozersk and other cities of Russia.
What is striking about the work of K. Skvortsov? The poetess Novella Matveeva said this very accurately: Every poet has his own favorite
theme, its own star, its own unique “I”, and for K. Skvortsov it is Russia from himself and himself from Russia, all from it - a country not of monumentally picturesque, but of a tragically unknown country, where everything is deep and the breadth must be resolutely rediscovered, even if it is “The very edge of the abyss”...
Even it would seem that the personal is inseparable from Russia
I remember my mother at the smoky stove,
Tired, getting us ready for bed,
With a knife sharpened by the flickering of a candle
She shared bread during the last war.
And I consider it a great happiness
Drink cold water from a ladle,
Where, freezing, into four parts
People managed to split a match.
Their fires went out and turned red again
In the snow, where Ermak walked with his squad...
For six thousand years we have been dividing our land
And we can’t separate everything in any way.
What a difficult work of the soul this is, hidden from prying eyes! A significant portion of life has already been lived. Konstantin Vasilyevich, undoubtedly, has established himself as a creative personality. And most importantly, this is the person you trust, he is convincing both in creativity and in life. His grandson, having been educated in Canada, was unable to stay there. He returned to Russia, to the Urals, where his parents live, where his grandfather lived. Who knows, most likely, the poet’s love for his native land was convincing for his grandson.
The poet and playwright Konstantin Skvortsov’s meeting with the Snezhin people was not the first and, I really want to believe, not the last.
Let us be grateful to him for the generosity of his soul, which he shared with us, letting us into a special world - the world of the living word.
K. Skvortsov has many wonderful lyrical poems, several wreaths of sonnets, but his main theme is Russian history and Russian people. Georgy Markov is very accurate in assessing the work of Konstantin Vasilyevich: “When speaking about Sholokhov, I used the concept of a “national galaxy.” I apply the same to Konstantin Skvortsov. He has a “national galaxy”, and in terms of the national it is huge.”
Father
It happened in mighty Rus'
Until the recent great disaster.
Dying. Father asked
I have spring water.
Like putting on a shirt for a holiday,
The soul clung to the body a little...
And the people looked in surprise,
How he slowly drank from the ladle...
Apparently he thought that he would regain his strength
This moisture... But it seemed to me
What does he want to know in advance?
How cold it is there, down there...
Near the outskirts is a gray-haired wanderer,
Praying at the holy well,
He told me: “Between people and water
There is an invisible Higher connection.”
Oh, I don't know. And I have only one thing
There is little consolation
What the father didn't see
How conscience and honor are violated,
As a tear rolled down the sky,
Leaving traces on the heart...
Like Russia, looking us in the eyes,
Silently waiting for spring water.
Say Say
N...
The tracks were leaving
By the dew of our morning dreams.
Like a desert of water
So you longed for kind words.
In the white church of dawn
A good chance got us married.
Say Say!..
I looked at you and was silent.
Your desperate look
And the moaning of awakened owls
I value it a hundred times more
Sweet trills of memorized words.
It's not for pleasure
We have exceeded our rights.
And not at all then,
To listen to empty words.
Say Say!..
You were right, dear.
But maybe I'm alone
I know the bitter price of words.
And the resin flowed down
On the bark, on the blueberries, on the mosses,
So that you don't sleep,
And I was rushing through these verses.
Here we are together again
We love again - no match for others.
Why don't we live?
Are we all paying someone else's bills?
In the white church of dawn
I light a golden candle...
Say Say!..
I look at you and remain silent.
Megafon's chief marketer Larisa Tkachuk manages the first emotional brand on the Russian telecom market, but believes that you need to be extremely rational in your work.
“We appeal to people who are not discouraged and can influence events”
“The secret of the company”: Everyone recognizes that the market has moved from quantitative growth to qualitative growth. MTS and VimpelCom responded to the changes and rebranded. Is Megafon expecting something similar?
Larisa Tkachuk: Rebranding implies a change in positioning. But we do not change the chosen audience and do not change the values.
SF: What are they?
LT: They are expressed in our slogan “The future depends on you.” We appeal to people who are not discouraged and can influence events. Tuning visual communication is possible. But rebranding is not. And our colleagues from MTS and VimpelCom simply did what they had to do. It is simply impossible to continue to compete without a strong brand.
SF: Beeline and MTS have always focused on a wide target audience, and Megafon has always targeted young people. Will the company become a hostage to its positioning?
LT: The new audience of MTS is still unclear to us. And Beeline, judging by its advertising images, after rebranding defines its audience in the same way as we do. Our subscriber is a person aged 20–30 years old, who never loses his drive. It's hard to be attractive to everyone.
SF: The rebranding of Beeline and MTS is the work of the British agency Wolff Olins. Who worked on your brand?
LT: The basis of the brand was offered to us by Enterprise in 2001. It was only the core that needed to be refined and supplemented. What we live with now is the work of the McCann Erickson agency and, of course, Megafon itself. After all, the main task when creating a brand is to determine the company’s position in the market so that it corresponds to the client’s business goals. And this is a job for marketers.
DOSSIER
Mobile operator "Megafon" was formed in May 2002 by merging North-West GSM, Sonic Duo and several regional cellular operators. Megafon shareholders are the Swedish-Finnish TeliaSonera (35.6%), Telecominvest (31.3%), the Alfa Group-controlled CT-Mobile company (25.1%), the Bermudian IPOC fund (8 %). The licensing coverage of Megafon OJSC and its 100% subsidiaries covers the entire territory of the Russian Federation. At the end of May, the company's subscriber base amounted to 25.4 million subscribers. The average ARPU exceeds $10 per month (for MTS it is $7.3, for VimpelCom it is $7.5). Megafon's revenue for 2005 was $2.4 billion, operating profit - $647.4 million, net profit - $393.6 million. Last year, Megafon's revenue increased by 61.4% (MTS - 29%, VimpelCom - 52%), and net profit increased 2.3 times.
SF: After the rebranding of Sistema Telecom, MTS announced its active promotion of convergent services. Before this, it was Megafon that had the image of an innovator. Are you afraid of competition?
LT: We are not afraid of competition at all. In any of its manifestations. As foreigners say, don’t work hard, work smart. All Big Three operators work in the same direction. Convergence and multimedia are the mainstream of the European cellular market. First you are a mobile operator, then you are a service company. But when everything that is needed in the field of customer care has already been done, operators move on to additional services and services. They are becoming multimedia companies. They are trying to make sure that every application and service imaginable is accessible via a mobile phone.
SF: And what imaginary services have you already made available?
LT: In 2004, at the Norwecom exhibition, we were the first in Eastern Europe to demonstrate a long-distance video call - Peter contacted Moscow. In the same year, we launched mobile television in Moscow, then in the North-West and North Caucasus. The video on demand service and broadcast of five channels are currently only available in the North-Western branch, but we plan to bring them to the federal level.
SF: What else will you be doing in the near future?
LT: Let's make an mp3 store. Using an Internet search, you can download full-fledged music files using your phone. But we won’t reveal all the plans, this is a trade secret. Yes, this is not the most important thing, believe me. We have 600 services in the Volga region. Let's add five more - so what? There can be any number of services, but today it is difficult to understand them. Therefore, no one is interested in them and, as a result, they are not needed. Now everyone is trying to simplify access to them.
SF: And how can this be achieved?
LT: Make the interface as transparent and accessible as possible. Last year, for example, we launched the Megafon Pro additional services portal. It is threefold: a SIM portal in the phone’s SIM card, a web portal on the Internet and a WAP portal for those who access the Internet from a mobile phone.
SF: VimpelCom also has such a portal, and MTS has even more - its own iMode Internet access service. This way you won’t be able to preserve the image of an innovator. Are you planning to do anything original?
LT: We are now introducing uniform WAP and GPRS settings for all Megafon subscribers, regardless of tariff plan and region. For the first time in history, a network of this scale will have uniform settings for a huge number of phones of different models. Mobile Internet can be configured with the click of one button. It works for us, but not for other operators.
SF: What percentage of Megafon’s total income comes from additional services?
LT: In Europe, the maximum percentage of revenue from additional services in the operator’s total revenue is 20%. At Megafon it is 16–17%. The most active consumers of additional services are young people. To find out the weather forecast for tomorrow, older people turn on the TV and wait for the news, while young people go to the website. Well, it is clear that the future of these services is growing along with them. This future is easy to imagine by looking at Japan, where the mobile phone is replacing not only the computer. The Japanese operator NTT DoCoMo has a Celica service: a user can touch their mobile phone to the infrared port in a store and buy a can of cola. You can use your phone to buy tickets and check in for your flight at the airport. The same phone number is a document for access to the office. In fact, it replaces a credit card and a pass.
SF: What is stopping the emergence of such services in Russia?
LT: In Japan, and even in European countries, many services are initially built into the device itself - manufacturers make them to order, and operators sell phones. Our situation is different. When launching a new service, we depend on whether a certain phone model will enter the Russian market. The release of special phones that will be configured for our networks can dramatically change the situation. MTS did this with iMode, but it cannot be said that it was successful.
SF: Why do you think this happened? After all, MTS did everything “by the rules” - it sold already “flashed” phones, and the services were adapted for the Russian consumer.
LT: The problem is in the content creation industry. In Russia, profits from the sale of content are divided between the operator and the content provider. The Japanese model assumes that the operator makes money only on GPRS traffic, and this provides a powerful incentive for the development of the content market. As a result, we don't have many services. And those that exist are rather of the same type.
SF: Logos and melodies?
LT: Yes, these are mainly the services of the so-called content service. Which is not surprising: what operators are able to offer is in demand. There is also a mental specificity to the consumption of services. In Japan, for example, services are common that may seem infantile to us. For example, you send your personal characteristics - year of birth, name, photograph. And they send you the name of a profession that would suit you. The professions are funny. For example, an animal hairdresser or a costume designer in a puppet theater. Here we would call it children's toys, but there it is very popular among adults. Although, perhaps it’s a matter of Eastern mentality. Horoscopes and predictions are so important there that in China, for example, not a single building is still built until the site has been studied by a geomancer.
SF: Do you create successful campaigns using a ready-made recipe or do you wait for inspiration?
LT: We take the same steps every time. It's like a construction set - you can fold a parallelepiped, or you can fold a square. We compare ourselves with competitors and do a SWOT analysis of our offerings. If we see a gap somewhere, we launch new services and tariffs. And only then all this is embodied in advertising images. The approach is like in a laboratory. You have to be very rational to make an emotional proposal.
SF: So there is no room for inspiration in your technology?
LT: Do you want to hear from me about a miracle? You won't hear the story of how Apple was created. For me to come home and suddenly be struck by some creative idea - there is no such thing. When I wore an Indian sari to a New Year's party, various and rather unexpected thoughts came into my head, but they never returned. All our marketing campaigns are the results of research that is carried out with the same precision as in scientific laboratories. The form in which they are embodied, of course, requires creative effort. But this is done by an advertising agency, and it needs to be given a clear task. The agency only creates material to promote the idea, but the main thing is the idea itself. It must be formulated, and it is not born overnight, like a miracle. Any idea is based on specific business goals, which are measured in minutes and bytes.
Pavel Kulikov