Television Spot for High-Class Moscow Mutts

There is no animal more beloved in Russia than the dog, and there is no current trend more upheld in television broadcasting, it seems, than product promotion. The two have happily mixed in a new program custom-made for cosmopolitan Moscow dog-lovers eager to catch up on the latest news about their four-legged friends and the most fashionable ways to care for them. "Kinologicheskaya Mozaika," or "Canine Mosaic," dedicates its airtime to the glorification of dogs -- and their owners, as long as they adhere to the program's strict four-principle pledge: "Superiority, care, competence and quality." "I am so overwhelmed with ideas," said Anna Nekrusheva, the program's dog-lover-turned-biweekly hostess. "It is only the program's length" -- 15 minutes -- "that limits me." If she is ultimately given more airtime, she said, she would provide city dog owners with a competitive edge the ultimate service, listing any and all significant dog shows in the area. Nekrusheva, who in addition to her new duties as a television personality, also presides over Moscow's Dalmatian Club, said she came to realize her "creative ambitions" after signing a deal with Masterfoods, the Russian branch of the multinational Mars corporation.In exchange for airtime, Masterfoods will get the lion's share of the advertising spotlight, plugging company products such as Pedigree Pal, Frolic, Chappi and Excelpet care products, according to Roman Petrenko, a spokesman for Masterfoods' dog food division. "The creative team of 'Mozaika' have the same aims as we do," Petrenko said. "We try to make pet owners more responsible for their animals. Few of the people who keep their dogs chained to kennels are our clients."The program, aired every second Saturday night on Moscow's MTK channel, include tips on pet care, profiles of rare breeds and regular veterinary advice. It also keeps watchers informed of the latest news on dog shows and competitions. One segment last month featured an account of Russia's first canine agility championship, while last Saturday's episode focused on the International Dog Show held recently in Bern. The interest in the competition was patriotic: One Russian delegate, a black poodle, stole the show to become the 1994 World Champion.According to Petrenko, the former Soviet Union is home to some 26 million dogs, about 5 million of which are registered in Russia's 500 dog clubs as thoroughbred and pedigree.It is these pedigrees who are the prime focus of Masterfoods' interest, Petrenko said, since their owners are much more likely to care about things the company's products claim to provide, such as nutrition, vitamin balance and a shiny coat.During the course of "Mozaika," the company runs a single 30-second Pedigree Pal commercial, but so-called "concealed advertisements" are also a regular part of the show. Instructions on how to use brand-name flea powder and sprays might pop up in a program, and Nekrusheva often gives demonstrations on how to administer the sponsor's pet foods correctly. Nekrusheva's two dogs, a dalmatian named Olsi and a Moscow toy terrier named Yezhevichka, toe the company line, happily eating a regular diet of Pedigree Pal, which Nekrusheva buys from her local dog club. Olsi, in fact, has become the program's mascot, posing for cameras and apparently demonstrating how dog food should be eaten. "Of course it's extra advertising for Masterfoods," she said. "But we're also telling people how to use the products they buy -- something most pet owners really are interested in."