and development, 2012–2015 In summer 2012, Gazprom Media changed the service's management. At the same time, changes were made to the design, development strategy, and marketing strategy. In the new version, RUTUBE formed a personified home page based on the social graph of a Facebook (and later VKontakte) profile while offering videos posted on RUTUBE and social media and published on other platforms—YouTube and Vimeo. Maxim Ilyichov was replaced by Now.ru Technical Manager Elena Sakharova, who had managed development of Gazprom Media IT broadcast platforms. The service's content management policy shifted from user materials toward editor-managed professional content. In August, RUTUBE demonstrated French movies, short movies, and advertisement videos, which had received Cannes Lions awards. In 2014, the company planned to change its stockholder structure as part of a deal between Rostelekom and Gazprom Media. It was expected that RUTUBE would merge with Zoomby.ru, a platform specializing in TV content and movie-oriented Now.ru, under a single brand. The deal was approved by the Federal Antimonopoly Service, but it was canceled after the Gazprom Media reshuffle. In February 2015, RUTUBE partnered with Sputnik.Deti, a search engine for children, when it presented videos from the secure children's section in search results. In June, the content appeared in a separate section of V Metro, as part of RUTUBE's cooperation with the MaximaTelecom Wi-Fi network of the Moscow Metro. In July, former CEO of Groupon in Russia and Ukraine—Vadim Fedotov—became CEO of RUTUBE and took control of Gazprom Media assets. In October, RUTUBE content appeared on the updated Kinopoisk service. Merger with Pladform, 2016–2019 In February 2016, it was announced that RUTUBE was merging with Pladform (Runet's largest legal content distributor), via which videos are posted on Russian online platforms, including VKontakte. In May that year, the merger procedure was completed. Gazprom Media passed over to the new company—Ruform—the RUTUBE brand and the rutube.ru website, while reserving the CDN network and ZAO Rutube transcoding resources. In the new group, Gazprom Media holds a 33.3% stock, and the rest of it belongs to previous Pladform stockholders—Armen Gulinyan, Ivan Tavrin, and Innova. Armen Gulinyan, founder and CEO of Pladform, took the position of CEO at Ruform, and head of a digital subholding at Gazprom Media—Vadim Fedotov—became chairman of the board of directors. In January 2019, Ivan Tavrin and his partners sold 67% of the OOO Ruform Stock to Alexander Karmanov—the main owner of Eurasian Pipeline Consortium.