for broadcasting in decametric waves. Attempt at shifting to vertical integration In 2010, Ernst attempted to implement vertical integration into Russian television, a widespread approach in the United States and some European countries, which means new episodes of serials are aired once a week at a specific time. Vertical integration is, for a number of reasons, cost-effective for TV channels and series producers. When announcing his experiment with vertical integration, Ernst said in an interview to TimeOut that in doing so the channel was trying to meet the needs of TV viewers and to be of interest to those who do not usually watch TV. New series had relatively poor ratings for Channel One Russia (approximately 13%), but all the episodes that had been filmed by that time were, however, aired, after which the channel resumed horizontal integration. Conflict with the Russian singer Zemfira A remix of Khochesh' (Do you Want?), a song of the Russian singer Zemfira, was performed during the opening ceremony of the 2014 Winter Olympics at the Fisht Olympic Stadium in Sochi, Russia, on 7 February 2014. Right after the end of the ceremony, all the content disappeared from the singer's official website, replaced with a black page featuring the following text: "channel one ignored every possible agreement and used my track without my consent. this is in direct violation of my intellectual property rights. it's outrageous) a great opening ceremony! Kostya, congratulations! but why this lack of respect? you do whatever you want?". In response, Ernst declared in the broadcast of Echo of Moscow on 9 February 2014 that he "had known Zemfira since the very beginning, when nobody knew her" and that he "had done very much for Zemfira and her career". He added that "Zemfira had breached her contract with REAL Records, a company that I was heading at that time, but I decided not to sue her". Under the circumstances, however, he would have to do that if she was going to sue him. Ernst did not provide any details on the supposed breach of contract between Zemfira and REAL Records, stating only that this had happened some five or seven years before that. Following this, Zemfira's official representative Pavlo Shevchyuk said in an interview to Business FM that she would not sue Ernst for using her song Khochesh' (Do you Want?) without her consent. He also added that the message on