market. Negotiation with Gazprom-Media started in summer of 2007, and legal arrangements lasted from March 2008 through November 2008. Speculations on the deal's size stirred up public interest. The Kommersant claimed that the 100 percent capital of the company ranged from $5 mln to $15 mln; in an interview with the Vedomosti, Dmitry Grishin, German Klimenko, and Viktor Lavrenko suggested $5 mln to $10 mln, $3 mln to $5 mln, and $1 mln respectively. In summer 2008, the Kommersant stated that the RUTUBE control stake had been acquired at $15 mln in total, and that the founders had received motivation payments. Ownership by Gazprom Media 2008–2012 At the stage of arrangements, Tuganbayev had to leave the company due to the expiry of his annual contract. The end of the deal was marked with a major staff reshuffle. Developers and systemic administrators were moved to a separate company, and the holding passed technical development and video hosting support over to it. RUTUBE hired media managers, set up a commercial service, designers, and editors, whose responsibility was choosing topics for materials. Former head of the department of management of TNT-owned channels—Mikhail Ilyochov—took up the position of Chief Executive Officer. Vladimir Barabanov, former corporate director of the Hurst Shkulyov Media Publishing House, was appointed as Chief Development Officer. The changes fitted with RUTUBE's new development strategy of a socially-oriented platform. In October 2010, the RUTUBE player was integrated into VKontakte. In April next year, a section was added to Odnoklassniki with the video platform's content, and ad campaigns were launched in September. Also, in September 2011, paid video content was added—live Russian Football League streams maintained in cooperation with NTV-Plus, a satellite TV provider. In October, the user stream service, which had worked since the launch of the platform, stopped working. In March 2011, under the supervision of the RUTUBE managerial staff, the Now.ru online movie theater was launched in the service's technical base, whose library included licensed content provided by Sony Pictures, The Walt Disney Company, Warner Bros., Playboy, Lionsgate, BBC, MTV and Nickelodeon. In spring 2011, a dedication ceremony on the platform's servers was held by a Russian Orthodox priest, Father Victor, upon the request of Yury Degtyaryov, General Producer of RUTUBE, captured the attention of mass media. It was reported that the service was going to get blessings from the Council of Muftis and the Chief Rabbi of Russia. Redesign