TV-6 Media was Russia's first TV advertising agency that was directly integrated into the channel, being also the latter's own sales house. Back then, Premier SV and Video International advertising agencies had a virtual monopoly in the Russian TV advertising market, selling 100% of ads on all TV channels. TV-6 Media, however, chose a distinctly different development model based on the independent work in the advertising market in the interest of TV-6 Moscow. As a result, the channel quickly became completely self-sufficient and was needed no public subsidies to become one of the most popular Russian entertainment TV channels.