«Where Should We Go?» — Media on Current Events in Moscow
Every day, we curate interesting events happening in Moscow to help our readers decide where to go today, tomorrow, or over the weekend.
Objective
Many events take place in Moscow, with information scattered across social media, websites, and various channels. Moreover, not all platforms provide current links to purchase tickets or details about the events.
The media’s mission is to consolidate all useful information in one place, making the selection process pleasant and convenient.The goal of this media isn’t just to aggregate city venues and events; it is to curate which ones are relevant to the reader and answer a very common question:
«Where should we go?»
The proposed Telegram channel will help the audience save time searching for events, track city culture, and distill a large volume of information into understandable, thematic selections.
CORE FORMATS
Today: Events you can attend right now
- Where to go when you don’t have much energy after work?
- Where is the best place for a date tonight?
- Where can I spend some time alone right now?
- Are there any free events today?
Weekends: Selection of the best options for Saturday and Sunday
— What fun things to do on Saturday?— What unusual places can we visit this Sunday?— Where to go with friends on the weekend?— Where to spend time with the whole family?
Special Collections
— Where can I go with a small child?— Where can I propose?— Where to go for a New Year’s spirit?— Which places allow dogs?
MEDIA THEMES
Media Topics
Segment — urban lifestyle media
Niche Topic — current events and urban leisure in Moscow
The media’s main focus is on curating events for specific moments and scenarios: what the reader can do tonight, where to go over the weekend, what to choose for a date or a meetup with friends, where to go on a small budget, or what interesting new thing to try.
The channel reports on what is happening in the city in the near future: concerts, festivals, exhibitions, movies, lectures, new unique spots, and restaurants.
The emphasis is on selecting and clearly presenting the information.
COMPETITORS
Analysis Criteria:— relevance and timeliness— quality of presentation— visual style— tone of voice
Direct Competitors
«Moscow Guide: Where to Go | Events»
One of the largest direct competitors: the channel currently has about 1.1 million subscribers. The channel focuses on the best spots in Moscow, providing daily updates on where to go and what to see. The feed includes both events and information about city locations.The competitor’s main advantage is its scale and content volume: it covers not only events but also places, walking routes, and urban hotspots.
Telegram is the primary platform: it hosts daily roundups, individual events, photos of locations, recommendations, and advertising integrations.Relevance and Timeliness: High. The large volume of daily posts allows for regular coverage of current happenings.Presentation Quality: Medium. The channel emphasizes the sheer quantity and variety of options. The user receives many ideas but may not immediately find what suits them best. The format answers the question, «What is happening?» rather than thoroughly explaining, «What should I choose?»Visual Style: It utilizes photographs, videos, links, brief event descriptions, and materials about locations and urban spots.Tone of Voice: Light, entertaining, friendly, and aimed at a mass audience.
«Where to Go in Moscow»
Currently, the channel has about 160 thousand subscribers. The channel positions itself as a guide and source of information on interesting places in Moscow. The feed publishes events, exhibitions, concerts, free activities, walking locations, and other urban leisure options.Relevance and Timeliness: High. Relevant events are published with specific dates, times, locations, and visitation requirements. There are dedicated selections for events today and the coming weekend.
Presentation Quality: High. Information is usually provided in considerable detail: date, time, location, cost, and program description. However, in large selections, the user immediately receives many options, so the final choice remains up to them.
Visual Style: A large quantity of photos and videos. The visuals are predominantly documentary: photographs of places, urban locations, and events, as well as short videos. The channel looks like a constantly updated city feed.
Tone of Voice: Informative, light, and friendly. The presentation is aimed at a wide audience.
«Weekendy»
A direct competitor that offers users a quick way to find things to do in Moscow. Users can select a date and category, and they receive suitable events complete with addresses, prices, and ticket links.The competitor’s main distinction is its focus on automated searching and a large volume of events, rather than on curated editorial selection. Therefore, Weekendy is very close to the project in terms of user task, but it solves that task in a different way.Timeliness and Speed: High. The service constantly updates its event database and gathers information from numerous sources. Users can search for events on a specific date, which makes the service convenient for impromptu leisure planning.Presentation Quality: High in terms of search usability. Events are structured by dates and categories, and the results display essential practical data: address, price, and ticket link. However, unlike editorial media, the service hardly explains why a specific event is truly worth attending.Visual Style: Minimalist and functional. The main emphasis is not on visual identity but on search usability and event navigation. The site uses category and event cards, and the primary interaction occurs via a Telegram bot.Tone of Voice: Neutral, friendly, and service-oriented. Communication revolves around the simple task of «finding something to do, ” without a pronounced authorial stance or complex editorial presentation.Indirect Competitors
«Moscow Ravens»
An indirect competitor that also focuses on the theme of Moscow city life. The channel currently has about 40.8 thousand subscribers. The main content revolves around interesting places, events, and daily city life.The main difference is the emphasis on entertaining and visual content about Moscow, rather than specific places or events one can visit. The channel presents the city through short posts, photos, and videos, creating a sense of a continuous flow of interesting urban finds.Relevance and Timeliness: High. The channel is regularly updated and responds quickly to current city topics. However, this is not a classic event calendar with a full schedule, so timeliness here is more expressed through the frequency and punctuality of the urban content.Delivery Quality: High. The posts are short and easy to digest: one entry is usually dedicated to a single urban find, place, or event. This format allows users to become interested quickly, although detailed information for a visiting decision is usually absent.Visual Style: A noticeable emphasis on photography and video. The content creates the effect of observing real urban life.Tone of Voice: Informal, light, and entertaining. The channel’s name and description set a playful image.
«Yandex Afisha»
A major indirect competitor that addresses the same user need: finding out where to go in Moscow. The platform features concerts, theater, exhibitions, festivals, cinema, stand-up, tours, shows, quests, and other leisure formats. Users can select a date and use filters by event type.
The competitor’s main advantage is the scale of its catalog and the ease of search. Yandex Afisha allows users not just to read recommendations, but to immediately find a specific event, check the date, location, cost, and ticket availability.
Relevance and Timeliness: High. The service constantly updates its listings and allows users to search for events on specific dates, including events for «today» and the coming days.
Presentation Quality: High in terms of practical information. Event cards contain essential data: name, format, date, venue, price, and ticket information. However, users primarily compare options themselves, so the service answers the question «what is available?» more than «what is best for me?».
Visual Style: Functional and minimalist. The foundation consists of event cards with photos, brief information, and filters.
Tone of Voice: Neutral, informative, and service-oriented. Communication is maximally practical: the user comes not to read an editorial column, but to find an event and purchase a ticket.
«KudaGo»
A major indirect competitor in the urban leisure space. KudaGo functions as an events calendar for Moscow, featuring numerous categories: concerts, theater productions, exhibitions, festivals, tours, cinema, parties, activities for children, and other happenings. The site also includes editorial selections and recommendations.Relevance and Timeliness: high. The calendar is constantly updated on the site, allowing users to search for events happening today, tomorrow, on weekends, and other dates.Presentation Quality: high. In addition to standard event details, event cards can include descriptions, pricing, schedules, venues, and audience interest metrics.Visual Style: vibrant and rich. The core elements are event photography, event cards, categories, and visual tags. The interface is designed to allow users to browse a high volume of options and quickly access detailed information.Tone of Voice: informational, yet more magazine-like and recommendation-driven than a typical ticketing service.
Potential Competitors
«Moskva 24»
A major urban media outlet that covers life in Moscow and periodically addresses the topic of urban leisure. The website features a dedicated «Events» section.The competitor’s main advantage is the scale of its urban media platform and the ability to utilize various formats: articles, videos, broadcasts, and special projects. Furthermore, the events listing is only one part of the media’s broader activities.Relevance and Timeliness: High. Event coverage is regularly updated, and the «M24 × Ticketland» program releases selections of current cultural events in Moscow.Presentation Quality: High. Beyond simply listing events, the materials explain what one can do on a specific day or during a certain period, and they offer themed collections. However, leisure is part of broader urban content, so it lacks the narrow specialization in daily event selection found in dedicated listings.Visual Style: The platform uses photographs, video segments, broadcast formats, and special project materials. The visual presentation is designed for various content consumption formats, not just for viewing an events guide.Tone of Voice: Informative, journalistic, and relatively neutral. The presentation aligns with a major city media outlet, blending practical recommendations with news context.
«RBC Life»
An RBC lifestyle media outlet that regularly publishes editorial selections of city events. Features cover concerts, exhibitions, festivals, lectures, performances, and other leisure options.Relevance and Timeliness: high. The listings are regularly updated according to specific months and current cultural seasons. The materials include dates, venues, and additional information about the events.Presentation Quality: high. Events are accompanied by a brief explanation of the content and the program’s unique features. This format helps the user understand not only when and where the event is taking place, but also why it might be interesting.Visual Style: magazine-like, polished. High-quality photographs of events, venues, and press materials are used. However, in my opinion, the overall visual design is a bit overloaded, which makes searching difficult.Tone of Voice: informative and composed. The delivery is noticeably more editorial and formal than that of Telegram listings.