MPs seek to end UK broadcast of Russian ‘soft power’ cartoon Masha and the Bear | Television & radio

A cartoon for preschoolers about the adventures of a little girl and a retired circus bear might seem like an unlikely source of parliamentary concern.

But a cross-party group of MPs has called on ministers to examine whether they can stop Masha and the Bear from being published in the UK, claiming it is a cute form of Russian propaganda.

Loosely based on a traditional Russian oral folk tale, the cartoon is one of the most popular shows of all time on YouTube. One of the seven-minute episodes, Recipe for Disaster, has been viewed more than 4.6 billion times on the site.

But the program has been criticized by a Ukrainian state-backed institution and the Estonian foreign minister as a form of Russian “soft power.”

With the series recently relaunched for Netflix and available on ITV’s digital platform, a group of Liberal Democrat, Labour, Conservative, Green, SNP and Plaid Cymru MPs have written to culture secretary Lisa Nandy, asking her to intervene.

The letter, overseen by Liberal Democrat MP Tom Gordon and signed by more than 50 other MPs, argues that some of four-year-old Masha’s antics amount to “propaganda content” that is “not subtle”.

MPs point to a section where Masha is shown wearing a tank crew cap and what appears to be a Soviet-era uniform, and another where she wears a hat that resembles a Soviet border guard’s cap, which, according to MPs, has historically been associated with the NKVD, the Soviet Union’s secret police agency. They say the agency is “responsible for mass deportations, executions, and persecution of tens of millions of people.”

They said the footage was also used on the show’s English-language X account by Cyprus-based Russian animation studio Animaccord. Features of the post title: “A real military girl with a butterfly net! Wow, I’m in the army now!”

MPs said this was “actively normalizing Soviet military iconography for a global audience of young children.”

The MPs write: “We are writing to demand urgent government action following Netflix’s announcement that it has acquired two new seasons of the Russian animated series Masha and the Bear and is extending its licensing agreement for existing seasons and spin-off series in more than 100 countries.

“This content is also broadcast in the UK on ITVX. British children are being reached through both a major global streaming platform and a leading local broadcaster, and we believe this is unacceptable.

“British parents have the right to expect that content reaching their children through licensed platforms will be subject to appropriate scrutiny, particularly where credible concerns about state propaganda have been raised by our allies.”

They noted the comments of the Ukrainian Center for Combating Disinformation, which is supported by the Ukrainian government. It was stated that Masha and the Bear was “not just a cartoon, but also a tool of Russian soft power”, and suggested that the film contained “a mockery of other nations’ traditions through Masha’s behavior and the normalization of Soviet symbols and militaristic themes”.

Animaccord strongly disputed the allegations, stating that it was a private company producing a popular children’s program. He said he never received government support.

Animaccord spokesperson Melanie Bonvicino said: “My client categorically denies the false and defamatory allegation that Masha and the Bear is associated with propaganda.

“For nearly two decades, Masha and the Bear has been entertaining families in more than 100 countries with universal themes of friendship, kindness and imagination. The series contains no political messages, and its content does not fully support any claims to the contrary.”

“Animaccord operates in full compliance with applicable laws. Any claims to the contrary are false, irresponsible and lack evidentiary basis.”

Other governments share UK MPs’ concerns. Following the announcement of the new Netflix deal last month, Estonian foreign minister Margus Tsahkna said:: “Masha and the Bear is part of the Kremlin’s soft power, injecting pro-Kremlin and militarist messages into children’s entertainment.

“For many countries, including Estonia [Soviet symbols] It represents occupation, mass murder, deportation and crimes against humanity.”

Russian state media scoffed at the idea that the program contained propaganda.

The Ministry of Culture, Media and Sport declined to comment. Whitehall sources said it was up to broadcasters what they broadcast, provided the content fell within broadcasting rules overseen by media regulator Ofcom.

ITV declined to comment. It appears the deal to feature the show didn’t involve a huge fee.

Netflix has been contacted for comment.