Yandex shifts focus to ya.ru as it heads for media exit in Russia
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Yandex shifts focus to ya.ru as it heads for media exit in Russia
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Yandex shifts focus to ya.ru as it heads for media exit in Russia
TechCrunch has learned that Russia search giant Yandex is to switch from using yandex.ru as its main front page for Russian-speaking users to ya.ru -- a less trafficked domain it's owned since 2000 that, historically, has only hosted a basic search engine page.
Imagine if Google decided to de-emphasize google.com in favor of a less popular domain it also owns and you'll get an inkling of how big a shift this looks to be for the Russian internet landscape. (Albeit, a fuller comparison would be if Google News was the main page used to reach its search engine and the company decided to shift to emphasizing the more minimalist google.com search portal instead.)
We understand the shift relates to Yandex's recent announcement that it's selling its flagship media products, news aggregator News and blogging recommender platform Zen -- a divestment that followed hard on the heels of the Kremlin's decision to invade Ukraine.
The war has led to a ramping up of censorship inside Russia that's made media ownership far more politically risky business than it used to be.
Yandex's business hasn't been sanctioned by the West but two of its execs have been hit with EU sanctions in recent months following critical analysis of the role its platform plays in amplifying Kremlin propaganda -- so the company remains under pressure to find ways to de-risk its ops while continuing to operate inside Russia. (Hence, for example, a recent update to its Maps product that simply erased national borders.)
Today a very subtly redesigned version of ya.ru has emerged which adds a weather icon and a button pointing visitors to other Yandex services.
Yandex has owned the ya.ru search engine page in parallel with the richer yandex.ru portal for decades but the former has been left essentially untouched -- while the latter evolved into an eye-assaulting info/propaganda hub for Russian-speaking users via the integration of Yandex's media products.
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