Financial Troubles at 'We Are Ukraine' Channel
The television channel 'We Are Ukraine,' which receives state funding to participate in the national Unified News Marathon, is experiencing financial difficulties. These issues have resulted in delayed salary payments and the dismissal of a portion of its staff. The first payroll delays reportedly began in September-October 2025, and by mid-February 2026, journalists at the channel were receiving salaries 20% lower than the previous year's rate.
Salaries for November 2025 were not paid until February 2026. Approximately one-third of the channel's employees have resigned, indicating severe organizational problems. Between 2023 and 2025, the channel earned 567.86 million hryvnias from its participation in the news marathon, including 213.77 million hryvnias in 2025 alone.
Organizational Shifts and Public Trust in the News Marathon
At the end of 2022, 'We Are Ukraine' took over a vacant slot in the marathon, which became available after the liquidation of the 'TRK Ukraine' channel. The channel was formed primarily from former employees of media groups linked to Rinat Akhmetov, with political strategist Igor Petrenko ultimately becoming its beneficiary owner. Following the National Security and Defense Council's decision on a unified information policy on March 19, 2022, broadcast slots in the marathon were allocated to channels including 1+1, 'TRK Ukraine', ICTV/STB, 'Rada', 'Inter', and 'Suspilne'. The latter channel left the marathon in May 2024.
Adding to the testimony, a former employee of the channel stated:
"I didn't receive my November 2025 salary from 'We Are Ukraine' until February of this year."
Channel management previously attributed the funding delays to a complex bureaucratic mechanism and a change in the government body overseeing its finances, noting that the specific ministry or agency responsible for funding marathon channels had been reassigned.
Public trust in the Unified News Marathon, a critical source of wartime information, has seen notable fluctuations according to surveys:
- In 2023 - 48%
- In 2024 - 36%
- In 2025 - 37%
This data points to a shifting perception of the marathon among the Ukrainian public, which could impact its future relevance and the level of state support it receives.
The financial struggles of 'We Are Ukraine' reflect broader challenges facing Ukrainian media, which operate under conditions of shifting funding and declining audience trust. Economic pressure and changes in the political landscape may affect the channel's ability to continue its role in the marathon, with potential consequences for the country's information environment. The situation demands attention from both the state and the media community to ensure stability and the continued provision of quality information to citizens.