Pushkin Map is a state financial and educational project launched on September 1, 2022, the purpose of which is to enable schoolchildren and students to visit theaters, museums and other cultural institutions for money allocated from the budget. The Pushkin Card is a product of the Mir payment system, and a certain amount is received once a year. But this money is targeted, it cannot be cashed or spent in the store. They are strictly designed to pay for tickets to exhibitions, theater productions, concerts and other cultural events.
Chronicle
2024
11 million users, 75 million tickets for ₽36,4 billion The Ministry of Culture of the Russian Federation summed up the results of the Pushkin Map program
On November 1, 2024, the Minister of Culture of Russia Olga Lyubimova presented the results of the implementation of the Pushkin Card program, saying that since its launch in September 2021, 11 million young people have become participants, who have purchased more than 75 million tickets totaling ₽36,4 billion.
According to TASS, the coverage of young people with the program in Russia has reached 80%. In some regions, including the republics of Chuvashia, Tatarstan and Udmurtia, as well as the Nizhny Novgorod, Orenburg, Kostroma and Arkhangelsk regions, the participation rate exceeded 95%.
The program is aimed at supporting young people aged 14 to 22 years and increasing the availability of cultural institutions. The face value of the card is ₽5 thousand per year, the funds can be used to pay for visits to theaters, museums, cinemas and concerts.
In 2024, it is planned to finance the program in the amount of ₽12,5 billion, in 2025 - ₽12,7 billion. For 2026, the allocation of ₽28,3 billion is envisaged, which is 10% lower than the initial budget forecast.
The Ministry of Culture of Russia is strengthening control over the use of maps. New rules have been introduced that provide for blocking the card until the end of the calendar year in case of violation of the program conditions. Tickets can only be purchased by cardholders solely for personal attendance at events.
The agency also expanded the requirements for cultural organizations and improved the system for buying and controlling tickets. A system of notification of changes in events for card users has been implemented.
Over the three years of implementation, the program has proven its effectiveness in increasing the interest of young people in cultural events. The Ministry continues to work on expanding the list of available cultural events and improving the quality of the proposed events.[1]
The development of the Pushkin Card IT system has passed from Rostelecom to VK
On September 30, 2024, it became known that the VK holding began the active development of the Pushkin Card IT system, which was previously managed by Rostelecom. The company began searching for developers for the application "Public services Culture," used to design the "Pushkin Card."
According to Kommersant, VK posted a vacancy for an Android developer for the Public services Culture application on its corporate website. Previously, the development of this application was carried out by RT Labs, a subsidiary of Rostelecom, and the Notamedia studio. The Ministry of Digital Development, Communications and Mass Media of Russia clarified that the vacancy was published to finalize the project.
The transition of development to VK is associated with the February government decree, according to which the holding became the operator of the "trusted information systems" of the Pushkinskaya Karta program. Back in July 2023, VK bought out RT Labs' stake (26%) and part of Notamedia's stake (25%) in their Nota-RTK joint venture, which was subsequently renamed VK Art Lab.
The Pushkin Card program, launched by the Russian Ministry of Culture in 2021, allows citizens aged 14 to 22 to receive a prepaid card with a face value of ₽5 thousand to buy tickets to cultural institutions. As of June 2024, 10.4 million people participated in the program.
Experts note that VK has greater hiring and employee development capabilities than its contractors. Co-founder of Arcsinus Pavel Golub suggests that in the future, the development of all systems for the Pushkin Map can be carried out entirely by VK.
Arkady Karev, Vice President for Strategic Projects of the Borlas Group, notes that with the proper quality of the project, a third-party developer can accept it even without the need for joint development within the framework of the "transition period." However, the complexity of this process depends on the level of documentation of the solution and the quality of the source code.[2]
The government has updated the procedure for the implementation of the Pushkin Map program
According to the Decree of the Government of the Russian Federation of 17.02.2024 No. 181 "On Amendments to the Decree of the Government of the Russian Federation of September 8, 2021 No. 1521," the rules for the implementation of the Pushkin Map program are set out in an updated version.
Thus, the updated rules have expanded the requirements for cultural organizations to participate in the Pushkin Card program. In particular, the cultural organization must be registered in accordance with the legislation of the Russian Federation as a legal entity, must carry out activities in the field of culture for at least one year preceding the date of filing an application for inclusion in the register of cultural organizations, information about the cultural organization, its leader, participants (owners), as well as the chief accountant should be absent from the register of foreign agents, etc.
The conditions for citizens' participation in the Pushkin Card program have been adjusted, as well as the conditions for termination of citizens' participation in the program, which now include the transfer by a citizen of a card, card details or registered ticket to third parties.
It is envisaged that the measures included in the Pushkin Map program are assessed taking into account the Fundamentals of State Policy for the Preservation and Strengthening of Traditional Russian Spiritual and Moral Values, approved by Presidential Decree No. 809 of November 9, 2022.[3]
In addition, the decree stipulates that VK Company LLC provides trusted information systems on a voluntary and free basis, using which measures are being implemented to improve the security system of the Pushkin Map program, as well as information support for the program.[4]"
2023
The number of owners of the "Pushkin card" reached 9 million people
By the end of 2023, the number of owners of the Pushkin Card reached 9 million people. This was announced in April 2024 by the Minister of Culture of Russia Olga Lyubimova. According to her, in 2023, 28.5 million tickets were sold under the Pushkin Card program.
Lyubimova said that by the end of 2023, 11.5 thousand cultural organizations worked under the Pushkin Card program in Russia. The number of owners of the Pushkin Card is growing in many regions of Russia. Thus, the number of residents of the Kemerovo region who issued the "Pushkin card" increased by 40 thousand in 2023 and amounted to 220 thousand, or 85% of residents of the region aged 14 to 22 years. This was announced in January 2024 by the Governor of Kuzbass Sergei Tsivilev.
According to him, the region is leading in the Siberian Federal District in terms of the share of organizations connected to the Pushkin Card program (92% by the end of 2023). Next are the Irkutsk region, Krasnoyarsk Territory, Novosibirsk and Omsk regions.
In February 2024, the Government of the Russian Federation made changes to the Pushkin Card program. Thus, the requirements for cultural organizations applying for participation in the program have been expanded. Among them, for example, registration as a legal entity conducting activities in the field of culture (individual entrepreneurs are not allowed to participate), the availability of material and technical resources for the provision of services, ensuring the openness of information about the organization.
Financing of the federal project "Pushkin Card" in 2023 was left at the level of 2022 and amounted to 16 billion rubles. According to Olga Lyubimova, 509.5 billion rubles will be allocated to support the state program "Development of Culture" in 2023-2025, of which 175.4 billion rubles were allocated for 2023.[5]
Cultural institutions earned 13 billion rubles on the Pushkin Card
For incomplete 2023 - from the beginning of January to mid-December - Pushkin Card holders purchased 29 million tickets to cultural institutions for a total of 13 billion rubles. This was announced on December 18, 2023 during the strategic session of the All-Russian project "Museum Routes of Russia" by the head of the PRO.Культура.РФ platform and the Культура.РФ portal Alexander Minaev.
According to him, in Moscow, the leaders in ticket sales on the Pushkin Map are the State Tretyakov Gallery and the Pushkin State Museum of Fine Arts. As Minaev noted, by the end of 2023, 11.5 thousand organizations are participating in the Pushkin Map program, of which 1.6 thousand are museums. The latter account for 13% of ticket sales revenues under the program.
In mid-December 2023, a total of 9.5 million people issued the Pushkin Card; since the start of the program, they have purchased 52 million tickets.
Earlier in 2023, Pushkin Card operator Post-Bank announced that Moscow is leading in the number of purchases under the program - the capital accounts for 17.7% of ticket sales. The second place was taken by St. Petersburg with an indicator of 5.8%. In Bashkortostan, the Pushkin Map is used about the same often - 5.6%. Tatarstan and the Chelyabinsk region with 4.7% and 3.2%, respectively, were assigned to the fourth and fifth lines of the rating.
The most popular were cinema tickets - they account for 36% of all purchases. Theaters accounted for 23%, exhibitions and museums - 1%, events in houses of culture - 12%. Another 9% fell on concerts and three percent - on events in educational institutions and libraries.
 | We can say that every thousandth resident of the planet is the owner of the Pushkin map. One of the main indicators of the popularity of the program is increased spending on cards, - said Igor Minaev, head of the Pushkin Card program development department at Post Bank.[6] |  |
Scheme of deception revealed
At the end of January 2023, it became known about the scheme of deception with Pushkin cards. Fraudsters are trying to lure unconscious young people into Telegram channels and groups on social networks, in which they report the possibility of cashing out their personal "Pushkin card" minus the commission. It is up to 50% of your balance.
The number of some of these groups reaches 100 thousand members. Attackers use the fact that some schoolchildren and students want to get the money contained on the card in the form of cash.
In particular, videos are distributed in such channels in which young people claim that he and all his friends allegedly decided not to go to museums and theaters, but began to look for ways to withdraw money.
Attackers register an individual entrepreneur, register it as a cultural institution, for example, a theater, and then buy card data from teenagers and pay them tickets for performances that they organize themselves, computer security specialist Alexander Vurasko told Izvestia.
In addition, swindlers use mechanisms for issuing cards for data from third parties. They seek to gain access to the account of a person whose data was found in the databases of password login leaks or was purchased on the black market. Fraudsters issue a card in his name, after which they cash it.
The project at one time was very positively perceived in society, as it opened up a lot of opportunities to attend cultural events, but then students began to slowly forget about the "Pushkin Maps," many of them were idle, Yulia Matyunina, a representative of the National Parent Committee, shared her observations.[7]
Notes
- ↑ 11 million people became participants in the Pushkin Card program
- ↑ VK joins "Public services Culture"
- ↑ The government has updated the procedure for the implementation of the Pushkin Map program
- ↑ Resolution of the Government of the Russian Federation of 17.02.2024 No. 181 "On Amendments to the Resolution of the Government of the Russian Federation of September 8, 2021 No. 1521
- ↑ The InformSystem of the Pushkin Card is integrated into the VKontakte system
- ↑ Cultural institutions earned 13 billion rubles in 2023 on the Pushkin Card
- ↑ Obdala lessons: how they deceive the negligent owners of "Pushkin cards"
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