Ukrainian Toronto Television. Photo: Oleksii Pylov

Humour against anxiety: How the Kyiv-based Ukrainian Toronto Television communicates with young audiences through infotainment

In an environment where foreign information manipulation and interference (FIMI) increasingly appeals to fear, emotional exhaustion and distrust, Ukrainian independent media are experimenting with non-traditional formats of public information.

One illustrative example of this approach is the Ukrainian newsroom Ukrainian Toronto Television, a media project that combines journalism, satire and infotainment, using humour as a tool to engage audiences with complex sociopolitical topics.

Videos produced by the team have become a source of quotes and inspiration for memes on social media among young people, and some of their clips receive more than 1 million views on YouTube – a significant figure for Ukraine, whose population, according to the World Bank, stood at 37.86 million people as of 2024.

According toEmilia Hevko, Ukrainian Toronto Television team representative, speaking during “Media Vulnerability and Resilience to FIMI – Responding to Patterns of Information Operations” at the Copenhagen Information Integrity Charette (Copenhagen, 23–24 March 2026), the team communicates with its audience in a shared language and continuously experiments without avoiding complex or sensitive topics.

“The editorial team’s humour never targets individuals; instead, it focuses on broader phenomena, contexts and ideas rather than diminishing specific people. Even when addressing sensitive topics or historical figures, the approach remains respectful. Any backlash or hate is treated as an opportunity for reflection and dialogue, while the team consistently maintains its distinctive, ironic tone without crossing into personal attacks,” says Maxym Shcherbyna, Creative Producer Ukrainian Toronto Television.

An absurd name as a conscious editorial choice

The name “Ukrainian Toronto Television” is deliberately absurd and disorienting. It has no direct connection to either Canada or traditional television broadcasting – and this is precisely part of the editorial strategy. The team operates in Ukraine, while the reference to Toronto is intended to play on the idea of an outsider’s perspective.

The name dates back to the early days of the project, when founder and journalist Roman Vintonivposed as Michael Shchur– a fictional reporter from the Ukrainian diaspora in Canada – to secure interviews with Ukrainian politicians. Presenting himself as a journalist from a made-up Toronto-based channel made access easier, as politicians were more willing to engage with foreign media. The straightforward, even slightly naïve persona of Michael Shchur allowed him to needle politicians and highlight societal issues through irony.

Over time, as Vintoniv became recognisable, politicians grew more cautious and less willing to participate. However, the character continued to evolve in other content formats. While the project’s core audience knows this story well, the team still occasionally receives invitations to events and festivals as Toronto-based media – despite never having any operational or financial ties to the city.

Such branding immediately sets an ironic tone and signals to the audience that complex topics will be explained here in a straightforward way, without pathos or moralising.

The project primarily operates as a YouTube channel, which has become one of the most popular Ukrainian-language platforms of its kind. Its content is aimed mainly at a young, urban audience that is traditionally less engaged with classic news formats but actively consumes video, memes and explanatory content in digital environments.

This is not because young people are uninterested in the country’s political or cultural life, but because traditional news formats are often perceived as boring and require significant effort to process. In a media space saturated with overwhelming – and often manipulative – information, as well as overly complex official communication, young audiences tend to seek clarity and accessibility. That is why formats that use simple language, humour and relatable examples can be more effective in helping them stay informed and engaged.

Topics, formats and language

Ukrainian Toronto Television addresses topics that are usually complex or emotionally demanding:

  • war and the international context.
  • politics and social processes.
  • disinformation, propaganda and information operations.
  • media literacy and critical thinking.

The newsroom combines pop-culture references with hard news topics, breaking down complex processes into clear and logical elements. The key principle is to speak in an accessible language without oversimplifying content to the point of losing meaning.

Typical formats include but not limited with:

  • satirical explanatory videos.
  • Open-source intelligence (OSINT) investigations.
  • analytical materials with a clear authorial logic and dynamic visual presentation.

Every day, the team reviews news feeds to understand the current agenda. When it comes to current events, the editorial team focuses less on individual news items and more on identifying and explaining underlying trends. Topic selection is a collective process: the team discusses and decides what is worth covering. Typically, one writer works on a script, but the entire editorial team is involved in the final editing stage. It is important for team members to be deeply immersed in popular culture and actively present on social media, as this helps maintain relevance and incorporate timely references. A sense of humour is not a mandatory requirement for scriptwriters; what matters more are strong journalistic and analytical skills – the ability to present information concisely, insightfully and in an engaging way. Humour can also emerge during the editing process.

Examples and approaches

MILITARY TRAVEL: how foreign bloggers come to Ukraine and shoot shocking content

This video takes a closer look at the boom of English-language “war travel” content about Ukraine. While often framed as dangerous and dramatic, these videos tend to follow a predictable path – from exaggerated tension at the border to surprise at how normal life in Ukrainian cities actually is.

As creators chase more views, they travel further across the country, sometimes prioritising spectacle over reality, revealing how war can be turned into content for a global audience.

STAR WARS IN BAST SHOES: Russia is a threat not only on Earth, but in space too

This video takes a satirical look at a serious question: is space really safe from Russian aggression? Even beyond Earth, tensions are rising, and Russia continues to act unpredictably despite the limitations of its space programme.

The video explores how real this threat is, what’s happening in orbit today and whether the idea of “space wars” is closer than it seems.

BETTING ON BLOOD: how Polymarket Monetises the War in Ukraine

What is Polymarket and how is the world’s most popular blockchain betting platform profiting from the invasion of Ukraine? From election results to alien arrivals, users bet on everything – but the most cynical part is a dedicated section for the war. Hundreds of thousands of users are wagering on the occupation of Ukrainian cities by specific dates. With over $100 million already circulated on Ukrainian blood, the video explores the dark side of decentralised betting.

Exploring the wholesome side of Ukrainian Facebook

Struggling to stay in the moment or find your inner peace? The answer isn’t in a meditation app – it’s in a Facebook group titled “Insects of Ukraine.” The video dives into the phenomenon of thematic communities where regular people share blurry photos of spiders and prize-winning tomatoes. It’s a world without stabilisers or aesthetic filters, often described as a natural remedy for burnout and everyday attention overload. The video suggests these hobbyist groups can be some of the most supportive corners of the internet.

Evolving formats and audiences

According to Creative Producer Maxym Shcherbyna, the team’s everyday work is a constant balancing act: they are always looking for fresh, original angles on topics that have been discussed countless times, while carefully navigating the fragile boundary between state interests and the brutal reality of war. One of the hardest aspects, he notes, is the emotional toll – it becomes increasingly difficult to maintain a lighthearted tone or rely on satire when the entire country is grieving. “Talking about serious matters without losing our sense of irony is a skill we have to reinvent every single day,” he says.

Shcherbyna also points out that over more than 13 years of activity, the project has grown alongside its audience. An entire generation of Ukrainians has come of age with their videos, and the support they receive goes far beyond routine engagement: it reflects a shared commitment.

The community not only actively participates in discussions and suggests topics, but also provides financial support through donations to the social and civic initiatives that the Ukrainian Toronto Television team believes in. These initiatives include, in particular, fundraising for educational projects in Ukraine led by partner organisers, as well as other socially important projects.

Over time, the content format has evolved as well. Where the project once focused on concise news digests for busy viewers, it now offers unconventional perspectives on familiar stories, uncovering lesser-known layers of Ukrainian culture and history. As Shcherbyna explains, audiences stay not for a specific format, but for a shared worldview – one that combines sharp irony with deep, serious reflection and fosters trust that enables ongoing exploration of the unknown together.

Humour as a tool for resilience to FIMI

Unlike traditional approaches to countering disinformation – such as dry debunking or factchecking – Ukrainian Toronto Television uses humour as a tool to reduce anxiety and demystify malicious narratives.

In this context, humour serves several functions:

  • reducing emotional tension actively exploited by FIMI campaigns.
  • stripping manipulative messages of their symbolic power by turning them into objects of irony.
  • increasing audience engagement, especially among young people who tend to avoid news due to constant negativity.

This approach does not replace journalistic standards but complements them: humour functions as an entry point, after which the audience receives facts, context and explanations.

Trust as the foundation of impact

The newsroom places particular emphasis on audience trust. According to the team, trust is built not through sensational headlines or click-chasing, but through consistency in editorial values:

  • refusal to accept questionable advertising.
  • transparency regarding funding sources.
  • clear separation between facts, irony and commentary.

The project operates as a relatively compact but flexible team, combining staff editors and hosts with a network of freelancers and creative contributors, allowing it to adapt formats quickly without losing editorial coherence.

Future plans, inspirations and replicability

The future editorial strategy centres on evolving from a satirical show into a premier independent sociopolitical media outlet. As noted by the project team, they prioritise high-impact investigative journalism, such as OSINT research into sanctions evasion and war crimes, to move beyond the daily news cycle and shape public debate.

The creative model of Ukrainian Toronto Television is inspired by the hybrid structure of western late-night programmes such as The Daily Show, adapted to the gravity of the Russia–Ukraine war. The team grounds its work in the lived experiences of frontline soldiers and local activists, whose voices are essential to its reporting. This approach is governed by international professional standards and a strictly independent, non-profit organisational structure that safeguards editorial autonomy from political or commercial interests.

The Ukrainian team believes their model is replicable through diversified funding, relying on a mix of institutional grants, audience donations and commercial integrations. By maintaining a “slightly ironic yet deeply serious” worldview, they have successfully retained a loyal audience for over 13 years, proving that complex civic education can be both engaging and internationally credible.

The role of IMS in countering FIMI

IMS works systematically on FIMI, supporting media, researchers and civil society in understanding and countering foreign information manipulation. IMS’ areas of work include research on information operations, strengthening media resilience, supporting innovative journalistic formats and fostering cooperation between media and expert communities.

“Supporting independent media that combine journalistic rigour with accessible formats is a strategic priority: as these newsrooms serve as entry points for younger generations into informed civic participation in times of deep political and economic uncertainty” notes Yuliia Grytsenko, Media Resilience Advisor, IMS – Ukraine,commenting on the approaches of Ukrainian journalistic teams.

More information on other IMS programmes and projects in Ukraine

We invite you to learn more about journalism in Ukraine in the news article on the emotional state of media professionals, as well as in the news piece on investigative journalism. 

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