For over half a century, Nina Terentiew has been shaping viewers' tastes, building the careers of the biggest stars and deciding what Poles watch in the evenings. Called the “tsarina of Polish television”, she remains one of the most influential figures in media history. Her path to the top is a story about intuition, tough character and constant work.
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Nina Terentiew: from a journalist to a person who decided about billions Miscellaneous TV – XYZ – entertainment program. In the photo: Nina Terentiew, 1978
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archiveTVP / Forum / Forum Polish Photographers Agency
Nina Terentiew's career began at Telewizja Polska, where from 1971 she worked in the cultural journalism editorial office. Over time, she went from a reporter to one of the most important people in TVP structures. In 1998, she took up the position of program director of TVP2 – a position that gave her a real influence on the shape of the television market.
Under her management, 2 became a trend-setting station. This is where formats were created that attracted millions of viewers, and Terentiew's programming decisions translated directly into TVP's financial results. It was said in the industry that he “had a hand for hits” – and it was not a metaphor. Its programming choices were able to change the balance of power in the advertising market and thus influence the budgets of all public television.
“Desert Island” – entertainment program 1995. In the photo: Jolanta Fajkowska, Maria Niklinska, Zbigniew Wodecki, Piotr Machalica, Maria Koterbska, Roman Frankl and Nina Terentiew
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Forum Polish Photographers Agency
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Nina Terentiew on Polsat TV: building a commercial power
In 2007, Terentiew moved to Polsat as the station's program director. It was a breakthrough moment not only for her, but also for the entire market. Polsat, although strong, needed a new impulse to compete with TVN and TVP. Terentiew brought more than experience – she brought intuition, a network of contacts and the ability to create television that makes money.
Under her leadership, Polsat began investing in large entertainment formats, which quickly became viewership drivers. “Dancing with the Stars”, “Your Face Sounds Familiar”, “Must Be the Music” and numerous talent shows and entertainment programs not only attracted viewers, but also generated huge advertising revenues.
It was said in the industry that Terentiew could “feel the viewer like no one else.” This translated into hard data: high ratings, Polsat's stable position in the top viewership and growing advertising revenues. JProgram decisions were analyzed by the competition, and each new format became an event.
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Nina Terentiew managed stars like assets
One of the key elements of her business success was the ability to work with stars. It's said in the industry that Terentiew was a “career builder,” but from a business perspective, she did more than that — she built the station's brand equity through faces that attracted viewers.
She is responsible for the success of many of the biggest names in Polish show business and was able to assess an artist's potential in a few minutes. For her, the stars were not just an element of the program, but a strategic resource. She knew that a properly selected personality could increase viewership by several percentage points, which in practice meant millions of zlotys of difference in advertising revenues.
Her office at Polsat was a place where decisions were made about the future of not only programs, but also entire careers. The prevailing belief in the industry was that “Terentiew's blessing” meant success and that her refusal meant the end of the project.
Terentiew's tough management style and perfectionism
In the media environment, Terentiew is considered a demanding, quick-to-judge and uncompromising person. Her co-workers recall that she was able to instantly reject a project that did not meet her standards, but also instantly spot an idea that had the potential to become a hit.
Plejada described her as a “titan of work”, a “volcano of energy” and a “flesh and blood director”. Her management style was intense but effective – and the results were visible in the station's results.
At Polsat, she introduced a work culture based on quick response, data analysis and, at the same time, trust in intuition.
Market impact: from formats to advertising budgets
Nina Terentiew's programming decisions had a direct impact on the advertising market. Each hit meant an increase in spot prices, and each new format meant the opportunity to acquire sponsors and commercial partners.
Its actions also influenced competition. When Polsat introduced a new program, TVN and TVP had to react, often changing schedules or investing in new projects. In practice, this meant that Terentiew was one of the people who really shaped the dynamics of the entire television market in Poland.
Terentiew's legacy: an institution, not just a name
In 2023, Terentiew stepped down from the position of Polsat program director and moved to the station's supervisory board. This does not mean, however, that its influence has disappeared. She is still considered an authority in the industry, and her opinion is important for both producers and station management.
Her achievements include not only programs, but above all a way of thinking about television as a business – based on data, intuition, stars and courage in making decisions.
Nina Terentiew is a figure who not only participated in the history of Polish television, but also co-created it. And although it no longer performs operational functions, its impact on the market remains lasting.
