Yandex Zen will assist with production and, in some cases, sponsor the production of original content. The service has already opened its own studio for bloggers.
The new direction, led by Nikita Belogolovtsev, also plans to engage in attracting bloggers from other platforms and help them adapt their content to the Zen format.
Nikita has been quoted by vc.ru as saying:
My new team will make sure that there are even more bright and interesting bloggers in Zen. Those whom you know by sight. Those whose new video you are really looking forward to, even without knowing its topic. Those whose name under the text is no less important than its content. Those whom you already love or will definitely love.