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Famous Armenian-American TV host and producer  Sona Oganesyan, who has worked for such networks as The Travel Channel and FOX, has recently released her new project, which is called HyeBrand. The aim of the program is to contribute to the development and branding of Armenia. NEWS.am STYLE has talked to the TV host on her new program and future guests. During the interview Sona revealed some details connected with the idea and shootings of the project and also on how Misho helped her to gather together the professional team.  

“It was just before the revolution that I came up with the idea. I was thinking that Armenia has so many wonderful aspects that we don’t take enough advantage of in order to increase tourism and foreign investment,- started the TV host.

“The idea was to speak to different prominent figures that have put Armenia in the headlines internationally and/or have contributed to the branding of the country through their own accomplishments. By having politicians, athletes, musicians, artists, scientists, and other guests from various sectors all give their own take on the subject, we will be exposed to different and interesting perspectives”,-she says.

The guest of the first episode, which is already released, is the current U.S. Ambassador to Armenia, Richard M. Mills, Jr. Sona confesses-she has learned a lot during her conversation with him.

“What I really appreciate about his episode is that it’s insightful, rich with information, but it’s also practical – we can all find ways to apply the knowledge that we’ve acquired from this interview into our own work”,-she says then adding.

“The point of this project is to intensify the dialogue about the development and branding of Armenia. With this show I hope that locals and the Armenian Diasporas can walk away with valuable information and can apply a strategic way of thinking in their own fields to hopefully experience positive changes, for themselves and for our nation”.

Sona says, that the project is currently on hold “because of all of the wonderful changes taking place in Armenia”.

“The protests in Armenia started right after we shot the pilot so, obviously, we stopped shooting then, and we will see when we could start again. We actually had to re-edit the entire episode because some of what we discussed, such as what a problem corruption was and how there needed to be a level playing field for all investors, suddenly became dated information. For now I wanted to release this episode because I think it’s an important time for all of us to make our own contributions to society, and I think this episode will give us some guidance on how to independently take steps toward a better future. When we have a chance to start shooting again, desired guests will include PM Nikol Pashinyan, Serj Tankian, Garik Israelian, Arsinee Khanjian, and Henrikh Mkhitaryan”.

Sona's husband-rapper Misho has also had his contribution in creating HyeBrand.

“I didn't have many professional resources in Armenia at the time so this project would have been impossible without Misho”-says the TV host, then adds.  

“He introduced me to everyone who could help with the execution of this idea, and he had a lot of creative input himself. I am grateful that we were able to work with such amazingly talented and creative people: Aramayis Hayrapetyan who Directed and Edited the entire project, Lilit Martirosyan (Producer) and Sharm Productions, Arman Margaryan (voiceover), Levon Navasardyan (Sound in Post-production), Davit Abrahamyan (DroDrone), Serjo (music), Vahan Stepanyan (Logo), Araksya Melikyan (voiceover)”.

Syune Arakelyan

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