Why Biathlon Is Watched More Than Football and Who Creates Sports Media

How warm winters, war, and destroyed infrastructure are changing winter sports in Ukraine — and why biathlon has remained one of the most popular sports among Ukrainian viewers for decades. The discussion also looks at how the Ukrainian sports media market works, why only a few people enter sports journalism, and what role media play in shaping public interest in sports. In the Mediums podcast, sports commentator and head of the sports editorial team at Radio Promin, Kostiantyn Dultsev, talks about sports journalism, the Olympics, and how the war is affecting Ukrainian sport.