In the summer of 2012, Gazprom Media changed the service's management. At the same time, changes were made to the design, development strategy, and marketing strategy. In the new version, Rutube offered not only its own videos, but also videos sourced from YouTube, Facebook, and Vimeo. CEO Mikhail Ilyichev was replaced by Now.ru Technical Manager Elena Sakharova, who had managed the development of Gazprom Media's IT broadcast platforms. The service's content management policy shifted from user-generated content to editor-managed professional content. In August 2012, Rutube displayed French movies, short movies, and advertisement videos which received Cannes Lions awards.
