In case you missed it, Alisa Joseph, Whip Media’s Senior Vice President of Strategy and Business Development, recently penned a guest post for TheWrap on a major new trend in entertainment: demand for Ukrainian shows and movies increasing exponentially in the last few months.

This trend was especially apparent to Joseph when she attended MipTV in France in April. Several major Ukrainian media companies, including Film.UA Group, 1+1 Media, Media Group Ukraine and StarLightMedia, the nation’s largest broadcaster, were all represented at the event.

“With Russia’s attack in the news and seemingly on everyone’s mind, it was clear the entertainment executives at MipTV wanted to show their support for Ukraine beyond putting out a press release or adding a flag to their LinkedIn profile pictures. This was about real financial backing,” Joseph wrote.

She added: “This was consistent across the board — coming from companies in the U.S., Western Europe and, in particular, Latin America.”

Joseph then went in-depth the key business and artistic reasons for the rise in demand for Ukrainian content. Read the full story on TheWrap Pro by clicking here.