Khachkar Studios has announced a bold vision for the future of Armenian Christian media. With a $10+ million investment over five years, the studio aims to transform a sparse media landscape into one that is abundantly rich with inspirational content. This initiative includes the production of 40 “Good News” short-clips annually, creating the largest cloud-based library of Armenian Christian content in the world.
At the heart of this vision is a commitment to addressing two critical gaps: low non-holiday Sunday mass attendance and insufficient media spending by Armenian religious organizations. Currently, non-holiday mass attendance averages just 13,000 across 164 Armenian churches in the U.S.—a mere 3% of the Armenian population. Khachkar Studios plans to double this number to 28,000 (6%) as a first step toward revitalizing the Armenian Church.
The studio’s investment also addresses a glaring lack of media spending. Research reveals that Armenian religious organizations invest almost nothing in promoting church attendance. In contrast, Khachkar Studios’ $10+ million investment is 25 times larger than the combined efforts of these organizations. This funding will ensure that Armenian Christian media reaches and inspires a wide audience.
Khachkar Studios employs a data-driven approach to maximize the social return on investment (SROI). By focusing on reducing costs, shortening production timelines, and enhancing quality, the studio ensures its resources are used effectively. Guided by the parable of the talents—“Much will be required of the person entrusted with much”—Khachkar Studios is committed to delivering measurable results.
This initiative represents a turning point for Armenian Christian media. By fostering a deeper connection to faith and heritage, Khachkar Studios is paving the way for a bountiful future for the Armenian community.
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