Civilnet
By Siranush Adamyan
An education campaign led by Armenian Prime Minister Nikol Pashinyan’s wife, Anna Hakobyan, is being aired free of charge during prime time on the state-funded Public Television (H1), raising concerns over the use of taxpayer resources in the run-up to the 2026 parliamentary elections, according to a report by Narek Kirakosyan of Factor TV.
The campaign, titled Learning is Trendy, features TED-style lectures held across Armenia, often with Pashinyan himself as a guest speaker. Several episodes have been broadcast during high-viewership hours—including one on July 18 at 22:00—despite the broadcaster receiving around $17 million from the 2025 state budget.
H1 confirmed that it provided the airtime on a non-commercial basis and has done so for other organizations and individuals as well. However, it did not clarify why this particular initiative was deemed eligible for prime-time placement or how the decision was made.
The Armenian Prime Minister’s Office has refused to disclose how much public money has been spent on Learning is Trendy, citing state secrecy. Officials told several media outlets that the project’s expenses fall under a classified procurement plan protected by law.
Launched in November 2023 by Hakobyan’s My Step Foundation, the campaign has been officially recognized as a government priority. Pashinyan’s chief of staff, Arayik Harutyunyan, has publicly described it as such.
Boris Navasardyan, head of the Yerevan Press Club, links the campaign to electoral strategy. “This is a case of state media and state funds being mobilized to benefit the ruling party under the guise of education,” he said.
Political consultant Armen Badalyan, known for his opposition stance, labeled the initiative “a textbook case of covert propaganda.” He added that even if the My Step Foundation were to pay for the airtime, “it would only be symbolic—H1 serves Pashinyan.”
However, government-aligned political analyst Edgar Arakelyan, who has participated in several Learning is Trendy events, dismissed the criticism. “Opposition forces are running their own campaigns too. This is just another way to reach the public,” he said.
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