Khachkar Studios, a leading organization dedicated to empowering the extraordinary potential of Armenian-Americans, has announced a significant investment of over $10 million in “Good News” Armenian Christian media over the next five years. This initiative builds upon the studio’s impressive accomplishments in 2024 and addresses critical challenges within the Armenian religious and cultural landscape, reports Zartonk Media.
Khachkar Studios is laying the foundation for a brighter future for Armenian Christian communities with its investment. This initiative, spanning five years, includes producing 40 “Good News” short-clips annually to inspire Armenian Americans to deepen their connection to faith and heritage.
The initiative, which seeks to increase Armenian church attendance and provide high-quality, inspirational content, is a bold step toward addressing key challenges within the Armenian American religious and cultural landscape.
“Good News” Short-Clips: Khachkar Studios’ “Good News” religious media initiative aims to transform the currently sparse media landscape into one that is bountiful and filled with inspiring Armenian Christian content. By the end of 2025, the studio plans to produce 40 “Good News” short-clips, creating the world’s largest 100% cloud-based library of Armenian Christian feature film-quality video and studio-quality audio. These short-clips are designed to inspire and motivate Armenian-American role models and potential role models.
“We at Khachkar Studios are guided in allocating our resources by the parable of the talents ” ‘Much will be required of the person entrusted with much, and still more will be demanded of the person entrusted with more.'”
Two Performance Gap Opportunities: Following unprecedented research conducted in 2024, Khachkar Studios identified two massive performance gaps that their efforts aim to close:
- Performance Gap #1 ” Non-Holiday Sunday Mass Attendance in the U.S.: The first gap targets increasing non-holiday mass attendance at 164 Armenian Prelacy, Diocese, Catholic, and Protestant churches across America. With current attendance averaging only 13,000″just 3% of the U.S. Census Armenian population”the studio plans to increase this number to 28,000, or 6%. Even at 6%, attendance would remain in the bottom quartile of peer churches, leaving room for further growth. The ultimate goal is to reach the average attendance of peer churches, which would quadruple current figures.
- Performance Gap #2 ” Media Spending to Increase Armenian Church Attendance in the U.S.: The second gap addresses the minimal media spending by Armenian religious groups to promote church attendance. In response, Khachkar Studios plans to allocate over $10 million to produce and promote Armenian Christian “Good News” short-clips. This investment is expected to be more than 25 times the combined media spending of all Armenian religious organizations in the U.S.
Full Spectrum of Benchmarks: Harnessing insights from benchmarking across 21 topic categories and 164 short films, Khachkar Studios aims to have a major impact on behavior and thinking. The initiative emphasizes measurable key performance indicators (KPIs), with non-holiday mass attendance as a cornerstone metric. Unlike agenda-driven documentaries or gratuitous entertainment, the studio’s efforts prioritize impactful and meaningful content.
Three Vectors to Increase SROI: To maximize the social return on investment (SROI) of the short-clips, Khachkar Studios focuses on three critical vectors: reducing costs, shortening timelines, and increasing quality. This meticulous production management allows more resources to be allocated to promotion, which is managed intensively using real-time analytics and micro-targeting. The studio also leverages brand management benchmarks and best practices, avoiding pervasive industry pitfalls.
This initiative represents a turning point for Armenian Christian media, ensuring that future generations remain connected to their faith and heritage.
About Khachkar Studios: Khachkar Studios, an affiliate of the Charles & Agnes Kazarian Foundation, uses benchmarking and best practices to maximize the social return on investment of its Christian initiatives, empowering Armenian Americans to achieve their extraordinary potential. In 2025, the studio will produce and promote 40 “Good News” Armenian Christian short-clip films.
For more information about Khachkar Studios and its initiatives to transform Armenian Christian media, visit www.khachkarstudios.com or contact Goodnews@khachkarstudios.com.
