Moderators on Russian television are making a big deal about how many uses the Direct Line hashtags are getting on social media (more than 330,000!). Counting clicks seems to be a popular indicator in the Kremlin.
As Putin's Direct Line gets under way, expectations among some sarcastic Russians are high.
"Today Putin will walk on water, feed 140 million Russians with five loaves and two fishes and cure 10 cripples. Today is Direct Line."