The Ukrainian–Russian conflict of 2013–2017 is characterized as ‘hybrid’ warfare, with a pivotal role of informational component. Employing ideological discourse analytic tools, this paper shows how two leading Russian TV channels molded the persuasive message, generating strong unity and mobilizing a high level of support amid the national audience. Based on legitimation and de-legitimation patterns, Channel One and Russia-1 built ideologically polarized opposition between ‘Our’ and ‘Their’ sides of the conflict. The broad set of editorializing tools, socio-cultural and historical Soviet-time constructs, and references to gay culture served to foster one group and to debase the opposition. Close institutional ties between government and media in Russia sustain multiplicity and intertextuality of ‘general line’, thus removing discordant interpretations. The paper displays strong evidence that the analyzed TV news programs present a typical illustration of ideological discourse, utilized by the Russian government in order to attain its political aims.