The hoax, intended as a hypothetical pseudo-documentary, reported on the breakdown of Parliament and the deaths of several government officials, culminating in an invasion of Georgia by Russia.
The broadcast's close resemblance to genuine news programming caused widespread panic among Georgians who believed the events depicted were real, and it was linked to the deaths of at least three people.
During the protests, unknown gunmen opened fire on the protestors, killing several people; the opposition promptly pleaded for the international community to assist in ousting the "Saakashvili tyranny".
[5] Allegedly pro-Russian opposition politicians, led by Nino Burdzhanadze and Zurab Nogaideli, travelled to Tskhinvali and accused Saakashvili of killing Kokoity.
[5] Other Georgian opposition politicians who were held up as collaborators with the Russians included Zurab Dzidziguri, Kakha Kukava, Koba Davitashvili, Levan Gachechiladze and Giorgi Khaindrava.
[4] Russian President Dmitry Medvedev was then shown, with a Georgian voiceover, allegedly saying "Since the Saakashvili regime began open terrorism against South Ossetia, this international criminal must be stopped.
[5] Saakashvili was pronounced as having possibly been assassinated, which was allegedly announced by the Movement for Fair Georgia, the political party headed by former Georgian Prime Minister and current opposition politician Zurab Nogaideli.
[9][10] Thousands of calls to emergency services were made, citizens hurried to withdraw cash from automatic teller machines, Georgian mobile phone networks crashed, and those living in Tbilisi and near the border with South Ossetia prepared to flee.
[13] Russian news agency Interfax began reporting on the invasion of Georgia and the assassination of Saakashvili, before Georgian government employee David Cracknell sent a two-word text message to foreign journalists reading "Not true".
[27] As a result of Koberidze's non-attendance at the meeting, the Council sent her 16 questions via email, which among other things asked her who was responsible for the fake news report being broadcast with visible warnings that it was only a simulation, and whether she had been put under any pressure.
[27] Giorgi Arveladze, the General Director of Imedi TV, stated that the purpose of the program was to demonstrate to Georgians the external threats that they were faced with,[3] saying, "The really unpleasant thing about yesterday's report—and I want everyone to understand this well—is that this report is as close to reality as possible, to what may really happen, and to what Georgia's enemies keep in mind".
[29] The Imedi chief was also forced to defend against allegations that top officials in the Georgian government, including Saakashvili, were informed about the programme before it went to air.
[33] On 15 March 2010, a written statement appeared on the Georgian President's website, in which, aside from accusing Russia of having aggressive plans against Georgia, he called for higher journalistic ethical standards to prevent such incidents in the future.
Tsamalashvili called the recording "absurd and a lie", and dismissed suggestions that she had received directions from government officials whilst working at Imedi.
[36] On 16 March 2010, an audio recording of an alleged telephone conversation between Saakashvili and the Georgian Minister of Culture Nika Rurua was anonymously posted online, and was partially aired by Rustavi 2 in its 6 pm news bulletin.
In response, another man, allegedly Saakashvili, says that the panic only lasted five minutes, and that Imedi should have placed a caption below the screen to advise viewers it was a simulation.
[40] Irakli Sesiashvili suggested that Georgian Interior Minister Vano Merabishvili, or his ministry, which is believed to engage in illegal phone-tapping, was behind the leaking of the telephone recordings to the internet, ostensibly in an attempt to discredit Saakashvili.
Giorgi Targamadze, the leader of the Christian-Democratic Movement, called for an ad hoc parliamentary commission to investigate the case, but his proposal was knocked back by lawmakers of the ruling party, who dismissed it as "not serious".
[38] Andrei Nesterenko, the spokesman for the Russian Ministry of Foreign Affairs said the Imedi program was irresponsible and immoral, and that Russia understood the anger in Georgia as a result of the airing.
[52][53] United States Ambassador to Georgia John Bass called the broadcast irresponsible and perturbing, and said it was not helpful in improving the security situation in the region.
[54] The European Union Monitoring Mission in Georgia stated that the airing of the program was irresponsible and had the potential to further destabilise the region, with the possibility of a resumption of military actions between Russian and Georgian troops.
The Mission kept in constant contact with the Russian Border Guards and the Government of South Ossetia during the broadcast via the Incident Prevention and Response Mechanism hotline to ensure that alert levels remained at the status quo.
[52][55][56] European Commission President Jose Manuel Barroso, after a meeting with Georgian Prime Minister Nika Gilauri in Brussels, expressed his concern over the hoax news report and said the European Union is "hopeful that intensive work will continue to consolidate democratic institutions, create an inclusive political culture, and ensure full media freedom.