The word novaia is the feminine form of new in Russian, transliterated from Новая. Little reliable information is published about who recorded this particular clip or where it was first posted, so its history is mainly an online one. Short word clips like this spread on soundboards because they are easy to preview, download and drop into edits without explanation. It stays in use as a compact announcement cue, especially for reveals, updates and novelty jokes where a longer line would slow the moment down.