Advertising brings a Russian radio station, only 71% of sales and 10.3 billion rubles. In 2010, Rospechat said in its report. The share of government subsidies and grants from the owners is 23%. In European countries, advertising is generally greater than 85%. Industry Report "Broadcasting in Russia", prepared by the Federal Agency for Press and Mass Communications (Rospechat) and non-profit partnership "Media Committee" was yesterday. On the Agency's website The report analyzes the sources of revenue for the first time the Russian radio station in 2010, advertising, only 71% of their total turnover provided the Association of Communications Agencies of Russia (ACAR), net sales of 10.3 billion rubles evaluated. VAT. Another 6% were information services, sales of copyright revenue from mobile operators (SMS requests and vote), as well as services for audio and installation. And as much as 23% of the revenue brought radio subsidies - in the form of direct government support of the budget, by the All-Russian State Television and Radio Company (VGTRK, "Radio Russia", "lighthouse", "culture", "Vesti FM" ), the station "Voice of Russia" is derived "Orpheus" and "Star", and donations (radio "Radonezh"), and in the form of subsidies to the commercial media ownership associated unprofitable stations ("Children's Radio" in " Gazprom-Media holding "). In Western Europe, the norm when the advertising component is achieved approximately 85% of sales media company, said one of the authors of the report, a member of the European Broadcasting Union Alexander Sharikov. High share of subsidies is characteristic of most of the Russian media, with the exception of the Internet, he said. For example, according to the report: (. 113.7 billion rubles) "Russian Television Industry and Economy" published analytical center "Video International", in 2009, brought the advertising channels only 65.2% of sales, were 13.3 more % in revenue from paid subscriptions, and government subsidies of 21.5%. The report on the evaluation of the "Media Plus" sales house "European Media Group" (EMG), and TNS Media Intelligence concentrated. Than the so-called budget "Moscow Plus Network": Consider advertising, broadcast to the network and the assignment to the local units of Moscow and local stations. After RACA the volume in this segment of the market last year reached 5.15 billion rubles. excluding VAT, an increase of about 2% compared to 2009. Since the data of the report, 62.8% of the market of the Moscow and online advertising (previous year - 61.9%) had last year of the three largest radio operation: (EMG "Europe Plus", "Retro FM", "Radio 7" "Fruitcake FM," "Fresh Radio"), broadcasting "Prof Media" (PMBC "stereos", "Humor FM", "Radio Energy", "Radio Romantica") and "Russian Media Group (" RMG " Russian Radio "," Russian news service "," Hit FM "," Radio Maximum ", DFM and" Radio Monte Carlo "). EMG increased slightly while its market share - from 30.9 to 32.4%, which is stored by about 1.67 billion rubles. The total turnover of the holding company for the year reached about 2 billion rubles. Said her former president George Polinski. PMBC and RMG from January 2010 to sell advertising on the combined company "Radio Alliance", but in July the union dissolved: PMBC began to implement their own advertising and RMG has a new contract with "Video International" signed. As a result, according to the report, the share of PMBC from 19.2 to 18.2%, while sales of 11.8 to 12.2% increased RMG. The proportion of radio stations News Media Group ("Nashe Radio", Best FM, "Ultra") and hold "My Family" ("My Family", Rock FM), bought last year by Senator Vitaly Bogdanov, - 2, 7 to 3%. But the proportion of RTR fell from 4.6 to 2.8% immediately. The fact is that in 2009, the RTR was an FM station to 94.0 FM and more young people YUFM aired in agreement with the owner of the frequency Alexander Lebedev. The prices for radio advertising was only at the end of the year, was accompanied during the beginning of the fight for advertising dollars with deep discounts, the report said. The authors cite the example of a project proposal "Radio Alliance", in January 2010, may be reached at which price reductions for exclusive placement on partner stations 65 to 70% (see "Kommersant" on 22 January 2010) submitted. "Radio Alliance" pulled the proposal after the head of the Federal Antimonopoly Service Igor Artemyev did not rule out a special audit of the market. At year-end advertising prices by an average 15-20%. The average cost for a 30-second spot during the week from 6.00 bis 00.00 clock reached 44.58 rubles. with the federal government allocation and 28.85 rubles. in Moscow. The average cost of a Thousand Contact with the audience was 92 rubles. on federal campaigns and 590 rubles. in Moscow. At the same time the most expensive station in Moscow the "Europe Plus" was, and in the provinces Placement (704 rubles per 1 thousand contacts.) - "Stereos" (145 rubles per 1 thousand contacts.). The largest segment of radio advertisers were healthcare companies - however, decreased the proportion of total spending 24 to 19% due to the segment leader "Rosmedia" their budget has been reduced by 70% immediately. But 12 to 17% increase in the proportion of retailers, and the largest provider network entertainment electronics media market is estimated the annual budget of 514.6 million rubles. "Radio has a higher coverage of the target group in a short time communications are the basis for our offer at a specified price for a limited time.", - Explained the PR manager at Media Markt-Saturn Russia Anna Mills. Kommersant.ru Some abstracts: At the moment, according to the federal program is the situation with the Russian domestic market, public broadcasting of the total loss of coverage broadcast by more than 25 million people and low, not more than 70 percent of the urban population of the land supply quality stereo FM broadcast in. By reducing the time for loading and the transmission power of public radio today does not fully comply with the warnings in an emergency, which is one of the most important tasks of such stations as "Radio Russia" and "Lighthouse". Available in current fleet radios LW, MW and SW-band high-power radio network, consisting of the development of machinery from 50 to 60 years of the last century, which is the most percent of the degree of wear and tear from 80 to 100 , is not suitable for broadcast date. The existing transmission facilities to be unsuitable for reconstruction. Now to Russia more than 50 foreign radio stations, one with a total capacity of more than 170 Russian language broadcasting hours a day. In 2010, registered or re-registered Roscomnadzor 9816 media. Almost half a thousand more than last year Among them: 6399 - Printed, 3230 - Electronic (including online media), 187 - Information Agency. These indicators are higher than the corresponding data for 2009, when it was registered and newly registered 8443 media, such as print 6156, Electronic - 2158, news agencies - 129 New Media in 2010 6902 registered, including 4410 printed, electronic 2337, 155 news agencies. By order of the founders or by the courts stopped working about 5 thousand media that does not go more than a year. At 31 December 2010, the total number was registered in the Russian media, 90,527 of which printed - 67 729, E - 21 234, news agencies - 1564th In 2010, under the conditions granted 719 licenses for activities in the field of television and radio, re-registered - 1437; extended - 613 At 31 December 2010 recorded in the register of licenses in the broadcasting 5654 operating licenses, including the activities of: Television broadcasting - 3061; radio - 2590, satellite broadcasting - 3 After Roskomnadzora as at 31.03.2011 of 3359 licenses for activities in the field of broadcasting, the largest number (742 licenses) is active in the Central District, which is 22% of the total number of operating licenses. Slightly smaller number of licenses granted to the Volga - 697 (20%), about the same figures for the number of licenses (within 12-14%) have Northwestern (353 licenses) Siberian (477 licenses) and Ural (418) of Federal District. The smallest number of licenses for activities in the field of broadcasting have south - 289 (9%), the Far East - 212 licenses (6%) and the North Caucasian -171 (5%) federal districts. Found in the analysis of data by regions Roskomnadzora that the largest number of licenses registered in the Tyumen region, Khanty-Mansiysk and Yamal-Nenets Autonomous District - (156 dpi) of the Sverdlovsk region (136 licenses) in Krasnodar Krai and the Republic of Adygea (132 licenses). In the area of FM / FM 62.5% of the total issued and valid licenses. In the VHF broadcast 32.1% holders of existing licenses. On medium wave broadcast 4.2%, at long wavelengths - 0.9% at short wavelengths - 0.3% of the total number of radio stations and grant operating licenses. 73% or 85 mln.324 thousands of Russians that they at least have to have a radio. 27% of respondents stated that they have no receivers. The overall picture of the various forms of radio stations in Russia is characterized by a predominance of non-state (private) companies - 85.5% are radio stations of various types of company: Limited liability company, ZAO (Closed Joint Stock Company), Inc. (Public Company). 12.6% - national and local authorities, 1.9% - non-profit radio station. Made after the final evaluation of the advertising market in 2010 by the Association of Communication Agencies of Russia (ACAR) in February 2011, has reached the radio with an increase of 11% compared with 2009 to 10.6 to 11.8. By year-end top positions fares increased by an average of 15% -20%. As a result, the average cost of 30 seconds. Clip on week holidays from 6.00 to 00.00 clock for Russia is 44 580 rubles. and 28 850 rubles. in Moscow. (based on the price lists of the top 10 radio stations in Moscow and federal) As the cost of 1,000 contacts with the public, in Moscow, on average it is 590 rubles and for federal campaigns -. About 92 rubles. (According to TNS for October-December 2010 in Moscow / Russia). The top 20 advertisers dominated the company from the "retail", "medicine", and key representatives of the auto industry and the financial sector. Russian radio market is very saturated. Many stations do not have the size and level of development of the advertising market. Many stations - little money. This provokes often forced to follow patterns of success, which can maintain the necessary profitability at the expense of creativity and originality. A successful model clones often without development, simply repeating structure tufts type categories musical content. Advertising budgets will inevitably move from Moscow to the regions. Are observed following the advertising budgets and online radio stations, forcing local radiobiznes, replaced the station's own programming network uniform, often non-localized software. There is not the desired variety of content. For Russia, the radiobiznesa a high degree of concentration. Creation of holding companies - a natural survival strategy in a crowded market. Program strategies stocks are almost identical: Close your product as much as possible niches designed to share lessons effectively "advertising pie" with competitors. This also forms the relative homogeneity of the market in terms of content and lack of diversity of supply. This is seen most clearly in the market CHR formats. Radio market is inert. The market has a "reign of the first." New trends roots easily. To introduce the trend takes time. Sometimes several years. Pioneers often remain long in the developed their own niche, while the market is not convinced of the effectiveness of their strategies. Radio is gradually from category vysokopotreblyaemyh media at a young audience. If 10 years ago the first media that reaches 12-24 year olds in the morning, the radio was, in 2010, young people in the big cities to make their music, information and communication is just the internet. Adult audiences migrate within their niche to meet the needs of different radio stations. In today's market, there are three main types of formats: music, news and talk, as well as its many variants (Music & Talk, News & Talk, All Music, All News, All Sport, etc). The most developed segment of music radio. The most popular music formats - AC (adult contemporary-modern radio for adults) and CHR (Contemporary Hit Radio - modern radio hits). Is filled at the best niche formats SHR: "Europe Plus", "Love Radio", "NRJ", "Hit FM", "DFM", "continue", "the first popular radio", "Fresh Radio", etc. can even say that the "Russian Radio" - a Russian language CHR-Pop. Niche Rock / Pop-Rock radio format is "Our Radio" (Russian Rock), "MAXIMUM" (mix of Western rock and Russian speaking), "ROCK FM" (Western Rock). While these formats are not very attractive to Russian companies, they have an audience and a stable income. Formatting patterns AC is used (adult contemporary radio with a large percentage or 100% of the Russian musical material): "Militia wave", "Traffic Radio", "stereos", "Radio Villa", "Good Song", "Radio Alla". The format of the "Radio Chanson" is not (as the native country (country). In our country in the category of popular music for adult the bat and restaurant repertoire. And "Chanson", although quite Russified, in a group format "AS be classified "Western classification. Niche foreign speakers representing the radio station "Radio 7", "Carnival Radio", "Radio Monte Carlo", "Best FM." Niche "oldies" / "Nostalgia" (Retro Music) is the radio "Retro FM". The native format of Russian radio station "Humor FM" (combination of music and skits.) Is on the market and music and talk radio, "Silver rain", "lighthouse", "" Radio Komsomolskaya Pravda "", "Finam FM». The classification of these stations, this type of relationship between music and text material on the air. Can be associated with a range here, "Humor FM". Developed on the radio broadcast market and niche formats "Easy listening" (Light music) - "Radio Jazz," "Contemporary Instrumental Music," "Relax.FM", "Classic" This is not a clean format, but an imitation of a. Funk Jazz, classical, but the niche is full and has a steady audience. Crisis began spontaneously (translated as "diversity") developed a niche format "Variaty." This is especially the regional stations. do not even see most of these stations in the niche of the format, as in Russia, it is not very well known. Russia has almost a niche information and talk radio "Echo of Moscow", "City FM", "Kommersant FM," "Business FM", " . Vesti FM "," PCH ". Made This segment purely non-political speech-free stations stand out station broadcast channels - BBC," Freedom "is" Deutche Welle "and other niche broadcasting for children of the radio station" Radio Child ". Represented sports radio stations "Sport" and "Zenit" (St. Petersburg). Educational radio station through the "culture" and "Orpheus" represented. In low-quality and most popular content are many stations start to the domestic music of the 1990s, 1980s and even the 1970s, a. And do it not only the station format AC-oriented adult audience, but the station CHR format as Radio DFM that. In times of crisis "filling" in the air dance music of the 1990s At the same young audience that the music is not seen as a retro component, as dance music. Market rock radio ("MAXIMUM," "Our Radio", "Rock FM") is going through hard times. Even more popular. In regions that do not go very rock formats. They are considered to be depressed and not well sell to local advertisers. Rock station on the Moscow market makes it almost a team bought back the in the last 10 years for the third time in almost completely. And they are moving to a new frequency, it do the same thing they did on the old, but under the new brand. Radio market for adults with additional boom and the return of the Russian-language music on the air national music of the 1990s, 1980s, 1970s and even the 1960s. (VIA) (radio "Retro" - "Via Hit Parade 60-70-s"). This is mainly due to lack of quality musical material. Russia's population is aging rapidly. For each country, especially for its mature audience, the music in their own language preference alien. Music is 1970-1980 - a period of adolescence for 45-year-old. Besides the music is positive, good singing voices, produces the correct, pure nostalgia background of his youth, in illusions, in a different time, the relative purity of feeling that the crisis in attitude is more relevant. This segment now work almost all the stations format speaker with a high proportion of Russian music, "Radio Villa", "Militia wave", "Good Song", "retro", "car radio". Regional markets largely duplicate the structure of the Moscow market. In large cities (1 million inhabitants), the main Moscow formats are: "Russian Radio", "Europe Plus", "stereos", "Chanson", etc. The competition is a key audience segments: young persons aged 15-35 and adults 35 -55 years. The balance of power is also closely. At the Moscow market Try regional holding companies, close the Moscow network format classroom all niches. News Network radio, despite the development of networks that are not as profitable. The reason - the inability to sell an information product and the specific consumption of information in Russia. Niche radio is not well developed in the region. The reason - the peculiarities of local advertisers and selling radio air time "on the line in the rankings," and not on the characteristics of the audience. Almost no music stations formats Relax, Classic, Jazz. These formats are not the network, in other matters to them, and there is a large demand in the region. Amount of income from such formats calculated poorly in provincial towns. Exotic software is also not desirable. In many cases, there is a radio station employee information services, advertising director, technical staff, management, and 1-2-get lists the programs run on demand. According to the opinion poll ѐ nnogo May 2010, lead to a standard sample of 1600 people. (Sun ѐ ask Russian population - urban and rural - aged 18 years and older), the radio ever heard for about 60% of the Russians. Radio listeners are more likely in large cities (68% vs. 55-56% of the people live in small towns and villages), men (65% vs. 56% for women), the respondents younger than 45 years (65-66% vs. 50% for older people) live, well-educated respondents (67% vs. 41% at low levels of education). Russians often listen to the radio at home (65%). At least - in their own car (27%), at work or study (22%). Significantly less than those with the radio in public transport (11%), rural (6%), outdoor (4%), far away (3%), cafes, clubs prefer to hear (2%). On average, hear every quarter hour to the radio in Moscow, 15.6% of people aged 12 and older, urban areas of representation - 13.7%. At least once a day in Moscow radio 69.6% heard in urban areas of representation - 64.4%, at least once a week in Moscow - 90.0%, in the area of representation - 89.6%. On average, per day, to hear those who turned on the radio to make it 05:00 in Moscow. 22 min, in the cities of range - 5:00. 05 minutes. For the week, the average time of the trial in Moscow was 29 hours. 02 min, in the cities of range -. 25 hours. 41 min. Thus, all the average prices are higher in Moscow than in cities 100,000 +. According to TNS, in 2010, in Moscow, a decrease of the total radio audience in comparison to 2009. Thus the value of the average chetvertichasovoy audience (AQH) decreased by 0.8% (from 16.4% to 15.6%), to reach the average daily audience - by 1% (from 70.6% to 69.6 %), average weekly audience reach - by 0.2% (from 90.2% to 90.0%). Average daily listening time of 14 minutes sank: In Moscow, and the average time radioslushaniya reduced. (. From 05:00 05:00 22 min 36 min ago ...), average per week - for 1 hour. 33 min. (30 hours 36 min. To 29 h 03 min.). In cities throughout the region of representation observed a somewhat different picture. Unlike Moscow, there is an increase in the average daily collection of the total audience by 0.2% (from 64.2% to 64.4%), while the average weekly general audience reach - by 0.1% (from 89.4 % to 89, 5%). At the same time, and in Moscow, where the average time fell radioslushaniya: Daily average time was reduced min of 4. (. From 05:00 05:00 05 min 09 min ago ...) Average weekly hours of time - 17 minutes. (25 hours 55 min. To 25 h 38 min.). Increasing the coverage of the total radio audience in Russia (daily, weekly, etc.) due to the increasing number of vehicles in the population. According to TNS, in 2010, the most listened to radio at home. In Moscow, the average audience chetvertichasovaya home use 7.3% in the urban areas of measurement -. 5.9% Daily coverage of national procedures in an average year in Moscow stood at 39.7% in urban areas of measurement - 33.9% (annual average data base for 2010). Average daily listening time with those who listened on the radio at home, was in Moscow 04.00. 26 min, the entire measurement zone - 4:00. 10 min. Comparison radioslushaniya home and automobile in 2009 and 2010 shows a trend. And in Moscow and in the cities of 100,000 + hear a growing number of people in the car radio. Thus, the average coverage of the automotive public in Moscow for the year increased by 0.7% (from 26.4% to 27.1%) in the entire range of measurement - by 1.7% (from 23.3% to 25 , 0%). This reduces the average range of a home crowd in Moscow - by 2.6% (from 42.3% to 39.7%) in the entire range of measurement - by 2.0% (from 35.9% to 33.9 %). According to TNS, within a few days the entire radio audience in 2010 was uneven, with the a high point in the early morning hours on weekdays, which accounted for the interval from 10:00 to 13:00 and on weekends - Tab see 12:00 to 14:00 ( .10). The total weekday ѐ m total length radio listeners were higher. In Moscow in the middle of 2010 the maximum total radio listeners on weekdays, was 27.2%, which was observed in the time interval from 10.00 bis 11.00 clock and on weekends - 24.8%, which is recorded in the time interval 12:00-13 is: 00 Cities 100,000 + observed similar trend: the highest value on weekdays total radio listeners was 23.9% (range, 10:00-11:00), and on the weekends - 21.4% (range 12.00 to 13.00). Of the total radio audience in Moscow in 2010, a slight predominance of men (50.3% of men compared to 49.7% of women). Aged larger audience base of mature age (35 to 54 years old - 37.7%) and young ѐ zhnaya audience (18 to 34 years old - 30.5%). People aged 55 years and older accounted for 28.2% of the audience, aged between 12 and 17 years old - 3.7%. By level of education people dominated by secondary education and below. People with higher education in the structure of the total radio audience in Moscow in 2010 were 34.6%. Employment in the structure of the entire radio audience in Moscow in 2010, there was the following distribution: 66.1% of the audience were employed, 33.4% - broken. The remainder did not answer this question. Of the total radio listeners all over the range, a slight predominance of women (men - 48.8%, women - 51.2%). Age distribution in cities 100,000 + is also a bit different from Moscow: people aged 12-17 is 4.7% of the total radio listeners aged 18-34 years - 34.4% aged 35-54 years - 36, 2% at age 55 years and older - 24.7%. Students with higher education in the structure of the total radio audience measurement in the area in 2010 it was 26.4% of the workforce - 67.9%. Among the 50 radio stations, by TNS in Moscow presented in the annual database for the year 2010, the leader in terms of "average audience chetvertichasovaya" (AQH), "market share" (AQH share), "average daily listening time" (TSL Daily ) and "average weekly While listening '(TSL Weekly) in 2010, was" Radio Russia ". 3:00 average per day listening to the station. 56 min. the proportion of the public, of 7.6% (ranging from 5.00 bis 5.00 clock). Among the leaders of the shares in the audience also stations "Radio Chanson" (6.4%), "Echo of Moscow" were (5.4%), "Russian Radio" (5.1%), "Lighthouse" (4, 6%). However, a different set of parameters - "average audience coverage" (Daily Reach) and "average weekly audience reach" (Weekly Reach) - it's a slightly different picture. "Car Radio" (13.1%), "Russian Radio" (12.9%), "Radio Chanson" (12.9%), "Retro FM" (11.4%): biggest weekly reach leaders in 2010 were , "Europe Plus" (11.2%). In 2010, the share of the audience in Moscow significantly in these stations as "Car Radio" (0.4%), "Vesti FM" (+0.2%), "Good Song" (0.7%) grew "Militia wave" (+0.2%), "Radio Villa" (+0.6%), "Radio Star" (0.3%), "Radio Chanson" ( . +0.2%), "Russian News Service radio station" (0.5%), "Fresh Radio" (+0.3%) A significant decline in the market share was held in Moscow in the following stations: "This is Moscow" (-0.4%), "Europe Plus" (-0.4%), "Keks FM" (-0.3%), "Mayak" (-0.4%), "Nashe Radio" (-1 , 0%), "Radio Alla" (-0.2%), "Radio Russia" (-1.4%), "Radio Liberty" (- 0.2%), "Retro FM" (-0.6 %), "Russian Radio" (-0.5%), "Black Rain" (-0.2%), "Hit FM" (-0, 3%), YUFM (-0.3%). The main male bias (percentage of men is 65% or more) have the station as "Bi-Bi-Si" (66.7%), "Business FM" (67.0%), "Megapolis FM" (72, 4 %), "Nashe Radio" (66.7%), "not very grown up radio - Pioneer FM" (66.4%), "Radio Star" (67.9%), "Radio Rock FM" (83, 7 %), "Radio Sport" (82.4%), "Finam FM" (84.7%), «Humor FM" (65.6%). The most important female audience shift from fixed stations, "children's radio" (74.9%), "Love Radio" (65.3%), "Radio Alla" (73.4%), "Radio Russia" (70.6 %). Percentage of young audience (under 30) is highest in these stations as DFM (69.2%), "Love Radio" (65.1%), "Megapolis FM" (77.0%), "Next FM» (67.5%), "Radio ENERGY" (68.5%), "Fresh Radio" (66.3%). Listeners adulthood (30-59 years), most evident in the structure of the radio audience, "car radio" (74.7%), "Children's Radio" (72.0%), "Radio Carnival" (69.9% ) represented, "Radio Rock FM" (66.0%). minors (60 years and older) at such stations there as "The Moscow" (77.7%), "Orpheus" (67.5%), " Radio Russia "(71.4%)," Radio Liberty "(61.6%)," Echo of Moscow "(57.7%) A very educated audience most clearly represented in the structure of the radio audience." Bi-Bi Si "(66.7%)," Orpheus "(73.6%)," Radio Jazz "(56.1%)," Radio Culture '(58.2%), "Radio Liberty" (63.7 %), "Echo of Moscow" (60.0%). The proportion of unemployed is most evident in the structure of the radio station audience, "said Moscow" (74.0%) and "Radio Russia" (71.3%) - as shown above, in which a high proportion of elderly people. Percentage of employees in the structure of the most important audience of Moscow stations as "Fruitcake FM" (81.3%), "Not Very Adult Radio - Pioneer FM" (85.3%) and "Finam FM" (86.2%) . In the field of measurement of THC (the city 100,000 +), a leader in the daily market share in 2010 was "Radio Russia" (9.6%). The second most common "Europe Plus" (8.7%), the third - "Russian Radio" (8.0%). In addition to these ten stations with high market share in the field of measurement in 2010 also included: "Radio Chanson" (7.9%), "Traffic Radio" (7.3%), "Retro FM" (6.4%) " Stereos' (6.2%), "Lighthouse" (5.1%), "Humor FM" (3.5%) and DFM (2.9%). Higher prices in cities 100,000 + in comparison with Moscow were recorded in "car radio" "Europe Plus", "lighthouse", "Radio Russia", "Radio Chanson", "Retro FM", "Russian Radio", "Humor FM" DFM, "Love Radio", "Radio 7" and "Hit FM" more of a difference in the "Europe Plus", in Moscow's market share was 3.6%, in the field of measurement of -.. 8.7% five stations, the trends - in Moscow, its market share above belong to this group. "Militia Wave", "Nashe Radio", "Radio Villa", "Radio ENERGY", "Echo of Moscow" The biggest difference in "Echo. Moscow "- when 100,000 + cities in its market share from 2.7% in the capital -. was 5.4% Top ten stations Weekly Reach in 2010 as follows The greatest value of the average weekly reach has at." Europe Plus ". found (41.3%) on the second and third position -" car radio "and" Russian Radio ". (40.2%) In addition to these were ten stations with the highest average weekly reporting in the cities of range" Radio Chanson "(36.0%)," Retro FM "(32.7%)," Radio Road "(28.1%)," Lighthouse "(23.2%)," Humor FM "(23.0 %), "Radio of Russia" (17.5%) and "Love Radio" (16.8%). The main male bias (percentage of men is 60% or more) in the cities of 100,000 + in 2010 have the station as DFM (62.3%), "Nashe Radio" (63.1%), "Radio ENERGY" (60.1%), "Humor FM" (65.1%). The most important female audience shift from fixed stations, "Radio Villa" (63.1%), "Radio Russia" (69.4%), "Russian Radio" (60.7%). It should be noted that the proportion of men and women in the audience to the same station, in some cases significantly in Moscow and in the cities of 100,000 +. The All-Russian Radio Audience (VCIOM) show that 40% of Russians do not listen to radio, and ѐ m in small towns and rural areas that number as high as 44-45%. This situation is explained by many reasons, among which we single out the following: the lack of a significant proportion of the population working radios, away from traditional to new media, etc. Another trend is that the Russians are less likely to set up their receiver on long, medium and short wave are increasingly on the FM band. At the same time, to extend the positive trend radio listeners in the population by the fleet of cars and the associated rise in the automotive radioslushaniya. Of particular concern is the decline of public service broadcasting, due not only to the fact that new plants take their audiences, but also to the fact that the country initially translational folding takes networks continues, and secondly, more and leave more listeners the band long, medium and short waves, buying a receiver operating in the FM area, where public broadcasting is not available in all areas. As a result, in 2010, the total number of average market share of federal public stations in Russian cities 100,000 + less than 15%. By comparison, in Germany in 2009, the sum of public broadcasting (ARD) was 57.5%, in the UK (BBC) - 54.5%, in France (Radio France) - 13 22.2% And while "Radio Russia", while holding the leading share of the average daily audience (9.6%), it seems to continue a pattern of low audience further. Current status of radio programming by the limits of viability, staff shortages, some crisis of ideas, look for other sources of cost engaging content and testing options for the post-crisis strategies based on defining new technologies and multimedia platforms.
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