Radio station "98 Hits" will turn into "Radio Chocolate"

Change the format started over a year ago the radio station "98 Hits." Instead, the frequency will be designed by 98 FM radio stations for the female audience - "Radio Chocolate". Holding company "United Media" and is on frequency 98 FM radio stations "98 Hits" changes the format. This RBC daily was told several top managers on the market. Under the new name "Radio Chocolate" station included in letters to advertisers. Director General of the holding "United Media" Michael Berger confirmed that the team is currently working to start a radio station. "Radio" 98 Hits "went our heritage - he commented -. If the Business FM requires only the further development - this is a very successful format." 98 Hits "requires active intervention and time has proved that pure music format hard to find its place in the market. "According to Mr. Berger, is" Radio Chocolate "his music and spoken radio station, which is the target group of active women aged 30-45. Its launch is scheduled for March 2011. "We plan to make a powerful multimedia project also runs parallel Internet portal" - said Mr. Berger. CEO of the new station is Leonid Yurgelas. In the past three years is the third stop reformatting. Since October 2007, at a frequency of 98 FM, the project "Cinema FM", is dedicated to betting on soundtracks and programs for the film industry. In November 2009, the station was more than wide, and was "98 Hits." According to "TNS Russia", in January-March 2008, the average size of the audience "Cinema FM» a day to 101 million people (39 th place among the existing Moscow radio station), in August and October 2008 to 89,100. People (44th). After reformatting the radio situation has not changed much. In September-November 2010, there was an average daily audience of the station 201.8 million (40th place out of 52 possible). "The audience is 30-45 years old lure, but the focus solely on the female audience cuts men - psychologically they are not listening to the station - the program director of Radio Top FM (told in" Media Holding "Senator Vitaly Bogdanov) Ilya Efimov - based projects in the FM band, the women who were executed:.. For example, at one time the "Russian Media Group" created a radio "Tango", but it quickly closed Love Radio, which runs . initially for women, it is now widely That such a new station to be successful, you have to invest seriously in the promotion and try to banal "" This niche is not currently the most free. "- said General Director of the" European Media Group "Alexander Polesitskiy.