"Prof-Media" and Alla Pugacheva start a project together. It is learned that this fall, set the radio "Russian Song", a part of the Broadcasting Corporation "Prof-Media" (PMBC), the Radio. In his place, the radio "Alla" is. The new station will be created together with Alla Pugacheva, who in exchange for their name to receive a share of the profits. Market participants believe that a good choice and it is said that the brand awareness of Alla Pugacheva will provide radio stations. Alla Pugacheva awareness provides radio that PMBC plans to stop broadcasting the "Russian Songs" and run at this frequency radio "Allah," said RBC daily, several market participants. Yesterday this information by President Alexander Varin PMBC was confirmed. According to him, the PMBC has already received permission from the Federal Competition Committee to change the name of the media, and the introduction of the new plant is scheduled for the fall. "Russian Song" was an experiment to create a niche station, Mr. Varin said: "We do not sell advertising on it and no money in his promotion and now we want at this frequency over a massive station to do.". Supporters of the new station - mostly women over 30. According to Mr. Varin, Alla Pugacheva will actively participate in the activities of the station named after her, the singer is the artistic director of the project and will be involved in the formation of the program. With this investment in the promotion and change of format radio station offers PMBC and Alla Pugacheva will receive part of the profits station. Mr. Varin declined to say which part is wife Pugacheva contact with the singer yesterday failed. But according to market participants, the proportion of women Pugacheva could reach less than 50%. Market participants believe PMBC logical management decision to abandon the "Russian Songs", shares, according TNS Gallup Media in February-April 2007 in Moscow, was only 1.87%. "The" Russian Songs "is, above all to the male audience, concentrating many strong competitors," Our Radio "," Chanson "," Russian Radio - says CFO "addition, management does not include radio advertising during the promotion of the station." Jazz station Viktor Davydov. Is CEO "Russian Media Group" (RMG) Sergey Kozhevnikov, "I do not think they were having a contest called" Chanson. "They needed to achieve a direct competition with them," Russian Songs "not done." And Mr Davydov said that PMBC can now get rid of the competition and within the company. "You have now successfully running" stereos "and" Humor FM "is also among the male audience might not see the need for the third stop on the men." - He says. Sergey Kozhevnikov the RMG believes that the promotion of the station at least $ 2 million in PMBC have gone about as much of a successful advertising campaign "Business FM" he recalls. And the president of the branding agency Depot WPF Alexei Andreev reminder of the dangers of using the brand "Alla". "Radio" Allah "- terse brand, but working with the star is very risky. The actor may at any time terminate the contract and freaked Thus, the value of the brand depends entirely on the" appetite "Alla", - he says. Question with him, Mr. Davydov, "the station will rise a recognizable brand, and their ratings are. I think it is, especially in women 30-45 years old, the popular love songs Pugacheva. For an audience of up to 30 years give love radio and the radio "Allah" in a niche. "A CEO of a" European Media Group "Alexander Polesitskiy believes that the project to be more successful if it is aimed at an audience of all ages. "Now everything is to the results of various ages radio station -" Road Radio "in St. Petersburg Radio and" cottage "in Moscow, the dynamic development."
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