Radio Ultra comes in to FM radio?

At a frequency of the radio station, "My family" 94.8 FM transmits the "Ultra", which now takes the frequency in the UHF range, sources in the media market. Both stations keep Senator Vitaly Bogdanov News Media Radio Group. The fact that the development strategy involves replacing the participation of managers confirmed Vitaly Bogdanov surrounded. But the editor of the radio station, "My Family" Prokhorov said Svetlana Infox.ru not to take their radio frequency "Ultra". "Radio" My Family "broadcasts on a its 94.8 FM frequency, and no changes will ", - she said radio." Ultra "Vitaly Bogdanov acquired in April 2010, the News Corp. in a transaction includes the transfer to the new owner of 100% of the radio station" Our Radio " , "Ultra", Best FM. The purchase of $ 12-15 million Colloquially-music radio stations worth "My Family" launched in 2008, acquired State Duma deputy Valery Komissarov, a senator from the Kursk region Vitaly Bogdanov in February 2010. The deal, according to expert estimates, amounted to $ 15 million over two radio stations: "My Family" and "92.5 FM" According to TNS, radio coverage of the audience. "Ultra" and "My Family" is less than 1% or 0.5% of the total radio audience in Moscow in February-April 2010. radiostation "Ultra" was started in 2000 at a frequency of 100.5 FM. Concept: alternative music program. In November 2004, the management of the radio station went on the Top FM radio frequency. Broadcasting "Ultra" was renewed in September 2005 for FM frequency. Now the radio broadcast "Ultra" on VHF (Very High Frequency). "VHF in Russia is less evaluate commercially Firstly, the worse the quality of broadcasting, and secondly to catch VHF modern car receivers, they must specifically configure a radio audience very spoiled..", - Says the president of the Foundation for Independent Radio Broadcasting Natalia Vlasova. "The History of the Radio" Ultra "- is an example of what you had to wait until the niche radio comes on profitability if we (the advertising agency Optimum Media OMD -. Infox.ru). Eventually formed a queue of advertisers, "Ultra" and have concluded Marketers News Corp. This is not simply considered "Ultra" is so unique that it has its way, it is located at the peak of the commercial interest of the customer has been closed... "- says the expert" Corporation Radio "on the technology. sales of radio advertising and sales director of radio at Optimum Media OMD, from 1996 to 2009, Dmitry Strugalsky "Previously, the News Media Radio Group is not possible to translate the radio" Ultra "on the FM frequency. Following the acquisition of the station" My Family ", was the opportunity. The license for the frequency of the new owner is, there were only a few questions on the procedure for re-registration. Such an exchange is logical from the point of view of profit: FM - more popular format than VHF, "-. Says management solution News Media Radio Group is one of the representatives of the new owner," Based on the reviews of Radio "My Family" is, the project is not found in a large volume of his listeners. TV formats directly poorly adapted to the radio. To reduce costs, the frequency content of such a change is best, but in terms of the prospects for a successful commercial radio "Ultra" - not obvious, "- says one of the founders of the radio station" Business FM "Yegor Altman. "The stations have are all the way back from a decent position in the ranking of TNS media plans of advertisers" - sums Dmitry Strugalsky. In the Media Radio Group to a written question is not answered.