Radio for those who love him - a living organism. You can monitor. Their growth, change in nature, mood and tone But keep track of all the transformations and understand how it will be, can only pros. Director General of the European Media Group Alexander Polesitskiy in an interview with "News Media" told of the latest trends in the market and radiobiznesa what to expect from the market in the future. Director General of the European Media Group Alexander Polesitskiy trends in radio industry when they say that the market is growing and the radio feels good to make a correction to do. Now the industry is the strongest challenge. Future prosperity depends on how they react. The main tendency of the Russian market, is that radio listening is reduced from year to year. And it does not correlate with the global trends. The world is a natural fall in listening to the radio in the traditional media. But it will face an increase in consumption in the new media. As a result, the overall rate has remained the same. We have also reduced the hearing, not traditional radio by an increase in its network, mobile and other devices compensated. Paint of digital broadcasting, has the implementation of the project has been postponed indefinitely, like listening to the radio reduces the opportunities outside the FM transmitter. Young people, who in the world is less important to listen to the radio - in this case the most promising segment of the audience age is threatened. The fact that Russia not to hear him, and New Media, is a problem. The industry Need to increase the uptake of radio through mobile devices, online and integrated device. It now also serves as the TV, the radio or the source of Internet traffic and listen to the radio via the TV, for example in Russia is growing, although the industry never really do not. The situation and radios will be stored collectively and individually. Collective output - general industry spread creation projects in different radio environments. Now, only one is ready, they will decide the basic problem of hearing loss on the internet - to create a universal radio receiver. As we are used consume radio - where you made the flood simply by pressing or turning the knob. Some features of the Unified receiver is on the website and Moskva.fm Piter.fm. But they do not have a convenient, accessible interface, with which you can easily jump from one radio to another. Not to mention the fact that these two projects and scandalous pirate radio programs without the consent of us, to say the owners. In fact, they are the privatization of our first traffic light. Following the introduction of the universal radio receiver has become necessary to make products for hearing vneefirnom space tailored. Stations to be rebuilt properly content and make it available to listen to increase audience. Adjourned at the hearing - Podcasting followed the recorded program is also in the reserve, which help to reduce the challenge of listening to the radio is. Mainly because these plans, radio, the industry will continue to fight against the unauthorized use of content. In the technical part of the position on this issue is pretty tough. On talk radio second trend we predicted, and have already begun to state - is the suspension growth hearing talk radio. In the past five years has spoken more often stations. Nevertheless, we do not see any statistically significant increase of non-music radio audience as a musical. And it happens because. Some inadequacy of spoken radio stations in Russia The first thing that prevents the growth of the audience - is censorship, both internally and externally, and I do not only and not so much the policy. Take a new law on the protection of children. Not question his good intentions, I can only say: Topics, which is to discuss a taboo in our country, in other countries it is normal on air. But after a lot of talk radio, where there are conflicts. Where you can push the various points to discuss, especially provocative things. People are interested. Spoken stations thrive on the free expression of thought and lower limits. It's not just "bad faith" of the legislature. We can not take into account, not the political and cultural traditions of the people. In France, for example, is the most commercially successful talk radio RMC with a sports theme. But between information about sport in its air 2:00 there is a discussion of hot sexual problems Frenchmen. We will now go away from the kids with the radio while out still fairly chaste programs. For example, the disclosure about adultery under the law undermine family values. Transfer of such programs in the late show nothing. Remember how many time zones in Russia. What's happening in Moscow at midnight, in other regions of the waterfalls on the lock time. Our understanding of American radio - on the night of the DJ in the studio audience to call and discuss the topics that they no longer speak. On the "Europe Plus" program of similar size led Jenny damage. But now we can not have such a thing in the night. The best thing we do in this situation - use complex structure dilution air. I do not support or condemn, just stating the reality. The second reason for the declining interest in talk radio - lack of professionalism and lack of good traditions. The French, the Americans and the British with his wealth of knowledge and understanding of the market: the time out, music radio stations in Russia by foreigners. NewsRadio we run independently. But I think you need to realize the experience of others. Experience in building content, it moves - I do not mean the content, but their organization. So it's much easier to raise the professional bar. There is nothing unusual about it. The whole history of radio - is a series of borrowing other people's ideas. Always strong radio take ideas from the weak and immature markets - on the contrary, the more developed countries. But in Russia, also the message develops radio provided. Only "City FM" and "Kommersant FM" run partly by foreign models, and then with relative success. As a result of the wave of interest that once lifted a few music stations with the support of strong and experienced foreign broadcasters in radio News came A typical example illustrating this trend -. the story of "Humor FM". In the heart of the station known foreign format, in France it is Rire et chansons -. "Laughter and singing" When it starts, we thought that a special building in Russia, it will not. Best is close to 2% of federal auditors. Suddenly "Humor FM" shot, "" He quickly found himself in the top 10 in Moscow and federal stations. Only now you can see that the growth of the public "Humor FM", seriously and perhaps permanently stopped, and in some places began to sink. This is understandable: after a while the phone is addictive and rich content. The country has no time to make new humorous pieces with a speed that is necessary for the people not by what he heard to be tired. Therefore, I believe that it can not without the integration of international experience and a vast legal and cultural restrictions talk radio in Russia reach their full potential. On the musical tastes of audience tastes evolve. In the early 2000s, the trend was the Youth Radio Rhyhtmic Pop. Kylie Minogue and Britney Spears - a typical representative. They sang a rhythmic, but few dance songs. After a while there was RnB, and he leaves. Now in the West fashionable dance. And also in America, which has never been a country dance formats. Fashion at it through Europe and is shown here. There is a new trend - the changing musical tastes. These stations record the first and successfully integrate their own in a format get extra points. Changes quickly in the classroom performance. For example, if a pop-songs, it marks the end of the reign of "Russian Radio" on the national pop music. And after a long time, except for the retro formats, it is practically the only unique content is used. Then dominated the style that can be identified as a pop-pop music and pop-dance. But thanks to the "Radio Chanson" sometime "sounded" Elena Vaenga, Grigory Leps, Stas Mikhailov. "Russian Radio" resist at the time could not, a competitor and put them in the playlist. Artists would not have found me, and broadcast and public, but "Russian Radio" has damaged his personality. Part of the audience began to take its competitors. Someone in the audience went to the "Chanson", someone went to the "dacha", and someone went to the "Traffic Radio". ABOUT RADIO regional market in the region is very complex. Almost all stations of the "big" distribution network streaming to a "retail", a unit moves. Well, if you saw a new market its specificity, and how to format it and work together. Be in the range are successful, it is necessary to have a radio, hear that it can create. And a year ago, "Europe plus" was the first in four cities, but now - in ten. Therefore, the format is good. May prevent him ENERGY Radio Broadcasting Corporation "Prof Media" (PMBC) in the case that it will work flawlessly at all times. On the other hand, the leading radio station PMBC - "car radio", all in Moscow Rules. It is a leader in this market for a long time. There was even a time, assumed that it was to be the first in the country. Provided it. The same ratings in the cities, where there is no But last year, the data show that "car radio" serious problems. The fact that the number of regional cities, which is a radio initially decreases. Sometimes it is not even resist in the Top 3 and the Top-5, which is applied to the problem with traditionally low period listening to a station. There are two problems associated. Narrow functionality name - "Auto" means "only listen in the car." But not all on the cork out as much time as in Moscow. And the difficulty of creating an effective system for the localization of the region. Stable public radio station as a "Retro FM" and "Radio Chanson." Good potential at Radio Villa. Although it is not visible, on the outskirts of the national top-5 and top-5 Moscow radio station, but his appearance in the region at risk almost everywhere serious competitors. "Cottage" is always a good start and in many cases, keeps the audience received. You should understand that a glut in the market - such as Moscow and the federal government, has happened a long time ago. We know that even in Moscow deserves only Top 10 radio stations, a bit less - Top 15, and "somehow" - all the rest. A regional markets even less money. If station is not included in the top five, it remains a complement to other media resources. As a result, there are stations that are not in the leading competition mezhholdingovoy perform some specific tasks. After all, with 2% of the audience, the station can be a good tool in the competition, as the listener chooses a strong radio other operation. Again, "car radio", for example, may be affected if there are radio Villa. "Russian Radio" - where there is a strong format of the station of the Russian musical format. One advantage of the radio broadcast operation, independent broadcasters is that it will complicate any of its formats, and the position of the leader of another holding company. Unable to work directly with him After all, that no matter what "Europe Plus", it does not take away from the audience, "Russian Radio", and "car radio". The three leaders compete to build the station, "eat off" foreign students. This means that to keep the entire pool of Media Holdings their stations. Mediakarty and major changes are expected. The magazine "News Media" 19 (353), October 2012. European Media Group (EMG) - Russia's largest private radio Holding. Including four national broadcast networks - Europe Plus, Retro FM, Radio 7, cake FM, "Radio Record" (Moscow), "Radio Sport" and sales house "Media Plus". EMG radio station formats in more than 2,000 cities in Russia, Kazakhstan, Belarus, Kyrgyzstan, Latvia, Moldova and Ukraine.
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