Radio "troika" was closed. Long live the "Relax"

On the frequency 90.8 FM station is playing a new "Relax", the music is in the style of a lounge. Has led to the arrival of the new leadership of Michael Eidel'man "Gazprom" an active player in the radio market, experts say. The introduction of the "Relax", "business", said several participants radio market. This was the general director of "M-Pool +" (controls the frequency of the "troika" and the station of the "City FM") Michael Adelman confirmed. The radio station. At a frequency of 90.8 FM, the station to be running the "Troika" "The lack of prospects, errors in programming and marketing" - explains the reasons for the closure Adelman, "Troika". Could not "Three" to compete with the "Russian Radio", "Chanson", "RetroFM" and other "Russian" Music Station, says sales manager "Mr. Poole +" Dmitry Solodov. "After COMCON weekly audience of" Troika "in Moscow in March 111,000, for comparison, the" Chanson "- 742 000 it was clear that the situation is hopeless, the question is whether the shareholders approved the investment in start of the new station was" - says Solodov. After Adelman, the new station is music in the style of Soft Pop, Lounge, Smooth Jazz, Ambient, New Age and concentrated airs, after his Solodova on women aged 25-45. Malt said that was investing in the "Relax" and two months ago, runs the station "City FM" $ 10.8 million, of which the "Relax" accounted for about 25%. Malts expected that in the future, the market share of the new music station to reach 3.5-4% in Moscow, writes "Business". Opponents say the closure of the "troika" natural solution. Director General of the European Media Group (EMG) Alexander Polesitskiy for the failure of the "troika" wrong format: "For us it was at the outset that this is not the best design - it was not clearly defined audience, the niche is narrow and small market potential. " "" Troika "was originally dead-end project with existing channels of Russian music is hard to compete" - true Russian Media Group CEO Sergei Kozhevnikov. According to him, the new station "Gazprom" with the Radio "Jazz" and partly in competition is "Love Radio." The project is of interest, although the prospects for success is difficult to estimate carefully Director Media Research, TNS Gallup Media Ruslan Tagiyev. In his view, underscores the emergence of such niche projects the high competition in the radio market. A Polesitskiy EMG believes that the new project "Gazprom-Media" can be more successful than the "troika". "Eidel'man out with the arrival of professional broadcasting management, they are themselves better and their projects before decisions are made, we can say, intuitive." - Says Polesitskiy. "Pops" and Radio Next - Recall, former program director of Radio "maximum" Michael Adelman was CEO "Mpule +" ordered about a year ago, two other stations remain dependent CEO radiodoma "Gazprom-Media" Yulia Yakovleva. Vfevrale Adelman. This year with a frequency of 87.9 FM news station "City FM" "Gazprommedia" actively engaged in their stations, the fruits of the changes we will see in about a year, says Ruslan Tagiev of TNS Gallup Media.