How to get an audience, how to hold it, how to save a music brand and they do not annoy the audience, always hungry for something new to win These and many other aspects of editorial policy - interview with the program director of the radio station "Europe Plus" Alexei Glazatovym. Frequency of the "106.2" polit.ru talk about radio was not chosen at random: "Europe plus", the program started in spring 1991 and was the first non-government station, still a leading position on the Russian radio market. Alex, preparing for an interview with you, I listened hard "Europe Plus" and came in a song that had the line: "Shake your ass, girl." In Russia, so you do not miss. Is the censorship of the English songs from Russian? Where to draw the line? Border, is where the content of the song has a decent musical form. And besides, you know that the song is pretty ironic stance on sexual theme. Group "Disco Crash" leads sexually saturated texts regularly and do not get to Europe plus. This is the criterion of aesthetics? Sure. We do not like the word "censorship". We select the songs we need at the moment, because the ingredients of good food. Need any spices or main course, and every time you are faced with a dilemma as a good cook. We have too often denied - especially Russian artists. We have no place to play for a lot of Russian music. As for the criteria, it is still very much depends on the individual program director - no one can completely give up their own aesthetic taste. I understand that it hits a block that can be heard in the air almost every radio station. Regardless of the target audience for which it is designed For example, Manodnna or Britney Spears. On the other hand, there are the songs that you can never appear. Same Yuri Antonov. We have a strategic recipe design of our products. I can hardly imagine that Yuri Antonov a new song that is suddenly very fashionable and write up to date, it will be a hit and that listening to people 18 years and especially our 35-year-old students, all Antonov already clear. But if it is taken - please. Speaking of his classic songs, the music of a certain age, we do not use - not Russian, not foreign. "Queen" are you playing? No. Within the same age range of reasons. Music of the early nineties, we do not need, we strive to be relevant. While we the song not just the last two years. Enter the type of music policy. We provide students with some musical entertainment. If there is something in the current music market is now fashionable and they hear enough mass, then turn the "Europe Plus", and within 30-40 minutes you are sure to hear the hits. But how is the selection of certain songs? You, for example, turn the song Akon. He has, in my opinion, very melodic stuff. There you have it, and for example in "Radio 7" they are not. Why? Akon - is a black actor, who recently moved to America and had some success, and now it is bright and with a new character to the music. We are interested. He immediately entered into a series of fashion. He plays a mix of R & B and some African rhythms. We must ensure that our students do not feel isolated from what is happening in Europe. Perhaps for "Radio 7" Relevance is not so important. They have a slightly different recipe. Probably, they opted for the more conservative aesthetics. You, of course, the new music is not as strategic as we are. Name the artist, you always appear never in the air. I do not exclude that some of our listening audience sometimes Alexander Rosenbaum. Maybe even Oleg Mityaev they want. But they are not willing to listen to these artists on the "Europe Plus". You see, we have not all Russian vulgarity, yet very deep lyrics. We - the musical entertainment in its purest form. Sketch your audience. After holding owns two radio stations:... Besides the "Europe Plus" there is a "Retro - FM", which has a very different style of music policy is different, you can dilute either maximum audience or do two stations on the same audience we shared students by age: The "Retro - up from 16 35 - FM" 35 to 40 years, and our listeners We focus on the relatively young, modern people who are interested in quality musical entertainment is to concentrate. By the way, "Retro FM" - this is not a nostalgic radio station, this is for modern people who like 80 music you have to live not only in music, what percentage of the total time occupied by non-musical shows...? Radio - it's very segmented thing. You know, it's "Echo of Moscow" and "Arsenal" - where the number of calls is increased in the air to one hundred percent. More conversation than talking station still does not work. It's impossible. Why the "Echo of Moscow" are? Every 15 minutes to hear the news. A music radio station in the world from your spoken content for one simple reason - we are specialists in music. And talk, by and large, only okolomuzykalnymi. But there's more news. By the way, if you listen to them, it seems that taking a pill calming information. Always ensure that the proportion of negative information was minimal? The listener must be a minimum of information that was in his social life, he knows what happened, are given. Of course, we will discuss more expensive gasoline and the reform of our fine government. But we are not in any way let us not to draw horrible pictures. If you want to get scared, you are the next wave going on and listen to the same "Echo of Moscow" - there to scare you professionally and say, in detail, who is to blame and what to do. Have you got the news about the terrible case where a soldier in Chelyabinsk beat? Once gone informational pressure, and we realized that to make this a scandal, we have it in the air. We did not say it in color. Want to know more - you know where to go. When disaster hits nationwide or worldwide, how you react to it? First, agree on other messages. We are a national station - hear us in many cities, and not always in the listener has the option near the TV set. But we respect the very people who have "Europe plus" was selected as a kind of companion in life, so that the music that we try not to touch. This is our promise to students. Of course, if declared mourning we take some concrete action - get rid of the conversation, but we do not know the repertoire of words "Swan Lake". I do not think that using the classical music we once more we empathize with what is happening in the country. This is the same as in foods. You will not change the menu because disaster. And advertising? Remove the ads? This decision advertisers. Someone might call and say that he does not want that. Its advertised product during a disaster Between songs fill the air DJs. At this point it would be desirable to switch to the next wave, because often what they say - either vulgar or complete nonsense. Of course everyone wants the program director, to avoid such a dissonance between the music and the fact that talk radio hosts. If the DJ is ready when it is formed, it is interesting to hear, it is the music, or he would say of himself. DJ should be part of the image of the station, but to find the real professionals, is very difficult. And the last question. Tell us what's going on off the air. Some radio stations come with festivals such as "Maxidrome" the radio "Maximum. What do you do? Fact is that to organize in our live game only superstars. And at a concert for their participation ... It is almost impossible. One can turn, such as Madonna, the whole day, but it will not come. possible, and we have come to a big part of the festival. But we do radio at European level, and if we conceive of such events, we will do to the To get the list of European music festivals. For less, we can not agree.
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