"Radio Disco" closes. Meet the "Full House"

Holding "Prof-Media" keeps rebranding "Radio Disco": its frequency is broadcast popular music radio stations. This week it became known that the Broadcasting Corporation "Prof-Media" runs at the frequency of "Radio Disco" radio "Humor FM." It will be the first in their content besides music is anecdotes, excerpts from films and TV shows. Even in the air come known from his program "entertainer", as Roman Trachtenberg. early September and should launch a campaign to promote the new format. Yet "Prof-Media" declined to comment, and the "Radio Disco "RBC Daily reported that at present a number of issues related to broadcasting and promotion rate" humor. " According to experts at RBC daily, rebranded station interviewed - naturally, indicating that the saturation of the market has peaked. Broadcasting Corporation "Prof-Media" works since 2003 and is a media holding company of the same name. Now it covers four radio stations: "stereos", "Radio Energy", "Radio Disco", "Russian Song", and specialized advertising agencies and regional offices, "car radio". According to research by TNS Gallup Media, in the spring of 2005, the total market share was 11.3% of companies, while "stereos" and "energy" were named as leaders in their respective target groups. Broadcasting Corporation shares of the advertising market is estimated to be 16%. This week it was reported that the frequency of the "Radio Disco" radio "Humor FM", the first of its content through skits, jokes, humorous speeches, excerpts from famous movies, shows, and will be extended radioserialov runs. Also appear on the radio frequency humorous musical entertainment, including the transfer of Roman Trachtenberg Showman "King of the Ring", "Joke Parade" and the series "Anthology of humor." Advertising campaign to promote the new station on 1 September start on television, in the press, underground and outdoor media. Thus, "replace Humor FM" "the radio Disco", which worked since last summer and was positioned as a radio tuning. It is based on the music of the 80's and 90's, and based contemporary hits. Also in this format were the "light" speech humorist and Information Broadcasting presented by the market research company "ComCon" in July daily market share "Radio Disco" was 2.2%, and weekly -. 4.2% last weekend, at a frequency of. "Disco Radio" broadcast went to a so-called middle case: no more "disco", but not "Humor FM". Nevertheless, "Prof-Media" deny information about rebranding. Director of Information and Public Relations of the Holding Konstantin Vorontsov not comment on the situation, said only that he had no information on work and "Radio Disco" correctly. Representative station Tatiana Feoktistov told RBC Daily that now issues caused "Humor FM", including promotional activities are constantly updated and official information will be released only after the final decision of the management. Interviewed According to experts of RBC Daily, rebranded station partly by objective . reasons "The competition in the music formats FM band has reached its maximum at the moment, - said director of RBC daily media research TNS Gallup Media Ruslan Tagiyev. - The number of plants, the high-quality music to produce large and in terms of content, the Russian market - one of the most rewarding. And the involvement of the audience for its members is problematic, which makes radio look for unconventional moves. Rebranding "Radio Disco" - a kind of interim solution that will maintain the existing format and run an active campaign. I think looking at the future stations for different movements, in order to attract the audience -. Both music and advertising, as well as the other "similar opinion is shared by other parties at RBC daily that that the radio station does not believe achieve the goal." "Radio Disco" began its broadcasts at a time, this niche is already successfully in operation Radio "retro", - says Olga Ivannikova, senior manager of advertising on radio, internet and film agency OMD Media Direction. - Therefore, in spite of some differences in content to wide audiences, it was difficult. "This is also shown in the company Vanguard PR." After more than a year, "Radio Disco" has failed to attract an audience and, as a result, attract advertisers - the director with clients of Vanguard work PR Leonid Solovyev. - The volume of the daily audience of "Disco Radio" in Moscow remained consistently one of the lowest in FM radio range and in recent months, according to "KOMKON" not exceed 2.5%. Radio stations not to play nostalgic feelings and collect by a mass audience: In the last 20 years, this generation is also "layer" and distributed smoothly on other radio stations - from "Silver Rain" to "Russian Radio 2". " Mr. Soloviev also expressed doubts that the new format will be successful. And after Olga Ivannikova expected demand "Humor FM," is difficult. "Now the humorous program is on the one hand, popular, - she said. - Also, we can not worry about how much they claimed to remember the television. But on the other hand almost all the radio stations, they are present in large quantities, which can result in loss of interest of the public. "She also said advertisers are careful enough to get the new stations." But, "Prof-Media" you can enter the batch conditions with other radio stations that lead to the sale of advertising on the "Humor FM", "- Commenting on the situation, which they daily RBC.