More little media changes in little Moldova

Michael Hedges January 3, 2009

In the great scheme of things, Moldova gets very little attention except from wine fans and the occasional political observer. Big media operators, however, have been rather active. Is Moldova the next media hot spot?

ProSiebenSat1 Media is the latest to strengthen ownership positions in a country where media, seemingly, has nowhere to go but up. The company “increased holdings in the share capital” of KISS FM, according to a press release posted to communicate.md (December 22). Exactly what the holding increased from was not detailed.

"We are delighted,” said SBS Broadcasting Romania (ProSiebenSat1 Media) Managing Director for radio Florian Ciobica, “that we have completed this transaction and look with confidence to the potential of the market for media and advertising in the Republic of Moldova."

A quick scan of Moldova’s electronic media landscape shows far more big name broadcasters than might be expected in a country of about 4 million people tucked between Romania and Ukraine. Central European Media Enterprises (CME) has radio and TV channels, though in the last month the PRO TV license fell into dispute.

Being between two geographical giants, Moldovan media is diverse in many respects. With both CME and ProSiebenSat1/SBS invested in Romania and Romanian the most widely spoken language it’s just a small step into Moldova. The quirk, geographically and otherwise, is a strip of eastern Moldova, de facto independent, called Transdnestria, which remains a Russian outpost. Russian Federation State TV ORT and Russkoe Radio, therefore, cover Moldova. Lagardère is there with its Russian Europa Plus network. Pro-Media’s Avtoradio broadcasts its Russian language network.

In addition to state owned Radio Moldova, several radio channels are locally owned: Antena C, Radio Sanatatea, Radio Noroc and others. Television is dominated by PRO TV, state owned Teleradio Moldova and NIT. International broadcasters RFE/RL, BBC and RFI appear on several frequencies and channels.

With all this competition – in every sense of the word – it’s hardly a surprise that ad rates are very affordable. The most recent estimate of ad spending in Moldova (2006) reported about €10 million. Notwithstanding the government’s penchant for lifting licenses of the most popular broadcasters there must be another reason for hanging around. Oh, maybe it’s the wine.