Russian Digital Radio Station Opens With Classical Music and a New Business Model

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Russian Digital Radio Station Opens With Classical Music and a New Business Model

Michael Hedges September 7, 2006

Given Russian music tradition one would think classical music would be all over the radio dials…even the new ones. Radio Classic Radio opened to the public September 1st , multi-platform, commercial-free.

The innovative business model is based on broadcasting, streaming on demand and downloading on demand with a very inexpensive subscription, RUB50 (€1.50) per month. Distribution and programming are designed for Russia’s living rooms, where multi-channel set top boxes offer a wide range of television and radio. Payments are by smart-card which allows channel access via the internet, cable and satellite TV as well as the mobile phone.

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More Easy Pickings in Russian Media
State controlled companies and state friendly billionaires have picked more ripe media outlets. REN-TV was sold to steel maker Severstal and RTL. Moscow News sold to Media International Group.

RFE/RL and VOA in Russian Sights
International broadcasters are increasingly backed against a wall when it comes to finding easy broadcast licenses for the taking. Governments can prevent access to distribution or, at the very least, make life very uncomfortable for local media affiliates. The enduring rule of media and politics is that no government takes criticism easily, particularly from foreigners.

Baltic Weather / Latvia
Russian influence in both Latvia and Estonia should not be underestimated. Both countries have substantial Russian speaking communities that maintain strong attachment to the Russian language and centricity to Russia. Broadcasters in both countries, public and private, radio and TV, offer Russian language channels. And Russian cable TV channels are numerous.

Unfortunately listeners will not hear the basso profondo voices of classical music program hosts. Radio Classic Russia is all music. The program style is similar to St. Petersburg’s Klassica Radio, the only commercial FM classical music station in Russia. Like a hit music station, only the most recognizable themes are played, leaving entire works to be downloaded.

Alla Shpanskaya, founded of both stations, told the St. Petersburg Times the inspiration came from the UK’s Classic FM, which pioneered the abridged approach to classic music radio more than 15 years ago. Rather than program hosts introducing each selection, a “Look and Listen” function is available on the receivers, the internet and the mobile phone screen.

One particular digital innovation is the on-demand download interface that allows listeners to immediately download the complete CD, for a price.

Classical music is not in short supply in Russia, complete with deep voiced announcers. There is Radio Orphei in Moscow, Radio Hermitage in St. Petersburg and the national public network Radio Kultura. But there’s a steep price for classical music fans: all play at least a little jazz.

special thanks to ftm Media Sleuth Maxim Kunin

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