Page 53 - AIB | The Chanel | Issue 1 2013

The fact that we have so many
teams working around the world in
so many languages is of course a
challenge for our Moscow
newsroom. We need to ensure there
is a proper interchange of
information so that we get the most
value from what is being produced
in different centres – for example
we need to look at how what comes
in from our London team can be
used in our Russian, Arab or
Chinese output.
Which audiences are you
targeting?
For us the Russian‐language
audience is really important. In the
CIS countries Russian still remains
a means of communication. And
key audiences for us are those in
English and other European
languages, Chinese, Arab, Turkish,
Farsi. Only some years ago the
numbers of letters was the most
important figure about the
audience. Now for us the social
networks are important for getting
feedback from the audience. We
have 26 different languages on
Facebook, Twitter, and the Chinese
network Weibo.
Are you now adding video?
What we are trying to do at the
moment is to have on the website a
full video channel in various
languages. We donʹt know what
eventually the outcome will be. I
think all the websites in the world
are still experimenting, playing
▼
Left Soyuz
rocket prepares
for launch
December 2012
Right With Oleg
Kupriyanov (l),
Andrey
Bystritsky,
Chairman, VOR,
and journalist
Valentin Zorin
On air since 1929, The Voice of
Russia was the first radio station to
broadcast internationally. Today
VOR broadcasts to 160 countries in
38 languages for a total of 151
hours per day, reaching over 100m
listeners. Broadcasts are on short
and medium wave, on FM, via
satellite and through global mobile
communications networks. In 2003
VOR launched daily broadcasts to
Europe in Digital Radio Mondiale
(DRM) and DAB+. Online, VOR offers
reports, audio, video and
multimedia material in 33
languages.
with video and so on. Video
material on major international
events is available, and there are
various options of video
partnerships with other Russian TV
channels as well as EBU members.
We are working on it but at the
moment we donʹt have it yet.
How is the media landscape in
Russia changing?
At present digital TV in Russia is
represented by one (first) multiplex
– 8 channels which are available
free of charge to 57m viewers in 45
regions of Russia. At the end of
2012 the rights to TV broadcasting
through the second multiplex were
put out to tender. This second
multiplex is for 10 federal channels.
The third multiplex will be formed
of four municipal channels and one
channel in HDTV format. Most of
the required equipment for the
second multiplex will be ready in
2013. At the end of 2012 the digital
TV audience coverage exceeded
72% of the population in Russia.
TV still takes the greatest share
of the advertising pie. In 2011
advertising in Russia totalled
US$5bn, of which $3.5bn was
advertising on TV. By comparison
the advertising budget of radio
stations was approximately
US$500m. Figures for 2012 show
that the rate of growth in
advertising budgets for TV fell
approximately by 2.5 points. At the
same time radio showed quite
different dynamics. The only mass
media sector that showed rate
growth in the period January–
March was radio advertising (2011:
around 17%; 2012: 19%). Online
advertising continues to show the
biggest growth. In 2013 the internet
share in gross ad spending will
reach 17% (2008: 6%; 2010:11%).
What's the outlook?
The goal we are working towards is
for Voice of Russia, which for the
last 20 years or so was de facto
absent from the international media
landscape, to become a player in
the world media market and be
regarded as a credible source of
information in the main languages
of the world. It’s a huge project ‐
but one that I personally enjoy
working on.
Oleg Kupriyanov, thank you.
▼ Oleg
Kupriyanov
ww
w.ruvr.ru