Influence of Format Changes of Radio Stations for Premium Listeners on its Audience Parameters

Student: Kardash Matvey

Educational Programme: Media Management (Master)

Year of Graduation: 2017

In this graduation paper the author describes specifics of broadcasting for premium audience on the Russian media market through the examples of radio stations Silver Rain, Business FM and Kommersant FM. Under the pressure of new political and economic situation, the premium audience changes it's interests and preferences in consuming of content. According to this fact, mentioned radio stations decided to change their format unwilling to loose listeners. In the study concepts, types of programming, development strategies of selected stations and connections between reformatting and audience size were analyzed.

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