OREANDA-NEWS. ProfMedia Broadcasting Corporation (PMBC) launches its separate broadcasting of Radio ENERGY across Russia's timezones.

The technology of transmitting the signal across timezones ('in orbit') has previously been used only for television signals. The first time this system was fully implemented in the domestic radio industry, rather than purely on an experimental scale, was at Avtoradio, PMBC's leading radio station, followed by the station Humour FM on the same technology.

Implementing this system of timezone broadcasting has become another important step fro the radio industry in the development of network radio, since such broadcasting is better able to suit the needs of both listeners and advertisers. Advertisers can get more precise timing of their clips on regional radio stations, and when forming their media plans they now almost always prefer this option.

Placing advertising more effectively can now be accomplished on the holding's third station - Radio ENERGY - where the system to deliver the signal by timezone will come online on July 8, 2013. The Radio ENERGY-Orbit broadcasting system will open up new opportunities for station advertisers. From now on blocks of nation-wide advertisements will be broadcast in accordance with the media plan for local time for each region. Therefore, a company whose interests are not limited solely to Moscow and the Moscow region will get the chance to place advertising in prime time or in drive time right across Russia.

“The industry has made a big leap in quality towards advertisers and, I hope, this won't be the last good news to cheer us up. Avtoradio, Humour FM, and now Radio ENERGY are creating a competitive product, showing all other broadcasters which way the wind is blowing,” said Sergey Egorov, Broadcasting buying Director at MEDIACOM. “Thanks to the 'Orbit' project, placing ads for national radio broadcast has become more effective and easier to understand for advertisers. And the new system to measure TNS taking into account separate broadcasting in different timezones will make this process more transparent, and make audience counts more objective.”

“One of the advantages of radio is the instant response. A lot of advertisers depend on it,” added Aleksandra Sadovnichaya (Radio Buying Director, OMD MDI PHD Group). “From here it's clear what the advantages of orbital broadcasting are - with a planned network campaign for the client, we have the ability to 'catch' the listener in all regions at exactly the time we need him, at that precise moment when we expect him to be ready to make a decision about buying a given product or service.”

“Radio ENERGY's transition to 'orbital' broadcasting is another PMBC breakthrough,” said Anna Kolesnikova (Radio Buying Group Director, Aegis Media Russia Ltd). “Timezone broadcasting, in terms of actively developing the Radio ENERGY broadcasting network, allows clients to get the audience they need and the chance to get through to their consumers at the time they need to. And for the radio station itself this will be not only a competitive advantage ahead of other broadcasters, but also ahead of other media.”

On the new principle, advertising blocks on Radio ENERGY will be translated to more than 350 Russian cities. The signal will be delivered with the help of four satellites ensuring 100% synchronization of the advertising blocks on Radio ENERGY in the cities at the same time of day as in Moscow.

Radio ENERGY (NRJ) is a youth European radio station, a joint project between the ProfMedia Broadcasting Corporation (PMBC) and the French holding NRJ Group - one of the most authoritative brands in the global radio industry.

Radio stations in the ENERGY (NRJ) brand broadcast in more than 20 countries, from Russia to Canada, and are considers arbiters of musical taste.

Every day millions of radio listeners around the world tune in to ENERGY (NRJ) to learn about the latest trends in the global music industry, and about the biggest musical events and festivals.

Radio ENERGY is an integral part of global youth culture, reflecting the values, tastes, and preferences of young people. Its main target audience is 18-35 year olds. The hottest starts in modern music work actively with the radio station.

Over the past few years Radio ENERGY has been able to hold a stable position in the top ten most popular radio stations among all Muscovites, as well as taking a leading position on the youth segment.