Own business: How much does a radio cost?
This question is addressed by many. Media registration, selection of a broadcasting program and its social positioning, filing an application with the MTRT, developing a broadcasting frequency, competition, obtaining a license, renting premises – where and how many, building studios, purchasing and installing equipment, radio production technology, signing contracts with a radio center and telephone operators or building your own radio center with all the consequences …, certification of studios, promotion of a new radio program in the advertising market, staff salaries, development of an economic scheme b iznesa … and that’s not all.
Sea of questions. And not all have the answers. 50 to 50. Half is predictable, and half can get answers only by getting involved in this business. The risk is great, but the result is “tasty.”
And if your holding or financial-industrial group reaches the level of large or top midsize businesses in the region, then having your own radio company is simply necessary.
In this article I will describe the predictable part of the investment and mention some unpredictable. We assume that the company, which will soon become a radio company, you are already registering. It is better if its legal form will be LLC. Of course, in its charter you, of course, provided for the following forms of activity:
the creation of radio, television and additional programs;
broadcasting and broadcasting additional information;
commercial and political advertising;
communication activities in the field of broadcasting;
the acquisition of ownership and operation of TV and radio facilities, studio premises, complexes, high-rise buildings, facilities and communication lines.
These issues are discussed in more detail in the “Getting Started” section
And take very seriously the choice of the name of your radio company (your media). Not for nothing they say: “How to call a ship, so he sails!” For the name of the radio company, which several dozen times a day will be pronounced on your air, this has a literal meaning. The name evokes some kind of association with the audience – ultimately related to you and expectations from you. With this name you will enter the advertisers’ offices, it will be on all your forms. It will be printed in newspapers … It will be on the lips of the heads of the administration of your city and region. It should be easily pronounced, easily recognized “by ear” at the first pronunciation and easily remembered by listeners.
So let’s go.
1. Media registration – 1500 rubles.
If you broadcast only to your own city, then such registration is carried out in your local Territorial Administration of the Russian Ministry of Labor and Technology. That is, in your federal district. Addresses, phone numbers of these departments can be found on the website of MPTR: www.mptr.ru
If the broadcasting zone extends to the city and region, that is, it affects several federal entities, then registration must take place in Moscow, in the Directorate of Registration and Licensing of the Ministry of Natural Resources of Russia.
Address: Moscow, st. Malaya Nikitskaya, house 12, room 107.
Telephone: (095) 290-0519, fax: (095) 290-2028.
Details (list of documents, forms, payment details, work schedule), see “Registration of the media.”
2. Relay contract with a network station.
Why we should start with the retransmission, and not with our own program – much has been written about this, but I repeat.
Creating your own program is a costly process, associated, among other things, with the refinement of the social positioning of your program to certain social groups of students. If the mood curve created by your station does not respond to your audience, you will not be able to win over the listeners. And this can only be worked out experimentally. The program has been built for a long time by the leading network stations, socially positioned and has an already promoted brand. It is “for sale” and this is the key to the success of your radio business. Therefore, to go on the air with a “raw” program is not only to charge the salary of additional employees and complicate yourself to enter the market, but to doom yourself to ruin almost 100%. The process of entering the market and the process of creating your own program must be distributed in time. First, at the relay, win an audience, recommend yourself as a serious commercial partner in your region, and then, when there is free money, invest it in creating your own program. Unless, of course, you really need it, and is not the fruit of copyright ambitions.
Prices for the use of radio programs and financial settlement schemes for different network stations are different. But if you include in your calculations a monthly payment of $ 100 per month (of course, plus VAT) for every 100 thousand people living in your city, this will be close to the real values.
Some network stations offer regional broadcasters to relay their program for free. CAUTION! Remember: “Free cheese is only in a mousetrap!” What is this “charity” due to in each case – I will not undertake to judge.