Multimedia strategies for FM radio stations in Moscow

Abstract

Development of digital technologies gives the media an opportunity to provide on a single platform multiple types of content and distribute that content through various digital devices. This phenomenon helps to increase the audience of media providing additional features for receiving and perception of the information. We analyzed a number of Moscow FM radio stations' multimedia strategies, and ways of their implementation. This research leads us to the following conclusions: Multimedia platforms in the Moscow radio stations in FM spectrum are on absolutely different stages of development. Implementation of multimedia is the result of not spontaneous, but strategic process. We can reasonably say that the active use of multimedia technologies and features can significantly increase the audience of radio web sites and, apparently, the audience of radio stations themselves. A positive financial effect of implementing multimedia strategies can be obtained-that was confirmed by radio stations during our research. The importance of multimedia is recognized by representatives of professional Russian radio community, and it leads to creating special strategic plans of development. The current level of implementing new methods of media management on the basis of convergence in the offices of Moscow radio stations cannot be considered high. But in the near future, this should become if not generally used practice, then at least a little more widespread one.