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The 3 Russian Stations on HD Subchannels

B

Barry

I find it interesting that 3 Russian language stations, with apparently similar formats, can exist in one market. As the broadcasts have been on the air for several years, they are apparenrly profitable.
The 3 stations all have on-air staff, and offer news/music in Russian and English.
One is simulcast on a translator, so it is understandable that they could have a decent audience in a market with thousands of Russian people. But the other two are only on HD side-channel signals.
 
Barry said:
I find it interesting that 3 Russian language stations, with apparently similar formats, can exist in one market. As the broadcasts have been on the air for several years, they are apparenrly profitable.
The 3 stations all have on-air staff, and offer news/music in Russian and English.
One is simulcast on a translator, so it is understandable that they could have a decent audience in a market with thousands of Russian people. But the other two are only on HD side-channel signals.
Click to expand...
Specific ethnic groups will seek out and find a way to listen to the broadcast. HD is available in many cars, and you can still buy HD radios.
 
Barry said:
I find it interesting that 3 Russian language stations, with apparently similar formats, can exist in one market. As the broadcasts have been on the air for several years, they are apparenrly profitable.
The 3 stations all have on-air staff, and offer news/music in Russian and English.
One is simulcast on a translator, so it is understandable that they could have a decent audience in a market with thousands of Russian people. But the other two are only on HD side-channel signals.
Click to expand...

Well the WTC translator *needs* the HD channel to serve as a primary so that one is a package deal. The other two, I'm not so sure what they could be offering as "standalones." Although I've been told over the years that if people of different ethnic backgrounds wanted programming to serve them specifically, they would go to the platform where that was offered. Years ago, and many I believe today, are still offered on Subcarrier frequencies but those radio are equally as limited in the marketplace, if not more than HD radios. A webstream seems like a much more logical and cost-effective way to go but how do you stand out there among the countless webstreams? Promotion seems like best approach to reach a niched audience that you are attempting to serve. I cannot imagine an HD channel in NYC could be less than say $9-10k/mo.
 
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