HISTORICAL DATES
1992-‐1994 Market in mass-‐media started
1998 FOUNDATION of State complex VGTRK
2013 Opening of PUBLIC CHANNEL
GENERAL CHARACTERISTICS
• Annual tempos of Growth 2011-‐2016 – 11% • 7th place in EMEA region (Europe, Med.East, Africa, 2014 – 6 place • Volume by 2016 – 39 billion dollars • The highest level of consumer spending in EMEA (36%) by 2016
• INTERNET ACCESS – annually 14% • Internet adverWsing 2012-‐2016 – 29%
Structure of Russian Media Market
TV 25%
Radio 25%
Internet 10%
News agencies
9%
Newspapers 9%
Magazines 8%
Weekly ediYons 8%
Documentaries 6%
Media ConsumpYon in Russia (2012)
TV 46%
Radio 36%
Internet 8%
Newspapers 2%
Magazines 1%
Other medias 8%
ClassificaYons of Russian Media Market
Consumers Market: -‐ By gender -‐ By age
-‐ By naYonality -‐ By life style
-‐ By occupaYon and social status
Markets of Resources:
Financial Media content
Technology
Publishers
Human Resources
InformaYon
AdverYsing
Medias
Printed
Video/ Audio
Internet News Agencies
Documentaries
Environment
120000
80000
80000
50000
35000
Kommersant
RBC Newspaper
RBC Daily
VedomosY
Moscow Times
CirculaYon of Business Newspapers
110000
100000
100000
92000
83000
Business Magazine
Forbes
RBC Magazine
Expert
Profil
CirculaYon Business Magazines
NUMBERS
• REGISTERED -‐24 500 Wtles of magazins • 242 – the most demanded • Readers – 15 mln people • 92% -‐ printed in Moscow • The most expensive ediWons: 11 (group A) VOGUE,GRACIA, GQ, ELLE, HARPER’S BAZAAR, L’Officiel -‐ audience 199 000 readers Revenue -‐ $232 mln
NUMBERS • Group B – 21 magazine: Men’s Health, Cosmo, Psychologies, Forbes, Marie Claire, Glamour, Maxim Audience – 1mln 200 000 Revenue -‐ $262 mln • Group C – 104 magazins: Star Hit, Joy, Around the World, Za Rulem, Burda, KARAVAN ISTORYI
Audience – 4 mln Revenue – $581 mln
Modern Tendencies of Media Market Development
• INTENSIVE COMPETITION • HIGH CONCENTRATION • STRONG DEPENDENCE on ADVERTISING • INVESTMENTS OF BANKS AND INDUSTRY • COOPERATION WITH FAMOUS FOREIGN EDITIONS
• SEGMENTATION DUE TO DIFFERENT CRITERIOS
• INTERNET INTENSIVE SPREADING
Structure of Media Holding Company
Weekly EdiYon
Newspaper
Magazine BroadcasYng Company
Publishing House
Radio StaYon
Internet Media
Investors
Board of Directors
Financial Department MarkeYng Department
Sales Department
CLUSTERS in the INDUSTRY of CONTENT
• Newspapers and magazines • Book printing
• TV industry
• Broadcasting
• Video production
• Film-production
• Recording
• On-line information
• Production of Computer games • Data Basis
HORIZONTAL INTEGRATION
• NEWSPAPER + SPECIALISED ATTACHMENTS • NEW GEOGRAPHICAL ENTRIES • NEWSPAPER CHAINS
VERTICAL INTEGRATION
• NEWSPAPER + PUBLISHING HOUSE • NEWSPAPER + DISTRIBUTION CHANNELS • CABEL TV + ENTERTAINMENT PROGRAM PACKAGE
RESULTS OF SURVEY “CONSUMER DEMAND FOR TV PROGRAMS”
• Specialized CHANNELS -‐ 21% • AMUSEMENT for children – 28% • EducaWonal channel – 16% • InformaWon and News – 13% • Russian and World classics – 12% • “Useful” channel – 11% • Amusement programs – 10% • Military and patrioWc – 9% • Culture and art – 7% • Religion – 4% • Fashion and style – 4% • Programs about products and services – 3%
Online News Media Ranking
25%
20%
19%
17%
15%
13%
12%
9%
0% 5% 10% 15% 20% 25% 30%
I Don't read news online
RBC.ru
Lenta.ru
rian.tu
others
gazeta.ru
kommersant.tu
aif.ru
Online News Media Ranking
0% 5% 10% 15% 20% 25% 30%
I Don't read news online
RBC.ru
Lenta.ru
rian.tu
others
gazeta.ru
kommersant.tu
aif.ru
all
female
male
DistribuYon of Online News Readers by Age
0%
5%
10%
15%
20%
25%
30%
35%
40%
I Don't read news online
RBC.ru Lenta.ru rian.tu others gazeta.ru kommersant.tu aif.ru
All
<19
19-‐29
30-‐39
40-‐49
50<
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
I Don't read news online
RBC.ru Lenta.ru rian.tu others gazeta.ru kommersant.tu aif.ru
All
<250
250-‐450
450-‐750
750-‐1000
1000<
Monthly Income of Online News Readers (Euro)
PenetraWon of Internet in Russia (Different Age Groups)
0%
10%
20%
30%
40%
50%
60%
70%
80%
2003 2004 2005 2006 2007 2008 2009 2010
18-‐24
25-‐34
35-‐44
45-‐54
55<
ADVERTISING: GENERAL DATA
• 5th place aler Germany, GB, France, Italy • Volume – 9 billion dollars • 4th place by the year 2016 • Internet adverWsing segment growth by 56% in 2011 • Prognoses for 2016 – TV ads in Russia will be ahead of TV ads in other European countries
AdverWsing Market in Russia
TV 42%
Radio 4%
Printed Media 14%
Outdoor adverYsing
10%
Internet 8%
Other Medias 1%
MarkeYng Servicies 21%
CONCLUSIONS • The MARKET IS DEVELOPING • COMING TO MORE CIVILISED WAY OF FUNCTIONING • QUALITY is becoming very important • LEGAL BASIS is becoming stronger • HUGE MEDIA HOLDINGS are in power • PRESS is in the most criWcal situaWon • INTERNET is the serious compeWtor • NEW TECHNICAL POSSIBILITIES are coming into use • Appearance of the unanimous informaWon field • ContradicWon between the growing freedom of distribuWon the
informaWon through social nets and the legal regulaWon of property rights and state regulaWon of Media
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