Radio as a local medium

Urszula Doliwa

In Poland there are about 200 licensed radio stations. Only three of them broadcast all over Poland. The radio is therefore mostly a local medium. It performs a number of functions in local communities. Such local radio stations can also be an attractive advertising medium. The lack of big local advertisers and recession on the advertising market observed since 2000 caused financial problems for many regional broadcasters. For this reason on the Polish local radio market one can observe the strong process of consolidation. Agora S.A. and Zjednoczone Przedsiębiorstwa Rozrywkowe (ZPR) are the leading companies taking part in that process.

SŁOWA KLUCZOWE

Local radio station, radio advertising, radio market consolidation