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bTV Radio Group in 2020

What are the conclusions of the radio group from 2020 and how well-crafted strategic planning paves the way to success

Over the past year, we reached nearly 1,400,000 people monthly1 with N-JOY, bTV Radio, Jazz FM and Classic FM in the most extensive segment of the 15-69 year old survey. This is shown by the data оver the last 10 months. During this time, Radio N-JOY reaffirmed its leadership in the categories 18-34-year-old and 18-34-year-old in urban environments, maintaining the top position in all these months in terms of ratings, most minutes listened, highest daily and monthly range.

At the very beginning of the state of emergency in April 2020, Radio N-JOY launched the NJOY@HOME initiative, which included a number of world-famous Bulgarian and foreign artists. The radio broadcast a series of music concerts from home, expressing its sympathy for the most affected by the pandemic social groups, calling for responsibility to all of us and bringing a dose of good music and good mood in our daily lives. All videos from NJOY@HOME can be watched on the YouTube channel of N-JOY radio.

We conducted advertising campaigns with over 300 clients and partners, from small and medium-sized businesses to some of the most recognizable and successful brands worldwide. With Radio N-JOY alone, we have played an average of one game each week over the past year, achieving an impressive number of over 100,000 participants in the games for the year in total. During the past challenging months we managed to hold both the largest and the longest edition of our unique summer campaign N-JOY Summer in support of the tourism sector in Bulgaria. We have implemented a number of new partnerships and managed to show some of the most unique places in our country, providing our listeners with unique content.

Through strategic planning and a combination of alternative forms of advertising, we have increased awareness of products and services in a number of sectors - from fast food, through the pharmaceutical and retail industry, to automotive brands. On a monthly basis, we provided interesting information about our current campaigns through our bFeed newsletter publications, as well as about the consumption and benefits of radio advertising locally and globally.

In a time of extreme need for reliable and accessible information, bTV Radio has consolidated its position as one of the most listened information radio stations. The team works overtime to provide a variety of information and expert opinions to established professionals in the show "The important, said aloud" and the specialized segment "Crowning Act". In March we saw over 85% increase in online radio listening compared to February, and the ratings during the year confirmed the leading position of bTV Radio in the country with an average monthly audience of over 200,000 people3. We also shared with all of them the stories of a number of dreamers who managed to realize their dreams in the section "Bulgarians with a direction: On the path of a dream", which presents its reading of the main themes set in the TV format "The Farm".

On the occasion of Jazz FM's 19th birthday, we premiered Leni Valkova's first album, produced by the radio. Together with some of the best jazz musicians we managed to create 10 newly recorded songs, which were combined with 4 more from over 70 years ago. In this way, the album "Leni Valkova is the Queen of Jazz" traces all the important moments of Leni's creative path, which also depict significant epochs in the development of jazz in our country.

For another year we worked together with some of the best professionals in the field of art and culture. Some of them also shared their warmest congratulations on the occasion of the 26th birthday of the only radio classical music radio in the Balkans - Classic FM. On the occasion of the holiday, the radio organized a concert on the air, which reminded of its history and the importance of classical music in Bulgaria.

In 2020 Z_Rock radio continued the trend of being one of the most reliable and interesting media in Bulgaria for rock music. On average, and online alone, the radio is being listened to by more than 1200 people.

And in the current 2021 we continue to create interesting and valuable content through which to engage and entertain our audiences and offer innovative opportunities for communication of your brands with them.

We thank you for your confidence!

Sources:

GARB, January – October, 15-69 year-old, coverage of Radio N-JOY & bTV Radio on a monthly basis in the country, and Jazz FM & Classic FM on a monthly basis in Sofia;

GARB, January – October, 15 – 69 year-old, coverage of bTV Radio on a monthly basis