'The Tallinn, Estonia Radio Market: September 1997' by Grant Goddard

THE TALLINN, ESTONIA RADIO
MARKET

by
GRANT GODDARD

www.grantgoddard.co.uk
September 1997

MARKET OVERVIEW
The most obvious problem with the radio market in Tallinn is that there are
simply too many stations [see Table 1] for a population that Baltic Media Facts
[BMF] defines as 360,000 (aged 12+).
The next most obvious problem is that too many of the stations in Tallinn
sound too similar. Without hearing the occasional ID or jingle on a station, it
would be difficult to tell many of the competitors apart.
State radio dominates the Tallinn market, as it does in most places where
private radio is a relatively new phenomenon. Between them, the four state
radio networks take almost half (44.5%) of all radio listening. That does not
leave much radio listening for the commercial stations to fight over.
This remaining 55.5% of listening is dominated by two commercial stations Raadio Kuku and Raadio Uuno - who together take a further 26.2% share of
listening. Then there are a further 7 to 10 commercial stations in the market
trying to survive by carving a slice of the remaining 29.3% available to them.
[The exact number of stations is unclear. Several listed stations could not be
heard on-air during my visit.]
The problem is typified by Raadio Love, which achieves a 1% share. In Tallinn
this means that it is listened to by an average of only 5000 people (12+) per
day. Even in a week, the station reaches a total of only 18,000 people (12+).
A commercial station cannot survive on these kind of figures. The several
stations in the market with shares of less than 3% will have to increase their
audience to economically viable levels or they will go out of business.

The Tallinn, Estonia Radio Market
©1997 Grant Goddard

page 2

RATINGS
The raw ratings data collated by BMF is in itself not very revealing [see Table
2]. Two state radio stations - one in Estonian, one in Russian - top the ratings.
The time spent listening [TSL] for these stations is relatively low, because the
population in Tallinn is divided almost equally between Estonians and nonEstonians (mostly Russians). The Estonians listen to the Estonian-language
stations, while the non-Estonians listen to the Russian-language stations.
TABLE 1: TALLINN RADIO STATIONS

station
AM
612 Radio 4 [state 4]
1035 Vikerraadio [state 1]
FM
88.0
88.3
88.8
89.6
90.6
91.5
91.9
94.0
94.5
95.4
96.6
97.2
97.8
98.4
99.0
99.3
100.0
100.7
101.2
101.6
103.1
103.5
104.1
106.2
106.6

language

% share
format
Mar-May 97

Russian
Estonian
Finnish

Vanalinna Radio
Top Classics
Pereraadio
Europa Plus
Raadio B3
Radio Mafia

Russian
2.1%
Estonian
1.3%
Finnish
Finnish
Raadio 4 [state 4]
Russian
17.0%
Sky Plus
Estonian
Mega FM
Estonian
Raadio Uuno
Estonian
10.2%
Love Raadio
Estonian/English 1.0%
Sky Raadio
Russian
9.3%
Finnish
Nomme Raadio
Estonian
Radio 100
Russian
3.1%
Raadio Kuku
Estonian
16.0%
Finnish
Raadio Kaks [state 2]
Estonian
5.5%
Raadio 7
Estonian
Vikerraadio [state 1]/Raadio Tallinn
20.7%
Vikerraadio [state 1]
Estonian
20.7%
Radio Nova
Finnish
Klassikaraadio [state 3]
Estonian
1.3%

[off-air ?]
[off-air ?]
christian music
pop music
pop music
talk/music
pop music
pop music
pop music
pop music
pop music
[off-air ?]
talk/music
talk/music
pop music
Estonian music
talk/music
talk/music
pop
classical/talk

source: monitoring, WRTH, Ray Ricci
data: source: Baltic Media Facts, 26Feb97-3Jun97
Tallinn, 12+ population = 360,000


page 3

TABLE 2: SHARE, CUME & T.S.L.

Tallinn
weekly
share %

Tallinn
weekly
reach %

Tallinn
hrs per
week

Estonia
weekly
reach %

Vikerraadio [E state] 20.7
Raadio 4 [R state]
17.0
Raadio Kuku [E]
16.0
Raadio Uuno [E]
10.2
Raadio Sky [R]
9.3
Radio 2 [E state]
5.5
Raadio 100 [R]
3.1
Europa Plus [R]
2.1
Klassikaraadio [E state] 1.3
B3 [E]
1.3
Raadio Love [E]
1.0

30.3
30.0
29.3
20.1
20.9
18.6
13.9
7.8
6.6
6.5
5.0

5hr 11min
4hr 16min
3hr 60min*
2hr 34min
2hr 19min
1hr 23min
0hr 47min
0hr 32min
0hr 19min
0hr 19min
0hr 16min

36.6
21.3
12.6
17.7
8.2
32.2
8.0
3.0
4.7
7.6
3.3

other local stations
foreign stations
more than 1 station
CDs/cassettes

6.2
8.2
9.0
27.0

0hr 19min
0hr 41min
0hr 24min
1hr 42min

11.8
9.3
7.7
27.3

1.3
2.7
1.6
6.8

national
national
national
national
national
national
national

E = Estonian-language
R = Russian-language
source: Baltic Media Facts, 26Feb97-3Jun97
Estonia, 12+ population = 1,243,000
* listed as “3hr 60min” in Baltic Media Facts document

Outside of Tallinn, Estonians outnumber non-Estonians. The last column in
Table 2 shows that, across the country as a whole, the Estonian-language
networks are stronger than in Tallinn, and the one Russian-language state
network is relatively weaker across Estonia than it is in Tallinn.
It should be noted that two Estonian-language stations - Sky Plus and Mega
FM - are not included in these ratings data because they were launched after
the spring 1997 survey dates.


page 4

ANALYSIS BY AGE
Once the ratings are analysed by age [see Table 3], you can begin to see
more interesting information. High percentages indicate that a station’s appeal
is successful in a specific age group.
TABLE 3: CUME BY AGE

ranked by age 30-39
reach %
12-19

reach %
20-29

reach %
30-39

Raadio Sky [R]
30.8
Raadio Kuku [E]
12.3
Raadio 4 [R state]
16.3
Raadio Uuno [E]
33.6
Raadio 100 [R]
14.7
Vikerraadio [E state] 12.5
Radio 2 [E state]
16.8
Europa Plus [R]
12.0
Raadio Love [E]
5.3
B3 [E]
12.8
Klassikaraadio [E state] 1.8

37.2
24.4
12.0
43.1
16.0
9.1
19.1
10.3
8.5
12.2
1.4

34.5
33.4
29.1
25.8
25.3
18.8
18.4
10.3
8.9
7.4
4.6

26.3
29.8
43.9
21.1
21.1
19.3
22.8
10.5
5.3
5.3
7.0

5.1
34.6
35.7
5.6
6.4
51.2
17.8
4.1
1.9
2.6
10.8

foreign stations
more than 1 station
CDs/cassettes

11.9
10.9
14.1
46.6

5.0
4.9
7.5
35.0

5.3
5.3
7.0
24.6

4.2
9.6
6.3
8.7

10.1
7.6
14.6
58.5

reach % reach %
40-49
50+


For the 50+ population, Vikerraadio is the Estonian-language station, listened
to by 51% of them each week (ie: the entire population of 50+ Estonian
nationals). Vikerraadio is a typical, speech-orientated state radio station,
playing only the occasional piece of popular music. Most of the music played is
Estonian. In a nine-hour period of monitoring, I heard only 13 international
songs. Vikerraadio cannot be considered a competitor to a music station.
Radio 4 is the Russian-language version of Vikerraadio, another speechdominated state station. Its listenership is strong in both the 50+ demographic
(36% reach) and the 40-49 age group (44%). It too plays very little popular
music - I heard only 21 international songs in a nine-hour period of monitoring,
plus some Russian songs. Radio 4 is not a competitor to a music station.
The other important station for the 50+ demographic is Raadio Kuku, a
commercial Estonian-language station that appears to have modelled itself on

page 5

state radio. Kuku is largely speech-orientated, though it does not sound quite
as “dry” as its state radio competitor, Vikerraadio. Music is only used as a
“filler” between the features, interviews and conversations. There is one hour
(10-11am) that is music-intensive, but during the rest of the ten-hour
monitoring period, I heard only 20 international songs. Kuku is interesting
because it is the only commercial station in the market to target an older
audience. And its appeal is pretty broad with everyone over the age of 30 - it
reaches 33% of the 30-39 group, 30% of the 40-49 group, and 35% of the 50+
group. So Kuku is not a competitor to a music format, but it does represent a
competitor in its ability to reach a third of the 30-39 age group.
At the other extreme of age, two stations - Russian-language Sky and
Estonian-language Uuno - succeed in the 12-19 age group (Sky with 31%,
Uuno with 34%) and in the 20-29 age group (Sky with 37%, Uuno with 43%).
Uuno’s appeal drops off above the age of 30, but Sky achieves a high reach of
35% in the 30-39 age group.
Uuno is a music-intensive station all day, playing about 14 songs per hour,
even in drivetime. But almost everything it plays is new, and more than half of
its songs are dance music. There is a smattering of rock-influenced songs and
the occasional oldie (16 songs, all from the 1980s, in nine hours of monitoring),
but essentially it is a 1990s music station, which is why it holds little interest for
anyone over the age of 30.
Sky is similarly a music-intensive station, playing 13 or 14 songs in most hours.
Again, almost everything it plays is new music, and the majority of it is dance
music. Like Uuno, there are only a handful of oldies - 9 songs, all but one from
the 1980s, in nine hours of monitoring. Although it too is a 1990s stations, its
success in the 30-39 age group probably arises from two factors: Russians are
generally more tolerant of dance music at older ages; and there are fewer
Russian-language music stations in Tallinn from which Russians can make a
choice.
Radio 100 is a Russian-language station with a predominantly speechorientated output. News is very important, with two bulletins each hour
throughout the day, and a lot of discussion programmes and analysis. There is
some music, but only as a “filler” between talk items. There are about 7 or 8
songs per hour, and the music policy is very loose, with songs from the 60s,
70s, 80s and 90s. A surprising number of these songs are genuine “hits”. This
fact, combined with an almost total absence of dance music (and a leaning
towards rock), gives the station its maximum appeal in the 30-39 age group
(25% reach). If the station ever decided to drop the emphasis on news and
speech programming, and instead to concentrate solely on music, it could be a
real competitor. In the meantime, its haphazard music policy (including a solid
of hour of strange Russian music between 3 and 4pm) severely limits its
appeal.
Radio 2 is the Estonian-language state radio station for popular music. Its
problem is that there are some hours dominated by talk and features. The
0900 hour has only 5 songs, the 1200 hour has 8 songs and the 1300 hour

page 6

has 7 songs. If you want to listen to music alone, there are better stations to
choose from. When Radio 2 does play music, it does not seem to have a
consistent policy. The morning drive show is almost free of dance music, the
daytime includes a lot of dance, the 1500 hour is only dance, and the 1600
hour is only modern rock. Plus there is a relatively large dose of Estonian
songs throughout the day, many of which sound like folk music, rather than
pop music. Radio 2 is a failed hybrid format. If you want an Estonian-language
music station, you listen to Uuno. If you want an Estonian-language speech
station, you listen to Kuku. The station’s failure is emphasised by the figures in
table 1 that show Radio 2 does very well outside of Tallinn, where Kuku does
not reach and where Uuno’s coverage is more patchy. Even in Tallinn, Radio 2
has a noteworthy reach figure (19%), but its TSL is only 1hr 23min because its
programming is not enticing enough to make listeners stay very long.
Europa Plus is a straightforward relay of the Moscow station with local
commercials inserted. The programming is very music-intensive, dominated by
new songs, mixing pop, rock and dance music in equal proportions. There are
usually two oldies per hour - from the 60s, 70s or 80s - which are genuine big
hits. Additionally, Europa Plus plays a lot of new Russian pop music, which is
not heard on the other Tallinn stations. Its appeal, as in Russia, is broad
across many age groups. In the Tallinn market, its quota of dance music is
lower than that of its competitors.
B3 is a poor copy of Uuno. Lots of music, lots of dance music, more Estonian
music than its competitors, and a few oldies from the 1970s or 1980s. The
oldies are quite big hits but many artists (ELO, Abba, Olivia Newton-John)
sound out of place in a predominantly dance music station.
Mega FM is entirely dominated by new dance music. Nevertheless, it still plays
the occasional rock song, but not one song I heard was older than 1995. Mega
did play one song that sounded suspiciously like Tony Bennett, but I think it
was a mistake on the part of the DJ.


page 7

ANALYSIS BY AGE INDEX
In Table 4, each station’s weekly audience has been apportioned to each age
group from which it derives. This enables a direct comparison of the
audiences, without regard to how great or small is the total audience of each
station.
TABLE 4: CUME BY AGE - INDEXED

ranked by age 30-39
percentage of each station’s weekly reach in each age group
12-19
20-29
30-39
40-49
50+
Raadio Love [E]
11
Raadio 100 [R]
12
Raadio Sky [R]
17
Europa Plus [R]
18
Raadio Uuno [E]
19
B3 [E]
22
Raadio Kuku [E]
5
Raadio 4 [R state]
6
Radio 2 [E state]
10
Vikerraadio [E state] 5
Klassikaraadio [E state] 4

28
18
29
21
35
30
13
6
16
5
4

28
26
24
18
18
17
16
14
13
9
8

17
24
20
21
17
13
16
23
19
10
17

17
20
11
21
11
17
50
50
40
72
67

foreign stations
more than 1 station
CDs/cassettes

18
10
19
26

32
21
25
28

14
7
13
19

9
10
13
14

27
52
31
13

population

12

16

14

16

42


The similarity of the audiences of Kuku, Raadio 4 and Vikerraadio is
highlighted once again, since more than 50% of their audience is aged 50+ (a
massive 72% in Vikerraadio’s case). But how interested are advertisers in such
a predominantly “old” audience?
At the other extreme, Uuno and B3 draw more of their audience from the 12-19
and 20-29 age groups than their competitors - not surprising, given their
devotion to dance music.
The interesting aspect of this table is the gap in the middle, where there are no
figures over 30%. No station is targeting specifically the 30-39 or 40-49 age
groups. The pleasant surprise is that Raadio Love comes out on top of the 30The Tallinn, Estonia Radio Market

page 8

39 age group. We can state: “a higher proportion (28%) of Love’s weekly
audience is made up of 30-39 year olds than any other station”.
Despite Love’s overall small audience, it already shows signs of picking up a
distinctive audience that has been neglected by its competitors. There is
clearly space in the market for such a station that serves 30-39 year olds as its
prime target. These people are too young to be interested in the state radio
stations and their clones. But these people are also too old to be interested in
the dance music that dominates so many of the commercial stations (both
Estonian-language and Russian-language).
Love can be programmed to fill this gap in the market more successfully.


page 9

RUSSIAN versus ESTONIAN
It is obvious that the Estonian-language stations are targeted at the Estonian
population, and the Russian-language stations are targeted at the nonEstonian population. But how much crossover exists? How much do Russians
listen to the Estonian-language stations? And vice versa?
TABLE 5: NATIONALITY

weekly share % weekly share %
ratio
in Estonian
in non-Estonian + = more Estonian
population
population - = more non-Estonian
Raadio Kuku [E]
Vikerraadio [E state]
Radio 2 [E state]
Klassikaraadio [E state]
B3 [E]
Raadio Uuno [E]
Raadio Love [E]
population
Raadio 100 [R]
Raadio Sky [R]
Europa Plus [R]
Raadio 4 [R state]
foreign stations
more than 1 station
CDs/cassettes

26.1
33.3
8.5
1.9
1.9
15.2
1.3

1.9
3.2
1.3
0.4
0.4
3.3
0.6

0.5
1.2
0.2
1.5

6.8
20.5
4.8
38.8

2.0
0.9
0.9
4.6

0.3
5.3
2.5
9.9

+13.7
+10.4
+ 6.5
+ 4.8
+ 4.8
+ 4.6
+ 2.2
± 1.0
- 13.6
- 17.1
- 24.0
- 25.9
+
-

6.7
5.9
2.8
2.2

Tallinn, 12+ population = 360,000, Estonian = 178,000, non-Estonian = 182,000

The figures in Table 5 show, for each Estonian-language station, the ratio of
listening to it by Estonians to non-Estonians. Each week, the listening to Kuku
by Estonians is 13.7 times the amount of listening to Kuku by non-Estonians.
This is not surprising since Kuku is a speech-orientated station. The same
applies to Vikerraadio, whose listening by Estonians is 10.4 times its listening
by non-Estonians.
At the other end of the table, listening to the Russian-language speechdominated station, Raadio 4, is in a ratio of 25.9 non-Estonians to 1 Estonian.
Europa Plus has a similar ratio of 24:1. The other two Russian-language
stations have marginally lower ratios.


page 10

Two facts become clear from these figures. Russians are far more likely to
listen to Estonian-language stations, than Estonians are to listen to Russianlanguage stations. This makes political sense. Given Estonia’s history, the
Soviet annexation, the relatively recent independence, and the huge choice of
Estonian-language media, why would Estonians now need to listen to Russianlanguage radio?
The other fact that appears is that Raadio Love has a more balanced audience
of Estonians to non-Estonians than any other station, despite the fact that
there is no Russian spoken on-air, nor Russian music played. Why is this?
One: because there is no Russian-language music station that does not play a
substantial amount of dance music. Love is the last resort. Two: because there
is no Russian-language music station targeting the “middle-age” groups.
Again, Love is the best option. Three: because there is very little DJ talk on
Love, so that Russians can enjoy the music, without having to suffer too much
Estonian-language talk. Four: Love does not play much Estonian music, which
is a turn-off for Russians.
There is much to be gained by developing an Estonian-language music station
in the market that can also appeal to the non-Estonian population. The reach
and share figures for Love could increase dramatically, if it could maintain or
improve its present listening ratio of 2:1 Estonians to non-Estonian. The other
stations are only broadcasting to half of Tallinn’s population. Love can target
the whole of Tallinn, without having to compromise its product in any way (ie:
no Russian language would need to be aired).


page 11

TWO MARKETS
The almost equal division of Tallinn’s population into Estonians and nonEstonians is so important that it makes some sense to draw up two completely
separate sets of ratings - one for the Estonian population in Tallinn, the other
for the non-Estonians in Tallinn. These figures are represented in Table 6.
TABLE 6: NATIONALITY: TWO MARKETS

ESTONIAN NATIONALITY ONLY
Tallinn
Tallinn
Tallinn
weekly
weekly
hrs per
share %
reach %
week
Vikerraadio [E state]
Raadio Kuku [E]
Raadio Uuno [E]
Radio 2 [E state]
Klassikaraadio [E state]
B3 [E]
Raadio Love [E]
foreign stations
more than 1 station
CDs/cassettes

33.3
26.1
15.2
8.5
1.9
1.9
1.3

55.7
50.4
29.3
33.1
10.0
8.6
5.3

9hr 49min
7hr 41min
4hr 29min
2hr 30min
0hr 33min
0hr 34min
0hr 21min

2.0
0.9
0.9
4.6

10.3
6.6
9.0
22.5

0hr 35min
0hr 15min
0hr 17min
1hr 21min

NON-ESTONIAN NATIONALITY ONLY
Tallinn
Tallinn
Tallinn
weekly
weekly
hrs per
share %
reach %
week
Raadio 4 [R state]
Raadio Sky [R]
Raadio 100 [R]
Europa Plus [R]

38.8
20.5
6.8
4.8

52.2
37.9
23.9
11.6

8hr 01min
4hr 14min
1hr 24min
0hr 60min*

foreign stations
more than 1 station
CDs/cassettes

0.3
5.3
2.5
9.9

2.3
9.8
9.0
31.4

0hr 3min
1hr 6min
0hr 32min
2hr 3min

Tallinn, 12+ population = 360,000, Estonian = 178,000, non-Estonian = 182,000
* listed as “0hr 60min” in Baltic Media Facts document


page 12

These show even more graphically that the Estonian market is dominated by
Vikerraadio and Kuku, who between them have a 59% share of listening. In
their own market, these two stations have very respectable TSL’s of 9hr 49min
and 7hr 41min respectively.
In the Russian market, Raadio 4 and Sky dominate, with a similar combined
59% share of listening. Their TSL’s are 8hr 01min and 4hr 14min respectively.
Two other interesting facts arise from the non-Estonian table. Russians spend
more than twice as much time as Estonians listening to CDs and cassettes.
Perhaps this is because they are offered little choice in Russian-language
music stations that all have similar dance-orientated formats. Secondly, there
is a notable 5% share of listening to “foreign” stations - probably Russianlanguage AM stations from Moscow (though some Russian radio transmitters
bordering the Baltic states have become silent in recent months, so that this
figure may diminish in future).


page 13

RAADIO LOVE
It makes sense to target the station primarily at the 30-39 years old Estonian
population, with secondary targets in the 20-29 and 40-49 Estonian population.
The residual target should be the non-Estonian population in these same age
groups. This can be achieved by simultaneously:
1)
2)
3)
4)
5)
6)

playing no contemporary dance music (which over-30s dislike);
playing no contemporary rock music (which over-30s dislike);
playing no new songs (which are unfamiliar to everybody);
playing genuine hit songs from the 60s to the 90s;
majoring in 80s music (which is the important era for 30-39 year olds);
playing no Estonian or Russian music (each of which is an irritant to the
other);
7) playing the hits of Central/Northern Europe, not the hits of the US;
8) continuing the “more music, less talk” philosophy;
9) executing the same music format 24 hours a day, 7 days a week.
These policies will make the station entirely distinctive in the market if
executed correctly. They will also have the effect of creating a station that
appeals to the neglected 30-39 age group.
Listening to the station, there are other areas within programming that I feel
could be changed or improved, to the station’s advantage:
10) stop the English-language news bulletins. The English-speaking
population in Tallinn is minimal, and the station’s prime objective is to
improve its ratings. Expatriates are not surveyed by BMF;
11) stop the English-language IDs. All IDs should be in Estonian;
12) more jingles that say the station name and frequency;
13) more station IDs on-air;
14) a good “news in”/”news bed”/”news out” is needed [listen to Mega FM’s];
15) newsreaders need to make the news sound interesting and “hot”;
16) the mic used for newsreaders pops terribly (lack of pop shield?);
17) introduce “liners” on-air;
18) use only one station name consistently. Is it “Raadio Love” or “Love
Raadio” or “Love 98 FM”? Decide, and use it everywhere on-air and offair;
19) respect the music. DON’T cut songs short and DON’T talk all over them.

SUGGESTED ACTION PLAN
The path for action can be divided into two distinct parts:
A) THE MUSIC. This encompasses points numbered 1 to 9 above;
B) THE PROGRAMMING. Points 10 to 19 above.


page 14

THE MUSIC
The system for changing the music policy of the station would be divided into
three successive steps:
i) IDENTIFICATION of specific songs that fit the format, the target
audience and the market. A total of 600 to 700 songs could be identified, which
would then form the total playlist for the station. No newly released songs
would be added. No “supplementary” songs would be played. Purely 600 to
700 songs rotated evenly across the station’s output.
ii) ACQUISITION of these songs. Some songs may already exist in the
station’s library. It needs to be checked whether such songs are in the library
in the correct version (ie: not a later re-recording by the artist), the correct mix
(ie: an AC-type mix, and not a dance or rock remix), and the correct length (ie:
not the 7-minute album version, but the 4-minute single edit).
Those songs that are not in the station’s library need to be purchased. Some
of these can be bought from record stores in the US or Canada (where CDs
retail cheaply). Some may only be available on various artist compilation CDs
released in Western Europe (the UK releases more compilation CDs than any
other country in the world). Some titles can probably only be purchased on
Russian/Bulgarian pirate CDs (which may be available in Tallinn market).
iii) IMPLEMENTATION of the songs. A clock (or several clocks) need to
be established that play the appropriate number of songs each hour from each
category (for example: 70s, 80s, 90s songs) and in a precise order. The clock
has to take into account the stop sets established in the traffic system for
commercials, and it needs to accommodate other fixed points such as news
bulletins, weather reports and announcements.
A system (computerised or manual) has to be established in the studio to
rotate the songs correctly. The DJs have to be trained how to use it. Rules
have to be established to cope with various “what if” situations. A monitoring
system needs to be introduced to enable the PD to check that the DJs are
correctly following the system.
This requires a certain amount of on-site work in Tallinn, preparing the
systems, training the staff, and then holding their hand when the new system is
implemented on day X. But none of this can be done until the two earlier
stages, IDENTIFICATION and ACQUISITION, have been successfully
completed.


page 15

THE PROGRAMMING
The “negatives” in the list (ie: don’t do this..., don’t do that....) can be
implemented locally. The positives (ie: do “liners”) are much harder to
implement. My experience is that a lot of this has to be done “on the ground” at
the station, working with the relevant staff, discussing with them the principles
of radio programming, training them, and encouraging them to put what they
have learnt into effect. It is not easy work, and the speed at which it is
accomplished depends largely upon the calibre of the local staff involved.

ESTONIAN
104.1
100.7
V
K
I
U
K
K
E
U
R
R
A
D
I
O
Tallinn
weekly share (%) 21
lots of talk
lots of music

X

talk in drive
music in drive

X

16

97.2
U
U
N
O

10

X

1

-

-

17

X

X

X

6

X

X

X
X

X
X

X

X
X

X

lots of dance
some dance
no dance

X

X
X

4

9

X

X
X
X

_______
100.0
90.6
R
E
A
U
D
R
I
O
O
P
A
1
0
P
0
L
U
S
3

X

2

X
X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X
X

lots of rock
some rock
no rock

X

lots of AC
some AC
no AC

Estonian music
Russian music

RUSSIAN
94.5
95.4
R
S
A
K
A
Y
D
I
O

91.5
B
3

2

lots of currents
lots of 90s
lots of 80s
lots of 70s
lots of 60s

lots of hits
some hits
no hits

__________
95.4
96.6
S
M
K
E
Y
G
A
P
L
F
U
M
S

X

101.6
R
A
A
D
I
O

X

X

X

X

X

X

X
X

X
X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X

X
X

X

X

X
X

X

X

X

X

X

X
X

coherent policy
consistent policy

X
X

X

X
X

X
X

X
X

X
X

competitor

X

X

X

X

X

X


X
X
X

X

X
page 16

X
X

Grant Goddard is a media analyst / radio specialist / radio consultant with thirty years of
experience in the broadcasting industry, having held senior management and consultancy
roles within the commercial media sector in the United Kingdom, Europe and Asia. Details at
http://www.grantgoddard.co.uk


page 17

'The Tallinn, Estonia Radio Market: September 1997' by Grant Goddard

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'The Tallinn, Estonia Radio Market: September 1997' by Grant Goddard