FM+ Sofia

RADIO TURNAROUND

Unknown-1In Bulgaria’s capital city of Sofia the owners of FM+ had been operating the stations for some two years since being granted the licence. During that time, however, many such licences were granted and the competition for audiences and revenues was fierce.

FM+ was rated below the top 10 market leaders and had to find a new strategy in order to become profitable.

I was retained to assist the owners identify options for a next content strategy. On further investigating through desk research and interviewing the owners and key staff, the decision was to re-launch the station.  The plan was to treat the project as a new station launch. Identify the gap in the market where FM+ could launch with a reinforced brand and product strategy.