Yesterday, the founder of the radio station “Silver rain” Dmitry Savitsky told her live about a sharp drop in the revenues of the radio station and the sad prospects, including the possibility of reformatting and changing the name. Mr. Sawicki told “Kommersant” that the income of the station in recent months has declined by 99%, and if by July 4 (the day of the 25th anniversary of the station), the advertising market will not detect signs of recovery, his team will have to reconsider broadcasting more music broadcast. “In this case, it wouldn’t be “Silver rain”,” said Mr Sawicki. Boris Barabanov explains why the “Silver rain” is not only a unique business but also the cultural heritage of the country.Radio station “Silver rain” opened in 1995 when FM broadcasting in Russia grew at a frantic pace, often with substantial support from foreign companies and operated by foreign managers. They brought in the national air and standards West Heath stations: 700-800 songs in the music library, the distribution of the songs by categories (“Golden collection”, “hot hits”, etc.), a calculated rotation, and most importantly — his Majesty the Format, the main programming tool of the ether. Library of SD at the start of his broadcast was about 5 thousand songs ranging from the sisters berry to The Prodigy. The station, aimed at high places in the rankings, could not afford. Or wanted to try. In the end, programming is hard — a very handy thing. All you can instruct your computer what actually happened.And here it should be noted that throughout the history of SD was the author’s station. All the music sounded in the air, passed through the hands and ears of a living person — its founder and (until 2016) Director of station Dmitry Savitsky. “He was always occlusive all the music himself, recalls his colleague in the past, and nowadays — the General Director of TV channel “Rain” Natalia Sindeeva.— Maybe it’s an improvement, but in the air, never got no entrance song.”This is so far from multi-media conglomerates with their management, often very far from content. However, the media holdings of SD too, never had a relationship. Someone will say: hence all their problems today. But they left themselves and have preserved the sound and style.I must give credit to the software manual SD — the station has always had a special flair for hits. According to the memoirs of Natalia Sindeeva, it was here first put the song Zemfira (“AIDS”). Thus diabetes was not a station for today’s hits or retroshare. What was considered topical at the other stations, by the standards of the SD could be considered beaten. The station did not press hits, looking for more fine tuning, choosing unusual and thus quite accessible melodies and Recreativo and in the stream of “hot”. Difficult representative��s another station where, at 8 PM on Sunday there could be program about Aphex Twin or Burial. Farther into the night, the stranger was music. And the next day audiophiles being discussed, for example, the latest issue of the program “Richter FM”. The station could afford such free programming, because she had another asset — a loyal audience.SD never was in the top 10 Moscow radio stations and with the market leaders could occasionally compete only in individual time buckets. And at the same time, the cost of contact it was much higher than many flagships. With such an audience could move mountains — or just very good money.SD — the story of the confidence of their listeners, and here the great role played by conversational program. To develop this genre the station started running for nothing like and quite provocative “Gloomy morning” by Alexander Gordon. Soon the cynic Gordon needed an antagonist, and in the air there is Vladimir Soloviev. “It would not be Gordon and Soloviev would not have made,” says MS Sindeeva. Stars SD steel Konstantin Tsivilev, Alexei Eybozhenko, Mikhail Plotnikov, Leonid Volodarsky, Lucy green, Alex Dubas, Marie Armas. Own programs on the station were Tina Kandelaki, Stanislav Sadalsky, Arthur Piliavin, Ksenia Sobchak, Sergei Kalvarsky, Vladimir Matetskiy, Anton Dolin, George Cherdantsev, Mikhail Kozyrev, Alexander Dobrovinsky, Nikolai Svanidze. To date, half spoken and information programs closed. A further reduction of copyright content for Dmitry Savitsky is equivalent to the destruction of the brand.Host of “the Walking sounds of” the lion Hankin believes that SD special intonation is even more important than the specific musical content of the ether.”In the air there is neither jingoism nor the opposite of desitwist or deliberate youthfulness, says the reporter. Is the conversation appropriate people”. This tone was felt in off-air promotions, the most popular of which was the annual “Silver Shoe”, the ceremony of awarding the prize for the most dubious achievements in show business. For the invitation to the “Shoe” on the black market, gave a few thousand dollars.”When I lived in Riga,— says Alex Dubas— friends told me about the Moscow station, which is distributing posters with the heads of his leading in the garbage cans, and the parties fired from a cannon with dollars, or they are at the event, the elephant crushes the Porsche. When I arrived in Moscow, Dima and Natasha offered me the evening broadcast of the station for hours to do anything. It was a very tempting offer I couldn’t refuse.”Freedom, avoiding templates and compromises were characteristic not only of diabetes, but in principle, all bright private initiatives of the 1990s. In the 2000s, a substantial portion Le��La under large Corporation or sunk into oblivion. SD remains afloat, at least until the 4th of July. And even if, after July 4, Dmitry Savitsky decides to change the format and name a quarter-century of freedom is not going anywhere.
