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Bulgarian Radio director urges traditional media to diversify formats of presenting info

July 06, 2012, 22:02 UTC+3

“All platforms should be used to broadcast information,” Valery Todorov said

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MOSCOW, July 6 (Itar-Tass) — Valery Todorov, the Bulgarian National Radio director, believes that diversity of formats is the key to making traditional media outlets competitive.

“I think it’s vitally important to diversify platforms for receiving information from traditional media outlets. This is a matter of technologies and flexibility as well as the ‘power’ of the media outlet itself: all platforms should be used to broadcast information,” Todorov said in an interview with the Itar-Tass news agency on Friday given on the sidelines of the World Media Summit held in Moscow under the motto: “Global Media: Challenges of the 21st Century”.

“We, the Bulgarian National Radio, broadcast in digital and analog formats as well as via satellites. We have website in 11 languages and two national programs on cell phones,” the radio station’s director went on to say.

“Now, we are planning to launch an Internet radio – but it’s not an online radio, its six hours of video; a regional program and seven stream channels, primarily musical. If you like jazz, you are welcome to listen to jazz; if you are a contemporary music fan, you are also welcome,” Todorov explained.

“We are also present in social networks. Various programs have various profiles dependent on what audiences we need,” Todorov emphasized.

“If you are a young man, you have one vision of the world. If you an old person, it’s a different outlook,” he explained.

“At first, we thought of creating a general radio profile or a profile for one radio program. But that was wrong because it was necessary to select information and address it to various groups of recipients dependent on what they wanted to hear,” Todorov told Itar-Tass.

The director of the Bulgarian National Radio also noted that a host’s profile could be provided for author programs. “If there are several hosts, then a general profile is possible with a possibility to establish a dialogue with all of them,” Todorov stressed.

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