Chairman of the Board at Lagardère Active
« For the last three years, Lagardère Active has been pursuing a strategy focused on digitalisation and growth, primarily overseas. And we are starting to see the results. »
Editorial by Richard Lenormand
Managing Director of the Radio and TV Division at Lagardère Active
LARI was founded in 1990 in Central Europe right after the fall of the Berlin wall, a time when media markets were expandind in that region.
The Lagardère Group was looking to create local versions of its Europe 2 music radio station in countries like Poland and the Czech Republic where FM was growing rapidly and the advertising, audiovisual and press markets were opening.
LARI ventured into Africa in 1996 soon after Apartheid ended.
At the time, radio stations were all looking for basic trademarks:
- a music and news format for a general audience
- programmes based on local content, each country with its own locally managed editorial line
- in-house advertising sales brokerage agencies using the most up-to-date sales techniques
- investments in marketing and musical research
- political neutrality and reliability of the information
Because LARI moved into these countries as their media were being liberated, it could expand radio media by extending frequencies and buying up new networks.
Due to the number of frequencies it owns and their prime locations, these networks are a major asset for LARI.
In addition, it could launch new formats more targeted at a young audience. Advertising sales brokerage agencies also opened up to external radio stations, so they could increase their market share.
Except for Hungary and Russia where regulations became too restrictive for foreign media to come into their region, LARI always took a long-term view and has been operating in these countries for over 15 years.
LARI, 2nd largest radio group in Poland
Second largest radio station in Poland
LARI, 1st radio group in the Czech Republic
2nd and 3rd largest radio stations in the country
• 300,000 listeners per day
LARI, 2nd largest radio group in Romania
LARI, 4 radios stations in 2 regions
• 600,000 listeners per day
LARI, shareholder in South Africa's
top private radio station
Radio station launched in september 2014
Radio station launched in september 2015
Operational advertising sales brokerage agencies since 2015
Acquisition of 2 radios stations
Locations and Brands
- Timeline :
- 1990 : POLAND, RUSSIA AND GERMANY
- 1991 : CZECH REPUBLIC
- 1996 : ASOUTH AFRICA AND HUNGARY
- 2000 : ROMANIA
- 2007 : SLOVAKIA
- 2014 : SENEGAL
- 2015 : Ivory Coast and Ghana
- 2016 : Cambodia
LARI'S DIGITAL ACTIVITIES
VIEWED / MONTH
WEBSITES & APPS
FACEBOOK / TWITTER / INSTAGRAM
LARI IS INCREASING ITS CONTACTS AND GAINING MORE KNOWLEDGE ABOUT THE AFRICAN CONTINENT......from France but also from its successful location in South Africa.
These internal thoughts led to Phase 2 of LARI's growth strategy: after Central Europe set up a radio network on the African continent.
These new operations are focused on three language regions:
> FRENCH-SPEAKING AFRICA for three reasons:
1 - French-speaking African countries are in an economic boom
2 - The cultural and linguistic similarities are an asset for a talk media like radio
3 - Support from major actors (ministries and French companies established)
> ENGLISH-SPEAKING AFRICA
which includes large countries with highly developed media assets:
Kenya, Nigeria, Ghana, Ethiopia, etc. for which LARI wants to link up with Kagiso, its legacy partner in South Africa, that has intimate knowledge of these countries because of it linguistic proximity.
> PORTUGUESE-SPEAKING AFRICA
close to South Africa and countries like Angola and Mozambique are in rapid development.
THE CHALLENGES OF ENTERING THESE MARKETS
Obtain licenses country by country, starting with highly populated capital cities like Douala, Kinshasa, Lagos either by buying existing radio stations or submitting bids.
- Become a reference player in terms of audience in those countries' radio markets by offering original content, excellent programming and high-quality technical facilities.
- Locally introduce the VIBE brand and turn it into a multimedia brand.
- Guide the growth of these radio stations and their digital activities by creating radio advertising sales brokerage agencies that can also be a sales platform for third parties.
AFRICA IS IN FULL ECONOMIC EXPANSION. TODAY:
- over 5% average annual GDP growth for the last 10 years
- 300-500 million people are in Africa's middle class
- over 80% of the population connected to a mobile telephone network
- the population will double to 2 billion people by 2050, making it one of the biggest markets in the world
- household spending in Africa is expected to increase from $840 billion in 2008 to $1400 billion in 2020
Source: Report by the Minister of Economy and Finance, December 2013 (H. Védrine, L. Zinsou)
- Expertise based in paris (programming, digital and technical experts)
- Experienced teams in Dakar and Abidjan
- A partnership with media leader kagiso in south africa
A PROACTIVE STRATEGY
LARI is looking into every opportunity to create a radio network in Africa:
• Submitting applications to calls for tenders
• Buying stakes in existing radio stations
A REGIONAL STRATEGY
LARI's two-part growth strategy for Africa
Growth opportunities under development with our legacy partner in South Africa
Create a regional network in West Africa from Senegal and Ivory Coast
Development plans under way in nine countries
Managing Director of LARI
« LARI's drive to always be in growth mode is part of its DNA. After a consolidation phase, LARI has found its core business of creating radio stations and operating in new territories. We are proud to announce, right after Dakar in 2014, the opening of our 2nd radio station in West Africa, in Abidjan : VIBE RADIO ».
LARI just launched a development strategy in West Africa opening successively, through it brand VIBE RADIO, two radios stations in Senegal in 2014 and in Ivory Coast in 2015. So far, VIBE RADIO covers Dakar, Abidjan and their peripheries where respectively 5 million and 7 million listeners can be reached. There is a development plan in the next three years to cover the entire two countries.
VIBE RADIO is urban and mainstream; it takes a citizen approach. Close to the listeners and interactive, thanks to a space for freedom and self-expression, VIBE RADIO meets people expectations.
The musical programming includes the biggest international and African hits from Pop, Dance, Rap, R&B, Afro, etc. VIBE RADIO is also intended to be a trendsetter and a place where people can discover new African artists.
The programme schedule puts a strong emphasis on information. It claims to be accurate and independent.
VIBE RADIO wants to be totally modern, vibrant and in touch with the latest consumer trends by broadcasting through digital devices on websites, smartphones and social networks.
Quickly on air
Investments in technical equipment
Tests hosts and music
A presence on all supports
ON THE GROUND
African media are changing and will be trending toward the western model.
This transformation will ultimately happen through the introduction of new operating procedures such as:
- Mutualising and creating more specific programme schedules
- Structuring the interaction between station and listener (phone-in programmes, communication through social networks, etc.) that is a product of media publishers quickly adopting digital and mobile technology
- Instituting official listenership statistics are more frequent and reliable
- Strengthening the collective management of copyright and related rights to protect and broaden the reach of songwriters,composers and local performers
- Diversifying news sources and shifting from large public networks like RFI and BBC to private entrant operators in TV/radio/Internet
- Opening up to new types of announcers, which are geared toward mobile telephone operators and in the future will tap into other sectors like big retail, banking and automotive
In addition to its location in Africa, LARI is exploring and running development projects in Southeast Asia.
LARI will continue building professional national audiovisual ecosystems by offering training initiatives and bringing know-how to every area related to radio and radio sales.
firstname.lastname@example.org / +48 22 583 32 14
Eurozet Sp Z o.o
CZECH REPUBLIC & SLOVAKIA
email@example.com / +420 257 001 900
Lagardere Active CR
Praha 2, 120 00
firstname.lastname@example.org / +403 720 69 682
EDI Romania - EuropaFM / Radio21 / VibeFM / RRM
36-38 Horia Macelariu Street
Petra Moersher et Christiane Peter
RADIO SALÜ Euro-Radio Saar GmbH
email@example.com / +27 11 236 6630
36-38 homestead road. Rivonia.
P.o box 5981 rivonia. 2128
firstname.lastname@example.org / +221 33 889 92 91
BP 23400 Dakar
email@example.com / +225 20 24 20 51
ADI Côte d’Ivoire
Immeuble Botreau Roussel
28 avenue Delafosse
01BP11122 Plateau, Abidjan 01
firstname.lastname@example.org / +855 (0)125 050 88
No. 13B, Street 70, Sangkat Srah Chok,
Khan Daun Penh,
+33(0)1 47 23 21 26 / email@example.com
Press Relations Manager
+33(0)1 47 23 21 45 / firstname.lastname@example.org
Head of dévelopment
+33(0)1 47 23 21 33 / email@example.com