Going East: How Media Companies Successfully Enter the Eastern European Radio Market: A Case of Hungary

摘要

Expansion into Eastern European and Central European markets has begun in the media sector. Above all, US, English, French, and German companies are active in the radio sector in the East. Nevertheless, the Hungarian example shows that market entry does not always run smoothly and that economic success is by no means a given. This study investigates the factors for a successful entry into the Hungarian radio market for western investors. Findings include the selection of a low capital and low risk market entry strategy with a local partner, exact research into and incorporation of the peculiarities of the Hungarian radio market, clear content positioning in order to be clearly noticed in the highly competitive Budapest radio market, localization of the product, entry into partnerships to consolidate the market as well as finding a suitable strategy for dealing with the media regulatory body Orszgos Rdo s Televzi Testlet [ORTT].