Radio

In the three-year period 2016-2018, the Mediaset Group has established its commercial radio sector through a series of acquisitions made up of R101, Radio 105 and Virgin Radio Italy, Radio Subasio and RMC.

R101 joins Radio 105, Virgin Radio Italy, Radio Monte Carlo and Radio Subasio as one of Mediaset's broadcasters operating in the commercial radio sector in Italy.

In 2019, its editorial activity aimed to consolidate the positioning of the station as a "music station" featuring the right mix of music and entertainment, targeted at a strictly adult audience.

The R101 range represents a genuinely integrated system that focuses on music and entertainment across any channel a consumer wishes to use, embracing all types of media and various different touch points (TV, radio, digital and events).

The main values that make its market approach stand out are:

- Its authoritativeness in music and content

- Its measured tone: a radio station that is sane and free of vulgarity

- Its positivity and sunny disposition: it entertains with its light approach and moments of amusement.

The broadcaster has a team of professional presenters who add to the music with their high-quality presentation skills. The time slots allocated to the different hosts were streamlined and reworked during the year, with the addition of new and highly skilled hosts. The biggest scheduling shakeup was the addition of Fernando Proce, a leading Italian radio presenter, who in September 2019 began presenting the radio show "Procediamo", which is broadcast live on radio and on DTT TV channel 167. Another new entry in 2019 was Finley, a well-known Italian pop-rock band, who entertain commuters travelling home from work between 5pm and 8pm with "I trafficanti di R101". Fabio de Vivo also joined the R101 team in 2019, co-presenting with Lucilla Agosti in the 2pm-5pm slot. The "odd couple" of R101, Kati and Alvin, continue to feature between 12pm and 2pm every day, introducing guests and celebrities with their unique brand of comedy and chat. Also going from strength to strength is "La Banda di R101", the station's morning show with Cristiano Militello, Paolo Dini and Lester, Riccardo Russo, Chiara Tortorella and Leonardo Fiaschi.

In 2019, an important communication plan was implemented with the dual objective of increasing brand visibility and strengthening the station's musical positioning.

In terms of major live music shows, R101 was the official radio station for Italian concerts by some of the greatest stars of international music, including Elton John, Backstreet Boys, Imagine Dragons, Shawn Mendes and Bryan Adams.

As far as TV collaborations are concerned, the station was a partner Canale 5 game show All together now and, from October, was the official radio station of Amici 19. This talent show, hosted by Maria de Filippi, was also rolled out on radio, with schoolchildren taking over as Djs on the programme Amici di R101 between 8pm and 9pm every Sunday.

As for technology, a project as launched to consolidate and optimise the station's frequencies and to progressively maintain transmission equipment and devices. The new Radio Ter survey recorded the following audience figures for R101 at the end of 2019: 2,125,000 average daily listeners and 11,257,000 listeners in 7 days.

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