Commersant, the country’s first business radio station, is set to expand its programming with the introduction of a new multimedia project dedicated to finance. This initiative aims to provide listeners with in-depth financial analysis, expert insights, and updates on the economic landscape.
Following the successful launch of Georgia’s first AI-generated reporter in 2023, the company has been incorporating artificial intelligence across all its media products.
In a recent interview with Golden Brand, Commersant’s Director, Goga Samushia, shared reflections on the founding of the media company and discussed current market dynamics.
Q. How did your professional background in finance influence your experience in media and the creation of the country’s first business radio station?
A. My first experience with media was working at the NGO Association of Young Financiers and Businessmen. Alongside my professional responsibilities, I contributed to the creation of two media projects: the newspaper Banks and Finances and the economic and analytical TV program Sakme on the then First Channel. As a financier by profession, collaborating with professional media managers on these projects was a valuable experience for me.
After many years, I returned to the media business with a different perspective. Initially, our group operated in the telecommunications sector and later ventured into the advertising industry. We became the first Georgian company to own advertising spaces in municipal transport and trains. Our next project was the international brand Hand in Hand, a real estate advertising newspaper, followed by the economic weekly publication New Commersant. This progression led us to realize that Georgian society was increasingly interested in business and economic information. In 2008 we launched the first business radio station in Georgia — Radio Commersant. The first business radio station in Georgia! We did that, and we are proud of that.
Our primary focus is on current economic and business events. But we also pay careful attention to political and social issues that can impact daily life in society and influence the future prospects of our country.
Q. What is the purpose of Commersant and what does it aim to provide to businesses?
A. With its idea and content, Commersant is a business support entity that aims to provide practical solutions and useful partnership to its clients. We strive to inspire and be a source of motivation for our clients. We are committed to supporting all initiatives in the realm of business social responsibility.
Commersant is absolutely free from the interests of all kinds of political and business groups, so we deal with all issues we consider interesting and important to the country, business, and consumers above all.
Q. How have current political events changed the business environment and the media industry in our country?
A. For several months businesses have been in a state of uncertainty waiting to see how the situation would develop. For Georgian businesses, this is not the first time they are navigating a transition or adapting to a new political reality; we find ourselves in a similar situation today.
Since its founding, Commersant has maintained its independence and has never been affiliated with any political or business group. The private funding and the team of professionals behind Commersant ensure that the media outlet remains unbiased, neutral, and credible.
Q. What are the main challenges facing the advertising market in Georgia, and how are companies adapting their marketing strategies in response?
A. The advertising market in Georgia faces ongoing challenges due to its limited availability. Recent political developments have further constrained this market. Many companies have reduced their marketing budgets and are increasingly moving their communication efforts from traditional media to social networks. We recognize consumers’ needs and integrate all our products with various social platforms, making them more accessible and helping to expand our audience.
Q. Let’s discuss the long-standing collaboration between Radio Commersant and the Golden Brand Awards.
A. The value of the Golden Brand Awards for Georgian businesses has been proven over time. I am pleased this project remains relevant and serves as an important summary of the activities of Georgian businesses.
Commersant will continue to support initiatives that are vital to business. Thanks to the team for organizing this wonderful event. Let’s see more Georgian brands on the Georgian market!
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