Building trust in the media is a gradual process, yet Radio Maestro, a media outlet in Georgia focused on business and information, has become a trusted source by prioritizing promptness, objectivity, and reliability. The station provides listeners with timely news updates, analysis, and live commentary on significant global events. Most of their programming revolves around news, ensuring that the public may stay informed about developments both locally and internationally to the hour.
In addition to news, Radio Maestro offers educational segments on medicine, culture, sports, science, and consumer affairs. The station also promotes engagement, inviting listeners to share their opinions on various issues in real time.
As a media partner of the Golden Brand Awards, we spoke with Keti Shervashidze, the Head of the Marketing Department at Radio Maestro, to discuss the current media climate and how Radio Maestro has been overcoming challenges.
Q. How did you find yourself in media and then at Radio Maestro?
A. I actually got my start in the media field right here at this radio station. Ten years ago I was young and inexperienced in a field that requires a lot of responsibility and ongoing development. Back then I never could have imagined that ten years later I would be recording this interview with you.
I spent some time studying and working in journalism because I loved communication and was interested in various areas, including marketing. After a phone call and an interview, I began working at Radio Maestro Holding, and I remain loyal to this company because it offers opportunities for growth, independence, and pride in the environment, the product, and the people I work with.
Q. What are the main achievements you are especially proud of during your time at Radio Maestro?
A. Radio Maestro celebrates its 14th anniversary this year, and I have been part of the team for 10 years. For me and my colleagues, the most important aspect for each employee is freedom, which is vital for the media. We are committed to building a media platform that will increasingly demonstrate the importance of reporting balanced, impartial, and fact-based information.
Q. What are the main challenges you face in the media industry today, and how do you overcome them?
A. The media industry is currently facing several significant challenges, such as disinformation and fake news. With the rise of digital media, the risk of spreading false information has greatly increased, damaging public trust in the media. Media organizations, including ours, are constantly forced to adapt quickly to new technologies, which often requires serious financial investment — something that can be particularly challenging for free and independent media.
I believe it is crucial for media outlets, especially radio and television, to gain and maintain the public’s trust. Radio Maestro consistently ranks as a leader in various surveys and research studies. This station has been developing for 14 years, and the public has come to trust the information we broadcast, which we take great pride in!
Q. What strategies and approaches do you use to interest and engage your listeners?
A. Promptness, objectivity, and reliability are the key principles of Radio Maestro. In addition to delivering facts quickly and concisely, the radio station offers listeners analysis of important events, timely commentary, and live broadcasts.
The majority of our programming is dedicated to news. Every hour, listeners have the opportunity to learn about current events in Georgia and around the world.
Radio Maestro also features various educational segments. On our airwaves, you can hear a wide range of information covering medicine, culture, sports, science, and consumer affairs.
Maestro is an interactive radio station. Every day listeners can express their opinions on various topical issues live.
Q. How have current political processes changed the business environment and the media industry in our country?
A. Unfortunately, politics have an impact on everything, whether we like it or not. I believe that interest from foreign investors has temporarily halted because businesses prefer stability. Amid polarized statements, businesses are cautious, which directly influences the flow of investments. Regarding the media, the political climate has led to even sharper divisions among broadcasters, making it nearly impossible to disseminate information based on balanced facts.
During politically tense periods, media organizations often report financial pressures, which naturally limits media freedom.
In summary, the current political landscape in Georgia creates an unstable environment for both business and the media.
Q. How do you manage to maintain trust in an environment with a high risk of disinformation?
A. It’s important to understand that gaining and maintaining public trust in the media is not the responsibility of a single organization or journalist; rather, it requires a systematic and long-term strategic approach that we must build together.
In our case, as I mentioned, we have consistently achieved a high level of trust in all the surveys we have conducted.
Transparent and objective journalism necessitates constant fact-checking and ongoing engagement with the audience. It is crucial for the public’s voice to be heard in the media, and that’s what our project, “People’s Opinion,” aims to accomplish.
Promoting media education is also essential. We strive to air programs and columns that are educational and informative.
Building listener trust is a gradual process; it doesn’t happen overnight. We are continuously monitoring public sentiment and adapting accordingly.
Q. Finally, let’s discuss the ongoing partnership between Radio Maestro and Golden Brand.
A. I am pleased that Radio Maestro is once again the media partner for Golden Brand this year. I believe the values here remain unchanged. Radio Maestro consistently supports projects and events that stimulate and strengthen the business community.
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