In November EKA study programme “Marketing” students, as part of the course “Media Monitoring” taught by Dr. Anna Shnaider, visited Latvian Radio.

Latvian Radio is located in a historic building that once housed a bank, which gives the place a truly special atmosphere. Dace Ivane, a lawyer and HR specialist, led a fascinating tour, explaining the most important milestones of Latvian Radio and how the institution operates today.

One of the most important and unique insights students gained was that Latvian Radio has become a fully multimedia platform in recent years, adopting a hybrid model of operation. This is essential knowledge not only for journalists but also for anyone building a personal brand or shaping a company’s identity – radio remains one of the most trusted channels for delivering information.

Students visited almost all recording studios and met numerous radio professionals: on-air hosts, the chief director of Latvian Radio 1, the music director of Latvian Radio 2, and many others. We also walked past the office of Raimonds Pauls, who is still an employee of Latvian Radio.

Students learned what it takes to get on the radio – for example, how a musician can submit a song to be considered for airplay. They visited the professional recording studio used by many commercial artists because of its excellent acoustics. They also saw the studio where the President of Latvia records his interviews during some of the shows.

Within the course “Media Monitoring,” this visit is especially important – it helps students understand how media organizations work, how they differ from one another, and how they can be used strategically in marketing and communication. The tour was rich and inspiring, and students were informed that internship opportunities are available for those who wish to gain practical experience in the media field.

Information prepared: Anna Shnaider, lecturer of course “Media monitoring”