For nearly three decades, Radio Holding Fortuna has been a defining voice in Georgia’s media landscape. Recognized for its professionalism, integrity and audience-centered approach, Fortuna recently received a special Golden Brand nomination for its outstanding contribution to Georgian radio broadcasting. We spoke with the station’s General Director, Tamar Chigogidze, about the principles behind its long-standing success, the power of radio in a digital age and what it means to set the “golden standard” in media.
Thank you for reading this post, don't forget to subscribe!Q. What has been the main principle that allowed Fortuna to remain competitive for 29 years?
A. Fortuna was built from the start on the right values and we continue to operate by them today. For us, it has always been crucial to uphold principles that create trust and sustainability: caring for our listeners, integrity in our work, impartiality and fairness, professionalism and a constant focus on growth. This foundation has enabled us to maintain a strong position and uphold high standards in Georgian radio for nearly three decades.
From its inception, Fortuna has been built on sound values and continues to evolve in accordance with these principles. We have consistently prioritized values that foster trust and sustainability: care for our audience, integrity in our work, impartiality and fairness, professionalism, and a continuous commitment to development. This foundation has enabled us to maintain a strong position over the course of 29 years and to establish a high standard within Georgian radio broadcasting.
Q. You often say that Fortuna sets the “gold standard” in Georgian media. What does that mean to you?
A. The “gold standard” represents the unity of quality, ethics and trust. It means a high professional level, editorial independence and a responsible relationship with the audience. Media that uphold these three pillars set the standard themselves.
The “gold standard” represents the convergence of quality, ethics, and trust. It entails a high level of professionalism, editorial independence, and a responsible relationship with the audience. Media organizations that uphold these three components effectively define the standard themselves.
Q. Fortuna is a partner of the Golden Brand Awards this year. How do you see the parallel between the Golden Brand and a media outlet that upholds the golden standard?
A. In both cases, it’s about high standards. The Golden Brand recognizes companies that operate with excellence in the market. Similarly, we, as a “golden-standard media,” are recognized for our work – a responsibility we take seriously, striving every day to maintain and strengthen that standard.
In both cases, the emphasis is on excellence. “Golden Brand” identifies and recognizes companies that operate according to high standards within the market. In this context, as a media organization defined by a “gold standard,” our recognition carries significant responsibility—to consistently uphold and further strengthen these standards in our daily operations.
Q. Many have considered radio a transitional format in the digital era. What do you see as the strength of radio?
A. Radio’s strength lies in its emotional connection and constant presence in people’s daily lives. The human voice creates immediate, trust-based communication that no platform can fully replace. Additionally, radio is fast, responsive and highly reliable.
The strength of radio lies in its emotional connection and its constant presence in people’s daily lives. The human voice creates direct, trust-based communication that no platform can fully replicate. Additionally, radio remains a fast, responsive, and highly credible medium.
Q. Your holding includes multiple formats targeting different audiences. How do you balance commercial success with editorial quality?
A. Radio Holding Fortuna brings together four different formats, each serving a distinct audience. This diversified approach allows us to reach a wide range of listeners and provide content tailored to their interests and needs. Proper targeting and variety give us both stability and long-term growth potential.
Radio Holding Fortuna encompasses four distinct formats, each addressing a different target audience. This diversified approach enables us to reach a broad audience while delivering content tailored to their specific interests and needs.
Well-defined targeting and format diversity provide both stability and opportunities for long-term growth.
Q. You received a special Golden Brand nomination for your contribution to Georgian radio broadcasting. What does this recognition mean to you personally?
A. It is an acknowledgment not only of Fortuna but also of the journey we have taken in Georgian radio. Personally, it means responsibility to maintain high standards and continue being development-oriented in the future.
This recognition reflects not only Fortuna itself but also the journey we have undertaken within Georgian radio broadcasting. On a personal level, it represents a responsibility to maintain high standards and to remain committed to continuous development in the future.
Q. Trust is the most difficult capital to maintain in the media business. How do you ensure Fortuna remains synonymous with reliability?
A. Trust is built over years but can be lost in a day. That is why editorial independence, adherence to professional standards and transparent relationships with both audiences and partners are fundamental for us. When words and actions align, the brand naturally becomes a symbol of trust.
Trust is built over years and can be lost in a single day. Therefore, editorial independence, adherence to professional standards, and transparent relationships with both audiences and partners are fundamental principles for us. When words and actions align, a brand naturally becomes synonymous with trust.
Q. How has the model of advertising and brand partnerships changed over the last decade?
A. Communication has become integrated and multi-channel. Today, brands need not only airtime but strategic partnerships. Our media holding remains a strong platform connecting audiences through radio and digital channels. This allows us to deliver brand messages to diverse segments with broad reach, credibility and engagement. Our strength lies in individualized approaches and partnerships focused on strategic goals.
Over the past decade, communication has become integrated and multi-channel. Today, brands require not only advertising airtime but also strategic partnerships.
Our media holding remains a strong platform that ensures broad engagement with the public through both radio and digital channels. This enables us to deliver brand messages across different audience segments, ensuring wide reach, a trustworthy environment, and high engagement.
At the same time, our strength lies in an individualized approach to each client and in collaboration oriented toward strategic objectives.
Q. Young audiences have very different media habits. How are you preparing Fortuna to connect with future generations?
A. Engaging young people requires flexibility and technological readiness. We are evolving as a hybrid media. Traditional FM broadcasting is integrated with digital platforms, social media and online channels. Our formats are dynamic, interactive and multi-platform to ensure a natural connection with future generations through modern technology.
Engaging with younger audiences requires flexibility and technological readiness. We are evolving as a hybrid media organization, integrating traditional FM broadcasting with digital platforms, social media, and online channels.
Our formats are becoming more dynamic, interactive, and multi-platform, ensuring that our connection with the next generation is both natural and grounded in modern technology.
Q. If you had to describe Fortuna’s 29-year journey in one word, what would it be – and why?
A. Reliability. Media that maintains trust stands the test of time. Reliability has transformed Fortuna into more than just a radio station – it has become a brand that people trust.
Trust. A media organization that sustains trust demonstrates resilience over time. It is this very trust that has transformed Fortuna, over the course of 29 years, from a radio station into a brand upon which the public confidently relies.
