Sky Media Group
Sky Media Group is an Estonian radio broadcasting company operating Estonian- and Russian-language stations.
Last updated August 26, 2026
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Overview
Sky Media Group is an Estonian radio broadcasting company that owns and operates a portfolio of commercial radio stations serving audiences in Estonia. Its network spans both Estonian- and Russian-language broadcasting, giving the group a presence across two important linguistic segments of the country's radio market. The company's first station, SKY Radio, began broadcasting in 1995. In 1997, Sky Media Group launched Sky Plus, which became one of Estonia's most successful commercial radio stations. The group subsequently expanded its portfolio with NRJ Estonia in 1999, Retro FM in 2005, and Rock FM in 2017. In 2024, the Russian-language station formerly known as Russkoye Radio was renamed Super Radio; the station had originally launched in 1998. Based on the documented station portfolio, Sky Media Group's business is centered on radio content, station operations, audience reach, and the commercial organization of broadcast brands rather than on a broad consumer-products offering. Its portfolio includes contemporary commercial programming, music formats, retro-oriented programming, rock programming, and Russian-language radio. The group operates in Estonia, where its stations collectively address different language communities and listening preferences. Publicly available reference material identifies the stations and their launch or rebranding chronology but does not provide verified information about the company's founder, ownership structure, headquarters address, financial performance, executive leadership, or corporate website. Accordingly, those details are left unspecified here.
History
Sky Media Group's documented history begins in 1995 with the launch of SKY Radio, its first radio station in Estonia. The company later broadened its presence in the commercial radio market through the introduction of Sky Plus in 1997. Sky Plus became one of Estonia's most successful commercial radio stations, making it a central asset in the group's development and establishing a stronger position in Estonian-language broadcasting. The group continued to build a multi-format portfolio. NRJ Estonia was launched in 1999, adding another Estonian-language station. In 2005, Sky Media Group introduced Retro FM, extending its offering into retro-oriented music programming. Rock FM followed in 2017, giving the group a station centered on rock music. These additions indicate a strategy of operating multiple focused formats rather than relying on a single general-interest station. Sky Media Group's portfolio also includes Russian-language broadcasting. SKY Radio was the group's first station and is identified as a Russian-language service in the available reference material. A second Russian-language station, originally launched as Russkoye Radio in 1998, was later renamed Super Radio in 2024. The rebranding preserved the station's place within the group's Russian-language portfolio while giving it a different market identity. The resulting network comprises four Estonian-language stations—Sky Plus, NRJ Estonia, Retro FM, and Rock FM—and two Russian-language stations—SKY Radio and Super Radio. This structure allows Sky Media Group to serve different language communities and music preferences within Estonia. The available sources describe the station portfolio and its chronology but do not establish a verified founding date for the corporate entity itself, identify its founder or current executives, or disclose ownership, financial, or headquarters details. Those areas therefore remain undocumented in this entry.
- 2024
Russkoye Radio is renamed Super Radio
[1]The Russian-language station formerly known as Russkoye Radio adopted the Super Radio name.
- 2017
Rock FM launches
[1]The company expanded its format portfolio with Rock FM.
- 2005
Retro FM launches
[1]Sky Media Group added Retro FM as a retro-oriented music station.
- 1999
NRJ Estonia launches
[1]NRJ Estonia joined the group's Estonian-language radio portfolio.
- 1998
Russian-language station originally launches as Russkoye Radio
[1]The station later known as Super Radio originally began broadcasting under the Russkoye Radio name.
- 1997
Sky Plus launches
[1]The company launched Sky Plus, which became one of Estonia's most successful commercial radio stations.
- 1995
SKY Radio launches
[1]Sky Media Group launched its first radio station, SKY Radio, in Estonia.
Products and positioning
A multi-station Estonian radio group combining established commercial formats with programming for both Estonian- and Russian-speaking audiences.
Estonian-language commercial radio · 1997
Sky Plus
Launched in 1997, Sky Plus is an Estonian-language commercial radio station and is described in reference material as one of Estonia's most successful commercial radio stations. It is one of the principal stations in Sky Media Group's portfolio.
Russian-language radio · 1995
SKY Radio
SKY Radio was launched in 1995 as Sky Media Group's first radio station. It forms part of the group's Russian-language station portfolio in Estonia.
Estonian-language radio · 1999
NRJ Estonia
NRJ Estonia was launched in 1999 and expanded Sky Media Group's Estonian-language offering. The available reference identifies it as one of the group's four Estonian-language stations.
Estonian-language retro music radio · 2005
Retro FM
Launched in 2005, Retro FM is an Estonian-language station built around a retro-oriented music format and contributes format diversity to the group's radio network.
Estonian-language rock radio · 2017
Rock FM
Rock FM launched in 2017 as a station focused on rock music programming. It is part of Sky Media Group's Estonian-language station lineup.
Russian-language radio · 1998
Super Radio
Super Radio is the current name of a Russian-language station formerly known as Russkoye Radio. The station originally launched in 1998 and was rebranded in 2024.
Brand decisions
2024
Rebranding of Russkoye Radio as Super RadioOtherBackground
The Russian-language station originally launched in 1998 under the Russkoye Radio name was part of Sky Media Group's radio portfolio.
Action taken
The station was renamed Super Radio.
Aftermath
Super Radio is identified as one of the group's two Russian-language stations.
Recent events
Sky launches £2 million Sky Zero Footprint Fund[2]
Reported:
Sky announced the Sky Zero Footprint Fund, a £2 million scheme to be allocated competitively among five winners.
Jaguar announced as launch partner for Sky Documentaries[3]
Jaguar UK and Sky Media announced Jaguar as the launch partner of Sky Documentaries, which launched on May 27, 2020.
Sky Media launches €250,000 AdSmart SME Support Scheme[4]
Reported:
Sky Media launched a €250,000 support scheme in Ireland that will provide 25 businesses with free €10,000 AdSmart TV advertising campaigns.
Sources4 sources
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