What radio SAW does

radio SAW is a regional radio station broadcasting across the German state of Sachsen-Anhalt (marketed as "SAW-Land") from its headquarters at Hansapark 1, 39116 Magdeburg. Operated since 1992 under VMG Verlags- und Medien GmbH & Co. KG, the station delivers 24/7 music, news, traffic, weather, and speed-camera information across traditional FM and five regional simulcast streams covering Anhalt/Wittenberg, Halle/Leipzig, Harz/Niedersachsen, and Magdeburg/Altmark. Its digital product surface includes a mobile app on iOS and Android with 28 audio streams, a genre-specific "Audiowelt" offering curated decades and styles (70s through 2010s, rock variants, Schlager, party, fitness, urban, kids), podcasts including "Off Court" with SC Magdeburg and "Tapper trifft," plus a ticketing platform and event calendar.

The station's revenue model is anchored on broadcast advertising, display advertising (exclusively marketed by netpointmedia GmbH), event sponsorship and ticketing, and data-driven targeted advertising enabled through its data-processing relationship with Crossplan Deutschland. Listenership is geographically concentrated in Sachsen-Anhalt, with audience engagement driven through official media partnerships with SC Magdeburg (handball), 1. FC Magdeburg (football), and Germania Halberstadt (football), as well as a WhatsApp community channel, contests (Gewinnspiele), and live event presentations such as the 90s Super Show and Alex Christensen concerts.

The company is privately held, employs 11–50 staff, and operates under the regulatory supervision of Medienanstalt Sachsen-Anhalt. Leadership comprises Managing Director Michael Mezödi (Geschäftsführer), Program Director Ronny Schulz, Editor-in-Chief Tilo Vogelsang, and Head of Corporate Communications/Digital Media Ellen Richter. Distribution extends beyond broadcast to Spotify, YouTube (radiosawtv), Instagram, Facebook, TikTok, and X, giving the brand a multi-platform regional presence without any disclosed venture capital or institutional investment.

Name

radio SAW

Legal name

VMG Verlags- und Medien GmbH & Co.KG

Website

https://radiosaw.de

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

radio SAW is a privately held regional radio station broadcasting music, news, traffic, and weather across Sachsen-Anhalt, Germany since 1992, monetizing through advertising, event ticketing, and sports club media partnerships with SC Magdeburg and 1. FC Magdeburg.

Ownership category

akta.pro rank

Product category

Regional Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)

akta.pro secondary industries

Internet Radio & Streaming Broadcast Stations (Simulcast/Online-only) (MPAIAEAE), Radio Streaming & Catch-Up Audio Platforms (MPAIADAJ)

Keywords

• Regional radio broadcasting
• Audio streaming services
• Music and entertainment
• News and information
• Event presentation

Headquarters

HQ city

Magdeburg

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Broadcast Advertising: Radio advertising airtime sold to businesses wanting to reach the regional audience in Sachsen-Anhalt.
2. Display Advertising (Website): Display advertising on the radio SAW website and mobile offerings, exclusively marketed by netpointmedia GmbH.
3. Event Sponsorship and Ticketing: Revenue from presenting and sponsoring concerts, festivals, and sporting events, combined with ticket sales through the radio SAW ticketshop.
4. Data-Driven Advertising: Personalized advertising enabled by user data processing through Crossplan Deutschland and various data management platforms for targeted ad delivery.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

radio SAW operates a regional radio broadcasting service delivering 24/7 music, news, traffic updates, weather, speed camera alerts, and entertainment for listeners in the Sachsen-Anhalt region of Germany. Beyond FM broadcast, the station provides a mobile streaming app with 28 thematic audio channels, regional simulcast variants, podcasts, event presentation, ticket sales, and content partnerships with local sports clubs (SC Magdeburg, 1. FC Magdeburg, Germania Halberstadt).

Product overview

radio SAW is a regional radio broadcaster serving Sachsen-Anhalt, Germany, operating as an audio brand under VMG Verlags- und Medien GmbH & Co. KG. The core offering is live radio broadcasting with music, news, traffic, weather, and entertainment content available 24/7. The product portfolio includes a mobile streaming app with 28 audio channels, genre-specific streams (70s through 2010s, rock variants, Schlager, party, fitness, urban, kids), regional simulcast variants covering different areas of coverage, news and traffic services, speed trap information, a weather service, email newsletter, ticket shop for events, competitions, event calendar, and podcasts including Off Court (SC Magdeburg) and Tapper trifft. The station positions itself as a cross-media audio brand with strong local presence in the SAW-Land region.

Differentiator

Problem solved

Functional benefit

Products and services

• radio SAW Live Radio Main radio broadcasting service providing continuous music, news, traffic updates, weather, and entertainment content for the SAW-Land region in Sachsen-Anhalt, Germany. Available 24/7 via FM and digital channels, targeted at general listeners in the region.
• radio SAW Streaming App Mobile application available on iOS and Android providing 28 audio streaming channels including regional simulcast variants and genre-specific streams, along with traffic updates, speed camera alerts, weather information, and exclusive promotions. Targeted at listeners wanting mobile access to radio SAW content.
• Off Court Podcast Podcast series co-produced with SC Magdeburg handball team, providing insights into the daily life of athletes beyond the court. Targeted at handball fans and followers of SC Magdeburg.
• Tapper trifft Podcast Interview podcast featuring conversations with interesting personalities from the Sachsen-Anhalt region. Targeted at listeners interested in regional personalities and human-interest stories.
• radio SAW Ticketshop Online ticket purchasing service for concerts, festivals, and events presented by radio SAW throughout the SAW-Land region. Targeted at listeners seeking access to station-presented live events.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• SC MagdeburgcoreGTM or Marketing PartnerOfficial media partner of SC Magdeburg, the professional handball club. Partnership includes event presentation, season opening events (Hummel Cup), and co-production of the 'Off Court' podcast providing insights into the handball club's daily life.
• 1. FC MagdeburgcoreGTM or Marketing PartnerOfficial media partner of 1. FC Magdeburg, the professional football club. Partnership includes fanfest presentations, season opening coverage, ticket alerts for home games, and general match promotion.
• Germania HalberstadtminorGTM or Marketing PartnerOfficial media partner of Germania Halberstadt football club in the NOFV Oberliga Süd. Partnership includes match coverage and team news distribution through radio SAW platforms.
• netpointmedia GmbHcoreChannel Partner/ Reseller/ DistributorExclusive marketing partner for display advertising space on radio SAW websites and mobile offerings. Located at Rheinallee 60, 55283 Nierstein, www.netpoint-media.de.
• Crossplan Deutschland GmbH & Co. KGcoreTechnology or IntegrationRadio broadcaster-founded company engaged to collect and process pseudonymized usage data for insights into user behavior and digital offering optimization. Part of radio data advertising ecosystem.
• mitaudio.deminorChannel Partner/ Reseller/ DistributorExternal agency referred for job listings in the region. Handles regional job opportunity advertising and recruitment services.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• 89.0 RTL: Commercial regional radio station serving Sachsen with adult contemporary music format, news, and sports. Comparable to radio SAW as a German private regional broadcaster competing for listeners and regional ad budgets in central-eastern Germany.
• MDR Sachsen-Anhalt: Public regional broadcaster for Sachsen-Anhalt operated by Mitteldeutscher Rundfunk. Overlaps with radio SAW on regional news, traffic, weather, and event coverage for the same listener base, though funded through public means rather than commercial advertising.
• Radio Brocken: Commercial regional radio station broadcasting in Sachsen-Anhalt, directly competing with radio SAW for the same local audience, advertisers, and sports coverage rights within the same geographic market.
• Radio SAW: Self-reference — included for completeness as the anchor company.

Broad incumbents

• Spotify: Global audio streaming incumbent competing for listening time and digital audio ad budgets in Germany. Relevant as the dominant structural competitor to all radio broadcasters and as a benchmark for the digital audio monetization path radio SAW is pursuing through its app and themed streams.
• bigFM: German commercial radio network broadcasting in multiple states (Baden-Württemberg, Rheinland-Pfalz, Saarland). Comparable as a multi-regional private broadcaster with simulcast streams, digital apps, and event-driven audience engagement.
• Radio Hamburg: Established commercial regional radio broadcaster in Hamburg with simulcast streams, event business, and regional news. Provides a benchmark for how a German private regional radio operator scales beyond a single city into a metro/regional audience.
• Antenne Bayern: Germany's largest private radio station by reach, based in Bavaria. Comparable business model (commercial regional radio with multi-stream digital distribution, events, sports partnerships) but operating at a substantially larger geographic and audience scale than radio SAW.

Emerging players

• Radio Schlagerparadies: Niche German-language schlager radio station with digital streaming focus. Comparable in terms of genre-specific streaming products (similar to radio SAW's themed music streams such as Schlagerparty) and digital-only audience reach in the German audio market.

Regional players

• Antenne Thüringen: Largest private radio broadcaster in Thuringia, Germany's neighboring state to Sachsen-Anhalt. Comparable as a regional commercial radio operator with simulcast streams, event business, and localized content strategy similar to radio SAW.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/radioSAW
• YouTubeyoutube.com/user/radiosawtv
• Facebookfacebook.com/radioSAW
• Instagraminstagram.com/radio_saw
• TikToktiktok.com/@radio_saw
• LinkedInlinkedin.com/company/radio-saw

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about radio SAW