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Traditional Media Advertising in Tajikistan

RMAA enhances brand visibility in Tajikistan through strategic media placements across TV, radio, media press, and out-of-home advertising. Our expertise allows brands to maximize reach using traditional advertising formats for effective audience engagement in Dushanbe, Khujand, and other key cities

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OOH

Television Advertising

Advertising on Radio

Press Advertising

Tajikistan Media Market Overview

Television dominates Tajikistan’s media landscape, with national channels under state control and private or regional broadcasters operating independently*. TV ads are sold directly by channels. Outdoor advertising remains mostly static, while radio primarily serves local audiences in Dushanbe. Strict regulations limit print media advertising, though publications exist in multiple languages

*We update the ranking on our website once a year. However, upon request, our team can provide you with the latest rankings to help you plan your advertising campaign effectively

TV channels (Average Weekly Reach by TV Channels, %)

*The ranking was last updated in 2024

Bahoriston
7
%
Dushanbe HD
3
%
Football TV
8
%
Jahonnamo
5
%
Safina
13
%
Shakhnavoz
8
%
Sinamo
11
%
SUGD
3
%
Tojikiston
12
%
Varzish TV
9
%
Others
21
%
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Industries We Work With

Consumer Electronics
Automobile Industry
Manufacturing
FMCG
Mobile apps

Our Work

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GAC Motor
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We Work Closely with Brands and Companies While Also Collaborating with Advertising and Media Agencies

We Serve as a Regional Partner in Areas Where Russian is One of the Primary Languages

Eastern Europe
Caucasus Region 
Central Asia

Russia
Russia
Belarus
Belarus
Moldova
Moldova

Armenia
Armenia
Georgia
Georgia
Azerbaijan
Azerbaijan

Kazakhstan
Kazakhstan
Turkmenistan
Turkmenistan
Uzbekistan
Uzbekistan
Kyrgyzstan
Kyrgyzstan
Tajikistan
Tajikistan
Mongolia
Mongolia

FAQ: TV, Radio, Press, and OOH in Tajikistan

TV is the most popular medium, with 86% of the population reaching it weekly.

TV leads the media mix, growing to 85.89 million TJS.

TNT Tojikiston is the key cable TV channel available for ad placement.

Prime time is between 19:00 and 22:15, when TV audience levels are at their highest.

The highest viewership occurs between 20:00 and 21:45, marking the top of prime time.

The lowest audience levels are seen from 00:30 to 06:00, making it non-priority time for ads.

All content must be in Tajik, but other languages are also allowed at the advertiser's discretion.

No, seasonal coefficients apply; pricing remains stable throughout the year.

No. All TV ad placements are fixed; floating or rotating models are not accepted.

Children under 18 cannot appear in ads for products not intended for them.

Yes. A phrase like “Product certified” or “Product registered” must appear in every version for at least 3 seconds.

TV reaches 93% of the population aged 15+ at least once per month.

TV reaches 72% of the 15+ population every day, offering high frequency and repetition.

National (republican) TV channels account for 51% of the total TV market.

TV Safina (13%), TV Tojikiston (12%), and TV Sinamo (11%) are the most watched national channels.

Yerkir Media has experienced the largest decline in ratings, with a 62% decrease in TV viewership.

Print has nearly disappeared from the budget allocation, falling from 7% to 0%.

81% of the population aged 15 and above regularly uses the internet.

52% of internet users are male, while 48% are female.

83% of men aged 15+ use the internet.

79% of women aged 15+ are internet users.

19% of people aged 15+ in Tajikistan are not internet users.

The gap is small, with 83% of men and 79% of women online.

Internet access is nearly balanced between men and women, with men slightly more active.

There are 6.07 million individuals using the internet in Tajikistan.

56.8% of the total population in Tajikistan uses the internet.

The number of internet users in Tajikistan has increased by 1.9%, with an addition of 113 thousand users.

100% of social media users in Tajikistan access the internet via mobile devices.

OOH advertising has a 42% weekly reach, making it effective for brand visibility in public spaces.

The drop was driven by somoni devaluation and broader economic instability.

Recent years show stable but modest growth, with a 3% increase estimated.

Available formats include billboards, megaboards, and prismatrons.

The megaboard format is the most commonly used.

Yes, tobacco, alcohol, and baby formula advertising is prohibited.

Layouts must be in Tajik and may include other languages at the advertiser’s discretion.

Yes, layouts must be approved by the city administration before placement.

All payments are made in USD. Exchange rates and local fees influence final costs.

The standard billboard size is 6x3 meters, commonly used by advertisers.

Municipal approval typically takes 2 to 4 weeks.

Dushanbe has the largest number of billboard structures.

Into 3 zones: central (1st ring), intermediate (2nd ring), and outskirts (3rd ring).

Yes, fees range from 150 to 550 somoni depending on the region.

Radio’s share has remained relatively stable between 15% and 22%, without major gains or losses.

As of the latest data, weekly radio reach is 34.3%, or approximately 2.25 million people.

Daily radio reach is 23.3%, which corresponds to 1.61 million listeners.

Despite a gradual decline, radio still reaches over 2 million people weekly, making it a viable channel.

The 35–44 age group leads with a 36% daily reach.

On average, they listen for 2 hours and 14 minutes per day.

The 55+ group listens the longest—2 hours and 25 minutes daily.

Yes, 27% of the 15–24 age group listen daily, averaging 1 hour and 5 minutes.

42% of the population listens to the radio every day.

33% of respondents tune in 4–5 times a week.

20% listen 4–5 times a month, and 4% — 1–2 times a month.

Yes, 1% of the population listens less than once a month.

Asia Plus leads among regional stations with 7.0% weekly reach.

Sadoi Dushanbe is the most listened-to public station with a 3.0% reach.

Yes, 10 regional stations have a weekly reach above 2%.

Print has a weekly reach of only 11%, indicating limited influence compared to digital and broadcast channels.

Print spending dropped sharply to just 2.84 million.

Only 11% of respondents reported reading newspapers.

Yes, current figures suggest a very low engagement with printed press.

The leading newspapers by circulation include “Chumhuriyat” (48,000), “Oila” (40,000), and “Sadoi Mardum” (28,000).

“Chumhuriyat” is published five times a week (Mon–Fri), making it the most frequent among top newspapers.

Yes, “Oila” and “Mukhabbat va Oila” are both family-oriented newspapers.

Content includes politics, health, family, entertainment, and general information.

Most top newspapers are published once a week, typically on Thursdays.
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