Learn Russian: Прямой эфир этой передачи начинается в 19:30. Это московское время. - The live broadcast of this program begins at 19:30. This is Moscow time.

Following the digital format, you just read the numbers for the hours and minutes: в девятнадцать тридцать. Notice that even after the preposition в (at), we just use the basic numbers for the hours and minutes when speaking in this straightforward digital format.

Why does начинается end in the reflexive -ся?

Because the broadcast is starting itself. In Russian, if an event begins on its own, you use the reflexive verb начинаться. If a person or entity is actively starting something else, like a director starting a show, you use the regular non-reflexive verb начинать.

Why is the phrase written as этой передачи instead of эта передача?

It is in the genitive case to show possession, translating to "of this program". The whole phrase connects together to mean "the live broadcast of this program".

What does прямой эфир literally mean?

The word прямой means "straight" or "direct," and эфир means "ether" or "air" (as in being "on the air"). Put them together, and it is the standard Russian expression for a live broadcast.

The word время ends in -я, so why does the adjective have a neuter ending?