"Providing advertising space is not part of the public service mandate"

On June 17, 2016, the Federal Council published a "Report on the review of the definition and performance of the SRG's public service, taking into account private electronic media". In it, the Federal Council concludes that the existing model with the SRG as a large provider anchored in all language regions has proven itself for our direct democracy, which is characterized by linguistic and cultural diversity, and that it guarantees a high-quality public service. However, the demands on the SRG should be tightened - with the same budget. It must also better reach young people who are turning to the Internet, and the key question remains to what extent SRG may expand its Internet services and commercialize them. To date, there has been a ban on online advertising. According to the Federal Council, these advertising restrictions should remain in place in the future. This will create a certain economic balance vis-à-vis the private media.Will "targeted advertising" be permitted again?For the KS/CS Communication Association, this does not go far enough. "The more fertile the basis for commercial communication, the greater the scope for content and design for both SRG and private providers," it said in a statement. "This benefits not only the advertising industry, but also the national economy and democracy. "KS Kommunikation Schweiz is in favor of the Internet also being considered as a public service medium in the future. The umbrella organization also welcomes the creation of a legal basis for new forms of advertising such as "targeted advertising". In this context, it is crucial for KS Kommunikation Schweiz that new regulations are implemented as quickly and unbureaucratically as possible so that advertising clients and agencies have planning security.KS/CS Kommunikation Schweiz rejects in principle any further restriction of the current framework conditions; this also applies to restrictions on advertising opportunities for the SRG, insofar as they cannot be substituted to the same extent by the private media.No shortage of advertising inventory in Switzerland?The Swiss Media Association has a decidedly different opinion than KS regarding the commercialization of SRG. "Providing advertising space is not part of the public service remit," says Managing Director Andreas Häuptli. "It is absolutely the case that the economy is dependent on advertising space with a wide reach. However, there is no shortage of advertising inventory in Switzerland." There is therefore no reason to demand more advertising space on SRG channels or even in their web activities. "The private media companies are dependent on advertising revenue," says Häuptli. "The SRG is obliged by the constitution to show consideration for the private sector. Admeira is the complete opposite of this."Marketing organization Admeira is controversialWith Admeira, Häuptli is referring to the controversial joint venture that became operational in April 2016. The three companies Ringier, Swisscom and SRG work together in the marketing organization. The project, which was intended to keep more digital advertising money in Switzerland, sparked criticism from competitors and led to Ringier's immediate withdrawal from the Swiss Media Association just three days after the launch was announced on August 20, 2015. Recently, Tamedia's cooperation with Goldbach in video marketing also caused a stir.