Germany: New business models from IP and Seven-One
After coming under scrutiny from the German antitrust authority, the two TV marketing companies, IP and Seven One, are now calling for greater transparency in the TV industry and proposing new models.
After being targeted by the German antitrust authorities, the two TV marketers IP and Seven One are now calling for more transparency in the TV business and are proposing new models. As the head of IP Deutschland, Martin Krapf, confirmed in a report by Horizont.net, they want to fundamentally change the market system. In future, customers will be able to determine whether their media agency acts as a trustee or a broker. Broker rates are higher, but pool discounts can be used in this deal. Trustees, on the other hand, act on behalf of the client and pass on discounts on a one-to-one basis; they are cheaper, but their clients cannot benefit from pool advantages. SevenOne is making the same point, and the ProSiebenSat1 Executive Board is also open to new solutions. With this offensive, the TV marketers are reacting to the German Cartel Office's suspicion of illegal agreements (see
searched). The companies now want to promote their new model, as radical changes are only possible through consensus.
searched). The companies now want to promote their new model, as radical changes are only possible through consensus.
