The TV deficits are getting smaller

Private television Most local TV stations are
was loss-making, but its advertising sales increased significantly in 2005. Not
few are likely to get out of the red soon - even without fee-splitting shares under the new RTVA. Werbewoche surveyed 14 local TV stations for their
financial situation in 2005, 11 have at least partially
answered. As part of a listed company, TeleZüri is allowed to
not (yet) disclose certain figures, and four others are not (yet) ready with their
annual financial statements. Nevertheless, one conclusion can be drawn
draw: Although most local TVs in terms of reach and market share
stagnate (see WW 5/06), some are making massive gains in the financial area.
double-digit increases in sales are the rule. At the same time
TeleTell in the lead with growth of 31 percent. TeleBärn
at least reports a "noticeable" increase, and TeleZüri reports a "noticeable" increase.
a "clear plus". The latter on a high basis: 2004
TeleZüri had gross advertising sales of 21 million francs
and was in the black for the first time. In 2005, the
transmitter even made a profit.

TeleZüri as showcase winner
This means that TeleZüri remains the only broadcaster to date to have
became profitable. Although TeleBasel is also reporting "deep black
figures", as managing director Willy Surbeck proudly emphasizes, and also
TeleTicino and TeleSüdostschweiz were at least able to achieve a red
or break even - but all three managed to do so
only thanks to shares from fee splitting or - in the case of
TeleBasel - thanks to annual compulsory fees of 90000 regional
Cablecom customers.

All other channels (TeleBärn presumably included), on the other hand, have a
deficit. What accounting tactics are involved, with a
A sideways glance at the RTVA and the changed
fee-splitting criteria remains to be seen. What is striking is that
in most cases, the deficits decrease from year to year.
Even at Léman Bleu, which is the only one of the eleven providers to report lower
Michel Chevrolet, managing director of the company, expects to be able to
in 2007 with a balanced account.

Schaffhausen TV (SHTV) is in a special situation:
Its viewer figures cannot be reliably verified by Telecontrol.
which is why he cannot take part in the TeleNewsCombi
can. SHTV was only just able to maintain its turnover. But also
Here, Managing Director Klaus Winiger is able to report for 2006 in the areas of
Sponsoring and publicity reports at least a "slight improvement"
make up.

It is interesting to see from which markets the individual stations
live. The differences are great. While TeleZüri generates its main revenue
generated from the national market, the relationship between national
market to regional market for Léman Bleu 50:50, for most
However, the national market only has a share of between 5
and 20 percent. The reasons for this growth are also very much
differently: TeleOstschweiz tends to emphasize its
sales, TeleTicino will continue to offer its programming services and
Tele M1 and TeleTell refer to the TNC, and TeleBasel
is of the opinion that "the noisy competition" - meaning NW1 - for
has an advertising effect for the Basel station. In most cases, the
The growth in sales in the national and regional area is evidently
The changes were more or less balanced, so there were hardly any relevant shifts.
Only Tele M1 reports that the share of revenues from national
advertising has "almost doubled".

Opinions also differ on the importance of cross-media offerings
apart. "Very important," says Florenz Schaffner, Head of
electronic media at AZ Medien, such packages, especially for
TeleTell. At TeleBasel, Surbeck is experiencing a real "boom", and
Winiger from SHTV is euphoric, saying that cross-media is the best thing for his station.
"the future". In contrast, TeleOstschweiz and
TeleSüdostschweiz currently gives such offers only a "weak" or "weak" rating.
"small" role. TeleZüri is particularly strong with its own website
but not with print or radio, and even the top group
keeps radio and TV on separate lines. TeleTicino also has no
Cross-media offers.

Eastern Swiss with big goals
And what are the goals for 2006? Some stations, especially TeleOstschweiz
and TeleTop, are generally hoping for more viewers, while Tele M1 and
TeleTell specifically want to increase their ratings by 5 percent. Just now
TeleOstschweiz has introduced programming improvements, while
TeleBasel, TeleTop and TeleSüdostschweiz will probably still have a lot to do here.
quiver. Tele M1, TeleTell and TeleCell are aiming for rising revenues.
TeleBärn. Léman Bleu even puts this expectation at plus 50
percent in advertising sales. In addition, the Geneva-based broadcaster also wants to
achieve improvements in technical reach, as well as
TeleSüdostschweiz, which has high hopes for the DVB-T network (digital
television), which is currently under construction.

One more comment on TeleTicino: The broadcaster has been able to
temporary marketing cooperation with IP Multimedia now
under the wing of Radiotele again. However, with high
Expectations: "Our new Commercial Director Davide Lurati, a
connoisseur of German-speaking Switzerland, will, together with Radiotele, be our
national advertising offer. You will hear about it ...",
writes Filippo Lombardi, head of TeleTicino. He also believes that
to know what this brings: 12 percent more advertising in 2006.

The fee-splitting recipients
Never before has the Federal Office of Communications (OFCOM) distributed so much
Fee money to regional private TVs as in 2005: CHF 6.2 million.
The previous maximum amount was distributed in 2002 and amounted to
to 5.97 million francs. TeleTicino, until now almost always that broadcaster,
who received the largest share, not only received the largest
record amount in its history, but also the largest amount ever paid to a
Subsidy paid to individual broadcasters: CHF 1.231 million. Two
broadcasters are no longer able to feed off the fee pot: TeleStein and
Canal 29, while TeleNapf receives something for the first time.

The total amount for fee splitting is as follows
RTVG around one percent of the annual revenue from the
Reception fees. Of this, 45 percent goes to the local/regional
television stations. Organizers are supported in
Supply areas with small populations without sufficient
financing options and difficult distribution conditions.
Location-related factors and journalistic criteria determine the
Amount of the individual fee components.

Markus Knöpfli