More uncertain than ever
Cable network operators in Geneva and Lausanne against display of M6 advertising window
Cable network operators in Geneva and Lausanne oppose the M6 advertising windowBy Anita Vaucher The cable network operators in the two largest conurbations in western Switzerland, Geneva and Lausanne, are opposing the insertion of the planned M6 advertising window. Now its marketer IP Multimedia is putting pressure on the trade associations.
There is no end to the confusion surrounding the long-planned advertising window for French-speaking Switzerland on the French private TV station M6. What was still circulating as a rumor last week has now been confirmed: The two cable providers TeleGenève (Geneva) and Urbanet (Lausanne) have signaled that they want to do without the advertising window.
TeleGenève, which also operates the local station Léman Bleue, explains that broadcasting the advertising window is not financially interesting. In addition, the "program suisse" that M6 offers together with the Swiss advertising window is not significantly different from the French offering.
Therefore, the advertising window alone is not interesting for the viewers, said Michel Vieux of TeleGenève. And last but not least, according to the sibylline justification, one respects the position of the Federal Office of Communications (Bakom) and Télévision Suisse Romande (TSR), both of which had expressed vehement opposition to the advertising window.
The decision for or against the insertion of the advertising window in Neuchâtel, the third major catchment area in French-speaking Switzerland, is to be made in the next few days. André Vuillemez of the responsible cable network operator Video 2000 told WerbeWoche. If this decision is also negative, it will be a tight squeeze for the M6 advertising window.
IPM now seeks support from trade associations
Meanwhile, the advertising time marketer IP Multimedia (IPM) continues to make optimism and wants to wait for the official negotiation result of the cable companies of Western Switzerland with M6. Bakom in Biel is not up to date on the latest developments regarding the decisions of TeleGenève and Urbanet and is reportedly still waiting for the copy of the authorization for the advertising window, which the competent French authority has already granted to M6. According to IPM spokeswoman Bettina Singeisen, however, Bakom must have received this copy long ago.
According to Singeisen, IPM is now seeking the support of trade associations to put pressure on
the cable companies. After all, economic interests were at stake, she said. In addition, she said, the advertisers' demand for alternatives to TSR is a fact. "Viewers also benefit far more from advertising for products they can also buy in Switzerland," Singeisen stressed.
There is no end to the confusion surrounding the long-planned advertising window for French-speaking Switzerland on the French private TV station M6. What was still circulating as a rumor last week has now been confirmed: The two cable providers TeleGenève (Geneva) and Urbanet (Lausanne) have signaled that they want to do without the advertising window.
TeleGenève, which also operates the local station Léman Bleue, explains that broadcasting the advertising window is not financially interesting. In addition, the "program suisse" that M6 offers together with the Swiss advertising window is not significantly different from the French offering.
Therefore, the advertising window alone is not interesting for the viewers, said Michel Vieux of TeleGenève. And last but not least, according to the sibylline justification, one respects the position of the Federal Office of Communications (Bakom) and Télévision Suisse Romande (TSR), both of which had expressed vehement opposition to the advertising window.
The decision for or against the insertion of the advertising window in Neuchâtel, the third major catchment area in French-speaking Switzerland, is to be made in the next few days. André Vuillemez of the responsible cable network operator Video 2000 told WerbeWoche. If this decision is also negative, it will be a tight squeeze for the M6 advertising window.
IPM now seeks support from trade associations
Meanwhile, the advertising time marketer IP Multimedia (IPM) continues to make optimism and wants to wait for the official negotiation result of the cable companies of Western Switzerland with M6. Bakom in Biel is not up to date on the latest developments regarding the decisions of TeleGenève and Urbanet and is reportedly still waiting for the copy of the authorization for the advertising window, which the competent French authority has already granted to M6. According to IPM spokeswoman Bettina Singeisen, however, Bakom must have received this copy long ago.
According to Singeisen, IPM is now seeking the support of trade associations to put pressure on
the cable companies. After all, economic interests were at stake, she said. In addition, she said, the advertisers' demand for alternatives to TSR is a fact. "Viewers also benefit far more from advertising for products they can also buy in Switzerland," Singeisen stressed.
