Publishers' association files suit against planned advertising alliance
The Swiss Media Association is stepping up pressure against the planned advertising alliance between Swisscom, SRG, and Ringier. Because the Federal Office of Communications (Bakom) has refused to grant access to the contract, the publishers have now taken legal action.
The Association of Swiss Media and other private media have filed a complaint with the Federal Administrative Court, court spokesman Rocco Maglio told news agency SDA on Tuesday. Maglio confirmed corresponding reports from 24 Heures and the Tribune de Genève. The three companies SRG, Swisscom and Ringier had announced in August 2015 that they would market their advertising in print, online, TV and radio in a joint company in the future (more on the topic). Thanks to the Swisscom data, Allianz will be able to offer advertising tailored to target groups.
National Council strengthens publishers' backs
The Publishers Association is vehemently opposed to the joint venture. In its view, it jeopardizes media diversity in Switzerland and leads to an uneven playing field in the industry. However, the publishers are leaving a loophole open: if Bakom were to make the documents relating to the proceedings available to them, the association would withdraw the complaint, Maglio added. When asked, a Bakom spokeswoman explained that the question of who would be given access to the documents was currently being investigated. In principle, however, this was limited to involved parties, she said. Bakom had, however, consulted the individual industry players. The publishers are receiving support from the National Council's Commission for Transport and Telecommunications. Among other things, it recommends that the Federal Council include the private media companies in the procedure for SRG's participation. They should also be given access to the documents relating to the procedure.
Waiting for Bakom investigation
For the time being, however, SRG is not allowed to use the new joint advertising platform. To avoid being presented with a fait accompli, Bakom has issued a precautionary measure. The ban applies until the conclusion of the supervisory procedure, but no later than March 31, 2016. The Bakom investigation concerns the question of whether SRG's participation in the advertising alliance impairs SRG's programming mandate or significantly restricts the scope for development of private publishing houses and media providers. If Bakom finds this to be the case, it can propose specific conditions for the SRG to the Federal Department of the Environment, Transport, Energy and Communications (DETEC). The Competition Commission already approved the joint venture without conditions in December. (SDA)
