Ringier, SRG and Swisscom welcome the decision of the Uvek
The DETEC has decided that SRG can participate in the joint advertising platform with Ringier and Swisscom. The DETEC currently sees «no significant restriction on the scope for other media companies to operate.» The three partners are satisfied with the decision.
This sets the course for a media policy that takes into account the fundamental upheavals in the media world, according to a statement from the three alliance partners. Marc Walder, designated Chairman of the Board of Directors of the joint venture: "We are very pleased. The authorities have made a forward-looking decision. The use of media is changing radically. This applies to readers, to listeners, to TV viewers and users. This is also changing the way advertising is played out. The authorities are taking this dramatic change into account. This is a groundbreaking decision for Switzerland as a media and advertising location."
In a second ruling, Bakom states that the current license does not yet allow licensed broadcasters, including SRG, to broadcast target group-specific TV commercials in their programs (Werbewoche.ch reported). The three partners said in the statement that they recognized that the legal conditions in this regard would have to be examined and adapted. The foreign advertising windows and the few non-licensed Swiss TV broadcasters already have the possibility to broadcast target group-specific advertising. By adapting the regulation, the competitive disadvantage of Swiss broadcasters compared to foreign advertising windows should be averted. The three partners are "confident of keeping Swiss market players on an equal footing in competition with foreign broadcasters." The launch of the new marketing company is still planned for the 2nd quarter of 2016.
