Association of Swiss Media adopts media policy manifesto
The Swiss Media Association (VSM) published a media policy manifesto in Lucerne on Thursday. In it, the association advocates maintaining a diverse and free media landscape. Liberal framework conditions are needed for this, it says.
Nine out of ten people in Switzerland obtain their information from the media every day. Independent media are important for a direct democracy like Switzerland, says the manifesto published by the VSM at its general meeting.
Important employer
The private media reported critically and independently on all areas of life. They also create regional identity with their regional reporting. Furthermore, they stand for diversity, as they ensure the supply of media in all language regions.
The media industry employs over 20,000 people. As a partner to the advertising industry, it contributes to economic development. And finally, independent media are an important locational advantage for an attractive business and research location in Switzerland.
Four core topics
Four topics are particularly close to the publishers' association's heart. The digital transformation requires new skills. With targeted investments in research, education and media skills, the public sector can make a contribution to the good development of media quality.
Second, the association advocates cost relief for the distribution of subscription daily newspapers by Swiss Post. Either Swiss Post would have to distribute newspapers and magazines at marginal cost. Or indirect press subsidies should be increased accordingly.
SRG in its sights
Thirdly, the VSM supports the financing of SRG via fees. However, the publishers insist that SRG must not compete with private media offerings. They also say that Swiss radio and television must refrain from new forms of commercialization.
This refers in particular to the new Admeira marketing platform from SRG, Swisscom and Ringier. In the longer term, according to the publishers' association, SRG should do without advertising and sponsorship altogether. The SRG's fee income should be reduced.
Against new rules
And finally, the association is against unnecessary regulations in a new media law. This would endanger the independence of the media. Because of the rapid pace of technological development, new rules would not be very effective anyway, as the situation is constantly changing. However, it would make sense to revise the Radio and TV Act in order to adapt the structures of the SRG to the times. (SDA)
