The advertising film, which can now be seen in cinemas in German-speaking Switzerland, demonstrates that there are an infinite number of drinks in a bottle of Disaronno. Whether Disaronno on ice, with cranberries, prosecco or lemon, the base is Amaretto from Saronno. The commercial was produced by Zurich-based film production company Wirz Fraefel Paal.

> To the spot

Responsible at Illva Lugano: Gianfranco Caci (CEO), Battista Cruceli (Sales Director). Responsible at Weber Harbeke Partners, Zurich: Max Weber, Thomas Harbeke (CD), Giovanni Pucci (consulting), Marcel Fässler (AD), Christian Sidow (text). Responsible at Wirz Fraefel Paal, Zurich: Cello Schnyder (director), Nina Wirth (producer).

In the 60 new radio commercials from Advico Young & Rubicam, an alcoholic is repeatedly heard talking about his everyday problems. His recordings begin with the day and time of the week. Each spot is broadcast once, so that his radio broadcast time coincides with the day and time in the spot. The diary-like campaign documents how alcoholics have to hide and fight their addiction around the clock. The radio campaign was not only broadcast on Radio 24 but also online on Bluecrosszuerich.ch continued.

> To the example spots

Responsible at Blue Cross Zurich: Henrik Viertel (responsible for marketing, PR, fundraising), Stephan Kunz (Managing Director). Responsible at Advico Young & Rubicam: Philipp Skrabal (CD), Dominik Oberwiler (AD), Andi Portmann (text), Tanja Mezan, Emilia Vasella (consulting), Christoph Benz (sound).

The state should not interfere in media content, but should ensure favorable framework conditions, was one of the demands at the forum. Hans-Jürg Fehr (SP), Alain Berset (SP) and Dominique de Buman (CVP) emphasized the importance of the media and media diversity for the information and opinion-forming of voters in a direct democracy. In Fehr's opinion, in addition to radio and television, the press and new media also require state regulation that safeguards the public service and, if necessary, co-finances it via fees without interfering with media content. In contrast, publisher and editor-in-chief Norbert Neininger called for tax concessions and legislative changes. And SVP General Secretary Martin Baltisser called for the Competition Commission to intervene against press concentration at regional level and cartel agreements between publishers.

(Arena of the Federal Council parties (from left to right): Dominique de Buman (CVP), Martine Brunschwig Graf (FDP), Martin Baltisser (SVP), Alain Berset (SP)).

NZZ media journalist Rainer Stadler showed how the economic situation of newsstand newspapers is suffering from the decline in advertising revenue. And Karl Lüönd lamented the rampant exodus of good journalists to "cozy niches in the hobby sector" due to the pressure to save money and the poor working conditions in journalism. The dangers of these developments were illustrated by Martine Brunschwig Graf with the example of the affair surrounding Gaddafi's son. According to the FDP National Councillor, the inaccurate reporting at the time had intensified the state affair. She therefore called for the state to become more involved in the training of journalists.

Good framework conditions for publishers and media professionals
The representatives of the journalists' organizations said that it was unacceptable for newspaper publishers to receive money and support from the state in the form of tax and distribution concessions and legislative changes on the one hand, while refusing to pay journalists minimum wages on the other. They were referring to the situation in German-speaking Switzerland and Ticino, where publishers have been refusing to discuss a collective labor agreement for six years. Freelance journalists in particular would suffer from the lack of a minimum wage guarantee.
Media scientist Dominique Bourgeois showed that there are also functioning business models in the age of new media. While constitutional law expert Eva Maria Belser showed the possibilities and limits of the state passively protecting media freedom and referred to the often "anti-media" federal court rulings, her colleague Pascal Mahon compared various foreign models of media promotion.

(Caption (from left to right): Roland Jeanneret (Director), Christian Campiche (Vice President Impressum), Peter Studer (former President of the Press Council and publicist), Peter Rothenbühler (journalist and publicist), Daniel Pillard (Director Ringier Romandie), Norbert Neininger (Publisher Schaffhauser Nachrichten), Hans-Jürg Fehr (SP National Councillor, media politician, editor and publishing director)).

(Photos: Stéphanie Brodard, Nina Aeschbacher)

There will be no changes for the approximately 20 employees. The jobs at the Stäfa site will be retained, according to a press release issued on Monday. Production at the current site as well as the management and technical contacts will remain in place. All those involved will continue to operate under the current company name until further notice. Theodor Gut will also retain his seat on the company's Board of Directors. Gut assured the media that the sale of the printing company would not affect Zürichsee-Zeitung. Zürichsee Druckereien has not been printing newspapers for years, but specializes in pre-press.
The companies expect the takeover to generate synergy benefits for both sides. The Egg-based media company FO Print & Media, whose core business is the production of printed matter, is hoping for growth in the area of periodical production. According to Managing Director Ivo Mani, Zürichsee Druckereien, on the other hand, wants to benefit from FO Print & Media's range of services, which also includes online media and the production of securities.

Blum sees a shift in power from institutional politics to the media and is calling for state support for newspapers at the expense of the SRG. In Blum's view, the shared responsibility of the media and democracy is seriously at risk. Today, the media dictate the political agenda. The inflation of information and usage options has replaced social discourse.
The fetish of the ability to achieve a majority under the dictates of advertising has leveled the offer, said the former radio director and former SP National Councillor. In addition, the economic concentration process was endangering media diversity and freedom of opinion. Political decisions had become for sale and television was a bazaar: "Democracy on a case-by-case basis, democratization instead of democracy", Blum explained. The balance of power and responsibility has been seriously disturbed.
According to Blum, the problem has been exacerbated by the systematic reduction of journalistic resources. There has been a twofold shift in power from politics to the media and from critical journalism to commercial PR. Ethically responsible journalism has become a "de-luxe product" for economically good times.
At the symposium, Andreas Blum therefore called for a new media regulation that includes the Internet. The aim is to examine what can be regulated within the national framework. For example, the SRG's position of power should be limited. Although it should continue to ensure the universal service in all language regions, it should only be one partner alongside others in order to enable journalistic competition.
Blum also wants to extend the circle of fee recipients to include high-quality daily newspapers. Despite brash denials from publishers, the crisis in daily newspapers is a fact. Without state support, they would have no future in the medium term. A redistribution of fee income is therefore needed. Independent media are indispensable for the democratic infrastructure. The key for the distribution of fees must be redefined. The inclusion of daily newspapers at the expense of the SRG is unavoidable.

With this reduction, the editorial team will once again make a contribution to reducing costs. Somm said this in an interview with Schweizer Illustrierte published in advance on Saturday. However, the extent of the job cuts is not yet known. Nothing has been decided yet either. BaZ already made around 30 editorial staff members redundant last year.
Somm sees a good future for himself at BaZ. He will continue to work as editor-in-chief at the newspaper for a few more years. He has enjoyed his job and had a good start. He explains the fact that the editorial team demanded his departure during the turbulence of recent weeks with his "strong profile" as a journalist. He had caused unrest in the city. For Basel, it was new to be able to read a high-profile bourgeois position in the newspaper - and even from the editor-in-chief himself.
The sale of Basler Zeitung Medien BZM from the duo Tito Tettamanti and Martin Wagner to Suter was announced on Wednesday. Tettamanti said in an interview with the Neue Zürcher Zeitung on Saturday that his involvement with BaZ was an "investment in a regional newspaper" and a pure "business". He wanted to separate the publishing house and the printing plant. Christoph Blocher's company Robinvest should have provided analyses for this. Robinvest could also have been interested in taking over the printing company, said the 80-year-old investor from Ticino in an interview with the Tages-Anzeiger and Der Bund newspapers.
The harsh reactions to the mandate of SVP Vice President and former Federal Councillor Blocher ensured that Tettamanti left the Basler Zeitung after just ten months. In interviews, Tettamanti repeated his pithy words against the reactions in Basel: he spoke of intolerance, hatred and bigotry. The reactions were also extremely harsh for Blocher: "What has happened in Basel in the last two weeks borders on witch-burning," he said in interviews with the Sonntag and Sonntagszeitung newspapers.

Every year, the most important celebrities with a connection to Zurich are selected and honored in the annual publication. The digital magazine was realized as a pilot project by publisher Eugen Baumgartner, of Eugencom Edtion Zurich, in collaboration with the Zurich Oberland cross-media agency Fresh Interactive. The magazine is specially designed for use on the iPad. All pages can be viewed either in portrait format as a text version or in landscape format as a picture gallery.

The first works will be on display in January 2011.

Because with the new apps, these are now directly accessible on the smartphone. The new samy4me app with offers from companies such as Chicory, Interhome and McDonalds will be launched on the iPhone in January. With targeted communication measures, Matter & Gretener will then ensure that, on the one hand, the number of samy4me users grows as quickly as possible and, on the other hand, other interesting companies and organizations benefit from this new technology.

The licenses will be auctioned off before the summer vacations. This was announced by Comcom on Friday. The tender will take place in particular in view of the expiry of the current mobile radio licenses, which will become vacant at the end of 2013 and 2016 respectively.
In addition, a further frequency range is available that can be used for mobile communications after analog television transmitted from antenna masts is switched off. And a new generation of mobile communications, Long Term Evolution LTE, which enables much higher transmission speeds, is just around the corner. As Comcom President Marc Furrer told the media in Bern, there is a need for action. This is because the boom in all-rounder cell phones, such as the iPhone, is leading to a doubling of the data volume in the mobile network every eight months. If this capacity is not made available, the network will very quickly reach capacity bottlenecks, Furrer continued. The new allocation of mobile radio frequencies is perhaps the biggest step in the expansion of the mobile network since the GSM licenses were awarded.
In the interests of transparency and equal treatment, the frequency will be awarded in an auction, Comcom also announced. Both the current network operators Orange, Sunrise, Swisscom and the small In&Phone as well as all other interested companies could participate in the tender under the same conditions. In contrast to the past, the number of licenses and the frequency equipment will not be awarded by Comcom, but will in principle be open. This means that telecoms providers can bid for the frequency spectrum that suits their business models.
The early allocation of frequencies and a useful life until the end of 2028 should ensure that companies can plan for the long term. However, the frequencies do not come cheap. If all frequency blocks are sold at the minimum price, over CHF 600 million will flow into the federal coffers, according to calculations by the SDA news agency. The minimum price corresponds to the sum of the annual frequency fees and the costs of the award procedure, said Furrer. The aim is not to flush as much money as possible into the federal coffers, but rather to allocate the frequencies optimally. The aim was not to leave providers without money to invest in infrastructure.
Reactions of the telecom companies
The planned auction for the reallocation of all mobile radio frequencies is not causing undivided joy among all telecommunications companies. While Swisscom and Sunrise have already announced their participation in the auction, Orange wants to analyze the conditions first and comment later. The subsidiary of France Telecom is annoyed that all mobile radio frequencies - including the existing GSM and UMTS frequencies - are going under the hammer. It had argued with the authorities that the existing GSM and UMTS licenses should simply be renewed, whereby the fair allocation of the 900 megahertz spectrum should be continued.
At the request of SDA, Orange announced on Friday that it was of the opinion that only the currently free and the new frequencies should be auctioned. An auction of the existing licenses would strengthen Swisscom, which has much greater financial power. In addition, the money paid to the federal government for the auction would not be available for new products and the expansion of mobile networks, Orange criticizes. In addition, a new tender would jeopardize the investments made in recent years, as there is no certainty that the necessary spectrum for the provision of mobile services could be acquired at auction.
Sunrise criticized the minimum prices set by Comcom for the auction. These were high and ran counter to the aim of offering the cheapest possible mobile services. Nevertheless, the number two in the industry announced its intention to acquire the corresponding blocks in all the necessary frequency bands in order to secure fast mobile broadband connections.
A merger of Orange and Sunrise in the auction, as Comcom President Marc Furrer had suggested as a possibility, is not arousing any enthusiasm among the two Swisscom competitors. This is one option among many, said Sunrise spokesman Roger Schaller. Orange is not averse to joint network solutions with other providers, said spokeswoman Therese Wenger.
Swisscom, for its part, certainly wants to take part in the auction and observe a possible cooperation between Sunrise and Orange, as spokesman Carsten Roetz said: "We welcome the fact that the auction is taking place so early and that the frequencies are being allocated on a technology-neutral basis. Roetz did not want to say anything about the costs.