In a few weeks, it will become clear whether the payTV channel will broadcast the German Soccer Bundesliga or not. That's what CEO Georg Kofler said in Munich. He describes the situation as open. Premiere has increased its operating result and made the leap into the profit zone. Premiere has agreed on a strategic cooperation with the sports broadcaster DSF for the next three years and was thus able to prevent the rights to the Champions League from reverting to the European Football Union Uefa. Under the Champions TV market, Premiere will present one match live and unencrypted on DSF on each of the 13 match days. Premiere describes Champions TV as a "nucleus for free TV activities. After acquiring the Champions League rights, Premiere had even briefly considered buying DSF in order to also own a station in the freeTV sector. Attractive offers from combined pay and freeTV packages were announced to advertising customers. In general, Premiere expects advertising revenues to rise. In the coming weeks, Premiere plans to present the results of negotiations with the holders of the Bundesliga rights. However, the chances are not good. The media company Arena, which was surprisingly awarded the rights instead of Premiere, had recently reported that it did not want to resell the rights, but to exploit them itself. According to a report in Spiegel, ex-ProSieben boss Dejan Jocic, who once gained sports experience at DSF, is to become head of production at Arena and put together the moderation and editorial team.

The international free newspaper Metro
can look back on a positive business year. According to the balance sheet
For the year 2005, the free newspaper family was able to achieve growth in the
Advertising revenues up 19 percent to US $ 359.7 million
were recorded. Also up 19 percent were the average
Daily circulation of the paper: 4.9 million copies were sold last year.
daily.
2005 was the year of major investments for Metro: 17 new issues
were launched and the paper expanded into 23 new cities with a
population of more than 200,000. In ten out of a total of 17 countries in which Metro
International operates, positive operating results were achieved. The operating loss for the
last year amounts to 2.5 million US dollars. According to own information
Metro the largest and fastest growing international daily newspaper
the world.

Mobiltelefonie Lowe Zürich presents Orange once again with a real Orange campaign. The launch campaign of Orange is with
their aloofness in the best of memories. With the two commercials that
a salt lake and in Greenland, it is Lowe Zurich 1999
succeeded in promoting the international Orange brand with advertising from Switzerland.
to create an unmistakable image.

The new Orange Brand campaign from Lowe Zürich now builds on this
extremely successful launch campaign with the still familiar
mystical landscapes. Advertising can dare to do this because the inner
strength of the Orange brand now seems to have been consolidated. Whereby the
further development even more intensively with these strengths,
the needs of Orange customers even more important and also
product and service "shows in an exemplary way why there is more
can make sense and be fun to be with Orange," says Lowe.

Cheaper, even cheaper, the cheapest: the price war in the
mobile telephony market - the longer, the more - does not exactly contribute much to the
brand strengthening. This is certainly nothing new. But Orange is one of them
convinced that many customers want attractive prices without sacrificing
the quality of a genuine brand. "Therefore, firstly
customers, and secondly, it can't do any harm,
to tell people this with advertising that is second to none",
the strategists at Lowe know.

This gave rise to the idea of advertising Orange in a different way, in an unusual way.
be visually impressive and not the seemingly obvious.
to do. The challenge is to achieve measurable success - and
win people's hearts at the same time. Lowe wanted to solve the
not with "funny" punchlines, but rather, as with the first
Campaign with a timelessly effective idea. Orange is based on certain priorities: The following are important
The background of the brand is a very accommodating service,
needs-oriented solutions and, above all, fair price plans. "Orange
takes the individual customer seriously and offers them room to develop,
says the briefing. These values therefore play the main role in the
Lowe Zurich's new campaign, which in turn is based entirely on the
Switzerland.

The film and photo shoots took place in Chile. The in the truest
the high north of the country serves as an impressive
The backdrop for very simple and haunting films. The filming locations in the
desert were between 2500 and 3800 meters above sea level, with temperatures
from minus 10 degrees at night to plus 40 degrees during the day. Why Chile? The Creative Directors of Lowe Zürich, Sebastian Stolp
and David Köder, who also created the first Orange campaign,
think at first wittily: "Because we're finally back in the sandstorm
wanted to have coffee together." Then they put it on the
Point: "Because a brand sometimes has to travel to the ends of the earth to
to find it yourself."

Consultant and strategist Rolf Jeger adds: "An important factor was the
Chile was also a major film and photo production for this large
had unbeatable value for money to offer." The spots
were no longer produced by Neue Sentimental Film, but by
Knucklehead realized in co-production with Condor. The spots
communicate their message primarily at the emotional level.
Visual language. The idea can be translated into words: It has become
shown that Orange customers are still people who simply and
communicate in an uncomplicated way and want to be treated fairly. People,
for whom freedom and development are the greatest good.

For the creatives at Lowe, it also shows that a rather sensitive
advertising at a high visual and conceptual level
international brands is very well received by potential and
existing Orange customers. We speak the same language, so to speak:
Just "orange". The films in particular are therefore designed to
generally rather hectic, yet often characterized by boredom
advertising block with calm power. "Calm and impressive
the commercials introduce the special world of Orange and advertise
respectfully for the viewer's attention," says Jeger. In the process
the concluding, inviting question "Do you speak Orange?"
be both a confirmation and a challenge.

Where sensible and necessary, the individual spots are supported by strong
supplemented by short, information-oriented reminders. But even without these
The films have provided assistance both in test situations and in real life.
achieved exceptional values, especially for
Conspicuousness, understanding and sympathy. The campaign is centered
October with the first of six TV and cinema commercials, flanked by
of posters, some advertisements and the whole range of
appropriate below-the-line measures through to the POS.

Just a few months after the start, the effect on the figures at
Orange Switzerland extremely pleasing. Lowe sees this as proof,
that even in difficult times, strategic investments in a
brand could well pay off.

Andreas Panzeri

The Federal Department of the Environment,
Transport, Energy and Communications (DETEC) has not changed the
financing of the television program "Traumjob".
Concessionary provisions are covered by the wage financing of the
"Dream Job" winner from Swiss television was not violated,
reports the SDA. The federal supervisory authority investigated the
financial compensation paid by Swiss television to the co-producer
and main protagonist of the program Jürg Marquard. He had 600,000 francs
receive production compensation, a third of which is paid as an annual salary.
went to the winner.

Competitions The MetaDesign agency and the
Pro Carton interest group are currently conducting a study at the University of
Künste Berlin organized a student competition. The task: How does
the Chanel brand? What does the Lego brand taste like? What does the brand smell like
iPod? And how can the different senses be integrated into packaging?
embed? The focus is on a new development in care
of brands and the originality of the solutions used: The brand
should be experienced with several senses in order to emphasize the conciseness
and to strengthen the brand impression in the long term. Because: Multisensory
MetaDesign is convinced that branding is the future. According to
internal estimates, around 40 percent of the leading
Brand manufacturers develop strategies to achieve a higher
Brand loyalty of customers by appealing to several senses
reach.

Beverages For the first time, Coca-Cola
Beverages AG has combined its two lead brands Coca-Cola and Valser in one
customer loyalty program. The aim is to make the two beverages
the gastronomy sector. To this end, the creative minds at P
Formance's Perfect Serve advertising media, which despite strict CD requirements
surprise with their independence: from the "Bible" to the
from the presentation case to the club card.

Column If stress, then at least in
Europe. This is not only the view of the author, but also the
The result of an American study carried out a few years ago by two
Psychologists study the lifestyles of South Tyrolean farmers. Amazed
they found that they did not distinguish between work and leisure time.
differentiate. The farmers milked their cows, mowed meadows, told
stories, played the accordion - without being caught between duty and pleasure
clearly separated. Asked what they would do with more time,
they replied in astonishment: the same.

Milk, mowing, fairy tales, music.
Too good to be true. Don't we constantly torment ourselves with the
breathless feeling of not having enough time for everything and anything? In the
In the United States, the term "express disease" is already in circulation. They
is expressed in the feeling of being constantly rushed, as well as in the
Inability to make pleasant memories.

There is another way.
Among the Kapauka people in Papua, for example, it is frowned upon to
to work the following days. The Hausa, a Nigerian
ethnic group, take it more leisurely. They need up to 20 minutes,
to say hello to each other.

To compare the pace of life in different cultures, the
American psychologist Robert Levine has traveled the world. In just as
ingenious and bizarre experiments in 31 countries, he measured the
The speed at which pedestrians cover 20 meters. Or how
postal employees take to print a standard stamp
sell. Or the accuracy of public clocks.

The result: all Western European countries are at the top.
Switzerland is even in first place, followed by the Asian tiger economies
and the USA. While the last eight places were taken by
non-industrialized countries in Africa, Asia and Latin America
be occupied.
According to Levine, the data shows that the pace of life can be used to
can make a relatively reliable prediction as to whether a person will suffer from a
heart attack dies. The study once again proves the paradox that
in countries where people have a great deal of life-sustaining
technology, everyday life is much more stressful.

The Japanese set one of the highest working speeds and are modest
and with 1.5 weeks of vacation a year and die of "karôshi",
death by overwork. They suffer from "nichiyô byô", the
Sunday sickness, and "kyùjitsu byô", the vacation syndrome. For these
People find it unbearable not to be allowed to work.

In what is certainly an unprecedented project, the Japanese
government with official campaigns to reduce the work frenzy in the country.
throttle. With posters such as "Vacation is proof of your competence"
the government representatives are appealing to the employees' common sense.
Private companies are more unrestrained. Announcements such as "We
order you to take a week's vacation" no longer surprises anyone.

Levine comes to the surprising conclusion that the dolce vita is, of all things
takes place in Europe. Although people here live much more
faster, but also have more vacation time than in the USA, for example, where
on average has to make do with two weeks.
We should be happy about that. At least for a few seconds.

Alexander Jaggy is Managing Director Creation and partner at Jung von Matt/Limmat.

TV marketing reported for 220 hours
Swiss television alone covered the Winter Olympics in
Turin, and a similar number in French-speaking Switzerland and Ticino. Thus
the three TV chains have a good 600 hours of Olympic
TV reporting, which the SRG, including the
broadcasting rights cost 23 million francs. In the context of this
broadcasts, SRG marketer Publisuisse is probably offering around 2000
advertising minutes - how many there actually are
Publisuisse spokesman Peter Kaufmann, however, will not disclose the details.
We also report on sales success to date, turnover or the
He says nothing about advertising block utilization. "As a matter of principle, we do not issue
information on income in connection with individual events," he says.
firmly. And when it comes to cross-media, he only says exactly what you can say yourself.
can see and hear. We can only hope that Swiss athletes and
TV commentators will be more verbose in the coming days. (mk)

The two companies Swisscom IT
Services and Google have signed a partnership agreement in the enterprise sector for the
Enterprise Professional program signed. Swisscom thus becomes the
first Swiss partner of Google and offers extensive
Services such as system integration and hosting around the new
Company product of the well-known Internet search engine on. The
Enterprise Search Appliance enables fast and easy
Access to corporate information on the Internet and intranet in all
languages and with a mouse click. This way, employees, partners or
Company's customers use the same technology on which
Google's search engine. In the process, security functions ensure that,
that users only view documents that they can actually access.
are allowed to access.

Wallisellen-based Frontwork AG
introduces the touch-sensitive shop window. Up to now, mainly
static information through shop windows. The interactive
However, the communication surface has individually programmable buttons that
react to touch and works with flat screen monitors and
Rear projection screens. Thanks to an anti-reflective film, the
messages are optimally visible in daylight. With the
new means of communication, advertisers should also reach their target
outside store opening hours. A larger
Advertising impact and customer interest research should be
be made possible. A reference installation is available at
Swiss Prototype Center on Talstrasse in Zurich.

Private television Most local TV stations are
was loss-making, but its advertising sales increased significantly in 2005. Not
few are likely to get out of the red soon - even without fee-splitting shares under the new RTVA. Werbewoche surveyed 14 local TV stations for their
financial situation in 2005, 11 have at least partially
answered. As part of a listed company, TeleZüri is allowed to
not (yet) disclose certain figures, and four others are not (yet) ready with their
annual financial statements. Nevertheless, one conclusion can be drawn
draw: Although most local TVs in terms of reach and market share
stagnate (see WW 5/06), some are making massive gains in the financial area.
double-digit increases in sales are the rule. At the same time
TeleTell in the lead with growth of 31 percent. TeleBärn
at least reports a "noticeable" increase, and TeleZüri reports a "noticeable" increase.
a "clear plus". The latter on a high basis: 2004
TeleZüri had gross advertising sales of 21 million francs
and was in the black for the first time. In 2005, the
transmitter even made a profit.

TeleZüri as showcase winner
This means that TeleZüri remains the only broadcaster to date to have
became profitable. Although TeleBasel is also reporting "deep black
figures", as managing director Willy Surbeck proudly emphasizes, and also
TeleTicino and TeleSüdostschweiz were at least able to achieve a red
or break even - but all three managed to do so
only thanks to shares from fee splitting or - in the case of
TeleBasel - thanks to annual compulsory fees of 90000 regional
Cablecom customers.

All other channels (TeleBärn presumably included), on the other hand, have a
deficit. What accounting tactics are involved, with a
A sideways glance at the RTVA and the changed
fee-splitting criteria remains to be seen. What is striking is that
in most cases, the deficits decrease from year to year.
Even at Léman Bleu, which is the only one of the eleven providers to report lower
Michel Chevrolet, managing director of the company, expects to be able to
in 2007 with a balanced account.

Schaffhausen TV (SHTV) is in a special situation:
Its viewer figures cannot be reliably verified by Telecontrol.
which is why he cannot take part in the TeleNewsCombi
can. SHTV was only just able to maintain its turnover. But also
Here, Managing Director Klaus Winiger is able to report for 2006 in the areas of
Sponsoring and publicity reports at least a "slight improvement"
make up.

It is interesting to see from which markets the individual stations
live. The differences are great. While TeleZüri generates its main revenue
generated from the national market, the relationship between national
market to regional market for Léman Bleu 50:50, for most
However, the national market only has a share of between 5
and 20 percent. The reasons for this growth are also very much
differently: TeleOstschweiz tends to emphasize its
sales, TeleTicino will continue to offer its programming services and
Tele M1 and TeleTell refer to the TNC, and TeleBasel
is of the opinion that "the noisy competition" - meaning NW1 - for
has an advertising effect for the Basel station. In most cases, the
The growth in sales in the national and regional area is evidently
The changes were more or less balanced, so there were hardly any relevant shifts.
Only Tele M1 reports that the share of revenues from national
advertising has "almost doubled".

Opinions also differ on the importance of cross-media offerings
apart. "Very important," says Florenz Schaffner, Head of
electronic media at AZ Medien, such packages, especially for
TeleTell. At TeleBasel, Surbeck is experiencing a real "boom", and
Winiger from SHTV is euphoric, saying that cross-media is the best thing for his station.
"the future". In contrast, TeleOstschweiz and
TeleSüdostschweiz currently gives such offers only a "weak" or "weak" rating.
"small" role. TeleZüri is particularly strong with its own website
but not with print or radio, and even the top group
keeps radio and TV on separate lines. TeleTicino also has no
Cross-media offers.

Eastern Swiss with big goals
And what are the goals for 2006? Some stations, especially TeleOstschweiz
and TeleTop, are generally hoping for more viewers, while Tele M1 and
TeleTell specifically want to increase their ratings by 5 percent. Just now
TeleOstschweiz has introduced programming improvements, while
TeleBasel, TeleTop and TeleSüdostschweiz will probably still have a lot to do here.
quiver. Tele M1, TeleTell and TeleCell are aiming for rising revenues.
TeleBärn. Léman Bleu even puts this expectation at plus 50
percent in advertising sales. In addition, the Geneva-based broadcaster also wants to
achieve improvements in technical reach, as well as
TeleSüdostschweiz, which has high hopes for the DVB-T network (digital
television), which is currently under construction.

One more comment on TeleTicino: The broadcaster has been able to
temporary marketing cooperation with IP Multimedia now
under the wing of Radiotele again. However, with high
Expectations: "Our new Commercial Director Davide Lurati, a
connoisseur of German-speaking Switzerland, will, together with Radiotele, be our
national advertising offer. You will hear about it ...",
writes Filippo Lombardi, head of TeleTicino. He also believes that
to know what this brings: 12 percent more advertising in 2006.

The fee-splitting recipients
Never before has the Federal Office of Communications (OFCOM) distributed so much
Fee money to regional private TVs as in 2005: CHF 6.2 million.
The previous maximum amount was distributed in 2002 and amounted to
to 5.97 million francs. TeleTicino, until now almost always that broadcaster,
who received the largest share, not only received the largest
record amount in its history, but also the largest amount ever paid to a
Subsidy paid to individual broadcasters: CHF 1.231 million. Two
broadcasters are no longer able to feed off the fee pot: TeleStein and
Canal 29, while TeleNapf receives something for the first time.

The total amount for fee splitting is as follows
RTVG around one percent of the annual revenue from the
Reception fees. Of this, 45 percent goes to the local/regional
television stations. Organizers are supported in
Supply areas with small populations without sufficient
financing options and difficult distribution conditions.
Location-related factors and journalistic criteria determine the
Amount of the individual fee components.

Markus Knöpfli

Aid organizations Swissaid wants to
social discourse on bioethics with a controversial TV commercial
Lesch+Frei, which is one of the supporting organizations of the clearly
initiative, which was adopted last November, also counted
the Swiss Foundation for Development Cooperation Swissaid.
The politically and denominationally independent organization
supports self-help projects for disadvantaged people in the
Third World. Raising awareness of topics such as sustainable
Improvement of living conditions, the development and preservation of the
environment and the strengthening of civil society begins in the
Switzerland. Swissaid is currently working on the topic of patents
on life. What is controversial is that this does not refer to inventions, but
discoveries can be protected.

In addition to the great dependence on agrochemical companies, the
biodiversity is threatened, and the effects of the 
fee-based reuse of legally protected data and the use of
gene sequences would be incalculable. In this specific case, patent holders could
charge for grain seed. The question is,
how far the patentability of genes and cells could go, not
answered precisely.

This is where Swissaid intervenes with a controversial TV commercial.
opinion-forming process. The commissioned agency Lesch+Frei thought
the possible effects of patents on life consistently to the end
and tries to make the abstract topic emotionally accessible to the Swiss public.
to bring: While a woman is giving birth, a woman is in labor between a
mysterious stranger and the doctor. A voice from the
Off remarks: "Imagine there are patents on life and you
have not paid the fees." As soon as the baby is born, it takes
The stranger is taken into custody. The mother is left behind in despair. The
exaggerated dramatization and implementation in a familiar environment
is necessary, explains CD Thomas Lüber, in order to be able to tackle the top-heavy topic in 20
seconds to be placed effectively. The reference to the patented
Everyone should then create their own seeds.

 
Luca Aloisi