Fundraising Publicis has reached into the bag of tricks of Parisian star animators for Zurich Zoo.
It is considered the king of the animal world. In many zoos, however, it has to live behind bars like a felon. This is set to change. To mark its 75th anniversary last year, Zurich Zoo wanted a more suitable enclosure for its noble big cats. Since then, a star-studded line-up has been committed to the new lion enclosure. And when an agency has a lion's head in its logo, it naturally wants to be at the forefront of this hunt for funds for the lions. The Zurich agency Publicis has commissioned Paris-based studio Mac Guff Line to produce an animated film. This is intended to ensure that the 7.5 million francs required for the enclosure are raised more quickly. The two film characters were voiced by musician Marc Sway, who has enjoyed success beyond Switzerland's borders.
The main characters in the animated film are Pat and Stanley, a hippopotamus and a dog. The two perform a song and dance interlude à la "The Lions King" for a good cause. They sing "In the town, the nice Swiss town, the lion needs your help" at the top of their lungs. At the end, the words appear: "We sing for the new lion enclosure. You can help too: PC-80-804-4."
The TV and cinema spot will be shown on a big screen at the zoo at a gala to mark the ground-breaking ceremony for the new lion enclosure on March 30, accompanied live by Marc Sway. The film will then be shown in various Swiss cinemas and broadcast on TeleZüri and Star TV.
The Indian lion is endangered If you donate, you help Indian lions to enjoy a better quality of life. With 200 francs you will be mentioned in the Tages-Anzeiger and Zürichsee-Zeitung. If you donate 1000 francs or more, you will also receive an invitation to the opening of the facility. If the lions are worth 10,000 francs, they will be immortalized on a donor plaque in the new facility.
A lion that has been living in Zurich since 1991 will go into this one. Back then, Baghirat came as a gift from the Indian government to mark the 700th anniversary of the Swiss Confederation.
In their ancient homeland, lions originally inhabited a large distribution area that stretched from the Arabian Peninsula, Palestine, Mesopotamia and Asia Minor to the Near East. Over the centuries, this species of lion was pushed further and further eastwards by hunting.
To counteract the extinction of the Indian lion, the Indian nature conservation authorities are working closely with the zoological gardens. Since 1991, the population in the conservation breeding program in Europe has increased to 80. This international conservation breeding program in zoological gardens has thus become an essential part of the conservation of these rare lions.
Modern zoos see themselves as centers of nature conservation and have jointly formulated a World Zoo Conservation Strategy, which is supported by the International Union for Conservation of Nature. The strategy formulated by Zurich Zoo in 1992 is based on this and will make Zurich Zoo one of the most modern zoos in the world. A centerpiece is the Masoala rainforest. An attractive nature experience with animals and plants at the center is intended to capture the hearts of visitors. Around 2000 animals of over 260 species can be seen in Zurich.
Stars for the KingThe 3D animation for the collective spot for the lion enclosure was realized by Pierre Coffin and Jacques Bled from the internationally renowned production studio Mac Guff Ligne. Mac Guff Ligne was founded in Paris in 1986 and caused a sensation with a 40-part mini-series on MTV and later with a music video for Neneh Cherry. Today, Mac Guff Ligne produces animations for advertising agencies all over the world, such as the BBC in England, Snickers in Russia, Mercedes in the USA and Nissan in Japan.
Pat and Stanley's voice is also a hit: it belongs to Zurich pop star Marc Sway. The son of a Swiss father and a
Brazilian was discovered by BMG Munich three years ago. Last year, the debut single "Natural High" quickly conquered the German airplay charts.
The zoo song was composed by Renzo Selmi and recorded at the Selmi recording studio in Zurich. (pan)
Fun with a serious background: a wild horse and a dog duet to raise money for the new lion enclosure at Zurich Zoo.
A tone of conviction: Marc Sway setting the original charity commercial to music.
Andreas Panzeri

Retail Migros has entrusted Spillmann Felser Leo Burnett (SFLB) with its fashion advertising budget. The agency beat the competition with a creative concept that can be used over the long term, and the first works will be seen in late summer.

Marketer Change of strategy at Goldbach: IP Multimedia (Switzerland) enters the local TV business. Up to now, IP Multimedia (Switzerland) has focused on the national or regional language market. Accordingly, in addition to its TV advertising windows and Energy Zurich, it primarily marketed radio pools and entire ad screen networks, and in the online sector it also mainly served national customers.now it is changing this strategy as of April 1: in future, IP also wants to work the local market for all its electronic media. "We now also want to exploit this potential," says IP CEO Michi Frank.
Although he cannot yet put a figure on how big this is, he has looked over PubliGroupe's shoulders long enough and seen how well the Yellow Pages (LTV) business is working there. What's more, this market appears to be crisis-resistant, as the corresponding PubliDirect P division has also grown steadily in recent years. "We are now transferring what PubliGroupe does with LTV to the electronic media. We are diversifying into the local market," says Frank.
This means two things for IP: firstly, it is now entering an area that it has previously left to others - the marketing of local TV. Three agency agreements have already been signed with the stations TeleZüri, TeleBasel and TeleBärn, and negotiations are still ongoing with others. "We are concentrating on the big cities and are deliberately not pursuing a national strategy," emphasizes Frank.
In addition, IP must now enter the local markets and have a local presence there. In addition to the existing agencies in Küsnacht ZH, Biel and Lausanne, it is opening two more branches in Basel (April 1) and Berne (May 1). Seven new employees will be recruited. "We want to be close to the new local customers, but at the same time we are also closer to the national customers in the centers," says Frank.
Each of the now five branches functions as an independent cross-media center: the teams are able and tasked with selling all electronic media and networks in IP's portfolio. "One face to the customer" is Frank's motto. If things go well, IP is already considering opening further branches in eastern and central Switzerland as well as in the Swiss sunshine region. "We already have an ad screen employee in Ticino anyway," says the IP Multimedia CEO.
This year, however, the IP outposts should first get to know the new markets for the company, build up contacts and acquire the relevant expertise. In particular, the first task is to increase acceptance of TV as a medium among SMEs and to break down the image of TV as an expensive advertising medium by explaining the "true costs".
Consequently, IP does not expect a return on investment from local markets in the TV medium this year. The situation is different in the online and ad screen area: "We already want to earn money with what we generate with local customers," says Frank. He estimates that sales of one million francs each should be possible.
"We believe that we can bring movement to these markets," summarizes Frank. And Klaus Kappeler, CEO of IP parent company Goldbach Media, adds optimistically: With its entry into the marketing of local TVs, IP is not merely aiming to redistribute budgets and market shares. "We are developing the TV market and bringing real growth," he says.
Two new unitsThe IP strategy change is also reflected in the organization: In addition to the existing units TV (advertising windows), Energy Zurich, Radio and Ad-Screen, IP Multimedia now forms the Regional TV and Local Sales divisions, which employ around 10 people. The management
Regional TV will be taken over by Philip Hofmann, while Peter Isler will be responsible for local sales. And local sales teams are being set up in Küsnacht (Zurich, Eastern and Central Switzerland), Basel (Northwestern Switzerland), Bern (Berne), Biel (Central Switzerland) and Lausanne (Western Switzerland). The contact persons in the new branch offices
are Tamara Schmid (Key Account Manager TV) in Basel and Margarita Cupin (Account Manager Ad-Screen) in Berne. (mk)
"We have the local market under control "Walter Liechti, Sales Manager at TeleBasel, and Marcel Geissbühler, his colleague at TeleBärn, confirm that they have signed a new contract with IP Multimedia. Both emphasize that it is a "completely normal commissioning contract" at standard market conditions.
However, Geissbühler does not expect any major changes: "We already had a contract with IP in the past, but it never resulted in any orders," he says. "But if they can change that, we would of course welcome it."
Liechti expects a few additional national campaigns at best. However, he does not expect IP to be able to open up the local market: "We have become very strong in the local business and, together with the already accredited intermediaries, doubled regional advertising sales last year." At best, competition among local intermediaries will intensify somewhat.
Geissbühler also believes that IP has little chance in the local market. "Most regional broadcasters have their local market well under control, I see IP's strengths more in the national market," he says. (mk)
Expansion: In addition to Küsnacht, Biel and Lausanne, IP Multimedia is also entering the local business with branches in Basel and Berne.
Markus Knöpfli

Nutrition The EU is calling on the advertising industry to take action against obesity. The advertising industry should work together with the food industry, consumer associations and health organizations to combat increasing obesity. This is the aim of the EU Commission, which launched the Platform for Action on Diet, Physical Activity and Health on Tuesday. Around ten organizations have joined the platform. They are to draw up proposals by the summer on how they can contribute to the fight against obesity. The focus is on consumer information, education, the promotion of physical activity, product composition, marketing and advertising, and the World Federation of Advertisers (WFA) is also a member of the action platform. It aims to promote responsible advertising and compliance with best practice rules of conduct. They are aware that this complex problem can only be solved together.
The Swiss industry is involved in the platform via the WFA, as the Swiss Advertisers Association (SWA) is also a member. Director Jürg Siegrist told Werbewoche that together with Swiss Advertising (SW) and the BSW, they are closely following developments in Brussels. In Switzerland, there is only an internal working paper from the Federal Office of Public Health. For Siegrist, it is clear that free communication must also be permitted for freely available products. "Obesity is a problem, but it must not lead to advertising bans," says BSW Managing Director Walter Merz.
No new ban, but a stricter interpretation of existing restrictions is what CVP National Councillor Ruth Humbel Näf is calling for. She has submitted a postulate calling on the Federal Council to examine measures in the fight against obesity together with the industry. For example, milk bars should no longer be allowed to be advertised as "healthy" if their sugar and fat content is too high.
Stefano Monachesi

Cigarettes What's currently a hit on billboards is now also available in pocket format: artistic silhouettes, as seen in the current Parisienne campaign, with the limited edition Parisienne Noire packs showing various themes that - placed next to each other - visualize the course of a winter's day. The mini works of art by Irina Polin, created by Sulzer Sutter, are available wherever cigarettes are sold.

"Certainty is nothing but a lack of imagination": this sentence by the philosopher Descartes was written behind the ears of thousands of advertisers worldwide in 1996, as it was at the heart of "Disruption" and elegantly summarized the creative principle of this guide to breaking the rules. The fact that breaking communicative conventions and traditions sometimes resulted in major commercial successes was by no means new at the time. But before Jean-Marie Dru, no one had ever put this insight into such a simple and impressive term. The textbook by the current CEO of the TBWA agency network impressed advertising assistants and clients alike. No wonder the resourceful Frenchman followed up with "Beyond Disruption" in 2002. The fact that the second book was not even translated into German is probably due to its lack of explosive power. Learn: Even the best word powder is quickly wasted in this industry.
> Disruption: Breaking the rules and shaking up the market by Jean-Marie Dru. Campus Verlag, Frankfurt a.M. 1997. 280 pages, originally 73 francs. (Now out of print, but available cheaply and well in antiquarian bookshops).
(oc)

Magazines The Swiss lifestyle magazine Faces has signed Tom Kummer as a columnist, and the figurehead of borderline journalism, who lives in Los Angeles and is notorious for his fake star interviews, will be commenting on the glittering world of Hollywood for Faces in future. Maxim Biller and Uwe Kopf, like Kummer former columnists for the defunct magazine Tempo, will also be writing for Faces.

As the new president of the Harbour Club, Alexander Fleischer wants to further professionalize the profession of communication managers, whether in politics or in the private sector: communication is becoming increasingly important. Nevertheless, the head of communications in a company is not yet at the same level as the head of finance or HR. "The Head of Marketing & Communications at PricewaterhouseCoopers in Zurich was elected as the new President of the Harbour Club in February. This club of press spokespersons, advertising managers, sponsorship managers and other executives in the field of corporate communications was founded in 2000. The number of members is limited to 50. "We want to remain manageable so that we can really get to know each other and have personal discussions."
Members must not work in an agency, but must be responsible for communications at the highest level in a company. There is a waiting list for the club, but it is "not dramatic". The idea of the club: "We want to raise awareness at the highest level that communication is a strategic value driver and how best to deal with it."
"Harbour Club" sounds international. However, the network is purely Swiss. The name goes back to the Clubhouse on Lake Zurich, where the lunch meetings take place every two months. Half of all members take part in these, Fleischer is pleased to report. The new president is also pleased with the regular "guerrilla workshops" on individual topics. Because only members are allowed to attend, it is possible to "talk freely and also discuss sensitive issues". A public symposium is held once a year. The last one, on the topic of "Reputation Management", was fully booked and also received good external feedback. The next one will focus on "Value creation through communication".
What does communication contribute to value creation? This is a question that Fleischer has to deal with every day in his job. "How can I prove or make clear what it is actually worth communicating?"
Communication is important because the balance sheet value and the capital value of companies are often "very different". Factors such as reputation, brand and image play a major role in capital value. "Our job is to get a better handle on this and not simply take it for granted as we do today."
Today, people also expect a company to create meaning for individual employees and society as a whole. "That almost takes on moral and philosophical dimensions."
Alexander Fleischer became interested in such issues at an early age. In search of meaningful work, he went to Guatemala for nine months after leaving school and worked in development aid there. Back in Germany, he studied business administration in Worms, specializing in tourism. In Berlin, he added an additional degree in journalism and specialized in corporate communications.
While looking for a job, he came across an advertisement for an "international PR agency". Fleischer got the job - with Peter Bütikofer, who also had offices in Berlin and Dresden with his Zurich PR agency at the time. Due to his business background, Fleischer was increasingly assigned to clients in the field of investor relations (IR). This often took him to Zurich. An important client from 1995 to 1998 was Jacobs with the merger of Adia and Ecco to form Adecco.
Bütikofer's last mandate was with the stock market specialists Deloitte & Touch. This finally sparked his interest in IR. Fleischer joined PricewaterhouseCoopers in 1998 as Head of Communications. Two years later, he was promoted to Head of Marketing & Communications.
"What fascinates me about this industry is that its subject matter is very intellectual, abstract and intangible. Others say it's terrible. I like that."
Before the merger with Coopers, Revi Suisse Price Waterhouse was not very marketing and communications-oriented. The merger was "a milestone in the industry" because branding and identity were approached professionally for the first time.
Fleischer has launched three advertising campaigns at PWC. He is proud of another "baby", the CEO magazine. This is sent to clients, opinion leaders and selected students.
He is fascinated by corporate communication because it involves psychological and sociological aspects - and in an economic context that challenges both strategic-analytical and creative processes. "There is still huge potential to develop this further, because we are only at the beginning in the communications industry."
Fleischer loves life in Zurich today, even if he came "a little too early". "You get stuck in this city. I would therefore recommend everyone to move to Zurich first for their professional degree."
The new president of the Harbour Club is married to a Swiss woman, has a twenty-month-old son and relaxes by swimming, handball, basketball, playing the piano and going to the theater.
Alexander Fleischer, Head of Marketing & Communication at PricewaterhouseCoopers.

Andreas Panzeri

At the beginning of September, Tobias Trevisan (photo) will become Managing Director of the Frankfurter Allgemeine Zeitung (FAZ). His successor as Publishing Director of NZZ and NZZ am Sonntag has not yet been decided. From the end of March, Marco de Stoppani, Head of Publishing and Printing at NZZ, will take over his duties on an interim basis....
Joachim Tillessen (photo) becomes publishing and journalistic director of Coop-Presse. He will take over from Karl Vögeli, who is retiring, at the beginning of November. Tillessen is currently Head of Media at the Biel publishing house W. Gassmann.
...
Felix Dammann (pictured) has been the new Creative Director of Metzgerlehner Worldwide Partners since March 1. He previously held the same position at Sulzer Sutter. At the same time, agency founder Ted Metzger is handing over the management of the company to Andreas Meier, Head of Consulting. Metzger remains Chairman of the Board and will focus on key accounts and new business.
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Samuel Knaus (pictured) is a new copywriter for Euro RSCG Zurich. The graduate in journalism and copywriting previously worked for Wirz Werbung.
...
Sternstunden" on SF 1 will be hosted by Bernard Senn (pictured) from April 10. He will also continue to work as a journalist for Radio DRS 1 and 2. Senn replaces Bettina Boller and Erich Grasdorf. Boller will once again be increasingly active as a violinist, Grasdorf as a copywriter.
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The SDA subsidiary News Aktuell Schweiz has promoted Kai Gerwig (photo) to Deputy Managing Director. Kai Gerwig has been working as a consultant for PR agencies, political organizations and consulting companies for the Pressetext service since autumn 2000.
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Diego Yanez, previously deputy editor-in-chief of "Quer", is moving to "10 vor 10" in the same role. He replaces Bruno Bonometti, who is moving to the production team. Yanez has previously worked as a Middle East and parliamentary correspondent for "10 vor 10".

Pierre C. Meier on the wrangling over federal funding for private TV and radio The Council of States was more generous than the National Council. Instead of the maximum four percent of the fee money that the National Council envisaged for private radio and TV broadcasters, the Council of States wants to give regional private TV stations at least two and a maximum of five percent of the fees. Local radio stations in the outlying regions are to receive between three and five percent. Accordingly, there is joy up and down the country.
However, it comes a little early, as the councils still have to agree on what percentage it will actually be in 2007 at the earliest. But it is understandable, because in good Swiss fashion, a compromise will be reached that everyone can live with. This includes the SRG, as the expected reduction in revenue is a small matter with a budget of more than one billion. In percentage terms, every privately organized media company has had to cope with higher revenue losses in recent years.
But who will collect the millions in fees one day is still completely open. In the case of radio, it is comparatively clear. It can be assumed that most local radio stations in the mountain and peripheral regions can count on additional money from Bern. It will be exciting for local TV, as every station today claims to offer a "public service" in the local area.
However, it is Bakom's declared aim to divide Switzerland into ten to twelve coverage areas, in each of which only one TV station is to receive money from the fee pot. There are various criteria for selection: The money could only be given to those in
are at home in a broadcasting area that is too small. But you could punish the successful ones by only giving money to those who don't make a profit.
The Federal Council will decide on this and there will still be a lot to talk about. No matter what the criteria are. As always with subsidies. Whether in agriculture, as has always been the case, or more recently in the media.
> Pierre C. Meier, Editor-in-Chief

Digital printing Canon recently unveiled new devices and solutions for the office and production sectors at the Canon Concerto customer event in London last week, where Canon Europe (Canon) presented new products and solutions to its UK and Scandinavian customers and European trade journalists. The exhibition space in the Old Billingsgate Market near the Tower was divided into two equal parts - for Office and for Production. Siegfried Alder, Product Marketing Manager Professional Solutions at Canon Switzerland, was delighted with this situation. This proves that the company is becoming increasingly involved in the production segment.
New systems for the office...Canon has introduced two new multifunctional devices, expanding its range of black and white printers. The new iR 2230 (the first two digits indicate the speed in A4 pages/minute) and iR 3530 are suitable for small workgroups. The devices have been designed to save space and are equipped with print, copy, scan and fax functions.
Overall, Canon seems to be meeting the wishes of customers in the office sector. Requirements from the banking and insurance sectors have been implemented: By means of confirmation via chip card or fingerprint (both optional), documents that were previously transferred to the printing system can be output on the device. USB memory sticks can now also be used to copy and print data directly onto the output device - conversely, originals can be scanned and saved onto the stick. This is all possible thanks to the new Meap device operator platform (see box).
Canon also offers products that can be assigned to both the office and production segments. These printing systems with outputs between 70 and 105 A4 pages/minute have experienced performance increases and have been renamed to reflect the new output performance. In addition, the iR 8070, iR 9070, iR 85+ and iR 105+ printing systems will also be equipped with the new Meap platform.
... and production segmentSince the beginning of the year, Canon has been offering two new high-performance printing systems for the black and white segment: the iR 125 and iR 150. The printers, which print up to 125 and 150 A4 pages/minute respectively, also offer improved print quality thanks to a new imaging technology. The - new - up to nine paper cassettes can store either color pre-prints or a total of 12,000 sheets of paper. With optionally available, attachable finishing modules, perforated, stapled or bound (cover must be pre-grooved) documents or printed matter can be produced quickly and easily.
Canon has also upgraded three of its rips or controllers (for processing the transferred data and controlling the color printers). The ColorPass Z6100, Z7100 and Z7500 products (developed by EFI) have been optimized for document processing speed, job management, variable data printing and more. The controllers are suitable for controlling Canon's CLC4000 and CLC5100 color printers.
Canon also presented new software for compiling documents. The iW Publishing Manager Pro, a complete solution, is designed for agencies and in-house print >> reies. The easy-to-use software enables users to combine Word, PowerPoint, Excel and PDF documents into Canon's own iWD data format. Scanned documents and database information can also be attached. The pages can be combined in the simplest way using drag & drop and, of course, output. If desired, the iWD document created in this way can also be converted into a PDF document with software support and forwarded - however, specific output parameters are then lost.
Positioned differentlyIn the office sector and in solution concepts, Canon has consolidated its position with the new products and solutions presented. The company, which invests eight percent of its turnover in research and development, is the clear market leader in most segments in Switzerland. The technology is right, as is the user platform.
In the production sector (black and white), Canon relies on OEM products (i.e. products that Canon purchases and sells under its own name) for the new iR 125 and 150 printers; however, Canon sets itself apart from its competitors with special solutions. For example, Canon offers connections to ERP and merchandise management systems for both printers in order to transfer and process data from these systems and to ensure that all forms, invoices etc. are actually printed.
On the other hand, Canon is struggling somewhat in the partly neglected Production (color) segment. The company does not have a printing system that is comparable to systems such as the DocuColor iGen3 (Xerox), NexPress (Kodak NexPress), Indigo Press (HP) or Xeikon 5000 (Xeikon). Not that the CLCx devices are not high-quality printing systems, but there is a clear gap between them and the competition. If Canon wants to score points here in the future, the company will not be able to avoid developing its own new printing systems. The success of the highly accepted Office products shows that the Japanese company is capable of doing this.
MeapThe "multifunctional and integrated application platform" Meap is based on the Java programming language developed by Sun Microsystems and is integrated in all newer Imagerunner devices that end with the number 70 (e.g. iR 8070). In contrast to other systems, Canon does not rely on a server-based solution, but gives the output devices intelligence and more functionalities. Thanks to Java, the user interface (GUI) on the device can also be highly customized.
Meap is modular. A total of six applications for different needs have been available since the beginning of March. These meet security requirements, enable the transfer of documents via USB stick or the management of accounts (management of print jobs, e.g. to allocate printouts to cost centers). Further Meap programs will follow. (jf)
New controllers are available for Canon's CLC4000 and CLC5100 color printing systems, enabling better print quality.
The new iR 2230 multifunctional device is designed to save space and is suitable for small office environments.
The iR 125 (pictured above), iR 150 and iR 105+ (right) printing systems are Canon's top models in black and white printing.
Jürgen Franck

Media policy Sometimes liberal, sometimes restrictive: the Council of States was very willing to compromise during the RTVA session. No one wanted to break any big ropes. There was agreement on this in the Council of States even before the actual deliberations on the new Radio and Television Act (RTVA). From left to right, there was broad agreement on one point in particular: the strong role of the SRG as a quasi-monopolist financed by fees should not be seriously shaken, and the media campaign against SRG Director General Armin Walpen (keyword: Porsche Cayenne) had no effect whatsoever. On the contrary, the councils repeatedly cited the strong competition from foreign channels as an argument against weakening the SRG, and despite the repeated public service mantra and the cautious, conservative basic tenor, the Second Council made qualitative changes to the new RTVA. Although the legislative process has not yet been completed - differences with the National Council still need to be resolved on some points - the cornerstones are now in place.
Beer and wine on screenOne of the key changes is the lifting of the ban on advertising for light alcoholic beverages (beer, wine, sparkling wine) on the channels of private Swiss broadcasters as well as in the Swiss advertising windows of foreign broadcasters. For the SRG, however, alcohol advertising on television remains taboo. With regard to the relaxation for domestic broadcasters, the Council of States, like the National Council, followed the Federal Council's draft, while a minority motion from the pre-advisory committee narrowly prevailed in the small chamber with regard to the regulation for foreign program windows.
Regardless of the health and socio-political explosive force that the topic of alcohol advertising harbors, the debate was dominated by
In the Council of States, media policy and economic arguments were put forward. A general clause inserted by the National Council, which would have authorized the Federal Council to ban advertising to protect health and young people, did not find favour with the Council of States. In return, however, an openly worded article was approved that gives the Federal Council the authority to issue regulations on the design of advertising to protect minors. On this point, too, the Council of States followed the Federal Council's draft, which - in contrast to the National Council - wanted to ban advertising aimed at minors in general.
While the Council of States was more liberal than the Grand Chamber when it came to alcohol advertising, it put a stop to the media promotion of political and religious content, thus opposing the National Council, which wanted to allow it. Maximilian Reimann, a member of the SVP Council of States from Aargau, tried to relax the regulations at least for political advertising. He could not understand why private radio and television broadcasters should be excluded from this advertising segment. "What legal interest is protected by this? If you ban something, you also have to protect something or someone." This rhetorical question prompted Federal Councillor Moritz Leuenberger, who put forward considerations of state rather than media policy. "Advertising for politics is expensive, and opening it up would allow financially strong groups to interfere excessively in a referendum campaign," said the media minister. Maximilian Reimann's motion ultimately failed by a clear margin of 31 votes to six.
"Protection of works of art "The form of advertising was also a topic of the Council of States' RTVA debate. While the National Council only wanted to set a maximum permissible advertising time, the Council of States went one step further and set clear limits on interruption advertising. However, the Federal Council can allow deviations from these principles. In future, television advertising must "generally be inserted between individual programs and broadcast in blocks". There was no chance of interstitial advertising being approved.
Filippo Lombardi, a member of the Ticino CVP Council of States, also pointed out that in future there would be an increasing number of television reception devices on the market that could specifically block out interruption advertising and that a legal regulation would therefore be pointless. Federal Councillor Leuenberger defended the restrictive regulation: "This is about protecting works of art. Films should not be allowed to be interrupted to the point of defacement."
The ban on advertising light alcoholic beverages has been lifted on private channels - religious and political advertising, however, remain taboo.
Nick Lüthi