Television In the 2003 financial year, TV Productioncenter Zürich (TPC) increased sales by CHF 4.3% to CHF 138.8 million. In the 2003 financial year, TV Productioncenter Zürich (TPC) increased its turnover by CHF 4.3% to CHF 138.8 million. In 2002, it had shrunk by 8%. The SRG subsidiary's most important customer continues to be SF DRS, which contributed CHF 98.5 million to sales last year (CHF 4.8% more than in the previous year). Other SRG customers contributed CHF 19.8 million (+19.4%). However, revenue from other Swiss TV customers fell by CHF 24.9% to CHF 7.2 million. Profit fell from CHF 2.1 million to CHF 1.5 million.

Technology Thanks to the Big Touchscreen, unimagined possibilities are opening up in the area of customer loyalty: a new technology makes it possible for the first time to use a touchscreen measuring up to 2.5 meters by 2.5 meters. Using a projector and a scanning device, this system can be used to project information onto a shop window or even mobile devices. Passers-by and customers can control 7 times 24 individual applications and benefit from services at the touch of a finger. The Big Touchscreen brand system can be installed quickly and easily in both fixed and mobile locations. "Thanks to its size and brightness, the screen has an excellent long-distance effect and attracts attention across the entire field of vision," says Jouni Epper from ACconcept in Zurich. The system can be tested at this agency for holistic corporate communication, where the new interactive medium has already proven itself as an ideal presentation device at the World Economic Forum in Davos in January. Other reference customers include Deutsche Bank, BMW and the University of Dortmund. The system is used wherever presentations need to be as attractive as possible. At the point of sale, the interactive medium has proved to be a popular way of attracting and retaining customers.
Deutsche Bank 24, for example, used the system in Munich as a case study. Theoretically, 27 million contacts per year are possible in the branch on Marienplatz. With the Big Touchscreen, the bank has achieved that, according to market research, its constantly updated information has been perceived approximately twice as intensively in many areas as with previous shop window methods.
As Internet-Expo 2004 showed, the mobile device will also have a promising future at trade fairs or in sales halls. A correspondingly multi-layered programming of the system also opens up new possibilities for exploiting potential in the areas of sponsoring and cross-promotion.
The Big Touchscreen is equipped with a projector with suspension and a projection screen. The vandal-proof scanning device with infrared modules works via a PC with a central module.
Big in Munich: 27 million contact opportunities per year.

Sophisticated: How the Big Touchscreen works.
Andreas Panzeri

Publisuisse CEO Martin Schneider expects five percent growth in 2004.WW Publisuisse's 8 percent increase in sales in the first quarter of 2004 almost takes us back to the boom times. Do you expect the steep upward trend to continue in the further course of the year?Martin Schneider I expect a good year. However, I doubt whether the upward trend will be able to maintain its current pace. I could well imagine that we will see growth in the region of five percent by the end of the year.
percent. However, this requires the economy and consumer sentiment to develop well. Up to and including
Our booking levels look very good for the summer months, but I'm not quite sure about fall and winter yet.
Television advertising is in the fast lane in Switzerland. Between 2002 and 2003, it was able to increase its share of total advertising spending from 17.1 to 18.4 percent. In 2004, further gains in market share are on the horizon. How much growth do you expect?
Television is in vogue with advertising clients. I am convinced that it will also take an additional share of the advertising pie this year. However, I don't dare to predict exactly how much this will be.
A trend known as the "escape from the advertising block" could have a negative impact: customer wishes for TV advertising are increasingly moving towards special forms of advertising and advertising embedded in the program. However, some doors will remain closed to public broadcasters due to stricter advertising restrictions.
TV as a means of mass communication will continue to live primarily through the advertising block in the future. In addition, the so-called flight towards special forms of advertising is a long-term phenomenon that will not turn TV advertising upside down overnight.
However, even Publisuisse will not be able to completely escape the desire to move closer to the program.
The legal requirements demand that we keep editorial and commercial content strictly separate. However, we can also offer innovative options in the area of advertising blocks or with cross-media packages for major events. For example, entire blocks can be reserved for a single customer. We are already very innovative in this area, for example with the "Mittwochstudio" or "Telescoop".
In contrast to private broadcasters, there are currently practically no sales programs on SRG channels. Are such programs conceivable in the future?
Broadcasts such as the Mediashop are sometimes used by the stations concerned as fillers, at a lower price per second. This often involves a business model based on participation in sales. We don't want that. Our commercial strategy is to sell advertising time at the normal rate, not to fill it at any price. Sales programs are a typical format for commercial broadcasters who need to fill their advertising blocks.
This means that sales programs on SRG stations will not have a chance in the future either?they are not a priority for us at the moment, but I don't want to rule them out completely for the future either. One conceivable strategy would be to reserve a clearly defined time slot for sales programs. However, broadcasters financed by license fees are confronted with a fundamental problem. Many viewers say to themselves: I don't pay fees to have to watch sales programs.
Public broadcasters also have a better image due to their lower advertising volumes. This was impressively demonstrated by the latest Publisuisse advertising impact study. According to this study, the public develops a real aversion to too much TV advertising. Nevertheless, channels with a lot of advertising are also watched intensively.
It would be completely wrong to read a general aversion to TV advertising out of the study. Our study also shows that the public is generally more relaxed about TV advertising than is commonly believed. With our study, we wanted to
only peel out where the memory of the advertising is better. And this is the case with shorter blocks.
Interview: Daniel Schifferle

Television With the European Football Championships and the Olympic Games, Swiss television will be hosting two major events this summer. SF DRS will broadcast a total of 365 hours of sport.365 hours The costs amount to almost 34 million francs. The TV station will broadcast 27 live matches from "Euro 2004". Together with the background programs, the broadcasting time between June 12 and July 4 from Portugal amounts to around 85 hours. In addition, there will be 280 hours from the Olympics in Athens.

Location marketing Uri is synonymous with Gotthard congestion. Now the mountain canton wants to position itself as an attractive temptation. "All locations engage in some form of marketing. The question is whether actively or passively, professionally or rather randomly and intuitively," states the Swiss Association for Location Marketing. This is a new challenge for the canton of Uri, which is surprising given that the image of a traffic jam and transit canton has long weighed heavily on the Alpine world of the canton of Uri. Emil Kälin, Directorate Secretary of the Uri Department of Economic Affairs: "We actually have a lot more to offer, but our attractions are only known to a small segment." The playing field is even shorter when it comes to taxes; all Swiss tax havens are in the immediate vicinity. Other fronts on which Uri is struggling are its dependence on large employers and its population problem: in terms of net migration and population growth, the canton ranks last among all cantons.
Discover and explore Uri
Uri has taken a first step towards active profiling communication with the Altdorf agency WFW, which has implemented its concept in brochures through to its appearance as a guest canton at the Lucerne experience fair Luga. "We are positioning the canton of Uri using the term temptation, which for us is synonymous with discovery and exploration," says Irene Denzler, the person responsible. Terms that point to the future and invite the viewer to take action.
The slogan "The temptation since 1291" indicates the connection to history, tradition and culture and is intended to present the region in an unusually progressive light with its modern and elegant implementation.
Tell 2004: Uri stands by its tradition and yet looks to the future.
Luca Aloisi

TV /Filippo Leutenegger will host "Bilanz Business Talk" with immediate effect. The CEO of Jean Frey AG and former "Arena" presenter takes over from Bilanz editor-in-chief René Lüchinger.TV "Bilanz Business Talk" will be hosted by Filippo Leutenegger with immediate effect. The CEO of Jean Frey AG and former "Arena" presenter is taking over from Bilanz editor-in-chief René Lüchinger. The latter requested the change because he wanted to concentrate on the further development of Bilanz, according to a press release. "Bilanz Business Talk" is broadcast monthly on SF 2 as part of Press TV. René Lüchinger has hosted the program since December 2003. Leutenegger will make his first appearance on May 15.

Events The Zurich-based communications agency X-Act has been commissioned by EMC Computer Systems (Switzerland) to design and implement the EMC Forum "Out of the Box", which will take place at the beginning of July in the Trafohalle Baden. The focus will be on presentations, a trade exhibition and speeches. In a competitive presentation, X-Act has also won a mandate from Concast Switzerland. The manufacturer of machines for the steel industry is celebrating its 50th anniversary. X-Act conceives and organizes the two-day anniversary celebration in October. Over 200 guests from all over the world are expected to attend.

Switzerland is represented at the 2004 New York Festival for Print and Outdoor Advertising by Frank Bodin.festivals The Chairman of Euro RSCG Switzerland does not have to travel to the Big Apple for this: The judging takes place online. In a first round, the shortlist will be drawn up, and in a second round it will be decided which works will win bronze, silver or gold. The winners will be announced in June.

I read the six-line report on the SW members' meeting on the Üetliberg and thank goodness there has been a change in the board, otherwise your newsmail would probably not have said a single word about the event. After all, who cares about the speeches of a Federal Councillor or a member of the Council of States and SW President ... The question must be allowed: Why doesn't the e-editorial team of the leading trade journal find it necessary to send someone to the illustrious annual meeting of the leading industry association, which is taking place in Zurich and not somewhere in French-speaking Switzerland? Isn't Ms. Calmy-Rey worth a trip to Zurich's local mountain?
Our association has been working for years to represent the interests of advertising at a political level. In doing so, we are dependent on the cooperation of the media. And who, if not the trade press, should take care of the industry's concerns and problems?
I don't think there is another industry in which there is so little interest in the work of its own association as in advertising. Yet both - the trade bodies and the agencies - thrive on its committed, professional lobbying work.
At least the print media paid due tribute to the event - thanks to Beat Fritsch and his well-formulated shortlist.
Piero Schäfer, spokesman for the Swiss Advertising Association, on the "Two Days of Advertising" shortlist in WW 17/04.

Watch marketing Montres Edox et Vista SA launches its first global image campaign - designed by the Contexta agency. Contexta-CD Jürg Brechbühl recognizes two trends in the watch market: On the one hand, the demand for affordable accessory watches is increasing. On the other hand, there is a strong trend towards luxury timepieces. However, those who position themselves in the mid-range are battling with numerous competitors. The Jura-based family company Montres Edox et Vista SA is no exception. The Edox brand, which it produces and is particularly well established abroad, is positioned in the top half of the quality watch segment. Montres Edox et Vista SA also aims to bring its products to the consumer with innovative design and the Swiss made label.USP: Only 1.4 millimetres high
At the beginning of this year, the watch manufacturer with a 120-year tradition commissioned the Bern-based agency Contexta to design a global image campaign. Until now, communication in the 70 countries in which Edox operates has been coordinated locally. At this year's watch and jewelry fair in Basel, Edox presented its comprehensive image for the first time. "The campaign concept is based on the world's thinnest watch with calendar produced by Edox," explains Brechbühl. "Les Bémonts" - the name of the collection - features an Edox movement measuring 1.4 millimeters in height, which displays the date as well as the time. Edox has had this USP for some time. However, according to consultant Ursula Käser, it has never been used by the client as an outstanding communication feature until now. In contrast, the Contexta creatives quickly saw it as the main benefit and the strategic hook for the holistic presentation.
While the image advertisements will be used in all 70 countries in which Edox is represented, the launch in Switzerland is currently still under review.
Due to its small potential, the company, which is based in Les Genevez in the canton of Fribourg, has so far tended to neglect its domestic market. Since the beginning of the year, however, this has also been classified as a priority, as Käser knows. "Edox is clearly committed to Switzerland as a location and wants to invest in it and in corresponding communication," the consultant continues. For the time being, however, the lack of a distribution network stands in the way of using the current image. This is to be built up in the near future.
The flattest watch with a calendar: the Contexta campaign replaces previous national campaigns.
On the market in seventy countries Christian Rüefly-Flury founded the watch manufacturer Edox in 1884. At the beginning of the 1920s, Robert Kaufmann-Hug took over the company and transformed it into a public limited company. In the years that followed, Montres Edox & Vista SA expanded its international market presence and extended its premises in Les Genevez FR to accommodate its growth. Milestones on the road to international success included the "Delfin" diving watch collection - water-resistant to 200 meters - and the "Geoscope" universal timepiece. Edox manufactures automatic and mechanical ladies' and men's watches and is now represented in 70 countries worldwide. (sk)
Simone Keller

From the beginning of July, Novartis will be the new main sponsor of FC Basel, replacing the car brand Toyota, whose contract expires at the end of June. The parties have agreed not to disclose any financial details. The partnership will initially run for three years. Novartis has already supported the new Swiss champions at junior level and was represented with its logo on the first team's shirt sleeves.

Daily newspapers Blick in tabloid format is selling better than expected, Markus Rohr, member of the Blick editorial team, told SDA. Figures are to be published at the end of the month. Readers were particularly critical of the fact that the sports section could not be removed as with the SonntagsBlick. There is also discussion as to whether the sales price for the small format should be adjusted downwards. "Blick is worth 1.80 francs, whether large or small," Ringier's newspaper boss Bernhard Weissberg emphasized to the SonntagsZeitung.