Private companies oppose SRG participation in advertising alliance

MEDIA Numerous private Swiss media and network providers have joined forces and are campaigning for a limited role for SRG in the planned joint venture between Swisscom, SRG and Ringier.

The battle between the private Swiss media and the SRG is coming to a head.In a joint letter of demand to the Federal Office of Communications, representatives of private regional, regional and local media as well as network providers in Switzerland are calling for a competition-friendly, federalist media policy and are thus sending a signal in favor of a limited role for the SRG in the planned joint venture between Swisscom, SRG and Ringier. "The announced joint venture between Swisscom, SRG and Ringier will create a new media and advertising colossus," reads a press release sent out on January 21. "The exclusive products and offerings of this market-powerful company will pose an existential threat to the commercial independence of the rest of the media industry. Anyone who values media diversity, competition and a lively discourse between different views must take a critical view of SRG's increasing expansion into commercial areas. "The following five demands are made:1. preservation of regional, regional and local media diversityUnwanted and existence-threatening competition from private local and regional media by the SRG on the advertising market must be prevented; it would weaken and destroy Switzerland as a media center and its regional media diversity in the long term.2. advertising restrictions on public televisionSRG's main source of income is fees, which are now co-financed by all Swiss households. Advertising revenue should merely supplement the fees. The Federal Media Commission (FMC) recommends that SRG should be financed primarily through household levies. To protect private offerings and, like many public broadcasters abroad, SRG should only be allowed to broadcast advertising to a limited extent.3. do not slow down innovation by private providersThe expansion of the public broadcaster's revenue potential in the online sector and on the radio (including via third-party platforms) would weaken the private regional-language and, in particular, local and regional media, prevent innovation and jeopardize Swiss jobs. The SRG, not the private broadcasters, should act as a subsidiary media provider.4. securing Swiss competitiveness for the futureAll user and usage data that is relevant for advertising and program design must be made available to a central location. This prepares it for the market. This ensures competition and independence in the placement of advertising in all media.5. strengthening the generic currencyThe body designated by the legislator (Mediapulse Foundation) to collect usage data must be strengthened. The aim should be a strong generic currency. To this end, the legal mandate must be made more flexible so that the quality is also right for regional, regional and local broadcasters. A uniform solution is needed, including online users, which meets program and advertising-related requirements as well as national and local needs.The loose alliance includes equal numbers of 3+, 4+, 5+, Aargauer Zeitung, AZ Medien, Basler Zeitung, Belcom, Canal Alpha, Cineman, FM1, Goldbach Audience, Goldbach Media, Léman Bleu, Média-Régie, neo1, ProSieben Puls 8 TV AG, Radio 1, Radio 24, Radio Argovia, Radio 3i, Radio Basilisk, Radio BeO, Radio Bern1, Radio Central, Radio Chablais, Radio Eviva, Radio Fiume Ticino, Radio Fribourg/Fribourg, Radio Melody, Radio Munot, Radio Rhône, Radio Rottu, Radio Sunshine, Radio Zürisee, Rouge FM, Rouge TV, Schweiz am Sonntag, Star TV, Suissedigital, Swiss Fibre Net AG, swiss radioworld, Tele 1, Tele Bärn, Tele M1, Teleboy, Teleticino, TeleZüri, Ticinonews, TV24, TVM3, TVO, Wilmaa, YES FM and Zattoo.Your opinion is needed!What is your opinion on the advertising alliance between Swisscom, Ringier and SRG? Now with our Take part in the survey. Over 100 marketing experts have already taken part.