Shutdown: "Unacceptable"
Downside: «Unacceptable» The draft amendment to the Radio and Television Act (RTVG) aims to strip the SRG of its sponsorship and specialty channels and prevent the introduction of SRG radio advertising. Is this a boon or a bane for the Swiss advertising—
Shutdown "Unacceptable
The draft revision of the Radio and TV Act (RTVA) wants to take sponsorship and special-interest programming away from SRG and exclude the introduction of SRG radio advertising. Set-up or shut-down for the Swiss Advertisers Association (SWA)?
Fredy Schwab: An absolute turn-off. The restrictions according to the draft would weaken the advertising platform of electronic media in Switzerland. To the detriment of the advertising industry, which would lose sponsorship opportunities.
With what negative consequences?
Schwab: The sponsorship millions would not be fully redirected, but simply no longer invested. Because for sports and cultural sponsorship, private TV broadcasters are no alternative to SRG. They make completely different program formats and thus reach different target groups. That's why they are an important supplement and not a substitute for the SRG's offerings. In addition, the use of sponsoring would no longer be possible in French-speaking Switzerland. That is absurd.
How will the SWA avert the regulations that are negative for it?
Schwab: We are drawing up a paper with our positions. We are also persuading the political parties to liberalize the advertising regulations for private TV broadcasters immediately. To this end, SW President and Council of States member Carlo Schmid has submitted a parliamentary initiative.
What are the expectations?
Schwab: The relaxation of advertising rules for private broadcasters comes too late - I expect 2006 for the introduction of the revised RTVA. If Carlo Schmid's proposal is successful, the private broadcasters could expect to have Euro-compatible standards in about a year's time.
Interview: Daniel Schifferle
The draft revision of the Radio and TV Act (RTVA) wants to take sponsorship and special-interest programming away from SRG and exclude the introduction of SRG radio advertising. Set-up or shut-down for the Swiss Advertisers Association (SWA)?
Fredy Schwab: An absolute turn-off. The restrictions according to the draft would weaken the advertising platform of electronic media in Switzerland. To the detriment of the advertising industry, which would lose sponsorship opportunities.
With what negative consequences?
Schwab: The sponsorship millions would not be fully redirected, but simply no longer invested. Because for sports and cultural sponsorship, private TV broadcasters are no alternative to SRG. They make completely different program formats and thus reach different target groups. That's why they are an important supplement and not a substitute for the SRG's offerings. In addition, the use of sponsoring would no longer be possible in French-speaking Switzerland. That is absurd.
How will the SWA avert the regulations that are negative for it?
Schwab: We are drawing up a paper with our positions. We are also persuading the political parties to liberalize the advertising regulations for private TV broadcasters immediately. To this end, SW President and Council of States member Carlo Schmid has submitted a parliamentary initiative.
What are the expectations?
Schwab: The relaxation of advertising rules for private broadcasters comes too late - I expect 2006 for the introduction of the revised RTVA. If Carlo Schmid's proposal is successful, the private broadcasters could expect to have Euro-compatible standards in about a year's time.
Interview: Daniel Schifferle
