Federal Council: Advertising alliance does not jeopardize media independence
The Federal Council sees no evidence that the planned advertising alliance between SRG, Swisscom, and Ringier could jeopardize the media’s independence from the state. The Federal Council will not issue a recommendation regarding the cooperation.
This is not provided for in the law, said Media Minister Doris Leuthard on Monday during question time in the National Council. For the Federal Council, it is understandable that the three companies have entered into such a cooperation. Swisscom is acting within the scope of its economic freedom in the area of advertising marketing, the Federal Councillor stated. There is also no prohibition on cooperation between licensed broadcasters and external third parties.
The Federal Office of Communications (OFCOM) is currently examining whether SRG's participation unduly restricts the scope for development of private publishing houses and media providers, said Leuthard. If necessary, her department could impose conditions on the SRG "if the cooperation impairs the fulfillment of the programming mandate or significantly restricts the scope for development of other media companies". Leuthard also pointed out that the Competition Commission is currently scrutinizing the planned cooperation. In Leuthard's opinion, attention must be paid to the aspect of data protection. The project raises specific questions regarding the protection of data and privacy. The data protection officer could look into this, the media minister said. Leuthard had been informed of the planned project in advance by SRG and Swisscom, as she said in the Council. The two companies had been made aware of the formal framework conditions.
Swisscom, SRG and Ringier want to use the joint venture to challenge international online giants such as Google and Facebook in the advertising market. These giants are strong in data analysis and can therefore sell personalized advertising. The project has caused turbulence since it was presented a month ago. It led to Ringier leaving the Swiss Media Association (VSM). According to VSM President Hanspeter Lebrument, the advertising alliance should be prohibited in its planned form. Third parties were in danger of being marginalized, he said last week at the media congress in Interlaken. At the same event, Leuthard called on publishers not to hide behind bans in the dispute over the planned advertising alliance. Constructive proposals for cooperation are needed. (SDA)
