The SRG should be set limits online

At a media conference last week, the Swiss Media Association called for a restriction on SRG online offerings and advertising. It referred to a legal opinion by Professor Urs Saxer. SRG must show consideration for the private media, especially the press. Its activities in the online sector are contrary to the constitution and the law.

The association stated in a press release on Friday that it accepts that SRG uses the internet as a further distribution channel and clearly develops program-related activities. However, under no circumstances should SRG establish a new medium and feed it with advertising. Online is not a public service.

Based on the expert report "Possibilities and limits of SRG's online offerings", which Saxer prepared on behalf of the association, publisher president Hanspeter Lebrument derives three main demands for the association:

Advertising revenue in the print media has fallen by 12% in the last two years. In contrast, SRG reported a 12% increase in TV advertising and an 11% increase in sponsorship for 2010. In addition, the Federal Council has agreed to increase advertising from 8% to 15% from 2011, which will also be at the expense of the print media. A new study by the Institute of Mass Communication and Media Research at the University of Zurich (IPMZ) also predicts a further decline for print products, while an increase is forecast for radio advertising. SRG must continue to be prohibited from advertising on radio and online, as a lack of advertising would massively increase the price of print products.

Online is absolutely central to the future of private media. Online is fundamentally private business, not a public service. The sale of advertising and content must therefore also be possible online. However, there are only financing options for private online offerings if the SRG provides online offerings that are not financed by fees free of charge. According to Albert P. Stäheli, CEO of the NZZ Media Group and member of the Executive Committee of Schweizer Medien, an expanded SRG online offering would make it more difficult to introduce payment models for quality information.

Finally, the association is calling for politicians to finally clearly define the public service for broadcasting. The license must be adapted accordingly. Only with a clear demarcation between the public broadcasting mandate on the one hand and private media creation on the other can lasting clarity be created for both sides. This would prevent market-distorting offers.

SRG defends itself against the accusation that its online activities are contrary to the constitution and the law, and refers in a statement to studies by the Federal Office of Communications (Bakom). All studies show that SRG complies with the law and the concession with its online offering.