Regional TV stations hold their own in a difficult market environment
TV viewers continue to appreciate the good work done by regional TV stations.
An article in the last issue of Werbewoche entitled "Local TVs are losing reach" could give readers the impression that regional TV stations are the big losers in the audience market. However, this conclusion would be wrong, as this report unfortunately did not take the overall context into account. Basically, it can be stated that the reach in the overall market is declining and that the market share of Tele News Combi (merger of Tele Züri, Tele Bärn, Tele Ostschweiz, Tele Top, Tele Südostschweiz, Tele M1, Tele Tell) in German-speaking Switzerland has been surprisingly stable for years. This applies equally to Tele Züri. If the focus is on 2008, it should not be concealed that the major sporting events with the Euro 2008 in Switzerland and the Olympic Games in Beijing have created anything but an advantageous starting position for the programs of the regional TV stations. During these extreme events, a large proportion of viewers focus on precisely this content.
The increasing number of media and usage channels is leading to a fragmentation of recipients. An ever-increasing supply of information and entertainment contrasts with only a slight increase in user demand. In particular, the introduction of digital set-top boxes (Cablecom and Bluewin) has massively increased the range of TV channels on offer. It goes without saying that, against this backdrop, the reach of an individual channel is increasingly and inevitably stagnating or even declining slightly if only analog broadcasting is considered. The fact that time-shifted use (keyword PVR) and numerous digital distribution vectors (Zattoo, Pod-Cast, online archive) cannot be taken into account in the Telecontrol figures further complicates the initial situation.
The regional TV stations continue to fulfill their information and entertainment function with great commitment and correspondingly good quality. The audience rewards this performance with high and stable viewing figures and an increasing average viewing time. With the fee money that most licensed broadcasters will soon receive, the programs should become even more attractive. Tele Züri will expand its broadcasting area by around half of its potential by the spring. This will enable the regional TV landscape to successfully assert itself in a difficult market environment in 2009.
The increasing number of media and usage channels is leading to a fragmentation of recipients. An ever-increasing supply of information and entertainment contrasts with only a slight increase in user demand. In particular, the introduction of digital set-top boxes (Cablecom and Bluewin) has massively increased the range of TV channels on offer. It goes without saying that, against this backdrop, the reach of an individual channel is increasingly and inevitably stagnating or even declining slightly if only analog broadcasting is considered. The fact that time-shifted use (keyword PVR) and numerous digital distribution vectors (Zattoo, Pod-Cast, online archive) cannot be taken into account in the Telecontrol figures further complicates the initial situation.
The regional TV stations continue to fulfill their information and entertainment function with great commitment and correspondingly good quality. The audience rewards this performance with high and stable viewing figures and an increasing average viewing time. With the fee money that most licensed broadcasters will soon receive, the programs should become even more attractive. Tele Züri will expand its broadcasting area by around half of its potential by the spring. This will enable the regional TV landscape to successfully assert itself in a difficult market environment in 2009.
Andrea Haemmerli, Managing Director of TNC and Belcom
