DETEC gives green light for advertising alliance

ADVERTISING MARKET DETEC allows the SRG to participate in the joint advertising platform with Ringier and Swisscom. However, the SRG may not broadcast any target group-specific advertising.

The three companies SRG SSR, Ringer and Swisscom are making common cause in advertising marketing.On February 29, DETEC decided that the SRG can participate in the joint advertising platform with Ringier and Swisscom. DETEC currently sees "no significant restriction on the scope for development of other media companies". All conditions have now been met for the new marketing company to commence operations, and the three partners welcome DETEC's decision. This sets the course for a media policy that takes account of the fundamental upheavals in the media world. Marc Walder, designated Chairman of the Board of Directors of the joint venture: "We are delighted. The authorities have made a forward-looking decision. The use of media is changing radically. This applies to readers, listeners, television viewers and users. This also changes the way in which advertising is displayed. The authorities are taking this dramatic change into account. This is a groundbreaking decision for Switzerland as a media and advertising location. "In a second ruling, OFCOM states that the current license does not yet allow licensed broadcasters, including the SRG, to broadcast target group-specific TV advertising spots in their programmes. A Survey by MK in January 2016 showed that 79.1% of marketers hope to develop more innovative forms of advertising thanks to the advertising alliance. It remains to be seen to what extent the joint venture can meet these expectations without target group-specific advertising placements, and the launch of the new marketing company is still planned for the second quarter of 2016.