650 TV professionals visit Screen-Up

On Tuesday, national and international TV celebrities met in Zurich at the Screen-Up & Congess 2006. The screenings and appearances of the private channels 3+, Kabel 1, M6, MTV, ProSieben, RTL, RTL II, Sat.1, Super RTL, TVM3, VIVA Schweiz, VOX and the SRG programmes met with great interest, as the organizers report in a press release. Over 650 experts from the fields of media, TV production, media and advertising agencies as well as advertising marketers attended the event at the Abaton cinema.
 
The presentations by Dirk Ziems on morphological research results on brand shaping through TV advertising and by Prof. Dr. Bernd Schmitt from Columbia University New York on the latest scientific studies on the topic of "Media meets innovative branding" were well attended. The interactive television company Betty-TV presented figures for the first time and on the "Versus Chair" the opponents fought a duel on the topic "Will we still need media agencies in 10 years?". TVM3 was represented at the event with plasma shows and the music channel MTV offered participants a networking lounge.
 
IGEM talk: What can TV do for your brand? At the talk organized by the Interessengemeinschaft Elektronische Medien (IGEM), the discussion flared up after just a few minutes. Sat.1 Managing Director Roger Schawinski and SF Director Ingrid Deltenre had a quick exchange of words about the new Radio and Television Ordinance, which is currently being debated in parliament. 3+ Managing Director Dominik Kaiser emphasized the constructive and intensive communication between him and Ingrid Deltenre despite the ongoing legal disputes between his private broadcaster and Swiss Television. The CEO of RTL Television, Anke Schäferkordt, highlighted with factual statements that - after the USA - it is also time in Europe that cable network operators no longer demand money from consumers and program providers at the same time, but that the network operators remunerate the producing broadcasters for their high-quality content. MTV CEO Catherine Mühlemann described the advantages of her niche strategy and mentioned the current and future opportunities of diversification: "Triple play - i.e. the inclusion of TV, online and mobile devices in marketing - is king".