Effects of media agreement on advertising windows still open
On Thursday, Switzerland and the EU signed the Media 2007 Agreement. For it to definitively enter into force, it will have implications for the advertising slots of foreign broadcasters in Switzerland. It remains to be seen whether the necessary changes will be implemented.
On Thursday, Switzerland and the EU signed the Media 2007 Agreement. In order for it to enter into force definitively, it will have an impact on the advertising windows of foreign broadcasters in Switzerland. It remains to be seen whether the necessary changes will be implemented. Thanks to the agreement, Swiss filmmakers can participate fully in the new EU film promotion program Media 2007. The program has a total budget of 755 million euros.
However, participation in the program is subject to the condition that Switzerland applies a further provision of the EU "Television without Frontiers" Directive from November 2009. This means that advertising windows of foreign broadcasters aimed at a Swiss audience would no longer be subject to Swiss law, but to the national regulations of the broadcaster's country of origin.
This concerns, for example, the authorization of alcohol or political and religious advertising, which requires an amendment to the Swiss Radio and Television Act (RTVA) by Parliament.
It remains to be seen whether foreign broadcasters will actually receive different framework conditions in the foreseeable future. "The bill must first go to parliament," said Bakom spokesperson Caroline Sauser when asked by Werbewoche. She assumes that the matter will be dealt with in the winter or spring session at the latest. "If parliament says yes, the ball is in Bakom's court," says Sauser. The new RTVA, which came into force in April, would then have to be amended accordingly - after which it would come before Parliament again. "It is difficult to predict when the amended provisions could come into force," said the Bakom spokesperson.
However, participation in the program is subject to the condition that Switzerland applies a further provision of the EU "Television without Frontiers" Directive from November 2009. This means that advertising windows of foreign broadcasters aimed at a Swiss audience would no longer be subject to Swiss law, but to the national regulations of the broadcaster's country of origin.
This concerns, for example, the authorization of alcohol or political and religious advertising, which requires an amendment to the Swiss Radio and Television Act (RTVA) by Parliament.
It remains to be seen whether foreign broadcasters will actually receive different framework conditions in the foreseeable future. "The bill must first go to parliament," said Bakom spokesperson Caroline Sauser when asked by Werbewoche. She assumes that the matter will be dealt with in the winter or spring session at the latest. "If parliament says yes, the ball is in Bakom's court," says Sauser. The new RTVA, which came into force in April, would then have to be amended accordingly - after which it would come before Parliament again. "It is difficult to predict when the amended provisions could come into force," said the Bakom spokesperson.
