"I know what competition means"
Gilles Marchand, newly appointed Chairman of the Board of Publisuisse, expects new viewing habits that will also challenge TV advertising.
Gilles Marchand, newly appointed Chairman of the Board of Publisuisse, expects new viewing habits that will also challenge TV advertising.
WW: Where will you lead Publisuisse and what will you do differently from your predecessor Peter Schellenberg? Gilles Marchand: I have known Publisuisse for three years, as I was already a member of the Board of Directors before my election as Chairman. I therefore fully support the strategy that Publisuisse developed under its Chairman Peter Schellenberg and will ensure its continuity. I have been familiar with the advertising market for a long time. For example, as former Director of Ringier Romandie. Before my involvement in the magazine market, I also worked for a newspaper company. Discussions with advertising clients are therefore nothing new to me, and I have many friends in the advertising industry.
What do you see as the biggest challenges for Swiss TV advertising in the coming years?
There are two major challenges: the legal framework that regulates advertising and technological developments, which will not be without consequences for advertising in electronic media.
What role do the new RTVA and the more restrictive advertising rules for SRG-SSR broadcasters play in this?
The new RTVA is still under consultation and it is difficult to draw conclusions from a provisional text. However, my position is simple: advertising restrictions for SRG SSR programs are problematic not only for Publisuisse, but for all advertising clients in Switzerland and for the country's economy in general. They also do not necessarily have a positive effect on the development of private local television stations. On the contrary: in my opinion, advertising restrictions benefit foreign advertising windows in Switzerland, which do not invest in Swiss audiovisual creation. This mechanism is quite dangerous in the medium term.
However, future TV usage will also be strongly influenced by technical developments such as the video recorder, which can hide advertising. These are major challenges for TV advertising.
The technological challenge primarily concerns the development of distribution and television consumption. In a few years' time, part of the radio and television audience will watch its programs non-linearly, interactively and on demand with a "time delay". The aim is not only to maintain contact with this new audience and capture it in terms of numbers, but also to find new forms of advertising communication that correspond to changing consumer habits. Creativity and foresight are required. Publisuisse will achieve this goal together with the advertising agencies and clients and in consultation with the SRG SSR channels.
Because of the numerous advertising windows in German-speaking Switzerland, Publisuisse had a president in Schellenberg from a TV market with very strong competition. Western Switzerland, on the other hand, has a rather closed TV advertising market. My theory is that more competition promotes the development and implementation of innovative ideas. Do you share this view?
I share your opinion. Precisely because French-speaking Switzerland is exposed to massive competition, TSR and RSR offer new and independent content that is highly appreciated by viewers. So I can reassure you: I know what competition means, I have experience with it, and as long as the competition is fair, it doesn't scare me. However, Publisuisse is a nationwide company that operates in all markets, taking into account the specific characteristics of each one. It supports creative advertising ideas with great know-how, powerful and innovative tools. I will accompany the company on this path, which is fully in keeping with the federalist structure of our country.
How can the German-speaking Swiss and Ticino TV advertising markets benefit from the experience of the French-speaking Swiss market?
As the channels in Ticino and French-speaking Switzerland are under great competitive pressure due to the strong presence of French and Italian providers, they are constantly developing new program offerings. They keep a very close eye on their competitors. This attitude is positive: for example, it has led to the development of multimedia projects in French-speaking Switzerland and Ticino. In addition, the two major TV countries, France and Italy, are characterized by fantastic creativity in the advertising sector, coupled with a pronounced sense of communication and the art of seduction. A climate that could spread to our country in a positive sense.
In order for Publisuisse to grow in the long term, it must also open up new areas of business. Where is this possible?
Publisuisse is currently undergoing a strategy process that will show the way for the next five years. However, cross-media offerings based on advertising and sponsorship are still interesting. TSI is a good example of this. Radio sponsorship is also very promising - provided the new RTVA does not put the brakes on it. Then there are the new possibilities offered by technological developments. I am thinking, for example, of mobile screens or interactive advertising.
Will the M6 advertising window in Geneva and Lausanne remain closed? Has anything changed in your position?
The decision to continue broadcasting the M6 advertising window in Switzerland is up to the individual cable companies. Cablecom was in favor, others such as Geneva and Lausanne were against. My position as Director of TSR and a citizen of French-speaking Switzerland is clear: I have no problem with M6 in Switzerland - as long as M6 acquires the rights to those programs for Switzerland that form the basis for its advertising, its revenues and its business activities. TSR must acquire these rights. Why not a private broadcaster? It should not be forgotten that, unlike in German-speaking Switzerland, the rights in French-speaking Switzerland are territorially regulated. Anyone who does not want to acquire the rights in French-speaking Switzerland is to a certain extent denying their existence. I am fighting for this basic principle. And not against competition per se.
Advertising clients want better TV advertising opportunities in French-speaking Switzerland. The SWA, the association of Swiss advertising clients, is also explicitly calling for this. Can this wish be ignored in the long term?
I can understand this point of view. But I'm sure you agree with me that TSR1 and TSR2 produce attractive, high-quality programs that generate good media performance. However, I agree with you on one point: we must continue to expand our offering, particularly with regard to certain target groups. TSR is working on this: there is still a lot of untapped potential, especially in the second channel.
TSR's current sales trends indicate that the M6 advertising window not only does not take away any sales from TSR, but is actually able to make TV advertising more dynamic. Despite M6 (or precisely because of M6?), TSR was the only SRG business unit not to suffer any loss of revenue in 2003! In contrast to SF DRS (- 1%) and TSI (- 3%).
What makes you think that the development of TSR advertising sales means that M6's Swiss advertising window is dynamizing the market instead of taking sales away from it? Be that as it may, we actually managed to stabilize our results in 2003 compared to 2002. However, you forget to mention that TSR1 and TSR2 improved their market shares in the same period ... The good advertising result probably also has something to do with this positive development.
Publisuisse came second in the Media Trend Award for media marketers in 2002 and 2003. What are you going to do to ensure that next time you might even make it onto the winners' podium?
Most important of all is the corporate culture. That of Publisuisse and its employees is geared towards performance, customer satisfaction, early recognition of future market developments, creativity and innovation. We will continue to pursue this direction with all our strength. And to this end, we need to continuously develop our instruments and tools to make life easier for our partners in their daily work. It is also important to carefully observe the market and its players. Professional ethics, corporate culture and creativity seem to me to be core values. If we
If we win the Media Trend Award one day on the basis of these values - all the better.
Publisuisse currently 12% above previous yearThe lean times are over, at least in television. In the first quarter of 2004, SRG marketer Publisuisse achieved sales of just under CHF 73 million in the TV sector. This is around 8 percent more than in the previous year. The second quarter promises to be even better: As of June 10, bookings amounted to just under 95 million francs, an increase of around 15 percent.
The Publisuisse Annual General Meeting not only elected Gilles
Marchand, Director of TSR, as its new Chairman of the Board of Directors. It also elected Ingrid Deltenre, Director of Swiss Television DRS, as a new member. Her predecessor Peter Schellenberg stepped down for reasons of age after twelve years on the Board of Directors, including three years as its Chairman. (dse)
Publisuisse President Gilles Marchand: "The most important thing is the corporate culture."
Interview: Daniel Schifferle
WW: Where will you lead Publisuisse and what will you do differently from your predecessor Peter Schellenberg? Gilles Marchand: I have known Publisuisse for three years, as I was already a member of the Board of Directors before my election as Chairman. I therefore fully support the strategy that Publisuisse developed under its Chairman Peter Schellenberg and will ensure its continuity. I have been familiar with the advertising market for a long time. For example, as former Director of Ringier Romandie. Before my involvement in the magazine market, I also worked for a newspaper company. Discussions with advertising clients are therefore nothing new to me, and I have many friends in the advertising industry.
What do you see as the biggest challenges for Swiss TV advertising in the coming years?
There are two major challenges: the legal framework that regulates advertising and technological developments, which will not be without consequences for advertising in electronic media.
What role do the new RTVA and the more restrictive advertising rules for SRG-SSR broadcasters play in this?
The new RTVA is still under consultation and it is difficult to draw conclusions from a provisional text. However, my position is simple: advertising restrictions for SRG SSR programs are problematic not only for Publisuisse, but for all advertising clients in Switzerland and for the country's economy in general. They also do not necessarily have a positive effect on the development of private local television stations. On the contrary: in my opinion, advertising restrictions benefit foreign advertising windows in Switzerland, which do not invest in Swiss audiovisual creation. This mechanism is quite dangerous in the medium term.
However, future TV usage will also be strongly influenced by technical developments such as the video recorder, which can hide advertising. These are major challenges for TV advertising.
The technological challenge primarily concerns the development of distribution and television consumption. In a few years' time, part of the radio and television audience will watch its programs non-linearly, interactively and on demand with a "time delay". The aim is not only to maintain contact with this new audience and capture it in terms of numbers, but also to find new forms of advertising communication that correspond to changing consumer habits. Creativity and foresight are required. Publisuisse will achieve this goal together with the advertising agencies and clients and in consultation with the SRG SSR channels.
Because of the numerous advertising windows in German-speaking Switzerland, Publisuisse had a president in Schellenberg from a TV market with very strong competition. Western Switzerland, on the other hand, has a rather closed TV advertising market. My theory is that more competition promotes the development and implementation of innovative ideas. Do you share this view?
I share your opinion. Precisely because French-speaking Switzerland is exposed to massive competition, TSR and RSR offer new and independent content that is highly appreciated by viewers. So I can reassure you: I know what competition means, I have experience with it, and as long as the competition is fair, it doesn't scare me. However, Publisuisse is a nationwide company that operates in all markets, taking into account the specific characteristics of each one. It supports creative advertising ideas with great know-how, powerful and innovative tools. I will accompany the company on this path, which is fully in keeping with the federalist structure of our country.
How can the German-speaking Swiss and Ticino TV advertising markets benefit from the experience of the French-speaking Swiss market?
As the channels in Ticino and French-speaking Switzerland are under great competitive pressure due to the strong presence of French and Italian providers, they are constantly developing new program offerings. They keep a very close eye on their competitors. This attitude is positive: for example, it has led to the development of multimedia projects in French-speaking Switzerland and Ticino. In addition, the two major TV countries, France and Italy, are characterized by fantastic creativity in the advertising sector, coupled with a pronounced sense of communication and the art of seduction. A climate that could spread to our country in a positive sense.
In order for Publisuisse to grow in the long term, it must also open up new areas of business. Where is this possible?
Publisuisse is currently undergoing a strategy process that will show the way for the next five years. However, cross-media offerings based on advertising and sponsorship are still interesting. TSI is a good example of this. Radio sponsorship is also very promising - provided the new RTVA does not put the brakes on it. Then there are the new possibilities offered by technological developments. I am thinking, for example, of mobile screens or interactive advertising.
Will the M6 advertising window in Geneva and Lausanne remain closed? Has anything changed in your position?
The decision to continue broadcasting the M6 advertising window in Switzerland is up to the individual cable companies. Cablecom was in favor, others such as Geneva and Lausanne were against. My position as Director of TSR and a citizen of French-speaking Switzerland is clear: I have no problem with M6 in Switzerland - as long as M6 acquires the rights to those programs for Switzerland that form the basis for its advertising, its revenues and its business activities. TSR must acquire these rights. Why not a private broadcaster? It should not be forgotten that, unlike in German-speaking Switzerland, the rights in French-speaking Switzerland are territorially regulated. Anyone who does not want to acquire the rights in French-speaking Switzerland is to a certain extent denying their existence. I am fighting for this basic principle. And not against competition per se.
Advertising clients want better TV advertising opportunities in French-speaking Switzerland. The SWA, the association of Swiss advertising clients, is also explicitly calling for this. Can this wish be ignored in the long term?
I can understand this point of view. But I'm sure you agree with me that TSR1 and TSR2 produce attractive, high-quality programs that generate good media performance. However, I agree with you on one point: we must continue to expand our offering, particularly with regard to certain target groups. TSR is working on this: there is still a lot of untapped potential, especially in the second channel.
TSR's current sales trends indicate that the M6 advertising window not only does not take away any sales from TSR, but is actually able to make TV advertising more dynamic. Despite M6 (or precisely because of M6?), TSR was the only SRG business unit not to suffer any loss of revenue in 2003! In contrast to SF DRS (- 1%) and TSI (- 3%).
What makes you think that the development of TSR advertising sales means that M6's Swiss advertising window is dynamizing the market instead of taking sales away from it? Be that as it may, we actually managed to stabilize our results in 2003 compared to 2002. However, you forget to mention that TSR1 and TSR2 improved their market shares in the same period ... The good advertising result probably also has something to do with this positive development.
Publisuisse came second in the Media Trend Award for media marketers in 2002 and 2003. What are you going to do to ensure that next time you might even make it onto the winners' podium?
Most important of all is the corporate culture. That of Publisuisse and its employees is geared towards performance, customer satisfaction, early recognition of future market developments, creativity and innovation. We will continue to pursue this direction with all our strength. And to this end, we need to continuously develop our instruments and tools to make life easier for our partners in their daily work. It is also important to carefully observe the market and its players. Professional ethics, corporate culture and creativity seem to me to be core values. If we
If we win the Media Trend Award one day on the basis of these values - all the better.
Publisuisse currently 12% above previous yearThe lean times are over, at least in television. In the first quarter of 2004, SRG marketer Publisuisse achieved sales of just under CHF 73 million in the TV sector. This is around 8 percent more than in the previous year. The second quarter promises to be even better: As of June 10, bookings amounted to just under 95 million francs, an increase of around 15 percent.
The Publisuisse Annual General Meeting not only elected Gilles
Marchand, Director of TSR, as its new Chairman of the Board of Directors. It also elected Ingrid Deltenre, Director of Swiss Television DRS, as a new member. Her predecessor Peter Schellenberg stepped down for reasons of age after twelve years on the Board of Directors, including three years as its Chairman. (dse)
Publisuisse President Gilles Marchand: "The most important thing is the corporate culture."
Interview: Daniel Schifferle
