Radio and TV from a single source?
Radio and TV advertising Does Tamedia want to turn SRG marketer Publisuisse into a one-stop store?
Radio and TV advertising Does Tamedia want to turn SRG marketer Publisuisse into a one-stop store? Advertising on Swiss local radio stations has been stuck at a market share of just over three percent for years. Local TV stations are also dissatisfied with what they get from the advertising pie. How can these media increase their share? By increasing their reach and simplifying handling for media agencies. This is exactly what Tamedia, which has (partly indirect) holdings in two TV stations and three radio stations, is aiming for. Andreas Meili, Tamedia's Head of Electronic Media, has pushed for the expansion of the Swiss Radio Pool to become the largest radio combination. And he is also pursuing a vision in terms of handling: SRG marketer Publisuisse is to market the most important local radio and local TV pools in future. The main reason: Publisuisse has Publiplan, a tool that is well established with agencies and can be used to plan and book SRG's market-leading stations. The tool can also be expanded: The TeleNewsCombi (TNC), the combination of private TV stations in German-speaking Switzerland, has also been available there for five years, and TNC sales have quadrupled since then.Meili is hoping for the same effect elsewhere, for example with the Swiss Radio Pool (SRP), for which a marketer is currently being evaluated. However, the choice already seems to have been made: In mid-January, Meili announced that Publisuisse was in pole position as SRP marketer. He confirmed to Werbewoche: "So far, the proposals made by Publisuisse have been the most convincing to the SRP partners." The Publiplan, which can be adapted to the radio medium, also plays a role here.
But why the advance notice? Meili was probably pursuing a purpose. But what was it? Presumably he was sending a signal to the French-speaking part of Switzerland, where a marketer was also being evaluated for the new TéléRomandieCombi. Indeed, just two weeks later, the local TV stations there announced that they had not only expanded the reach of the Kombi, but had also chosen Publisuisse as their sole marketer. Important reasons for this were the Publiplan (see WW 4/07), the sales growth of the TNC - and probably not least Meili's clear hint.
But why should Tamedia be interested in Publisuisse also taking over the marketing of local TV in French-speaking Switzerland? This would standardize the handling of the local TV medium - which would ultimately benefit all broadcasters. If Publisuisse were now also to take over SRP, this would offer even more synergy opportunities - cross-media between radio and TV, but above all with the SRG media. This could give local radio and TV stations an additional boost.
But there is still one fly in the ointment: Publisuisse is "merely" a co-marketer of the TNC, together with Radiotele. But two marketers make the commission unnecessarily expensive; Publisuisse alone would suffice. Possible scenario: TeleZüri cancels its TNC membership at the end of 2007 in order to force a new "marketer evaluation".
Confronted with all this, Meili says: "These theses are interesting, but they have little to do with the Swiss Radio Pool tender." He says this without denying the theses.
Markus Knöpfli
But why the advance notice? Meili was probably pursuing a purpose. But what was it? Presumably he was sending a signal to the French-speaking part of Switzerland, where a marketer was also being evaluated for the new TéléRomandieCombi. Indeed, just two weeks later, the local TV stations there announced that they had not only expanded the reach of the Kombi, but had also chosen Publisuisse as their sole marketer. Important reasons for this were the Publiplan (see WW 4/07), the sales growth of the TNC - and probably not least Meili's clear hint.
But why should Tamedia be interested in Publisuisse also taking over the marketing of local TV in French-speaking Switzerland? This would standardize the handling of the local TV medium - which would ultimately benefit all broadcasters. If Publisuisse were now also to take over SRP, this would offer even more synergy opportunities - cross-media between radio and TV, but above all with the SRG media. This could give local radio and TV stations an additional boost.
But there is still one fly in the ointment: Publisuisse is "merely" a co-marketer of the TNC, together with Radiotele. But two marketers make the commission unnecessarily expensive; Publisuisse alone would suffice. Possible scenario: TeleZüri cancels its TNC membership at the end of 2007 in order to force a new "marketer evaluation".
Confronted with all this, Meili says: "These theses are interesting, but they have little to do with the Swiss Radio Pool tender." He says this without denying the theses.
Markus Knöpfli
