SRG: Additional income thanks to advertising and consistent fee collection
As of January 1, 2011, the SRG will be allowed to air more commercials. The maximum advertising time will increase from the current 8 percent to 15 percent. However, this does not mean that television viewers will now be exposed to nearly twice as many commercials.
These are purely theoretical values, said SRG media spokesman Daniel Steiner when asked by the SDA news agency. Advertising time is restricted by additional regulations. For example, no more than 12 minutes of advertising may be broadcast per hour. The regulations for prime time from 6 p.m. to 11 p.m. also remain the same, according to which advertising breaks are permitted every 90 minutes. "However, we generate 70 to 80 percent of our advertising revenue during this period in particular," said Steiner. Steiner described the profit that SRG can make from the new advertising regulations as marginal. SRG adapts the advertising to the program schedule and not vice versa.
The Federal Council decided to relax the advertising rules in summer 2010. At that time, the idea of increasing reception fees was rejected. Instead, the government was prepared to make concessions on advertising. SRG is dependent on additional income as it is in the red.
Consistent enforcement of the obligation to pay fees
The public broadcaster's accounts are also to be improved through consistent enforcement of the obligation to pay fees. The measure is aimed at companies, of which the Federal Office of Communications estimates that not even half pay the fees.
When the Federal Council announced the stricter practice, the Swiss Trade Association (sgv) was very outraged. Sgv spokesman Patrick Lucca had stated that it was offensive that the Federal Council wanted to collect the money from SMEs. Lucca also objected to the fact that those affected were already paying the fees as private individuals. If the company now also had to pay, this would be a double fee.
In 2011, consumers will receive mail from Billag only once for the first time. The company responsible for collecting the fees previously sent out invoices on a quarterly basis. The printing, postage and payment costs saved as a result are estimated at 9 to 10 million. Anyone wishing to continue paying the reception fees on a quarterly basis will have to pay an additional two francs per bill.
The Federal Council decided to relax the advertising rules in summer 2010. At that time, the idea of increasing reception fees was rejected. Instead, the government was prepared to make concessions on advertising. SRG is dependent on additional income as it is in the red.
Consistent enforcement of the obligation to pay fees
The public broadcaster's accounts are also to be improved through consistent enforcement of the obligation to pay fees. The measure is aimed at companies, of which the Federal Office of Communications estimates that not even half pay the fees.
When the Federal Council announced the stricter practice, the Swiss Trade Association (sgv) was very outraged. Sgv spokesman Patrick Lucca had stated that it was offensive that the Federal Council wanted to collect the money from SMEs. Lucca also objected to the fact that those affected were already paying the fees as private individuals. If the company now also had to pay, this would be a double fee.
In 2011, consumers will receive mail from Billag only once for the first time. The company responsible for collecting the fees previously sent out invoices on a quarterly basis. The printing, postage and payment costs saved as a result are estimated at 9 to 10 million. Anyone wishing to continue paying the reception fees on a quarterly basis will have to pay an additional two francs per bill.
