ELECTRONIC MEDIA IN S'E' EUROPE

1
ELECTRONIC MEDIA IN S.E. EUROPE

• Regulatory Authorities / Framework
• Media Situation

2
Regulatory Authorities / FrameworkWHY?

• To stabilize the sphere of the usually chaotic
  electronic media
• To set the programming, technical and financial
  requirements for a stations license

3
Regulatory Authorities / FrameworkWHY?

• To bring the broadcast law into line with
  existing European legislation (Adv. Law)
• To resolve unfair competition issues
• To clarify ownership issues

4
TV Media SituationFrom chaos to stabilization?

• Step by step progress still long way to go
• Numerous cable and local stations complicate more
  the already complex TV environment (Anarchy?)

5
TV Media SituationFrom chaos to stabilization?

• Rapid expansion of commercial broadcasting has
  huge effect on publicly owned stations
  (exceptions Croatia, Poland)
• Lack of proper expenditure monitoring

6
Key issues for private TV stations

• Proper licensing
• Frequency distribution problems and high
  frequency fees
• Expensive programming and production

7
The Advertising Market

• TV dominates the Advertising Expenditure with
  shares of up to 70
• Advertising expenditure growth is influenced by
• Countrys economic situation
• Worldwide political events
• Local and multinational clients presence and
  needs

8
The Advertising Market

• Multinational clients dominate the advertising
  expenditure top 10 spenders lists in all
  countries
• Product advertising rather than image campaigns
• Sponsorships event marketing

9
Multinational Clients
Adv. Agencies
Know How
Media
Media Buying
Specialization
Selling Airtime
TV Viewership
Research
Monitoring
Pre/Post Evaluation
Multi Thematic
Television Product
Multiple Needs
10
SYNERGIES
TV Stations
Adv. Agencies
Clients
MAKE THINGS HAPPEN
TAKE ADVANTAGE OF EMERGING MARKETS / ECONOMIES
ADOPT KNOW HOW IN NEW ENVIRONMENT