Advertising: televisions disappointed with emerging regulatory reductions

Posted Feb 21 2020 at 6.13 p.m.Updated Feb 22. 2020 at 4:01 p.m.

A few weeks from
the examination of the audiovisual bill by the National Assembly

   , the television channels did not take off. Already high in recent months, the tension has gone up a notch, while a new version of draft decrees supposed to lighten the regulation in terms of advertising is circulating. “As the competition from platforms becomes more and more intense, we had some hopes that the decrees take into account our requests. However, there has been no improvement, or even setbacks ”, judges a chain boss.

Invited to a lunch with Franck Riester, the Minister of Culture, Friday, rue de Valois in Paris, several private channels made their arguments. Their main message: to put too many conditions, we stifle the proposed regulatory reductions. They point, for example, the brakes
segmented advertising (personalized according to the individual), and

   geolocated, which has been limited to two minutes per hour on average, and does not allow the physical address of businesses to be displayed when it is geographically targeted. It is also subject to European regulations on personal data…

NOTWe are very worried about adraft recommendation of the CNILrelating to targeting: the viewer’s consent toto have advertising addressed, chain by chain, would seem necessary… What will it give for a subscriber with 200 channels ! “Chokes Antoine Ganne, delegate in charge of public affairs of the SNPTV (National Union of Television Advertising) representing the main agencies. ” If the recommendation of the CNIL is not changed, a large part of the potential revenue from segmented advertising goes up in smoke, adds a specialist in a television channel. The more so as GAFA, them, do not have as many constraints. ”

The opening of cinema advertising: little revenue

The opening of cinema advertising on television,

    now prohibited, is also a problem, as proposed. Concretely, tomorrow, if a chain wants to broadcast advertising for blockbusters, it is obliged to reserve a place for short films as well. The system thus requires them to 50% of low-budget European films (up to 5 million euros).

“The problem is that small films will not be the most demanding of advertising on the big channels. It will be necessary to be skillful to find them, and, no doubt, to consent to significant discounts… ”, observes a good connoisseur. In addition, it seems difficult for the boards to have “Sales quotas”. “Digital platforms (Google, Facebook, especially NDLR), they have no quota “, notes the SNPTV.

In fact, professionals say they expect only a few million additional revenues from these new measures. SNPTV notes that the authorities will be encouraged to take only large films – which will be ready to pay dearly – or very small ones to fill their quotas, even if it means abandoning films with medium budgets.

Another complaint: the very sensitive subject of
the breakdown between dependent production (internally at chains)

    and independent (the use of external producers); and especially the property rights on the works. These questions must be the subject of an agreement between the televisions and the producers, but in the event of failure, it is a decree which would apply. However, this would then define independent production more strictly and reduce the duration of rights compared to what exists in several contracts today …

The television channels will be able to present their arguments to the CSA in particular. The Minister of Culture does not seem to want to change the texts. During lunch on Friday, Franck Riester recalled that the bill and the associated decrees met many of the expectations of the channels and that he had to ensure a balance for the entire media sector.

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