More freedom on French TV
Article Abstract:
French commercial television in February 1986 introduced commercial breaks during programs. Surprisingly in a country that has in the past disparaged projects which involved outsiders, Italian TV and business interests own 40 percent of the new commercial channel in France, channel 5 (La Cinq), and control 80 percent of the production. More commercial channels are being introduced, and 55 local TV stations have been authorized to use the coaxial and fiber-optic cable system being installed in parts of Paris and other French cities. So far, the new channels have not been well received; La Cinq's audience share dropped to 22 percent. Advertisers will undoubtedly profit from the commercialization of French TV, especially from the relaxing of regulations which had previously banned products such as beer on French TV.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
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Breaking broadcast barriers
Article Abstract:
John M. Eger, senior vice president of CBS Worldwide Enterprises, asserts that if countries want advertisers to help improve their national broadcast media, then they should relax their restrictions on advertisers, such as what products may or may not be advertised and at what time of day. In addition, Eger contends that Madison Avenue people are generally unaware of how competitive the advertising rates on foreign television really are. For example, advertisers in China can buy 32 minutes a year (a 30-second spot every week) for $300,000, a cost per thousand (CPM) of $.00074. Eger also points out that the megatrend creating a convergence of technology, law, and the global economy enables advertisers to reach people in 50 international markets overnight.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1986
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How pan-European is Europe?
Article Abstract:
The mass media industry in Europe centers on television; over 90 percent of households in Europe own a minimum of one set. However, the use of television advertising attracts much criticism. Commercial time, allocated on a daily basis, reached a maximum of 740 minutes in Italy while some nations, like Belgium, do not allow any television advertising.
Publication Name: International Advertiser
Subject: Business, international
ISSN: 0885-3363
Year: 1985
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