Banned until 2020, then tested for four years, advertising for cinema on television is finally perpetuated in law. A decree has been published At Official newspaper, Saturday April 6. The latter also plans a two-year experiment for another sector also banned from television, that of literary publishing.
The television management union, which pushed for these developments, is of course satisfied with them. “The impact study of the Directorate General of Media and Cultural Industries [une des trois directions du ministère de la culture] showed that television brought new viewers to theaters at no additional cost to distributors”argues the National Union of Television Advertising (SNPTV), betting on the same positive movement “for reading support, particularly among the youngest”.
In a press release from the Ministry of Culture published on Saturday morning, the government promised a report on the impact of this measure on the book industry sector. “It will report, in a transparent and concerted manner, the impact in terms of transfers of advertising budgets”ensures rue de Valois.
For their part, the written press and radio sectors take a dim view of this development. “Difficult to quantify the impact at the moment, but certain titles like Release Or The Parisian could pay the price”fears Pierre Petillault, general director of the General Information Press Alliance (APIG), deploring “the choice to weaken an already feverish sector”.
Don’t “stripping radio for television”
“Let’s not strip radio for television,” warns Christophe Schalk, president of the Union of Independent Radios (Sirti), who is already anticipating the next battles to be waged if the ban on advertising of mass distribution promotions on television were to change. Because SNPTV does not intend to stop there. “These two openings [du cinéma et de l’édition] make it all the less defensible to maintain the last still prohibited sector. »
However, mass distribution is strategic for radio. “ 50% of our advertising turnover comes from this sector”, notes Mr. Schalk. At the beginning of March, APIG, Sirti, UPE (Outdoor Advertising Union), as well as Lagardère radio and NRJ Group warned against a possible opening of advertising in favor of promotional offers from television distribution, alerting on “the irremediable consequences that would result for media pluralism”.
You have 15.03% of this article left to read. The rest is reserved for subscribers.