Coming September, Arian Buurman decade at the helm of the Star, an acronym for Radio and Television Advertising Foundation, founded in 1965, with the goal of selling advertising on the three Dutch public television channels, six public radio stations and the recent years, the Internet of that public broadcasting. In Star hundred people. Every year around 200 million euros is earned, the amount to be repaid to the media budget. The majority of the revenues, 150 million, is still borne by the television. But that does not mean that the Star closing her eyes for a change.
“The media landscape has exploded,” also finds Buurman. Both inside and outside the television, radio and newspaper market in recent years, many players have been added. Take for example Google. Ten years ago no significance in the advertising market, but now the big money is earned through include AdWords. Money does not enter the Star.
Still do not think that the Neighbor Star that could have prevented. “We’ve always said: ‘This is a very serious party, but no one knew it would be so big.” Moreover, it is not an all-or-nothing story. “For some campaigns or services can, if you do it properly fits in with your overall communications strategy, work very well. But that is not necessarily so. “
“The marriage between TV and Twitter is interesting”
the size of the Star-organization it is simply not possible to compete with Google. And in addition, there is enough room for the Star. “I do not believe in a huge dividing line: we have a world and there a ravine and then start a new world. It will mix with each other and the trick is to put a good mix together and to understand what it adds a new element and how it still may strengthen. “
There is a fine example of Twitter. “Twitter will generate additional viewers and a great program that properly is viewed, generate weather extra tweets, so there is also a reinforcing effect.” An effect that is already factored into the price proposition at this time: many tweets is a public question and that can lead to more expensive advertising time.
So
are currently quantities tweets about television programs already viewed with a certain regularity. “We now look increasingly to. Not every morning, so advanced it is not. We follow the now broader monthly and yearly basis. We saw in December alone, 1.7 million tweets about TV, the Champions League match with Ajax did alone 60,000 tweets. “
“Then you see the impact of a linear time when people want to live together and then continue living on the second screen, then you feel that marriage between TV and Twitter is interesting, and then the question is:.. how You can further bring to fruition for the benefit of your customers. These are all things you need to look very good in my experience, and to anticipate and respond. “
“Advertisements shall not relate to the content”
Meanwhile Star
struggling with the shift to mobile. More and more people are watching video on their phone or tablet. But these devices work differently than commercials on TV. A video advertising is quickly too long and can also be suppressed. Often easy And if that is not possible, which leads to a lot of aggravation. Unless a good match to what advertisement is being watched, but that so-called aanhakende advertising is limited by the applicant.
“You can not suggest that advertising is directly linked to the content. That’s the media law. So a writer at The World Keeps Turning should not be before or after advertising for his book. (…) These are things that have been invented long ago, but the question is whether it is still tenable at this time. You still need to protect that way the citizens? “
But it is not only the legislature that imposes limitations. The applicant also has no direct impact on the programming of the public broadcaster, but is next. Thus, the shift of DWDD Netherlands 3 Netherlands provides for one net for less advertising revenue. “Netherlands 1 was an excellent channel for advertising, especially the block for the 8 o’clock news. That’s Miss better, but that does not compensate for the loss of three. There is a backbone road. (…) I’ll make the math and say this is the consequence “
.
Meanwhile growing competition, including through a channel like Netflix. At this moment without too much impact, but there is a risk that especially younger viewers in the future are dropping out of the public networks even more. “What I find really exciting is how public service broadcasting is evolving in the coming years, because that is the core. We have ideas about who we share regularly. The pace of development is very hard and it is important to also set. Public broadcasting in this new phase strongly down But resilience is great, so I am confident. “
No comments:
Post a Comment