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The Warsaw Voice » Business » February 6, 2008
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February 6, 2008   
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Cyfrowy Polsat to Hit WSE
The Polish Financial Supervision Authority has approved the prospectus of Cyfrowy Polsat, the digital TV service with the most customers in Poland. Cyfrowy Polsat will be floated on the Warsaw Stock Exchange by UBS Investment Bank, the Pekao Central Brokerage House and the Penetrator Brokerage House.

According to media reports, 25 percent of the stock in Cyfrowy Polsat will go into trading and the company's capitalization may reach zl.5 billion, making it one of the largest offerings in the history of the Warsaw Stock Exchange. According to the Polish Press Agency, the listing is scheduled for the first quarter of this year. Cyfrowy Polsat, which has 2 million customers, is part of the Polsat group controlled by Zygmunt Solorz.

Custom Publishing Booms
Polish companies are increasingly keen to invest in custom publishing, as this helps boost sales. The value of the Polish custom publishing market is rising rapidly, with custom media companies putting it in the millions of zlotys.

According to Michał Sztand, managing director of Direct Publishing Group, which prints magazines for Levi's and Mercedes, the custom publishing market is worth zl.80-100 million per year, twice the value from three years ago. The figure is expected to continue to rise at a rate of 20-30 percent per year, and so Direct Publishing is planning expansion. In March, the group will transform into a joint-stock company and launch operations in Russia, the Czech Republic, Slovakia and Hungary.

While estimates by Concept Publishing Polska (CPP), a competitor of Direct Publishing, are somewhat lower, the company agrees the sector is thriving and the coming year will bring plenty of new customer magazines. "I believe custom publishing is a market worth around zl.40 million and it is clearly on the rise; it may be growing by up to 100 percent per year," said Rafał Plewiński, a member of CPP's management board. CPP, which prints 23 custom magazines for clients such as Cyfrowy Polsat and the Polpharma pharmaceutical corporation, expects that the number of titles it is commissioned to print may double this year.

Public Radio in the Black
According to preliminary data released by Polish Radio President Krzysztof Czabański, the net profit of the public radio broadcaster totaled zl.15-20 million last year. According to the company's managers, the broadcaster's revenues from license fees paid by listeners, advertising and sponsorship programs exceeded zl.200 million and were comparable to those in 2006, when Polish Radio reported over zl.273 million in revenue on a net profit of over zl.4 million.

Movie Theaters Fall on Hard Times
According to a report compiled by analysts from the Deloitte consulting firm, the world's movie theater operators have to brace for growing competition from large-screen TV sets, home cinema, broadband internet access and video games. These forms of entertainment are expected to gain popularity this year, and movie theaters are also likely to face tough competition from a growing number of big sports and music events.

Upward Trend in Digital TV
The number of digital TV users in Poland has reached 3.5 million, rising by 1.5 million last year alone, according to the Money.pl website. Cyfrowy Polsat boasts the highest number of customers, at over 2 million, way ahead of Cyfra+, which has over 1 million. The country's newest "n" digital TV platform had 300,000 customers at the end of last year.

TVN Wins Mover and Shaker Award
The TVN media group has been named "Changer of Polish Industry" in recognition of its contribution to Poland's economic education, the standard of its economics programming and its constant presence. The jury considered that TVN, as one of Poland's first TV stations, appreciated the role of business programs from both an informative and journalistic standpoint, provided timely and accurate business information and had set the pace for other channels. Economics has been one of TVN24's mainstays since day one and the station served notice that it intended to remain a major source of business news, forums and commentary when it launched its TVN CNBC Biznes channel last year.

President Lech Wałęsa and Prof. Jerzy Buzek were also honored at this year's ceremony. Polskie Towarzystwo Wspierania Przedsiębiorczo¶ci, publisher of the Nowy Przemysł (New Industry) monthly, has been presenting the award annually for eight years to those companies, institutions, public figures and events that have most contributed to economic changes over the past year. The winners are selected by the periodical's editorial staff with the assistance of opinion makers who have won the title previously.

The "Changer of Polish Industry" is part of a project entitled We Are Changing Polish Industry that promotes initiatives supporting Poland's economic development and shapes the concept of a modern and competitive company.

The Best of Advertising
The winners of the 2007 Idea Awards for best advertisement have been announced. The competition is divided into newspaper, outdoor and TV market; automotive, medicine, fashion & beauty; and services advertising categories. The winners in their individual categories are as follows: ArchiDoc-services/press; Sony-services/television; Polska Grupa Energetyczna-services/outdoor; Artelac-medicine/newspaper; Verbena-medicine/outdoor; Fiat-automotive industry/television; Alfa Romeo-automotive industry/newspaper; Nissan-automotive industry/outdoor; Wittchen-fashion & beauty/newspaper; Pantene-fashion & beauty/television; Braun-fashion & beauty/outdoor.

The Idea Awards is the only competition of its kind in Poland. It was set up in 1991 as Clio Poland by Roman Fedorczuk, a member of the American Advertising Association. The name was changed to the Dea Awards before becoming the Idea Awards in 1996. People vote for their favorite advertisements on-line. The competition has a reputable auditing firm supervise its jury while SMG/KRC Poland market research and public opinion institute polls audience preferences and measures advertising reach. The Golden Idea is a special award presented by a panel of celebrity judges which includes advertising gurus, public figures and representatives of successful Polish firms. The Grand Prix goes to whoever polls most votes.

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