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The Warsaw Voice » Business » February 20, 2008
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MEDIA IN BRIEF
February 20, 2008   
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TV Poll Results Announced

The winners of the 2008 Telekamera competition were announced at the Polski Theater Feb. 4.

TVN dominated news and current affairs, with Justyna Pochanke winning in the news category, while Tomasz Sekielski and Andrzej Morozowski were voted best current-affairs journalists. TVP fought back in entertainment with Włodzimierz Szaranowicz voted best sporting commentator and Robert Janowski, who hosts the musical quiz program Jaka to melodia? (What's That Melody?) was best entertainment presenter. TVN scooped the pool in the serials category with Na Wspólnej voted best drama, Kryminalni best thriller and Niania best comedy. The group Feel took out the music award. Paweł Małaszyński and Agnieszka Dygant were voted best male and female actors respectively.

The honorary Gold Telekamera went to three-time Telekamera winner and TVN journalist Kamil Durczok. Melanie Griffith also picked up an honorary Telekamera for the foreign performer whose lifetime achievement was deemed most significant. Her assistant Rosemary Hygate received the statuette on Griffith's behalf. The Super Telekamera was introduced this year to choose the best performer from all previous winners.


New TVN Serials Coming Soon

TVN is currently shooting two new serials, Naznaczony (Marked Man) and Teraz albo Nigdy (Now or Never).

The station started shooting Naznaczony Nov. 9 and the serial is due to go to air in the fall. Naznaczony has a stellar cast and some of Poland's biggest names will be making cameos throughout the 13 episodes. Piotr Adamczyk plays a mild-mannered math teacher, Tadeusz Krala, who leads a humdrum existence until he accidentally knocks down a stranger. Mystery and drama are deftly woven into the script. Naznaczony was written by Bartosz Kurowski and Kuba Nie¶cierow and directed by Michał Bulik, Jacek Filipiak, Maciej Odoliński and Tomasz Szafrański.

Teraz albo Nigdy tells the story of a group of 20- and 30-somethings, each of whom is looking for a fresh start in life, who find themselves flung together on Madeira during a new year's eve outing. The script was written by Radosław Figura and Olga Sawicka. The series is directed by Urszula Urbaniak and produced by Dorota Chamczyk and Dariusz G±siorowski from TVN and Michał Kwieciński from Akson Studio. Filming commenced Jan. 8 and the first series is due for completion at the end of April. TVN plans to screen the first episodes in March.


Big Love Back on HBO

The second season of HBO's popular Big Love started screening Feb. 5 in Poland. Big Love tells the story of Bill Henrickson, a Mormon who lives with his three wives and seven children on the outskirts of Salt Lake City.

Bill Paxton, Jeanne Tripplehorn, Chloë Sevigny and Bruce Dern make up the cast. Big Love was created by Mark Olsen and Will Scheffer and produced by Tom Hanks and Gary Goetzman for Playtone. The series has been nominated for the Golden Globes as best drama series for the second year running. The second season comprises 12 new episodes, which can be seen on HBO on Tuesdays at 9 p.m.


New Faces at Discovery

The Discovery Networks' Central European division has appointed two new regional managers. Alexandra Tiganas will be located in Discovery's Bucharest office and will be responsible for developing the network in Romania. Sylwester Molenda will manage Discovery's Polish television channels from Warsaw. Both will be responsible for coordinating marketing and PR and for managing local staff including planners and marketing managers.


China to Dominate Internet?

The United States has lost its title as the world's largest computer market and it may slip into second place in terms of the number of internet users sometime next year. The new guy in town is China which gained an extra 73 million internet users last year to put it just 5 million behind the U.S. China now has almost 210 million internet users according to the China Internet Network Information Center.

This Chinese upsurge translates into more online entertainment, music, games and web TV, the most common forms of internet usage. Some 180 million Chinese listen to music online to take but one example.

The Chinese search engine Baidu.com accounted for 5 percent of the world's web queries in December, making it the third most popular search engine on the planet, according to U.S. internet information provider comScore. This is still a long way behind Yahoo's 12.8 percent, let alone Google's 62.4 percent, but the implications for global business are obvious.


More Product Placements

The market for product placements, or hidden advertisements, on Polish TV is set to double in value over the next three years, according to media researcher PQ Media. And the company is predicting a 30-percent rise over last year's $27.5 million this year.

The market is expected to be worth $63 million in 2010, a huge increase over today's figure but still insignificant compared with the United States, Brazil or even Australia, where the figures are expected to be $5.48 billion, $816.5 million and $300.6 million respectively.

Product placements advertise products and services unobtrusively and in entertaining ways. They are also extremely difficult for viewers to avoid. It is not surprising then that marketing experts are recommending them.


Web Woes for Advertisers

Stemming the mounting consumer backlash to "webmercials," or online advertisements, is going to be online advertisers' greatest challenge this year, according to Deloitte Consulting. This is just one of several media market forecasts contained in the company's latest annual TMT Trends report.

Deloitte foresees considerable obstacles facing the rapidly growing internet advertising market, currently estimated to be worth $41.6 billion. Surveys conducted by Deloitte Development in the United States last year reveal that three-quarters of respondents find online advertisements more annoying than print media advertisements and that two-thirds claim to pay more attention to the latter. More than a quarter are prepared to pay to have internet advertisements blocked. Online advertisers will have to offer their target groups something extra if they are going to reverse this situation.

At this stage, conventional TV has little to fear from Web TV, according to analysts. Broadcasters will therefore probably use Web TV to supplement their core businesses.
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