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The Warsaw Voice » Business » May 28, 2008
MEDIA
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MEDIA IN BRIEF
May 28, 2008   
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TVN Just Can't Stop Dancing
Commercial TV station TVN began shooting Poland's first dance comedy Kochaj i tańcz (Love and Dance) May 7. The movie stars Polish actress Iza Miko, who has been making quite a name for herself in Hollywood of late, and popular young Polish actor Mateusz Damięcki together with a selection of Poland's finest movie actors. Dancers who have represented Poland in international championships and contestants from TVN's popular dance shows Taniec z gwiazdami (Dancing with the Stars) and You Can Dance-Po prostu tańcz have formed a dance troupe specially for the movie.

Kochaj i tańcz is directed by Bruce Parramore, internationally acclaimed for his audiovisual and dancing presentations, commercials and music videos as well as his films. Jarosław Staniek, one of Poland's most versatile dancing show producers, will be handling the choreography. Aneta Cebula-Hickinbotham is the producer. Cebula-Hickinbotham has previously co-produced Martin Campbell's The Legend of Zorro, Wolfgang Petersen's Troy and Steven Spielberg's Munich. She also worked on Roman Polanski's The Pianist and Agnieszka Holland's Julie Walking Home.


Eurosport HD on "n"
The new-generation "n" digital TV platform added a new high-definition channel, Eurosport HD, to its portfolio May 25. Eurosport HD will be the only channel to broadcast the finals of the Euro 2008 European soccer championships and the Olympic Games in Beijing in high-definition.

Eurosport HD is a high-definition version of Eurosport, Europe's largest cable and satellite sports network owned by France's TFI Group. Eurosport covers soccer championships such as the Africa Cup of Nations, the UEFA Cup and Champions League matches. It also covers major track and field competitions, tennis tournaments and sports seldom seen in Poland, such as golf, fencing and wrestling.


Jetix Promotes Healthy Lifestyles
Children's TV channel Jetix premiered LazyTown May 19, a series that promises to revolutionize children's lifestyles the world over.

LazyTown is the brainchild of businessman, producer, writer and athlete Magnus Scheving. Scheving's belief that children lack healthy lifestyle role models gave him the idea of making health education interesting for children and helping them acquire good habits. The result was LazyTown. The series is targeted at children over three and is a fascinating combination of play, music and sports. It stands out by virtue of its educational merit and its focus on health and lifestyle. LazyTown guides the viewer towards healthy lifestyle choices, such as activity over laziness and healthy over unhealthy food.

LazyTown is shown in more than 100 countries worldwide and is setting new ratings records. It has won a number of awards, most notably in Britain's answer to the Oscars, the British Academy of Film and Television Awards. LazyTown has become recognized around the world in no time flat as a global brand name in children's entertainment giving priority to healthy lifestyles. LazyTown merchandising is busy pumping out best-selling books, DVDs and music from the show. LazyTown also runs public campaigns organized in conjunction with the health authorities or supported by them.


Revised Forecast for Ad Market
The global advertising market will grow 6.5 percent to $494.9 billion this year, according to multinational media agency ZenithOptimedia, which revised its previous forecast downward by 0.2 percentage points.

The revision is chiefly due to the recent credit crunch in the United States and a less optimistic outlook for the U.S. economy.

Slower growth is chiefly expected in the most developed markets of North America and Western Europe, while other markets, such as Asia, Central and Eastern Europe, Latin America and the Middle East, will be growing faster than initially projected, ZenithOptimedia says. The agency has revised upward its 2008 growth projection for these markets from 10.9 percent to 11.1 percent.

Emerging markets play an increasingly important role on the global advertising market, ZenithOptimedia says. According to the agency, by 2010 these markets will contribute 63 percent to the overall growth of the global ad market. Between 2007 and 2010, their share in the market will exceed 30 percent.

The downward revision does not apply to online advertising, in the case of which global spending will reach $47.5 billion, accounting for 9.7 percent of total advertising expenditure this year, according to ZenithOptimedia. In 2010, the value of online advertising is expected to go up to $66.9 billion-instead of the initially projected $61 billion-and account for 12.3 percent of the global advertising market. In Central and Eastern Europe, the advertising market will be worth $34 billion this year, growing to $45.1 billion in 2010.


More Players on Digital TV Market?
The Office of Electronic Communications has rejected a petition from Poland's largest television broadcasters-public television station TVP and commercial networks TVN and Polsat-to close the Polish digital TV market to new players until 2012.

Poland's first group of digital channels referred to as a digital multiplex will probably comprise seven general-access channels, TVP1, TVP2, TVP3, Polsat, TVN, TV Puls and TV 4, in addition to some local channels. The operator of a second digital multiplex, to be selected through a competition, would have the right to admit other broadcasters.

A third multiplex would be created after 2012 for the exclusive use of the public television company. At the same time, frequencies vacated by the public television broadcaster on the first multiplex would be allocated to commercial networks. The operator of a fourth multiplex would be selected through a competition, while two other multiplexes would be reserved for either digital terrestrial television (DVB-T) or digital mobile television (DVB-H), depending on how the latter catches on in Poland.

For the time being, it is unclear when the country will move from analog to digital broadcasting. Nor is it known if the prospective multiplexes will broadcast their digital programs in the high definition (HD) format.


Blu-Ray Sales on the Rise
Some 10 million Blu-ray discs may be sold around the world this year, according to the Blu-Ray Disc Association, an international group of companies dedicated to developing and promoting the Blu-ray disc format.

The amount of data that can be stored on a single-layer Blu-ray disc is up to 25 GB, which is five times the capacity of a standard DVD. This increased storage capacity means that the Blu-ray disc format makes it possible to record not only longer DVD films but also high-definition movies.

In Poland, the Blu-ray market has yet to start growing in earnest. Estimates show that under 40,000 Blu-ray discs with 600 or so films have been sold on the Polish market so far. According to the Blu-Ray Disc Association, 9 million films have been sold in this format worldwide, including 2.4 million in Europe.

The first Blu-ray discs hit the stores in the United States almost two years ago, but in Poland they did not begin to gain popularity until a year ago. To fully enjoy the disc's capabilities, the user needs to invest several thousand zlotys to buy a new television set, a Blu-ray player and a sound system.


RMF FM in Pole Position
Cracow-based radio station RMF FM has the largest market share among Poland's radio broadcasters in terms of the number of listeners, according to a Radio Track survey conducted by MillwardBrown SMG/KRC market research company for the period of February to April this year. During this time, RMF FM had a 23.1-percent market share, versus 22.6 percent in February-April last year, MillwardBrown SMG/KRC said. Radio Zet's share fell from 19.2 percent to 18.9 percent, while Polish Radio 1 continues unchanged at 12.3 percent; Polish Radio 3 fell from 6.6 percent to 5.9 percent; Catholic Radio Maryja rose from 2.1 percent to 2.2 percent; Polish Radio 2 dropped from 0.7 percent to 0.6 percent; and Radio Bis remained unchanged at 0.3 percent.
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