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The Warsaw Voice » Business » July 30, 2008
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Media in brief
July 30, 2008   
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TVP to Launch Digital Platform
Public television broadcaster TVP will launch a digital platform jointly with satellite operator SES Astra, according to Marcin Bochenek, a TVP management board member responsible for new technology. The platform will start operating next year, he added.

That has been confirmed by Krzysztof Surgowt, president of Astra Polska, a SES Astra subsidiary that will develop the platform's infrastructure complete with a call center and a customer service office.

"We are already working on the project," said Bochenek. "The digital platform is a good idea for the public television company." The platform will offer all TVP channels, including specialty ones, as well as channels run by private broadcasters, Bochenek said.

Entertainment Market Expanding
The Polish media and entertainment market is growing faster than its counterparts in other countries. That will not even change if there is an economic downturn around the world, according to the Global Entertainment and Media Outlook: 2008-2012 report by PricewaterhouseCoopers consultancy company.

PwC analysts predict that the Polish media and entertainment market will be worth $14.2 million by 2012, which means a growth of over 9 percent per year in the next few years. The global media and entertainment industries, on the other hand, are expected to grow by no more than 6.6 percent annually, with the market's value reaching $2.2 trillion in 2012.

Over the next year, the Europe, Middle East and Africa region will become the world's fastest growing media and entertainment market, leaving behind the current leader, the United States.

Music Sales Shrinking
Sales of music worldwide will drop in the years to come, according to estimates made by the eMarketer agency based on data from the International Federation of Phonographic Industries (IFPI). This year global revenues from the sale of CDs, DVDs, tapes, albums and online music files are expected to reach $27.9 billion, 4.5 percent less than last year.

In 2009 and the following years until 2011, the downward trend is expected to continue, chiefly due to dropping sales of music CDs. An increasing number of people are downloading music files from the internet instead of buying them in stores, experts say.

The industry hopes to rebound owing to rising sales of music on the internet and for mobile phones. In the United States, where sales of digital music files were launched five years ago, 30 percent of all music is now sold online and for mobiles, the IFPI says. Last year digital music file sales in the United States reached $2.9 billion-compared with just $20 million in 2003-and will keep growing, the organization says.

Last year, 15 percent of all music sold worldwide was in digital form, compared with just 2 percent in 2004. Internet users downloaded some 1.7 billion music files last year, according to the IFPI.

Students Raise Breast Cancer Awareness
A group of students from the Władysław Jagiełło High School in Z±bkowice ¦l±skie (pictured), southern Poland, have produced a television commercial as part of a nationwide breast cancer awareness campaign called Mam Haka na Raka (Outsmarting Cancer).

In the commercial, the students try to persuade women to have regular breast checks. The commercial will be shown on television and the internet in August. It will also be aired on Polish public radio.

The students' idea will form the core of a national advertising campaign that will include billboards throughout the country. The campaign, sponsored by the GlaxoSmithKline company, is being prepared under the auspices of a Polish cancer association.

Polish Children on BBC
BBC Worldwide Channels July 14 began airing a set of six commercials featuring Polish children. The commercials, collectively entitled To, co lubię najbardziej (What I Like Best), last from 45 to 60 seconds. They were recorded in June in Warsaw, and feature Polish preschoolers talking about things they like most.

The Polish commercials stem from BBC Worldwide Channels' plan to adapt the programming of the CBeebies channel to the needs of the local market. At the start of this year, the CBeebies channel in Poland hired Polish presenter Aneta Piotrowska.

The Polish CBeebies channel, modeled after its BAFTA Award-winning British counterpart, can be watched on digital Cyfrowy Polsat and on selected cable television networks.

The Sun Denies Polish Edition Rumor
British tabloid The Sun is not planning a Polish edition in the near future, the publication's PR manager Lorna Carmichael said following a report that News International, the publisher of the daily, was eyeing the Polish market and looking for a printer and staff here.

Polish media news wire Presserwis had reported that a London-based team was working to launch the Polish edition, headed by Dagmara Gładysz, who supervised the Polish-language editions of The Sun targeted at expatriate Poles in Britain during the Euro 2008 soccer championships.

Nickelodeon Launched in Poland

Nickelodeon Polska is a new children's channel that went on air in Poland in July. The channel is targeted at viewers in the 2-12 age group. It offers programs such as a locally-produced show entitled Roztańczony Nick (Dancing Nick). The show is made up of 12 episodes in which children, under the watchful eye of experts, learn modern dance styles such as jazz, musical dance, disco, and breakdance. The instructors are Emilia Czerko and Jacek Suchecki, dancers from the Warsaw Center for Artistic Development.

The new channel chiefly airs cartoons. The channel is available in the digital packages of cable television networks in Poland such as UPC Polska, Aster, Vectra, and Multimedia Polska.

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