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The Warsaw Voice » Society » December 3, 2008
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Media in brief
December 3, 2008   
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CosmoStars Come Out at Night
The Polish edition of the Cosmopolitan magazine announced the winners of its Mocne Strony Kobiety (Woman's Strong Points) competition at an awards ceremony at the Novotel Warszawa Centrum Hotel Nov. 24.

The CosmoStar 2008 title went to actress and TV presenter Katarzyna Cichopek, while Katarzyna Miklas, the owner of a dance and arts center for children, became CosmoGirl of the Year 2008. Miklas drove away in a Fiat Punto and also bagged a fair amount of jewelry.

Woman's Strong Points is a large campaign through which Cosmopolitan promotes young and successful women who are high achievers, live exceptional lives, help those in need, and can serve as role models for others. The Polish edition of Cosmopolitan launched its campaign in the fall, printing a series of announcements. The Cosmopolitan staff short-listed 30 semifinalists after competition judges interviewed each woman, hearing what they had to say about why they deserved to make it to the finals. All the finalists attended the gala at the Novotel Warszawa Centrum Hotel where the winners were chosen.

The annual quest for the CosmoGirl started a few years ago in the United States, where the American Cosmopolitan magazine holds its flagship Fun Fearless Female competition. The winners so far have included actresses Brooke Shields, Ashley Judd and Jennifer Aniston.

Movie Theaters Resist Crisis
In the first three quarters, spending on advertising in movie theaters increased by more than 50 percent compared with the same period last year, reaching zl.78.3 million. The rise was sharper than for on-line advertising, which grew by 38.1 percent, according to data from the Starlink media house. Analysts attribute the rise in spending to relatively low costs for advertising in cinemas. As new multiplexes open, larger audiences can be reached through theaters. Consequently, cinema revenues from advertising are expected to rise by 12 percent next year, faster than other segments of the advertising market. The good performance is partly due to the fact that cinemas keep investing in new forms of advertising, such as ads on headrests, tickets, popcorn boxes and T-shirts worn by staff.

Satellite TV From TP
Internet users who buy the Neostrada service from the Telekomunikacja Polska (TP) telecom operator can now order access to 30 TV channels broadcast via satellite. The price of the satellite decoder is included in the monthly fee. Previously, TP provided TV via landline telephone as IPTV, but the service was only available in some parts of large cities.

"The satellite technology enables us to offer our multimedia services to a much larger group of customers who previously were out of reach of services employing the cable ADSL technology," said Dominique Lesage, TP's content director. According to TP estimates, the satellite technology has extended the coverage of TP's digital TV signal to more than 9 million households.

Moods Deteriorate in Media Sector
The Briefindex indicator of expert opinions about the situation on the media market has declined to 57.7 points, the lowest value since February 2004. Commissioned by the Brief trade magazine, the Briefindex is produced by Millward Brown SMG/KRC on the basis of opinions from around 100 marketing directors in different sectors and heads of advertising agencies and media houses.

In the 19th Briefindex survey conducted Oct. 15-28, a majority of respondents (62 percent) rated the current situation of the media and advertising as good or very good, compared with 81 percent in July. Trade insiders are far less optimistic in their expectations of the coming three months. As many as 40 percent of respondents anticipate a slump in the media and advertising market and only 14 percent believe it will improve. Managers say companies have begun to freeze their advertising budgets
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