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The Warsaw Voice » Society » January 26, 2012
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Media in brief
January 26, 2012   
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Global Pay-TV Market Set to Grow
The worldwide pay-TV market will continue to grow to generate service revenues of up to $236 billion by the end of this year, according to a study by ABI Research. This is despite the fact that cable TV operators continue to face increasing competition from internet protocol television (IPTV) and over-the-top (OTT) services.

ABI Research’s Jason Blackwell said, “Cable TV services will still dominate the overall pay-TV market, although this segment’s market share is expected to slightly decrease from 2011. Cable TV service revenue will account for 48.6 percent of total pay TV revenue in 2012.”

In North America, where cable TV penetration is nearly saturated, cable companies are losing TV subscribers, according to ABI Research analysts. However, the continuous growth of the cable TV market in other regions will drive global cable TV revenue to increase in the coming years. In the emerging markets, cable TV will be a better choice for consumers due to its relatively low price.

In Poland, cable TV has a smaller market share than satellite digital platforms. The total number of cable TV customers in Poland is between 4 million and 4.5 million, while satellite digital platforms have about 6 million customers between them.

Ad Campaign for TV License Fees
An advertising campaign under the slogan Poland Is Number One was launched in January to encourage viewers and radio listeners to pay license fees. A report by the Association of Public Media Employers (ZPMP) shows that two-thirds of television set owners in this country do not pay their license fees.

According to ZPMP data, around 14.3 million television sets are now in use in Poland. However, only 4.2 million of the country’s over 13 million households have their television sets registered and only 1.2 million pay their license fees on a regular basis. The ZPMP estimates that the remaining 3 million TV set owners are behind with their fee payments to the tune of zl.2.08 billion, or zl.680 per head on average. Additionally, the number of people paying license fees in Poland has been decreasing. As a result, revenues from the fees are smaller every year. In 2010, they stood at zl.552.3 million, shrinking by 11.3 percent from a year earlier. In 2011, they totaled an estimated zl.470 million, falling by around 15 percent from 2010.

Statistics show that the percentage of those who fail to pay the license fee on a regular basis in Poland is much higher than elsewhere in the European Union. For example, in Britain only 5.2 percent of TV set owners do not pay the license fee, in the Czech Republic the figure is 5 percent, in Austria 4 percent, and in Germany 2 percent.

The campaign features foreigners, including a Frenchwoman and a German, who “congratulate” Poles on being number one in failing to pay license fees. This ironic message is expected to encourage Poles to pay their license fees regularly.

The campaign has been produced for ZPMP by a consortium of two ad agencies, Walk and Adwertajzing. The campaign, which is scheduled to run until Feb. 20, covers television, radio, newspapers and the social media, including Facebook.
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