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The Warsaw Voice » Society » March 29, 2012
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Media in brief
March 29, 2012   
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TVP Kultura Targets Young Viewers
TVP Kultura, a public television specialty channel focusing on arts and culture, has lined up a number of new programs for young audiences in its spring schedule.

In an experimental project carried out in conjunction with the organizer of the 32nd Warsaw Theater Meetings, to be held from March 24 to April 3, TVP Kultura viewers will have an opportunity to see reports from the festival, meetings and interviews with artists, and fragments of theater plays.

Music lovers will have an opportunity to see new Polish bands, like BiFF, Chassis, Pablopavo, Ludziki and Camero Cat, in a series of concerts entitled M³oda Kultura (Young Culture). There will also be something of interest to the literary-minded. The Winda z ksi±¿kami (Elevator with Books) program is an alternative campaign designed to encourage people to read. Young journalists will read books in an elevator and encourage their fellow passengers to talk about literature.

In a program called Nocne czytanie w wannie (Nighttime Reading in a Bathtub), young Polish writers will read excerpts from their books in unusual settings.

On its website, TVP Kultura has launched an application which enables viewers to publish their own videos connected with current social and cultural developments. The most interesting videos will be broadcast by TVP Kultura and will take part in a competition run by the station.

Radio Three on Two-Zloty Coins
A new two-zloty coin will be launched March 30, marking the 50 years since the Polish public broadcaster’s Radio Three station was founded.

The coins, 800,000 of which will go into circulation, will be made of Nordic Gold alloy and will be legal tender.

Specialty Channels Win Over Viewers
Poland’s largest television stations lost some of their viewers last year to a growing number of specialty channels. The combined audience share of the four leading broadcasters—public television with its TVP1 and TVP2 channels, and private stations TVN and Polsat—was 60.16 percent, down from 62.89 percent a year earlier, according to a Nielsen Audience Measurement survey.

“Specialty channels will certainly win 25 percent of the television advertising market by the end of this year and then their market share will continue to grow,” said Piotr Bieñko, vice-chairman of media company Codemedia.

According to ZenithOptimedia Group, the global television advertising market will be worth $194 billion this year.
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