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The Warsaw Voice » Society » December 21, 2012
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Media in brief
December 21, 2012   
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CBS Comes to Poland
Television channels CBS Reality, CBS Drama, CBS Action and CBS Europa were launched in Poland Dec. 3 as a result of a rebranding of Chello Zone channels. The rebranding was carried out under an August agreement between the commercial broadcasters CBS and Chello Zone.

The CBS Europa film channel, which replaced Zone Europa, shows films from across the world, both blockbusters and avant-garde productions, classics and contemporary masterpieces. Among the premieres are The Hurt Locker, The Reader, Girl, Interrupted, Hair, and The Remains of the Day.

The CBS Drama channel, which replaced Club TV, offers viewers well-known film series—from soap operas, like Dynasty and Melrose Place, to crime series, like the Father Dowling Mysteries.

Another new channel is CBS Action, which replaced Zone Romantica. It features a mixture of American thrillers, popular science-fiction series and action films. Among the well-known titles to be aired are Star Trek, Jericho, 4400 and Twin Peaks.

The CBS Reality channel replaced Zone Reality. It will be showing new reality-shows produced in Britain, Australia, New Zealand and the United States.

The new channels are available on the largest digital platforms and from cable operators including Cyfrowy Polsat, Cyfra+, UPC Polska, Vectra, Multimedia Polska and Toya.

Premium TV Sells Commercials for Canal+ Cyfrowy
Canal+ Cyfrowy has teamed up with Premium TV, which offers commercial representation services to other broadcasters. From January Premium TV will be selling advertising time on all Canal+ channels and Canal+ Cyfrowy specialty channels.

“Premium TV has offered us the most advantageous, diversified, complete and innovative services,” said Beata Mońka, president of Canal+ Cyfrowy. “The professional team of managers dedicated to providing services to our channels—people who know the market inside out and have experience in working for both media houses and the media themselves—is a guarantee of good teamwork and an efficient use of the value of our brands in commercial sales, and in sponsorship offers and special projects on today’s demanding and very competitive market.”

TVP Info Turns 5
The TVP Info 24-hour news channel, launched by Poland’s public television broadcaster TVP in 2007, will soon undergo a number of changes, some of them to be introduced this year. According to TVP Info head Jan Szul, the channel will focus more on documentaries. “We are also working on a new look for the channel,” Szul said.

The public broadcaster launched its news channel at a time when two private television corporations, TVN and Polsat, were already competing for ratings with their own news channels. The public channel has been since drawing growing audiences and according to the latest survey by the Nielsen Audience Measurement company, in September it had the highest ratings among news channels in Poland, watched by 3.71 percent of viewers. The survey also shows that over the first nine months of this year, TVP Info scored an average 4.01 percent of viewers, compared to 4.39 percent in the same period last year. TVN 24 managed 3.10 and 3.17 percent, respectively.

“Our ratings are growing among young people who are frequently the target audience of business and advertising programming,” said Szul. Until recently, the common belief in media and advertising circles was that most TVP Info viewers were people between 40 and 50 years of age. Szul is planning to introduce more changes in programming in a bid for higher ratings and to appeal to wider audiences, including young viewers.

Google AdWords Express – New Advertising Tool
The internet-related product and service provider Google has launched its AdWords Express service in Poland. The service makes it possible to carry out advertising campaigns in a swift and semi-automatic manner. The service is intended mainly for small local businesses.

Those wanting to place an advertisement through Google AdWords Express now need to provide only some basic data about their business, prepare the content of the ad and specify their monthly advertising budget. After the campaign has been launched it is automatically managed by the Google system, which determines which keywords should activate the advertisement and displays it at the right moment.

AdWords Express ads pop up in the sponsored links section of the Google browser—to the left or at the top of the search results—and in Google Maps under the blue pin button. Both computer and mobile device users see the ads.

New Mag Hits the Streets
The first issue of biweekly wSieci hit the newsstands across Poland Nov. 26. Published every two weeks, it prints materials available on the internet and selected by a team of editors.

The magazine costs zl.2.90 a copy and is published by the Fratria company. Jacek Karnowski is editor-in-chief.

Internet Access for Everyone in 2015?
The Polish authorities say that in 2015 people living in all areas of the country will have internet access, while in eight years every household will have access to broadband internet with a speed of at least 30 mb/s. The Office of Electronic Communications (UKE) says that the targets of the EU Digital Agenda are being achieved according to schedule.

At the end of 2011, ten million people and 74 percent of households in Poland had access to the internet, according to the UKE.

The Ministry of Administration and Digitization has estimated that the technology needed to provide all areas of Poland with internet access may cost up to zl.25 billion, part of which will be financed by Brussels. No cuts are expected in EU funds for the Digital Agenda, the goal of which is to fight so-called digital exclusion, in negotiations on the bloc’s new budget. This is because the agenda is one of the seven flagship initiatives of the EU’s Europe 2020 growth strategy, while high-speed internet access is vital for economic growth.

The largest amount of EU money for the development of broadband infrastructure has been set aside for the Mazovia, Lublin and Warmia-and-Mazuria provinces. EU money will be used in the provinces to build masts and wired and wireless internet networks.
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