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The Warsaw Voice » Business » January 31, 2013
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Media in brief
January 31, 2013   
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Less Ad Revenue for TV Stations
Poland’s four most popular television channels—the private Polsat and TVN and public broadcaster TVP’s TVP 1 and TVP 2 channels—earned a combined zl.9.6 billion from commercials last year, 1.67 percent less than in 2011, according to market research company Nielsen Audience Measurement.

The combined viewership market share of the four channels also dropped—from 60.16 percent to 55.87 percent, Nielsen Audience Measurement said.

Private broadcaster TVN generated the most ad revenue last year—zl.3.5 billion—calculated according to the broadcaster’s rate card, without taking into account any discounts granted to customers.

TVP 1 retained its number one spot in terms of the largest audience share, at 15.42 percent, followed by Polsat with 13.97 percent, TVN with 13.93 percent, and TVP 2 with 12.56 percent. Each channel recorded a smaller market share than a year earlier.

Viewers watched television for 4 hours and 3 minutes a day on average, a minute longer than in 2011.

A soccer match between Poland and Russia played as part of the Euro 2012 championships and broadcast by TVP 1 June 12 attracted the largest audience last year—13.4 million 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.

TVN Internet Project for Foodies
The TVN media group has launched a website focusing on food and cooking called Kulinarni.pl, featuring tips from experts and culinary celebrities. It aims to present multimedia content in a way that is fresh and accessible.

The website has a database with video clips featuring original recipes, focusing on the best chefs, top restaurants and venues where the tastiest dishes are served. The website also highlights the latest trends in cooking, selected products and news from the food sector, all accompanied by tips on savoir vivre.

Among those who cook for Kulinarni.pl are experts who appear on television, celebrities and chefs from the best Polish restaurants.

Research by Megapanel PBI/Gemius shows that the number of people who use food and cooking websites in Poland has grown from less than 1 million to more than 5 million over five years, while 28 percent of internet users now reach for such websites in search of culinary inspiration, up from 8 percent.

Pole on the EBU Board
Andrzej Siezieniewski, CEO of public radio broadcaster Polskie Radio, has been elected a member of the Board of the European Broadcasting Union (EBU), the largest organization of public media in Europe. This is the first time that a Pole has been elected to sit on the EBU board.

Meeting in Strasbourg Dec. 6-7, the EBU’s General Assembly elected new board members for a two-year period after the previous board’s term expired.

“The EBU is an organization with a real influence on matters associated with the functioning of the public media in Europe,” Siezieniewski said. “Working directly on the board of the Union will make it easier for us to express our expectations and carry out projects beneficial for public broadcasters in Poland.”

The European Broadcasting Union was set up in 1950 as an organization of public, non-commercial, radio and TV stations in order to share programs and produce them jointly for viewers in various countries. The EBU now groups radio and TV broadcasters from 56 countries. Polish public radio and television broadcasters have been members of the organization since 1993.
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