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The Warsaw Voice » Society » June 27, 2013
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Media in brief
June 27, 2013   
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Tablet Sales Booming
Some 1.8 million tablets could be sold in Poland this year, up from 880,000 last year, according to global technology and IT market analysis firm IDC.

“Manufacturers sold about 375,000 tablets in Poland in the first quarter of 2013, compared with just 87,000 in the same period last year,” said Damian Godos, an analyst at IDC. In comparison, laptop sales in the first three months of this year totaled 480,000 units, Godos added.

“In a little while, tablet and laptop sales will even out, which clearly shows that tablets are mushrooming in Poland,” Godos said.

Tablets are increasingly popular mainly because they are convenient to use in terms of multimedia content, social networking services and websites, according to Adam B±kowski, CEO of NaviExpert, a Polish company that provides mobile navigation systems for mobile phones and tablets. “The prices of these devices are also falling and their availability is increasing, mainly because [mobile phone] operators are offering tablets for a token zloty as part of package deals,” B±kowski said.

According to IDC, Samsung was way out in front in terms of tablet sales in Poland in the first quarter, selling over 100,000 units from January to March.

New Movie Channel in the Pipeline
A new free movie channel will be made available to viewers in Poland in the middle of next year as part of the country’s digital terrestrial television (DTT) system. A number of applicants are interested in securing a license to broadcast the channel. One of them is Stopklatka TV, a joint initiative by three strong players on the Polish media market: Kino Polska TV S.A., the company behind the television channel which broadcasts Polish movies and series, Stopklatka.pl, an online service focusing on films and actors, and the media giant Agora.

According to Bogusław Kisielewski, CEO of Stopklatka S.A., the company behind the Stopklatka.pl website, the new movie channel, if run by Stopklatka TV, would guarantee new quality in non-pay television.

“It is no coincidence that we have joined forces to enter the competition in this lineup,” Kisielewski said. “Kino Polska has many years of experience in running a movie channel that is both popular and ambitious. Stopklatka.pl provides access to extensive content related to the film industry, and Agora is not just about the press, radio and the internet, but also production and distribution of films for cinema. Together we can do a lot for both television and Polish film—by offering good cinema in a modern form attractive to viewers, and in a channel accessible to the general public.”

Stopklatka TV plans to air full-length feature films, documentaries and animations by both Polish and foreign filmmakers. It also wants to broadcast educational programs and current-affairs programs about the film industry, in addition to programs about filmmakers, interviews with celebrities and news from the world of film. According to Kisielewski, prominent figures in Polish cinema support the project and are ready to sit on the station’s policy board if Stopklatka TV gets a broadcasting license.

In addition to attractive content, Stopklatka TV says the new channel would also use new technology, promising to combine good cinema with the potential of hybrid television.

Young Poles Ignore Online Ads
More than 63 percent of young people in Poland do not click on online advertisements, according to a survey conducted among respondents aged 15-25 by consulting firm UnitedCast Entertainment. At the same time, 69 percent of those polled said they are indifferent to online ads.

The survey found that more than half of the respondents spend more than seven hours a day online, and 29 percent use the internet from five to seven hours a day. However, despite the long time spent surfing the net, over 63 percent of young people do not click on online ads, the survey shows. Only 13 percent of those polled said they do; of this 3 percent said they do that regularly, while the remaining 10 percent said they click on online ads occasionally.

Sixty-nine percent of respondents described themselves as indifferent to online ads. Only 16 percent said online advertising is a valuable source of information about products and services. Sixty-seven percent said there are far too many online ads out there, while also describing these as aggressive and intrusive. Only 2 percent said they are not bothered by online ads.

The survey also found that young internet user preferences are changing when it comes to advertisements. The most popular are multimedia ads (37 percent), followed by competitions (19 percent), and banners (12 percent). Forms of promotion such as links, sponsored articles or newsletters are ranked low. This indicates that advertisers need to rethink their policies to better adapt these to internet user preferences.
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