Today The State Duma is likely to lift the ban on the display of advertising with pay channels, broadcasting which is about 75% of domestic content. Relevant amendments to the law « On Advertising” yesterday recommended the adoption of the second and third readings of the State Duma Committee on Information Policy.
The ban on the display of advertising on pay channels was introduced last summer. The deputies explained the need to ban the fact that users do not have to pay twice for the operator channel, and then another, and view ads. But last December, Russian President Vladimir Putin acknowledged that the amendments were introduced to protect the major federal channels. On the non-terrestrial channels account for about 4% of advertising budgets. But seriously amendment changed the business model for about 300 non-terrestrial channels: in the largest of them advertising made up 30% of revenue. Some channels have announced their closing or withdrawal from the market of Russia, the number of channels has decided to raise the price of their content.
In the middle of January, Deputy of the State Duma and co-chairman of the central headquarters of « Russian Popular Front” Olga Timofeeva offered to make an exception to this rule and allow display advertising channels with fully domestic content. This will help regional broadcasters, she explained. However, the committee decided in the end to reduce the required share of domestic content from 100 to 75%. « This is a major concession to the industry, 25% will allow provide access to the world cultural heritage “?? the chairman of the committee, Leonid Levin. « We understand that count, where 75% of the content, and where 25% will be difficult, but hope for decency channels “?? Timofeev noted. Check the channels that fall under this exception is the Federal Antimonopoly Servi ce. Interviewed « Vedomosti” employees broadcasters say that the majority of regional channels, as well as many thematic channels to meet these standards, or be able to lead in the air compliance with them for a few months.
However, even before the deputies have provided an exception for channels with domestic content, officials brought out from under the law of the largest non-terrestrial channels Russian media holdings. In late December Roskomnadzor issued a license essential 40 off-air channels that belong to « First Channel” RTR and « Gazprom-Media”, which gave them the right to broadcast advertising after the New Year. All channels were licensed at the 34th television frequencies, which belongs to the channel « Sport” holding RTR.
It turns out that in the long run without advertising in Russia will remain foreign non-terrestrial channels, which accounted for the lion’s share, and these revenues. In 2013, all off-air channels to earn advertising 3.7 billion rubles., Calculated AdIndex. Three-quarters of this amount collected 10 major channels. Among them, only two Russian ?? it and « Home Cinema» ( is controlled by « First channel”), the rest are representatives of foreign media companies should of data AdIndex. If you take the next 20 to size advertising revenue off-air channels, the Russian in them for more than half.
However, there are channels of foreign companies, which dominates Russian content. The most famous ?? « TV 1000. Russian cinema”, but there are very few channels. On the other hand, there are non-terrestrial channels produced in Russia, where the predominant foreign content, such as music or sports.
The amendments will lead to the fact that the regional channels will increase the amount of Russian content counts Deputy Communications Alexei Volin. « can earn advertising channels that produce their own content, and do not earn that put on the air cheap foreign films. A foreign channels will be able to earn a monthly fee, “?? he said.
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