"Video International" closely on the air. Mediaseller interested in channels with an audience of less than 1% Bashny.Net

The rapid development of niche channels attracted the attention of the largest mediasellera - Group of Companies "Video International" (GKVI). In the autumn the group intends to introduce a system of channels and advertisers pricing and placing on them. Market participants believe that in the context of the law "On Advertising" advertisers attract targeted audience, combined with lower prices. However, serious money will start to bring this segment will not soon, they warn.
GKVI plans since the middle of next year to do the implementation of advertising opportunities channels with the most diverse way to deliver the signal viewer, said CEO GKVI Sergei Vasiliev. "We plan to offer both media owners and advertisers to sell advertising on TV channels with a very small audience, less than 1%. At the same time we do not care, it's cable or satellite channels, content delivery technology the audience is not important for us ", - says Mr. Vasilyev.

According to him, in September, market participants will be provided a system of pricing and advertising on the channels, as do sales could begin in mid-2008. "Since we are talking about a very small ratings, it is difficult to be measured, methods to be used when working with large TV, do not apply. For us it is obvious that it must be done, this is an interesting and promising direction of development of our business, "- said Mr. Vasilyev. He explains the company's interest to this segment of the trend towards the emergence of a growing number of specialty channels. "The period of traditional television, when there are several dominant general entertainment channels and multiple networks, living out the last years.

Inevitably, the emergence of dozens of specialty channels, and, for example, is not just a sports channel, and hockey channel, the "Formula 1", - says Mr. Vasilyev. He explains the process faster and cheaper ways to build content delivery: "The sharp reduction in price leads to a rapid increase in demand. There is a proposal - comes the audience, and once there is an audience, there will be advertising money. " According to him, the GKVI many requests from different channels - both Russian and international.

Advertising on satellite channels since spring of last year, a competitor sells "Video International", the company "NTV Media." Last spring, she signed contracts with TV Music Box Group (TV Music Box TV, Music Box Ru and "Comedy TV") and Jetix for the sale of advertising time on in their channels. Deputy director of "NTV Media" Olga Trunov said that although the audience of satellite and cable channels is very small, it is clearly segmented. In addition, she said, after the entry into force of the law "On advertising" on television advertising prices have risen significantly, and on cable and satellite channels, prices still are low.

Market participants are confident that advertisers will be interested in advertising on non-FTA channels and expect help GKVI their involvement. "The market is growing and the time they became interested in" Video International ", it means that this segment is becoming interesting for advertisers," - says CEO "Telco Media" Maxim Kalinin. Agrees Commercial Director Media Broadcasting Group Ltd. (exclusive distributor channels Discovery Networks Europe, Nickelodeon, BBC Prime, Extreme Sports Channel and TV XXI) Lara Mallandin "cable television market has grown in sufficient quantities to interest advertisers, to 12-15 million subscribers. Besides advertising on non-FTA channels - point hit the right audience ».

Deputy General Director Andrei Brayovich Aegis Media has confirmed that cable and satellite channels in demand by advertisers. "For example, a number of channels allows you to" catch "the audience with a very high income. In addition, the channels targeted to specific audiences, such as sports, special interest for advertising goods and services. Advertiser automatically receives the sample more or less interested buyers, "- he says. Mr. Brayovich draws attention to the fact that placing on paid channels makes it possible to work around some limitations of the Federal Law "On Advertising", which entered into force on 1 July last year: "In particular, these channels can advertise spirits." < br />
The director of public relations, "Prof-Media" Konstantin Vorontsov noted other consequences of the law "On Advertising": "In the face of shrinking inventory and rising prices for major federal channels of interest to advertisers and more segmented niche projects will only grow. And the initiative GKVI with the necessary tools and expertise to accelerate and simplify the process ».

The participants TV market point out that in the near future GKVI will work for the future, as advertising revenues from non-terrestrial channels are small. "For such a major player as GKVI, big business in our market is not yet done. I think they have decided to take it a niche, and it is real money will start to bring in two years "- said Maxim Kalinin. Agrees Ms. Trunov, "While not all channels are thinking about selling advertising. But for them the future: in Western Europe ten years ago advertising on such channels occupied by only 2-3%, and now, for example, in the UK it is 30% ».

Marina Noskovich Anastasia Vasilyeva.
Source: "RBC daily».

via www.rbcdaily.ru/