Rus News Journal

To leave cinema without advertising

Sergey Mironov in the new bill

In the existing law " Offers; About advertising “ the serious ­ changes, concerning an absolute prohibition on placing of advertising can be made ­ during translation of feature films on television. Such bill was brought in the State Duma by the chairman of the council of Federation Sergey Mironov­. As he said, commercial breaks “ disturb to perception of a film as creative ­ product and strike at the rights of the televiewer “. The majority ­ of experts consider the similar initiative inexpedient and capable to result not only to inflation, but also in loss of qualitative ­ cinema on TV screens.

the director for marketing researches of the analytical centre “ Video of Interneshnl “ Sergey Veselov considers that from an interdiction for advertising will lose all: “ Advertisers in the conditions of market economy cannot conduct high-grade commercial activity, TV channels lose money and spectators, and spectators receive a low-grade teleproduct. Similar initiatives were undertaken earlier in a number of the countries but in what good it has not resulted. The spectator from - for long advertising blocks simply left from these TV channels, ratings fell, and channels became uninteresting for advertisers who moved the budgets to other media “. In opinion g - on Veselov, it perfectly understands the civilised world and operates absolutely in other direction. “ EU instruction " has in the end of the last year come into force; Audiovisual and media services “ which essentially softens operating requirements to interruption of films by advertising. Great Britain since September, 1st, 2008 supposes interruption of a film by advertising of times 30 minutes (now time 45 minutes). Also it is cancelled obligatory 20 - a minute ­­ interval between advertising blocks in other TV programs. But the resolved volume of television advertising at an o`clock thus remains invariable - 12 minutes. Till the end of 2009 and other European Union countries are obliged to accept similar changes in the national legislation ­“ - the expert marks.

“ in July of this year the share of direct advertising in feature films on national channels has made 18 % from all sold ratings, - general director Publicis Groupe Media Eurasia Sergey Beloglazov speaks. - Its interdiction besides the additional essential inflationary factor from which advertisers will suffer, will lead to that channels, without wishing to lose money, will reduce quantity of broadcast feature films from what the televiewer " will suffer also;. It also has reminded that reduction of advertising stock on TV was one of the essential reasons of a hyperinflation who occurs last two years on channels.

the vice-president of group IMA Vladimir Evstafev is more categorical and considers Sergey Mironov`s decision in a greater degree populist­: “ we already had a similar experience with children`s transfers. It has led to that they for any time have completely disappeared from an aether. Similar succession of events waits also art cinema. At TV channels it will not be simple money for acquisition of films. And the spectator will lose qualitative film display “. In turn, analyst IFK “ Metropol “ Sergey Vasin considers that the possible interdiction will not affect in any way advertisers, and TV channels only will win in reputation. “ commercial TV channels are the media platforms existing for placing of advertising, - general director RA " believes; POV - the Point of view “ Anatoly Yassinsky. - for translation of films without advertising the state ­ channels financed at the expense of the state budget as it is made with the channel " should be created­; Culture “. Such decision would be successful from different directions - mass commercial television not only hammers advertising in all possible platforms, but also almost completely closes access to an aether to not rating programs and films which have consumers. The state would open access to an aether to new people and new formats “.