PARIS–France’s newly elected center-right-wing government, led by minister of communication Alain Caringon, recently proposed changes in the way the co" data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" >

Putting the squeeze on French TV advertisers By Daniel Tille

PARIS–France’s newly elected center-right-wing government, led by minister of communication Alain Caringon, recently proposed changes in the way the co

In an effort to develop programming for France 2 and France 3, the two state-owned channels, technical advisor to Carignon Daniel Boudet said the government is prepared to significantly reduce the amount of commercial time available to advertisers on the publicly owned stations. To compensate financially, the government is considering raising ad rates for the remaining commercial time. Boudet said the government also is prepared to raise revenues through tax increases on the media.
These proposed changes could have very different effects on the two private channels since the number of commercial breaks permitted per hour on both private and public TV are strictly regulated. TFI, privatized by the French government in 1986, is by far the most popular television channel in France. Advertisers displaced from state TV aiming for mass reach will be forced to buy time on TFI. Since advertising rates aren’t regulated, the influx of advertisers on TFI could be a financial boon for the station. Meanwhile, the struggling M6 had its recent request for an additional commercial break denied by the government, though Boudet claimed the matter ‘was still under study.” The government is expected to announce a decision in early fall.
Daniel Tilles writes about advertising from Paris.
Copyright Adweek L.P. (1993)