Opening
09.00-09.15
Opening of the workshop devoted to financial resources and programming in local and regional broadcasters
Rosa GONZALEZ (FR) -- UNESCO
Michel GRéGOIRE (BE) -- EGTA
Walter LEROUGE (BE) -- Audiovisual EUREKA (Brussels)
Pierre SMOLIK (CH) -- OFCOM
Local and Regional Advertising: the technological aspect
09.15-10.45
How can a signal be brought to people’s homes? Digital platforms, interactive cable television, Internet, so many reasons to take a closer look at the revenues generated by local advertising. These media will make it possible for large-scale campaigns to trickle down to the local level and to target advertising through their inherent interactivity. An overview of the existing systems (satellite, digital terrestrial, cable, Internet...) their advantages and disadvantages from a local and regional perspective.
Cécil AMEIL (LU) -- SES Global, ASTRA
Local and Regional Advertising: Audience measurement systems (Common session A+B)
10.45-12.30
- Which audience measurement systems are used to match the various techniques? What is the specificity of audience measurement when it comes down to measuring the impact of a local and/or regional campaign?
- How local stations can optimise advertising revenue?
An example of scheduling and commercial management of advertising in local Radio and TV stations, optimising revenue to manage and control the commercial planning of a single station, networks and commercial agencies of various dimension.
- Impact of audience measurement of the programming, the costs and type of programmes.
Rémi BOEL (BE) -- IP Belgium
Rastislav DURMAN (YU) -- Media Art Service International
Andrea MICUCCI (IT) -- Etere
Local and Regional Advertising: the Marketing aspect
14.30-16.30
What types of advertising products can be proposed to advertisers when various media with a local or regional scope are used together and when the range of services offered is enlarged through interactivity? We will deal with the specificity of the advertising solutions proposed by regional and local networks and televisions; what is special about the way one sells local advertising space? How do you define targets at local level (geographic targeting), how do you compile and manage database with names for locally targeted campaigns? What about addressable advertising ? How do you establish parameters for local advertising campaigns? Are there specific sales methods, evaluation methods and/or sales conditions? Finally how will a new local interactive approach articulate itself to accommodate e-commerce/e-banking,...? Discussion about existing software for the management of local advertising space sales and also about the specificity of a commercial offer supposed to cover several regions.
Fran CASSIDY (GB) -- Carlton Media
Tara LEE (GB) -- Carlton Television
Local and Regional Advertising: the strategic angle
16.30 -17-30
What strategies have been adopted by the various media to maximise the impact of the local and regional campaigns? (for instance like strategic alliances between press, radio and some regional gateways)
Richard BLATTER (CH) -- Publisuisse