Everything else is Billag

It is just the beginning of December. It won't be until March that we will vote on whether to bury radio and TV fees and cut off the SRG's funding. Nevertheless, the media have been sounding the alarm for weeks: an idea that was initially laughed at has become a spectre that suddenly threatens the public media and, with it, Switzerland's democratic stability. According to Medienwoche, acceptance of the No Billag initiative could even pose a security risk for Switzerland.

How serious this threat really is remains difficult to assess for the time being. Serious forecasts are still rare. And only reliable to a limited extent. Online surveys on media portals - including Werbewoche.ch - generally paint a picture that makes the much-cited fear of SRG employees understandable: Apparently, many people are at least considering voting yes in March.

The private media increase the perceived relevance of the topic in the public agenda with their constant reporting. Every step, every statement, every PR misstep by SRG employees is prominently reported. And applauded or criticized by an armada of No Billag advocates in reader comments. Even if for once it's not about No-Billag, but about the "Bachelor" on 3+. He will vote yes because he no longer wants to finance such broadcasts in the future, writes reader James on 20minuten.ch. That could be a good thing.

Why is this topic getting so much media attention, even though the soup is probably being cooked hotter today than it will be eaten in March?

First, because it polarizes, mobilizes and thus generates reach. Whatever the sociopolitical consequences of a "yes" vote, it is above all a question of money in the wallets of every voter. For many, the decisive argument in the ballot - regardless of whether it's 450, 365 or 200 francs.

Second, because many journalists in the private media not only feel a certain solidarity for their fee-financed professional colleagues, but also recognize the increasing indispensability of the public media. They see firsthand on a daily basis how their editorial teams are being downsized and merged. At the same time, the world around us is becoming more and more complicated. It demands classification - regardless of how profitable it is, for example, to operate our own dense network of correspondents around the world.

Third, most players in the media and communications industry are directly affected by the issue. Some more, some less. Some - 21 private local radio stations and 13 regional TV stations - are directly involved in the fee pot. Others - such as the film industry - are partly financed indirectly via the SRG. Not to mention the entire advertising industry: KS/CS Kommunikation Schweiz recently warned against adopting the "economically damaging" initiative, which would also severely disadvantage advertising clients and agencies. However, the umbrella organization of commercial communications also correctly welcomes "a fundamental discussion about the future possibilities and limits of the public service in the media world, and especially the SRG." Service-public discussion - yes, thank you, but no cuts.

The intensity of media coverage of the No Billag initiative is unlikely to diminish by March. You really don't need to read every article. But in order to understand why the "Bachelor" will almost certainly continue to please his "ladies" in Thailand even after the possible abolition of radio and TV fees, you would have to have briefly skimmed at least one of them.

Thomas Häusermann, Editorial Manager Online

t.haeusermann@werbewoche.ch