The "research peace" is sealed
Audience research SRG has made a stop on the way to new structures for the SRG Research Service and Publica Data. They are waiting for the new RTVG. And for a warming of the climate between SRG and private TV broadcasters.
Audience research SRG has made a stop on the way to new structures for the SRG Research Service and Publica Data. They are waiting for the new RTVG. At the end of September, the SRG Executive Board was to approve the New PDAG project, the planned integration of the SRG Research Service into Publica Data (PDAG), and then look for a new overall manager. That was the original timetable. Matthias Steinmann, the current head of the SRG Research Service, will retire in the middle of next year - and a clear job profile was to be drawn up for his successor. But now an interim solution is needed. On September 17, the SRG management put the New PDAG project on hold. "We don't know how and where radio and TV research will be positioned in the new RTVG," said SRG spokesperson Josefa Haas, explaining the decision. The project will remain suspended until these questions have been clarified in the parliamentary discussion. Haas: "The time horizon is open."
In fact, when discussing Article 33 (research article) of the new RTVA in August, the National Council Committee for Transport and Telecommunications (KVF) decided not to locate audience research within the SRG as before, but to create a new body for this purpose. Private broadcasters should also be involved in this. The Federal Office of Communications (Bakom) was commissioned to develop a new model.
Offers from Radiotele and IPM
Another circumstance has prompted SRG to slow down: The rift between it and the private broadcasters is deeper than ever - because of the New PDAG project. The private broadcasters, who were only integrated into the project at a late stage, had protested against the SRG's approach and concrete proposals (see WW 14/03). The extent of the mistrust is now evident in two things: For the first time, the private TV association Telesuisse and the Association of Swiss Private Radio Stations (VSP) are examining whether they could set up audience research without the SRG. The direct reason for this is a verbal clash at the Locarno Film Festival between SRG Director General Armin Walpen and Filippo Lombardi, CVP member of the Council of States and Telesuisse President, as well as Telesuisse and VSP member Markus Ruoss. Walpen had apparently hurled at his opponents that they should see for themselves how they get their reach. Or something like that.
In any case, Telesuisse and VSP took this as a threat and began to request corresponding offers from the intermediaries Radiotele and IP Multimedia. One of them described how the private broadcasters see their situation with the words: "Either we take what the SRG puts in front of us without grumbling, or we seriously examine alternatives and exert pressure accordingly."
Mistrust contractually regulated
The new framework agreement between PDAG and VSP - signed last week and valid from next year - also bears witness to this mistrust: Although they explicitly committed to the Radiocontrol system, it also contains a clause that allows the VSP to exit quickly if the "fundamentals" should change significantly. For example, if the new RTVG actually requires a new sponsorship for audience research or if new research methods become available. Or if the VSP does not like the new PDAG. This was the first time that mistrust of the SRG was incorporated into a contract.
Nevertheless, both sides emphasize that they are fundamentally interested in a joint solution. A new terminology already exists for this - "research peace" - but it mainly expresses how fragile the ice is.
Verbal exchanges at the Locarno Film Festival: SRG Director Armin Walpen (l.) and Telesuisse President Filippo Lombardi.
Markus Knöpfli
In fact, when discussing Article 33 (research article) of the new RTVA in August, the National Council Committee for Transport and Telecommunications (KVF) decided not to locate audience research within the SRG as before, but to create a new body for this purpose. Private broadcasters should also be involved in this. The Federal Office of Communications (Bakom) was commissioned to develop a new model.
Offers from Radiotele and IPM
Another circumstance has prompted SRG to slow down: The rift between it and the private broadcasters is deeper than ever - because of the New PDAG project. The private broadcasters, who were only integrated into the project at a late stage, had protested against the SRG's approach and concrete proposals (see WW 14/03). The extent of the mistrust is now evident in two things: For the first time, the private TV association Telesuisse and the Association of Swiss Private Radio Stations (VSP) are examining whether they could set up audience research without the SRG. The direct reason for this is a verbal clash at the Locarno Film Festival between SRG Director General Armin Walpen and Filippo Lombardi, CVP member of the Council of States and Telesuisse President, as well as Telesuisse and VSP member Markus Ruoss. Walpen had apparently hurled at his opponents that they should see for themselves how they get their reach. Or something like that.
In any case, Telesuisse and VSP took this as a threat and began to request corresponding offers from the intermediaries Radiotele and IP Multimedia. One of them described how the private broadcasters see their situation with the words: "Either we take what the SRG puts in front of us without grumbling, or we seriously examine alternatives and exert pressure accordingly."
Mistrust contractually regulated
The new framework agreement between PDAG and VSP - signed last week and valid from next year - also bears witness to this mistrust: Although they explicitly committed to the Radiocontrol system, it also contains a clause that allows the VSP to exit quickly if the "fundamentals" should change significantly. For example, if the new RTVG actually requires a new sponsorship for audience research or if new research methods become available. Or if the VSP does not like the new PDAG. This was the first time that mistrust of the SRG was incorporated into a contract.
Nevertheless, both sides emphasize that they are fundamentally interested in a joint solution. A new terminology already exists for this - "research peace" - but it mainly expresses how fragile the ice is.
Verbal exchanges at the Locarno Film Festival: SRG Director Armin Walpen (l.) and Telesuisse President Filippo Lombardi.
Markus Knöpfli
