"We are wary of a similar minefield".
SRG Director General Armin Walpen keeps radio advertising as a pledge against fee splitting
SRG Director General Armin Walpen keeps radio advertising as a pledge against fee splittingRadio advertising is a hot potato for SRG. Although it would like to, the path to it leads across a political minefield. SRG Director General Armin Walpen is therefore refraining from an offensive advertising campaign on his radios. Armin Walpen, SWA Director Fredi Schwab has just shown that private radio stations would also gain if SRG radio stations introduced advertising. So far, however, we have hardly heard any desire in this direction from the SRG. Do you really not want radio advertising?
Armin Walpen: I don't have anything against radio advertising in principle. But SRG cannot and will not demand it offensively. We are prepared to do without it, provided that not too much fee money is taken away from us. However, if fee splitting were to be significantly expanded in favor of private broadcasters, we would of course have to look for ways to compensate for this. One of these would be radio advertising.
So if there are no significant additional splitting claims, then radio advertising for SRG will be buried?
Walpen: No, it's not, but we won't go on the offensive on our own initiative. If, on the other hand, the legislator were to come to the conclusion that SRG should do radio advertising on the basis of other considerations, we would not say no.
Can you explain your defensive stance?
Walpen: I remember the introduction of TV advertising in Switzerland and what that triggered. At the time, publishers in particular feared that they could be harmed. Not least because of them, a whole series of advertising restrictions were subsequently introduced that are still in force today. SRG and I as Director General will be careful not to enter a similar minefield in connection with radio advertising.
But do you not share the opinion that private broadcasters would also benefit from a radio advertising platform extended to include SRG stations?
Walpen: The positions on this are controversial. One faction - mainly people who work in acquisition and advertising experts - is of the opinion that this would stimulate the market, which would ultimately benefit everyone. On the other hand, however, we have the local radio stations themselves, the majority of whom fear that their share of national advertising could decline. I cannot and do not want to judge who is right.
The SWA is a fantastic advocate for the interests of the SRG, because its demands in favor of the SRG go much further than you yourself dare to demand.
Walpen: That's right. Our demands actually go less far. We take the view that what we can do today is enough for us. If the SWA demands more, it is certainly not because of the SRG, but because it represents the interests of advertising clients who need good advertising platforms.
The SWA is based on marketing considerations, the SRG very much on political considerations. In today's highly competitive media reality, shouldn't marketing considerations be given greater weight?
Walpen: Many factors play a role in today's media policy. Factors that have nothing to do with economic considerations or the needs of the audience. Media policy often takes place without the audience; their opinions are not always given the weight that one might actually expect. But we also need success with the audience in the future, otherwise the fees will lose their legitimacy. The crazy thing, however, is that it becomes a problem for us because we are so successful. People conclude that we are too powerful and immediately conclude that SRG must be restricted with the aim of weakening our success and our market position. That is a paradox.
Interview: Daniel Schifferle
Armin Walpen: I don't have anything against radio advertising in principle. But SRG cannot and will not demand it offensively. We are prepared to do without it, provided that not too much fee money is taken away from us. However, if fee splitting were to be significantly expanded in favor of private broadcasters, we would of course have to look for ways to compensate for this. One of these would be radio advertising.
So if there are no significant additional splitting claims, then radio advertising for SRG will be buried?
Walpen: No, it's not, but we won't go on the offensive on our own initiative. If, on the other hand, the legislator were to come to the conclusion that SRG should do radio advertising on the basis of other considerations, we would not say no.
Can you explain your defensive stance?
Walpen: I remember the introduction of TV advertising in Switzerland and what that triggered. At the time, publishers in particular feared that they could be harmed. Not least because of them, a whole series of advertising restrictions were subsequently introduced that are still in force today. SRG and I as Director General will be careful not to enter a similar minefield in connection with radio advertising.
But do you not share the opinion that private broadcasters would also benefit from a radio advertising platform extended to include SRG stations?
Walpen: The positions on this are controversial. One faction - mainly people who work in acquisition and advertising experts - is of the opinion that this would stimulate the market, which would ultimately benefit everyone. On the other hand, however, we have the local radio stations themselves, the majority of whom fear that their share of national advertising could decline. I cannot and do not want to judge who is right.
The SWA is a fantastic advocate for the interests of the SRG, because its demands in favor of the SRG go much further than you yourself dare to demand.
Walpen: That's right. Our demands actually go less far. We take the view that what we can do today is enough for us. If the SWA demands more, it is certainly not because of the SRG, but because it represents the interests of advertising clients who need good advertising platforms.
The SWA is based on marketing considerations, the SRG very much on political considerations. In today's highly competitive media reality, shouldn't marketing considerations be given greater weight?
Walpen: Many factors play a role in today's media policy. Factors that have nothing to do with economic considerations or the needs of the audience. Media policy often takes place without the audience; their opinions are not always given the weight that one might actually expect. But we also need success with the audience in the future, otherwise the fees will lose their legitimacy. The crazy thing, however, is that it becomes a problem for us because we are so successful. People conclude that we are too powerful and immediately conclude that SRG must be restricted with the aim of weakening our success and our market position. That is a paradox.
Interview: Daniel Schifferle
