Monday, September 18, 2006

European commercial broadcasters threatened

Yankee Group today announced that multi-channel services, new advertising formats and new direct business partnerships between content providers and advertisers are posing a tremendous threat to the core business of European commercial broadcasters. As a result, European free-to-air (FTA) broadcasters are facing a severe decline in advertising revenue. Yankee Group finds that to retain these budgets and margins, broadcasters must refocus their traditional business model and explore new and emerging TV distribution and merchandising options.

This means that broadcast public relations acivities need to re-think how they provide content for broadcsters.