Prima TV has postponed the date from which it will require operators to restrict or directly ban the rewinding of advertisements on its stations. Instead of March 1, it will happen on June 1.
“We have decided to meet the requests of some operators, for whom the implementation of a new technical solution is complex with regard to their platforms for various devices. We set the deadline for the introduction of new rules to limit the rewinding of commercial communications at 1 June 2022. We believe that this decision will also give us enough time for operators to fine-tune and test the solutions being prepared. At the same time, it will allow everyone to explain the planned changes to spectators and customers, “explains Vladimír Pořízek, Commercial Director of the Prima Group.
“The ever-increasing trend of program tracking and the associated rewinding of ads, combined with the general trend of rising prices, which increases the cost of producing programs, remains unbearable for our group. While operators are attracting new customers to the offer of ad-free playback in advertising campaigns, in the meantime we lose hundreds of millions of crowns every year from non-broadcast advertising, “added Vladimír Pořízek.
The Prima group will impose restrictions on advertising rollover at the same time for all IPTV operators. It has agreed with operators who implement the necessary technical solution to reduce the volume of advertising displayed to viewers when viewing programs. Viewers will see about a third of the ad unit.
It will then be up to the business policy of the individual operators to decide which ad-wrapping packages they will offer to their customers. They have a total of four variants.
Option 1: Users will be able to skip TV ads during backtracking after less than half of the ad unit’s playback. For example, if it is eight minutes long, the viewer will be allowed to rewind after three minutes.
Option 2: The standard TV commercial during the follow-up will be replaced by the current other online advertisement, in the range of 1.15 minutes in four advertising blocks per hour, which is almost three times less than is usual in Prime.
Option 3: The operator has redeemed the rights to skip the ad in retrospect, so viewers can continue to watch Primo as usual.
Option 4: If the operator is unable to secure any of these options (for example, for technical reasons), it must disable ad rewinding during program playback. Viewers will see all commercials as they were played in standard airtime.
“At the same time, we have intensified the updating of program schemes, so that viewers will always have the exact beginning of the show in retrospect, so they will not have to waste time looking for it. If viewers want to continue watching the popular programs of the Prima without ads, they can also use the paid service iPrima Without ads, “Prima TV added in a press release.
In 2021, more than a fifth of all households had an IPTV income. In the 15-39 age group, almost a third of people have an IPTV income. Timeshift accounts for more than half of IPTV’s ratings.
“Compensation from operators for skipped advertising was zero for the Prima commercial group until March this year,” added Prima spokeswoman Gabriela Semová.
The only operator that met Prima’s requirements was O2. We find out her opinion. Wednesday’s afternoon seminar of the Chamber of Commerce will also address the topic of commercials, from which we will bring current information.
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