Zapatero announced it would cut advertising to the public TV and Antena 3 ... The decision, announced by Spanish Prime Minister Zapatero to reduce

Zapatero announced it would cut advertising to the public TV and Antena 3 ...


The decision, announced by Spanish Prime Minister Zapatero to reduce TV advertising in the public and open to the pay channels in digital terrestrial is beginning to have the first consequence. Indeed, the economic-financial crisis is affecting Spain too strong and one of the first effects are dell'advertising revenue, even if the public channels continue to be characterized by long and annoying advertising breaks.

The announcement of José Luis Zapatero, a "drastic reduction" of advertising on public TV is still very generic, but was greeted with satisfaction by the private broadcasters, the Association of Private TV gave the government this year to abolish the advertising in 'prime time' on public TVE1 and Tve2 and completely from next year.

However, the news announced by the Government is likely to cause an earthquake (and do not know whether positive or negative, see the French experience) and recently the managing director of Antena 3 (private property dell'italiana DeAgostini and Spanish Planeta) Silvio Gonzalez announced that the company is open to a possible merger. The announcement comes at a very lively and critical of the television sector iberico. "We are not a closed relationship, but we have to analyze all the options open - said Gonzalez - and the final decision will be taken if you create value."

Antena 3 and Telecinco, controlled by Mediaset (the latter said she was prepared to examine the situation on the proposed Gozalez) has increased its stock market value by 57% and 49% since last February 20 when the Zapatero government approved a decree law anti-crisis which allows mergers between firms in the sector affected by the steep decline in advertising revenue, which affects all media. One possibility that other private TV, such as La Sexta Telecinco and indeed, decided to investigate.