Only the beer, then the murder: For years PILS brands and other companies present public service television shows such as the “scene of the crime”.
A deep blue Lake, wooded Islands fairytale – a beer glass in the picture turns slippery wet seconds later. It is Sunday night, 20.15, right the “crime scene” in the first – starts presented by the short spot of a prominent beer brand. But as the new year is “Tatort”-intro to follow directly on the “Tagesschau”: no Lake, no Islands, no alcohol. And probably the public service broadcasters lose revenue in the tens of millions. It is there but at odds about the consequences.
Advertising is actually prohibited ARD and ZDF at least after 8 P.m. and on holidays. Actually – because who is sponsoring a specific shipment, may switch in which even after 8 pm on the first and in the ZDF still spots. More than 60 million euros per year have recently earned the public with this gap. Now, it will be largely closed for the new year. Then, the new version of the inter-State broadcasting agreement enter into force, which puts an end to the distinction between advertising and sponsorship.
For the Viewer, who is it “Distinctness between sponsorship and advertising become very difficult,” says Rhineland-Palatinate as a justification of the State Chancellery. You chaired the Broadcasting Commission of the countries polled in the changes of the inter-State Broadcasting Agreement. Sponsors only in the end credits as financiers had emerged once – “as a short written note behind the cameraman 3. and 4. hairdresser”. This has now changed: now present insurance weather, and sparkling wine brands announce feature films and entertainment programmes. But not for long.
The new contract allows sponsorship from January only for so-called “major events” such as Olympic Games and games of the German national football team. These exceptions are also needed, explained the State Chancellery in Mainz: these areas will often already assumes sponsorship in the awarding of broadcasting rights. From the outset, a strict ban had thrown the public service in the contract award procedure out of the race.
With regard to the impact on the program, paints the ARD despite the derogation already the devil on the wall: you feared by the prohibition of “any adverse effects on the German sports landscape”, in particular “for the medium-sized and smaller sports”, which could no longer be supported by a program sponsor. The ZDF in turn denies impact on programming.
Image courtesy of Daniel Kruczynski