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Television: advertising rules relaxed by two decrees

2020-08-06T16:55:55.295Z


Much awaited by the management, the authorization of segmented advertising and the lifting of the ban on showing films on certain days are initiating profound changes.


These are two decrees published Thursday in the Official Journal which were eagerly awaited by the television networks. First, because the audiovisual sector, hard hit by the drop in investment during the health crisis, is looking for support to go up the slope. But also because it has been for months or even years that he has been pleading for a relaxation of the rules to which he has been the subject since 1990. Rules which, according to him, help to facilitate the work of siphoning off the market by the large platforms which, they , are not subject to the same constraints. The regulatory relaxations brought about by the decrees constitute a first base which should effectively strengthen traditional linear chains in the current game of competition.

Targeting by boxes

The first decree authorizes segmented advertising, so far strictly prohibited, except for France 3 in the context of its regional drop-outs. From now on, the advertising agencies will be able to offer advertisers the ability to target their

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Source: lefigaro

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