• Brenze

Conference Chase: The (new) cash monster of television is insatiable

Under the radar, the commercial television conference plant has become a revenue pump |

Along the way, the separation between news content and marketing |

And in the second authority?

Sitting on the fence

How much does the industry roll, what is the "benefits package" that the sponsors receive and who asks for more - Keshet or Reshet |

Walla!

Brenze

Tags

• Rainbow

• Network

• The second authority

David Wertheim

Thursday, 05 August 2021, 11:45 Updated: 11:58

• Share on Facebook

• Share on WhatsApp

• Share on general

• Share on general

• Share on Twitter

• Share on Email

0 comments

The power of an on-screen arc and network license is huge, almost monopolistic, and the combination of free exclusive content that can make headlines and issue additional status to politicians or leaders in other fields - combined with satisfied sponsors, turned out to be a perfect formula

Health Conference, Real Estate Conference, Internet Conference, Employment Conference, Consumer Conference, High-Tech Conference, Innovation Conference, Economics Conference. This is a very partial list of conferences recently produced by commercial TV content producers. Hard to believe, but until 3 years ago, Television, did not exist at all. It started in 2018, when News 12 held its first conference on the television screen. , But also from the impact.

And how not? The power of having an on-screen arc and network license is huge, almost monopolistic, and the combination of free exclusive content, which can make headlines and issue additional status to politicians or leaders in other fields - combined with satisfied sponsors, turned out to be a perfect formula. Although the field has become more sophisticated and dispersed, the formula remains constant: advertisers give sponsorships in exchange for bringing up speakers, headlines and invited articles to the screen. As competition for the share of advertisers increases, so do the special "gestures" that Rainbow and Network provide. Sometimes, in complete violation of the regulatory rules of the other authority.

Back to influencers. When News 12 expressed an intention to hold the Influencers Conference for the first time, the second authority entered into an exchange with the news company, with the aim of ensuring that the separation between broadcasting news content and commercial content was maintained. For example, the role of the authority is to make sure that if Bank Hapoalim pays money and sponsors the event, it will not suddenly receive a complimentary item on the news broadcasts. However, since then quite a few conferences have flowed - mostly under the hands of Keshet, but also of Mesh - and quite a bit of money. The second authority, for its puzzling reasons. Left on the fence.

However, what about new programs that are not sponsored by the news company and still deal with news content.

Morning, mid-day or other programs that are called "Current Tracks" by Rainbow and Network?

The name of the issue is much more outrageous, and it turns out that more than once a bow and a net are breaking the law, or at least taking advantage of the loophole in it.

And authority, for its reasons, eye power.

If so far we have become accustomed to seeing "soft current affairs" people at conferences of this type, such as Sharon Kidon on the Internet or Yoav Limor and Galit Gutman Keshet, hosting sponsored conferences - what is considered a gray area.

After all, below the surface, this is a real method.

For example, to Walla!

Brenze received an offer from a network of advertisers in which the company's news people are also presented as part of the actual conference.

More on Walla!

The day after leaving the top: What is feared in News 13 and who is angry about

To the full article

Invent the method.

Marciano Foundation at News 12 Influencers Conference (Photo: Screenshot, Screenshot)

"everything's permitted"

According to

Adv. Elad Mann, spokesman for the Success Association and an expert in communications law

, the matter is actually quite simple. The law stipulates that news broadcasts should only be broadcast through a news company. In everything related to current affairs programs, or as they are defined in the legislation "current affairs programs", broadcasters are allowed to broadcast them but may not include unauthorized marketing content and must not mislead the viewer about Type of Content (Independent or Marketing) If you charge money or receive any other consideration for the broadcast of a particular content, it is marketing content

. In any case, news broadcasts today must not be prohibited by law and after changing the rules to include any type of content marketing. "

Second Authority for sitting on the fence, claiming that issue is in the Ministry of Justice and its enforcement efforts primarily directed to the new companies.What should she do?

"Very simple. Set clear boundaries and enforce. At the moment, because of the intermediate state of approving marketing content rules we are in a state of lack of up-to-date rules and complete lack of enforcement so there we can see on screen many, growing violations and the situation on the ground is" everything is allowed "and" Competition to the bottom. "

Current affairs with superior logos.

Sharon Kidon at the Network 13 transportation conference (Photo: screenshot, screenshot)

"Leading" arch, trailing net

Senior in the advertising industry: "It certainly seems that there are no restrictions that apply to them and they push conferences and sponsorships during the morning broadcasts quite freely. Part of the exposure to advertisers comes from the fact that even before the conference many promos are received in prime time, at the expense of advertising space."

When talking about alleged violations, it is important to understand the background against which the industry grew.

A source in one of the commercial channels

explains that the accelerated development of the field of conferences in commercial television is primarily due to the losses caused to them due to the growing share of advertising to the international giants Google and Facebook, which leads them to almost hysterically look for new sources of funding.

A senior in the advertising industry

who is familiar with the activities of the conferences, explains that the interesting game in this context is in general between Keshet and the network. He said, "After the News 12 Influencers' Conference, the network began giving gas to the conferences and identified potential there. Immediately after that, Keshet - which previously held the activity on a small fire out of a worldview of not letting the network raise fire on any pitch - entered the issue with all its might. "Before that, she was pretty careful about it."

He said, "It was at the last high-tech conference that Keshet went to the basics and made the right move. In the end, conferences came to produce a statement of a certain kind. The real estate conferences of the economic newspapers are an example of this. They basically say 'we are the market leader'. And that's what Keshet did. The goal was not just a few quid, but a clear statement in front of the high-tech in order to take money Mhionikornim billboards and transfer it to the TV ".

However, the cause of a turnoff, and says that he believes the profit of a few million shekels a year, an amount considered low turnover of companies Of this kind. "This is not a strategic breakthrough, certainly not for Sagittarius. But it's another component that generates activity in front of advertisers. And anyway, it seems and feels that there is saturation from conferences of this kind on TV, and a lot of the sponsors are repeating themselves.

"It certainly seems that there are no restrictions that apply to them and they push conferences and sponsorships during the morning broadcasts quite freely. Part of the exposure to advertisers comes from the fact that even before the conference you get a lot of promos in prime time, at the expense of advertising space."

"In submitting a leading talent."

Keshet 12's proposal document (Photo: screenshot, screenshot)

Rainbow: 30% in prime time

To Walla!

Brenze received a document from Keshet (see photo), in which she presents the "benefits package" that the sponsors will receive at the last real estate conference held in June this year.

For example, Keshet promises that the conference, presented by Keshet 12 In Keshet 12 platforms, N12 and mako websites and applications, and in the social platforms from Beit Keshet. Additional broadcasts that include relevant quotes from the senior speaker (s).

In some of the broadcasts.

The conference itself will be promoted by about 50 broadcasts per conference, at least 30% of which will be included in prime time between 1900-23: 35 ". The

price that Keshet charges for the exposure: NIS 50,000, not including VAT.

Network: News Reports 13 Inside

Items in the morning programs of Avri Gilad and "Open Day"

In the net opposite, on an almost identical conference, that week, backed up even more.

But they also gave more - especially in the field of news.

In a document sent to advertisers and received by Walla!

Brenze, as part of the participation in the Real Estate Conference as a sponsor, gives Network 13 what it defines as a "very significant advertising package that includes items in Avri Gilad's morning programs and opens the day, high exposure in digital with Keren Yesodot publications, participation in the conference. , logos and live longer. "

network advertisers also present, as in the case of real estate conference (see photo), the new warrants as part of the package 13.

By the way, the amount of participation that the network is requesting ranges from NIS 70,000 to NIS 300,000.

The second authority's responses have not yet been received, as well as that of Keshet and Reshet for things.

• Share on Facebook

• Share on WhatsApp

• Share on general

• Share on general

• Share on Twitter

• Share on Email

0 comments