Gaul net M6 seeks OK to air more ads

TF1 likely to expect similar treatment

PARIS — M6, France’s No. 2 private free TV web, is demanding more ad time from broadcasting authority the Conseil Superieur de l’Audiovisuel (CSA).

“We’re asking for no more and no less than to align our contract with that of a European directive,” said prexy Nicolas de Tavernost at a meeting about M6’s broadcast.

Under the European directive, channels are allowed an average of nine minutes per hour; M6’s deal with the CSA stipulates an average of six minutes per hour, forcing the net to refuse ads and lose out on profits, according to M6.

Although way behind rival TF1, M6 has ambition and a young audience, the category in which advertisers are particularly interested.

TF1 has also been battling for extra ad space, and if the CSA bows to M6, TF1 is likely to expect similar treatment when it faces the renewal process in a couple of months.

But since pubcasters have reduced their ad time from 12 to eight minutes, an increase in ads for private channels could be seen as a threat.

M6 and the CSA have until Sept. 1 to come to an agreement that will authorize the channel to broadcast for another five years.

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