Banks spending coin on ad recognition

Territory report: Poland

WARSAW — In the first half of 2006, Polish firms spent 2.7 billion zloty ($862 million) on advertising, a 13% increase over the same period in 2005. The banking sector was a driving force behind this increase, upping its advertising expenditures by 59% in this period.

The greatest beneficiary of the new ad spending was the Web (gain of 59%), followed by TV (15%). The advertising money pie is growing, and fighting for a bigger share is very intense.

The last six months have not seen any shifts in the respective strengths of the Big Three players in the Polish TV market, who remain the state-owned TVP and private TVN and Polsat.

The new season, which began in September, brought about a reshuffle of faces; many established journalists changed networks. TVN was particularly active on the transfer market, signing TVP’s Kamil Durczok.

Less visible but even more important staffing changes are taking place at TVP, which named Bronislaw Wildstein as president in April. Under his governance, all department heads have been axed, as well as many team directors. It’s unknown if the purge at TVP will continue.

All three major stations are at the starting gate with regard to the expansion of themed channels, which will affect their behavior at this year’s Mipcom.

“As always, we will be buying hit films for our main channels,” says Slawomir Cyra, vice director of foreign cooperation and trade office at TVP. “We will look for new, interesting formats, too. We have some new objectives, however. By the end of the year, we should launch new themed channels — about entertainment, movies and history.

“We’re also setting up a new channel, TVP Belarus. We have to ensure content for them, so that’s why we’re here at Mipcom, to be on the lookout for new partners.”

TOP 3 SHOWS

  1. “L Like Love,” TVP2

  2. “For Good and for Bad,” TVP2

  3. “The Family,” TVP1

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