Industry association calls on ARD, ZDF and Co. to refrain from advertising

The public service broadcasting system in Germany keeps stimulating discussions. My position: I'm basically in favor of an ÖR in Germany, but I think the current system is inefficient and excessive. So I would be in favor of handing over the entertainment contract, because that is sufficiently covered by the private sector. I think a lean public relations system that focuses primarily on news and documentaries would be ideal. But not everyone would be happy with that. The industry association Vaunet, for example, demands that ARD, ZDF and Co. should abolish advertising on television.

Of course, you don't have the viewer in mind, but rather your own economic interests. Because Vaunet represents the commercial broadcasters. A position is now being taken on the "draft for discussion on the mandate and structural optimization of public service broadcasting" from the broadcasting commission of the federal states. Market participants and affected target groups can comment on this until mid-January 2022. Vaunet warns that a reform of the ÖR always affects private-sector providers.

In addition to a waiver of advertising on public television, there are also calls for the ban on non-EU licensed goods to be maintained in media libraries. Also, entertainment in the ÖR should not be an end in itself, but reflect the core mission. An "unlimited online audio expansion" is also contradicted. Savings must be avoided here. ARD in particular is marketing its audio range more and more aggressively.

At this point, a reduction in advertising and sponsoring in the ARD radio stations for all ARD stations to 60 minutes a day in one program is also being demanded. The ban on advertising in telemedia should also remain in place. In addition, commercial activities and online offerings, especially on third-party platforms, must be clearly limited. This refers to the online presence of public broadcasters on e.g. e.g. YouTube.

In January 2022, Vaunet intends to publish a more comprehensive statement. My guess: The ÖR will argue that the contributions would have to be increased if advertising were to be dispensed with. Because the will to save on the administrative apparatus and the relatively high salaries of the top management was not there in the past.

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