New rapprochements in public broadcasting, a revised framework concerning sectors prohibited from television advertising: Rachida Dati, the Minister of Culture, seems determined to leave her mark on her management of the media and communication file.
As soon as she presented her wishes on January 29, she pleaded for “ a public broadcaster that brings together its forces », specifying that she wanted “ encourage and even accelerate cooperation between companies, to go further in formulating an ambitious offer, in which everyone can identify “. Taking the example of the France Bleu and France 3 proximity offers, she returned to the subject on Wednesday January 31 on France Inter, adding that there might be “ mergers, cooperation, positive synergies » between the different public broadcasting entities.
Acknowledging having been in favor of a “ French BBC “, she made no secret that she wanted to see these questions resolved before initiating work on the alternative to financing via a share of VAT in 2025. ” It is on this condition that we will be able to obtain dedicated long-term funding “, she said on January 26. At the mention of a possible political alternation in 2027, she added on France Inter “ This reform must be carried out and quickly. You can count on me ».
Consultations on prohibited sectors
At the same time, the Ministry of Culture has opened another project concerning the sectors prohibited from advertising on television. Two consultations have in fact been launched by the general direction of media and cultural industries, dependent on rue de Valois: the first concerns the sustainability of the experimentation of television advertising for cinema, launched in 2020, which ends next April, and on the triggering of an experimental phase regarding television advertising for publishing. The second, following a recently published study on value transfers to digital advertising, aims to examine different regulatory adjustments. The question of access for mass distribution promotions to the small screen will be raised.
The national television advertising union hopes to see a two or three year experiment in this sector decided as quickly as possible. In order to respond to the complaint of weakening an already very weakened regional press, private TV broadcasters would even be ready to contribute to a support fund for local media through a tax of, for example, 3% on the revenue generated by the promotions of the distribution. SNPTV expects 150 million euros in new revenue from this system, while digital players would also be subject to this tax which would be paid to local media.
More generally, we will undoubtedly have to wait for the conclusion of the General States of Information to see the outcome of an in-depth reform likely to encourage the media that employ journalists: this involves directing advertisers’ digital investments towards them rather than towards them. platforms under hosting status.