Mutungamiri mutsva we egta anodaidzira indasitiri yeTV neredhiyo kuti 'vataure nezwi rakasimba'

Zvakambotaurwa kakawanda kare - uye nhaurirano dzichangoburwa paEgta's Annual Senior Management Meeting muBudapest dzakazvisimbisa - kukurumidza kwekuchinja muindasitiri yenhau hakuna kumboitika uye kana paine chinoita senge chiri kuunganidza nekukurumidza.  

Kunyange mibvunzo mizhinji nezveramangwana ichiripo, vatepfenyuri nemakambani avo ekutengesa ad vari kuenderera mberi nechivimbo, uye pane zvakati wandei zvavachaita mumwedzi iri kuuya:

European Commission ichaongorora nekuongororazve iyo Audiovisual Media Services Directive, kureva chidimbu chemutemo unotonga kushambadza kweterevhizheni, nepo zvehunyanzvi zvinochengeta korona yayo seyakanyanya uye yakachengeteka nharaunda yemhando, mamiriro uye kugovera kucharamba kuchiwana mukukosha.

Sezvo masikirini nemidziyo ichiramba ichiwanda, ndizvo zvichaitawo zvinodiwa nevashambadzi maererano neunyowani uye kuzvidavirira kutaurirana mhinduro. Iko kudiwa kwezvimwe zvinogadziriswa uye zvinotariswa sarudzo zvichawedzera kukura apo kusvika uye vateereri vazhinji vanoramba vakakoshera vashambadziri kuti vasangane nezvinangwa zvavo zvedanidziro.

Iyo indasitiri inoda kuyerwa kutsva, kuronga uye kutengesa mari inoratidzira zviri nani shanduko mukushandiswa kwenhau uye iyo inofunga nezvese maziso nenzeve, zvisinei nechishandiso, nguva nenzvimbo yekushandisa.

Maitiro ekuwedzera otomatiki mukutengesa uye maitiro ekushambadzira uye kufambisa kune zvirongwa uye zvinofambiswa nedata zvinoenderera mberi.

Big Data - kana kuti yakangwara data - inotonga kwakawanda kutengeserana uye sarudzo: kuvandudza hunhu hwayo uye kuchengetedza muridzi wayo kuchava chinhu chekutanga; sezvo kuhaya matarenda kuchakwanisa kwete chete kugona dhata rakadaro asiwo kurishandura kuti rive ruzivo rwunoita.

Hofori dzeInternet, midhiya yemagariro, OTT yepamhepo uye vakwikwidzi vemodhiyo pasina mubvunzo vacharamba vachirwira vese vateereri uye chidimbu cheiyo pie yekushambadzira.

Sezvo miganhu iri pakati peterevhizheni nevhidhiyo pamwe nepakati peredhiyo neodhiyo ichiramba ichidzima, indasitiri inoda kutsanangurazve kuti TV neredhiyo zvinomirira chii nekupa kwazvinopihwa munzvimbo yakaoma yemusika wedhijitari.

Tichiongorora chokwadi ichi, egta - sangano reindasitiri rinomiririra masangano ekutengesa zvinonzwika - richaenderera mberi nekuita mabasa akakosha ekukurudzira, kuenzanisa uye network mabasa ayo ekutengesa terevhizheni neredhiyo muEurope akajaira. Zvisineyi, tichitarisa zviri pamusoro, Basa rakanyanya kukosha rakamirira mubatanidzwa uye kumusika wega wega, kambani uye nyanzvi yezvenhau ndiko kusimudzirwa kwakasimba uye kwakanaka kweterevhizheni neredhiyo senge inoshambadzira midhiya inoshambadza iyo nguva nenguva yakaratidza kugona kwavo kugashira zvese zvinonetsa nemikana. yenguva yedhijitari.

Chii chinonzi terevhizheni neredhiyo nhasi kana dzisiri nhepfenyuro dzinoburitsa makiyi ekubudirira kwemushambadzi wevashambadziri, sezvo iwo ega achipa mukana mukuru wekusvika nekuita? Semutungamiri achangosarudzwa egta, Jan Isenbart, director director weIP Germany (RTL Group) akati kudzimba dzekutengesa dzeTV neredhiyo: "Maindasitiri eterevhizheni neredhiyo anofanirwa kutaura zvakanyanya kana zvasvika pakuzvivandudza, kusimudzira masimba avo, mupiro kuROI uye ad campaign performance. Tinofanirawo kutaura chiono cheindasitiri yedu cheramangwana zvakajeka, tichivakira panhau yebudiriro yeTV neredhiyo senhepfenyuro uye sevashandi vanodiwa nevashambadzi nemasangano. "

Munyori Mukuru we egta, Katty Roberfroid, vanotsigira chiono ichi uye vanodaidzira kune indasitiri kuti: “Ngationei kuti tataura nezwi rimwe chete uye todzoreredza nhaurirano kune midhiya miviri iyo mutengi anopedza nguva yakawanda nayo uye inopa chokwadi uye chinogoneka. zvinokanganisa vashambadziri. Ngatitaurei nechivimbo pamusoro peterevhizheni neredhiyo uye simba renhau mbiri dzisina kugadzikana dzemashoko asina chokwadi uye asina kujeka, asingatamburi nehutsotsi kana nyaya dzekuona, izvo zvinogona - uye zvicharamba zvichivimbwa nazvo. musimboti wenhimbe dzinobudirira dzokushambadza kwemakore akawanda ari kuuya.”

egta's General Assembly - iyo ichangobva kuungana muBudapest pakukoka kwemutsa kweMTVA - yakasarudza bhodhi idzva rekutonga kwemakore maviri. Rondedzero yenhengo dzeBoard dzeegta dzinogona kuva inowanikwa pano.

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