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Return Of Advertising On Cable Television Channels Is Discussed
January 24, 2015 18:00


The State Duma Committee on Information Policy recommended that the Government should adopt a bill on return of advertising on cable television channels broadcasting exclusively Russian content in the first reading, according to a RBC correspondent.

The amendments to the law “On the Mass Media” and “On Advertising” were previously made by the co-chairman of the central headquarters of the All-Russian People’s Front Olga Timofeeva. The document introduces the concept of national mass media products for the first time.

As the text of the bill says (it is at the disposal of RBC), the concept includes the content which foreign investments in the production do not exceed 50% of the estimated cost. The fact that the mass media products comply with the concept of national ones in accordance with the law is ensured by the Federal Antimonopoly Service. The law draft introduced by Timofeeva was discussed with the industry and was supported, according the Chairman of the Committee on Information Policy Leonid Levin. Some of the negotiations, according to him, were conducted by himself; Levin is going to become one of the authors of the document, and requested the members of the committee to do the same.

The representatives of SUE TRC “Bashkortostan, the TV-channels “Sovershenno Sekretno” (“Top Secret”) and “Nostalgia”  invited to the meeting of the committee confirmed their support for the project - they all show their own content, the return of advertising will allow them not only to survive, but also to develop and improve the quality of programs. Large foreign channels do not suffer from advertising prohibition and will not leave the Russian market - they exist on royalties from the operators, as Levin noted.

These were Russian channels that suffered, operators are not only not willing to pay royalties to them, but also ask for large sums of money for entering the network – just like supermarkets, as Levin pointed out.

Author: Anna Dorozhkina

Tags: Cable TV advertising    

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