The Ministry of Culture headed by Bogdan Zdrojewski, is preparing an amendment to the law on television and radio services.
“The ministry is working on implementing the media audiovisual services directive providing for wider regulations on traditional TV and audiovisual services in the internet and mobile telecommunication”, the Ministry said in a statement for Puls Biznesu.
The directive changes a lot for on-line media. It legalizes product placement e.g. in serials. So far, this issue has not been provided by the law.
“This is a decision worth lots of money. In the USA, unconventional advertisement, including sponsoring or product placement constitute 20 percent of the TV commercial market. I estimate that the commercial revenues of Polish broadcasters may grow by as much as 10 percent”, Konrad Pudlow, Pentagon Research CEO estimated.
Last year, the market was worth PLN 3.35bn according to Starlink media house. Implementing product placement could be worth PLN 300m of additional revenues.
The directive implements new regulations for on-line services, mobiles or video on demand.
(PLN 1 = EUR 0.289)