“The major players expect common standards”

The integration of SBS Broadcasting Group in July 2007 was aimed primarily at developing synergies and positive eco nomies of scale. TV marketing played a large role in this process. Do you already see initial results?

Andrea Malgara: We invested a lot of time in this. In 2007 alone, our team devoted 120 meetings, 340 presentations and 1,100 PowerPoint charts to the “Europe-ization” of our airtime marketing efforts. The marathon paid off: ten new special ad formats in seven countries— and a long list of action items for generating additional ad revenues. To do this, we waded through stacks of information on ad space, combed through booking procedures, took a close look at pricing tables and reviewed research projects for international viability.

Offering standard ad formats for the entire Group does not appear to be an especially easy task. You must now know European media laws like the back of your hand?

I am at least very familiar with them. Media law is extremely complex and varies enormously from one country to the next. This is, of course, a challenge for us, if we want to harmonize our product portfolio throughout Europe. To do this, my colleagues are engaged in intensive talks with the various media authorities. But the new EU directive on audiovisual media services is giving us additional momentum.

An old marketing rule is “think globally — act locally.” Does that also apply to international advertising packages?

It’s true that many advertising markets operate on the national level. However, global marketing strategies are driving the business more and more. Our conversations with customers and agencies demonstrate one main trend: The major players on the market increasingly expect common standards and international packages. We are therefore optimistic where the opportunities for international airtime marketing are concerned.

During your European tour, what impressed you the most about your colleagues?

No matter what city or country we were in, everyone always welcomed the integration team with open arms. I was most impressed by the level of enthusiasm and dedication we encountered. People are ready for action and recognize the enormous potential in joint development of national TV ad markets. In the end, it is all about creativity, imagination and know-how—every country is a leader in one specific area. This is helpful as we set up a European sales network.