Final Word from Friday, September 5, 2003

Some readers thought we were defending the interests of the advertising industry too much by proposing an increase in the limit on commercials at Czech Television. Not everyone is interested in costs per thousand or rate comparisons between Hungary and the CR. Some viewers simply want uninterrupted television, and Czech TV is the closest they can get. A media expert said that, to an extent, they're right, because raising the advertising limit at Czech TV would do little to dent TV Nova's monopoly anyway. Even if the air time were doubled, he said, it wouldn't come close to satisfying the demands of major advertisers. And more advertising on Czech TV might chase away some viewers. The more important issue, he argued, is breaking the ownership link between Nova and Prima, so that there's finally some true competition between the commercial stations.


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