In this week’s special edition of our egtabite, we grab the opportunity to celebrate the upcoming World Television Day, an initiative of the United Nations. Ever since the first World TV forum was held on November 21st 1996, TV companies around the world have celebrated the date to spotlight the medium and remind audiences of TV’s positive impact on society.
In recent years, egta and the Global TV Group, the informal grouping of TV broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, have led the yearly initiative along with the United Nations Regional Information Centre for Europe (UNRIC), the European Broadcasting Union (EBU) and the Association of Commercial Television in Europe (ACT) by promoting participation and celebration across the media landscape.
TV makes a difference!
Perhaps most notably, TV companies around the world broadcast and share online a special 30-second video spot, adapted and translated into many different languages. For this year’s 24th edition of World TV Day, the video highlights how TV makes a difference – and will continue to make a difference – in society. In the unprecedented year of 2020, the TV medium has kept audiences engaged and informed with trusted information on the issues of racial and social injustice, hate speech, the pressing climate issue and the global pandemic, to name some of the most critical subjects.
TV has also provided its viewers with some much-needed entertainment and distraction, or as Lindsey Clay, President of the Global TV Group and CEO of ThinkBox frames it: “While circumstances kept us apart this year, TV has brought us together. TV is and always has been a social glue. As viewing rocketed, broadcasters the world over reacted to the unique circumstances nimbly and with great creativity to ensure that TV was there for us all as a source of trusted information, comforting distraction, and much-needed escapism.”
Laurent Bliaut, President of egta and Deputy General Director, Marketing and R&D at TF1 Publicité, sends his special thanks all those who make the TV magic happen, both on screen and from behind the scene. “The past year, TV has continued to uphold its long tradition of addressing the critical issues in our global community. It brings our attention to social injustice, sheds a neutral light on society’s mishaps, helps relieve the strain of an unprecedented era giving us a hopeful outlook on the future. World TV Day is an opportunity for us all to pay tribute to the many professionals who make the magic happen both on screen and from behind the scene. We invite everyone to once again celebrate our medium around the world,” he says.
#WeLoveTV
It is our strongest believe that the message of this year’s World Television day – that TV makes a difference – has never been more accurate. The exceptionality of 2020 has underpinned the important role of TV as a medium for the masses, to both connect with the world outside and distract from it. Ahead of November 21, we wish you a happy World TV Day 2020!
On The Global TV Group’s website you can learn more about the World Television Day initiative, discover interesting facts and figures on TV and watch earlier editions of the World TV Day 30-second spots. On YouTube you can also see the many different versions of the 2020 World TV Day clip, adapted for the markets in which they are aired.
OTHER CASE STUDIES
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 320: HAPPY WORLD TELEVISION DAY – TV REALLY MAKES A DIFFERENCE!
