201002Team ÖsterreichDokument_engl

Transcription

Teaming up for civil protection
Teaming up for civil protection_Deutsch
© Identity OG, 1020 Wien
June 2010
Page 1 of 48
Table of contents
Teaming up for civil protection.................................................................................... 1
Intention...................................................................................................................... 4
Description Team Österreich ...................................................................................... 5
Basic idea ................................................................................................................... 5
Key media requirements for Team Poland ................................................................. 6
Point of view ...................................................................................................................... 6
Build-up role ...................................................................................................................... 6
Sensitising ......................................................................................................................... 6
Activation role.................................................................................................................... 6
Project requirements .................................................................................................. 6
Target audience.......................................................................................................... 7
Neighbourly help in general ........................................................................................ 7
Functionality of the media........................................................................................... 8
Radio................................................................................................................................. 8
Television .......................................................................................................................... 8
Print media / daily newspapers .......................................................................................... 9
Online................................................................................................................................ 9
Summary..........................................................................................................................10
National media analysisPoland................................................................................. 11
Poland ...................................................................................................................... 12
Warsaw ............................................................................................................................12
Areas of high population density in Poland .......................................................................13
Voivodeships ....................................................................................................................14
Population................................................................................................................. 15
Welfare in Poland .............................................................................................................16
Media comparison ............................................................................................................16
National media analysis............................................................................................ 17
Media landscape ...................................................................................................... 18
Overview of the polish media landscape...........................................................................18
Overview of the polish media groups and publishing houses............................................19
Media groups....................................................................................................................20
Media landscape Poland – Print media .................................................................... 22
Dailies ..............................................................................................................................22
Free newspapers..............................................................................................................23
Magazines and periodicals ..............................................................................................24
Media landscape Poland – electronic media ............................................................ 25
Broadcasting ....................................................................................................................25
Public sector broadcasting stations ..................................................................................25
Private broadcasting stations............................................................................................26
Television ................................................................................................................. 28
The public sector TV channels..........................................................................................28
Private TV broadcasters ...................................................................................................29
News agencies .................................................................................................................30
Internet ..................................................................................................................... 31
Outlook ..................................................................................................................... 32
Empirical evaluation ................................................................................................. 34
Screen shots of the most important websites....................................................................36
Screen shots of the most important dailies .......................................................................37
June 2010
Page 2 of 48
Screen shots of the most important radio stations ............................................................38
Recommendation national........................................................................................ 39
Regional media analysis - Zachodniopomorskie ...................................................... 40
Media in the region of Zachodniopomorskie ............................................................. 43
Recommendation – regional..................................................................................... 46
Overall recommendation........................................................................................... 47
Overall recommendation........................................................................................... 47
Contact ..................................................................................................................... 48
June 2010
Page 3 of 48
Intention
The project “Team Österreich“ (Team Austria) shall be exported to other European countries
by means of a EU- aid. The “Team Österreich” shall be exported as an Idea, brand and
project within the scope of an EU project.
•
Analysis of the polish media landscape
•
Selection of a suitable partner/ partner network
•
Media workshop
•
Concept and implementation plan for the media campaign in Poland.
June 2010
Page 4 of 48
Description Team Österreich
Team Österreich is an editorial driven activity, who’s positive side effect and additional
benefit brings a marketing effect for the engaged brands.
The main focus lies on the most modern form of neighbourly help and the readiness of the
population to help and support the aid workers from the “second row” in case of a
catastrophe.
•
Team Österreich is not marketing or a platform for cooperation partners.
•
Team Österreich is not only a local community activity but a supra-regional corporate
feeling based on voluntariness.
Catastrophes in the neighbourhood affect people and therefore reduce the emotional
distance. Neighbourly help in case of a catastrophe is thus a reliable aid tool.
Basic idea
Spontaneous readiness to aid – lack of suitable structures
Maximise the usage of the spontaneous readiness to aid:
Sensitising and mobilisation of potential helper
Registration and training of the helper
Tools for spontaneous recruitment.
June 2010
Page 5 of 48
Key media requirements for Team Poland
Point of view
Must be seen as a journalistic obligation, long-ranging part of the programme and as
institution.
Build-up role
The key media activates the population to contact the Team Poland and to register in a
database. Subsequently the interested parties will be integrated into the regional branches
and trained on site.
Sensitising
The key media shall inform the population about possible and actual catastrophes.
Activation role
In case of need the interested parties and potential helper will be activated on short notice
and the activity will be supported by the media.
Project requirements
New Answers to the questions of committed fellow citizens, how they can get involved
Democratisation and individualisation of the society demands new ways of cooperation
A new humanitarian force ... a strong brand
…are the people…
• …their motivation wanting to help…
• …their diverse skills…
• …their strong will to muck it,
in case there is something to do…
June 2010
Page 6 of 48
Target audience
Average age: 32 years
49 % female team members
22.000 members = about 250 / 100.000 habitants
90 % are willing to work physically
Neighbourly help in general
The motivation for neighbourly help mostly develops between people in a similar social and
material situation. „Working“ neighbourly help, for which neighbourly help is an indicator,
develops e.g. in rural village communities in times of an increase of needed manpower
(aiding one another with the harvest) or in order to fend off danger and threat (dike
protection, fire brigade). In terms of an individual help, neighbourly help allows to cope with
daily problems and to overcoming crises such as illness and poverty.
In urban societies with a high degree of individualisation the lack of neighbourly help i soften
complained about, e.g. in the anonymous neighbourhood of tower building residents. Though
mostly in these cases the material reasons for neighbourly help are missing (social aid,
pension insurance, social stations, after school care, old people’s home) or professional
systems of danger prevention have been installed (professional fire brigade).
Communal, churchly or associational community work is trying to (re-) activate neighbourly
solidarity and mutual support.
June 2010
Page 7 of 48
Functionality of the media
Radio
•
Addressing the target groups in a relaxed atmosphere (leisure time, driving the car),
at the working place, full-time.
•
Strong emotional bond with the listeners at many stations.
•
Well suited for campaign announcements.
•
Has a strong calling-character.
•
Possibility to interact by use of e.g. telephone (dialogue, raffle).
Radio is used by all age groups.
Radio advertisement has a strong calling-character, which is why this media is especially
recommended for campaign announcements.
Television
There still is a strong coherence between the age of the viewers and the extent of the TV
consumption. – in general the time spent in front of the TV increases with age
Strong differences in the viewing time can be seen between the genders. In 2009 women
spent half an hour per day longer in front of the TV than men.
Besides age and gender also education and social level play a role in the extent of the TV
consumption. People with a basic to middle education (compulsory school, professional
school) watch nearly one hour more television every day than people with A-levels or
university degree.
Considerable differences in terms of the amount of TV consumption can be seen between
urban and rural population. People living in places with less than 5.000 inhabitants did watch
40 minutes less television in 2009 than people living in cities with more than 50.000
inhabitants. These differences apply to all age groups of the population, but strongest within
June 2010
Page 8 of 48
the group of the over 50 years old. In terms of months it shows that the differences are less
noticeable during the winter months (due to limited outdoor activities during winter).
If one takes a look at the development of the TV consumtion on an average day, one can see
that the amount of viewers is rather low in the morning, increases strongly during the early
evening and reaches its peak during the main evening programme. The peak is measured
close to 9 p.m.
The television usage also varies according to the season. Usually the viewership is lowest
during summer and highest during winter. In 2009 the reach was highest between January
and March. In April and from October to December the reach was above annual average,
during the other months reach was below annual average. In July and August the lowest
daily reach results were measured.
Print media / daily newspapers
•
Reaches many inhabitants in the area of circulation on a daily bases.
•
Daily up-to-date content
•
Enjoys high acceptance and credibility
•
Can be booked on short term
•
Can be used specifically timely e.g. on a campaign day
Daily newspapers are preferred by people from 30 years onwards
Due to the possibility to carry out bookings often, the daily newspapers are also suitable for
important occasions by building up the excitement.
Online
Over the past years, the online media has become a fixed part of the media landscape and is
well established in terms of the media usage of the population.
June 2010
Page 9 of 48
Relevance of online and daily newspapers according to age
10 0
90
Onlinekurve verschiebt
sicher immer mehr nach
rechts, d.h. auch für ältere
Zielgruppen wird Online
immer relevanter
80
70
60
50
40
30
Nut zung TZ
20
Nut zung OL
10
0
14 - 19 y.
20 - 29 y.
30 - 39 y.
4 0 - 4 9 y.
50 - 59 y.
6 0 - 6 9 y.
70 y. +
Quelle: AWA 2008; Abfrage: Zeitungsnutzer pro Einheit; Online-Nutzung allgemein
Online is especially relevant within the younger target groups and closes the gap to the daily
newspapers. But also older groups within the population are increasingly using online media.
In the area of online media there are special offers for all age groups or very good
opportunities to target special target groups only (targeting)
Summary
•
Radio is, due to its mode of action (fast reach and build up of contact), especially
suitable to announce special campaigns and activities.
•
TV
•
The daily newspaper is, due to its mode of action and functionality (esp. Credibility,
circulation) suitable for a permanent usage.
•
Online has a great influence on the process of individual buying decisions of potential
clients and should therefore also be considered.
June 2010
Page 10 of 48
National media analysis
June 2010
Page 11 of 48
Poland
The total area of Poland is 312,679 square kilometres making it the 69th largest country in
the world. Poland is a country in Central Europe bordered by Germany to the west; the
Czech Republic and Slovakia to the south; Ukraine, Belarus and Lithuania to the east; and
the Baltic Sea and Kaliningrad Oblast, a Russian exclave, to the north.
Since May 1st 2004 Poland is a member of the EU.
Warsaw
Warsaw is the capital and largest city of Poland. It is located on the Vistula River roughly 360
kilometers from the Baltic Sea and 300 kilometers from the Carpathian Mountains. Its
population as of June 2009 was estimated at 1,711,466 and the Warsaw metropolitan area at
approximately 2,785,000. The city area is 516.9 square kilometers (199.6 sq mi), with an
agglomeration of 6,100.43 square kilometers. Warsaw is the 9th largest city in the European
Union by population.
Warsaw is a powiat (county), and is further divided into 18 boroughs, each one known as a
dzielnica (districts), each one with its own administrative body. Each of the boroughs
includes several neighbourhoods which have no legal or administrative status. Warsaw has
June 2010
Page 12 of 48
two historic districts, called Old Town (Stare Miasto) and New Town (Nowe Miasto) in the
borough of Śródmieście.
Areas of high population density in Poland
The biggest areas of high population density in Poland are:
The Upper Silesian Industrial Area
The „Dreistadt“ with Gdansk, Sopot und Gdynia (als “vistula delta”)
The areas of high population density around Warsaw and Łódź
June 2010
Page 13 of 48
Voivodeships
Poland's current voivodeships (provinces) are largely based on the country's historic regions,
whereas those of the past two decades (to 1998) had been centred on and named for
individual cities. The new units range in area from less than 10,000 square kilometres (3,900
sq mi) for Opole Voivodeship to more than 35,000 square kilometres (14,000 sq mi) for
Masovian Voivodeship. Administrative authority at voivodeship level is shared between a
government-appointed voivode (governor), an elected regional assembly (sejmik) and an
executive elected by that assembly.
June 2010
Page 14 of 48
Population
With its 38,482,919 inhabitants Poland has the eighth largest population in Europe. Over
90% of the population is roman-catholic, about 70 % of which are practicing their religion.
The Catholic Church up to date has a great influence in politics and the daily lives.
Poland and its population in numbers – in comparison to Austria
Poland
Austria
Area total
312.678 m2
83.871
Population
38,482,919
8,336,549
71,6 %
67,5 %
37,9
42,2
Amount of urban population
61,8%
67%
Unemployment rate Dec. 09
11,9
8,6
775€
1763€
Inhabitants between age 15 and
64
Average age
Average income per month
2009
Per person every year 4.650 EUR are spent in Poland for goods and services (in Austria its
19.560 EUR per person and year). Final consumption expenditures per month are as follows:
Poland
Austria
55€
373€
82€
207€
Health
14€
53€
Traffic / transportation
29€
252€
Communication
15€
44€
Leisure and culture
24€
205€
Living
Nutrition and anti-alcoholic
beverages
2008
June 2010
Page 15 of 48
Welfare in Poland
Due to Eurostat Poland spends only 0,8% des GDP social and family aid. In Austria its 28,5
%.
Media comparison
Comparison of usage and distribution of the media in Poland and Austria
Poland
Austria
Market share public TV
42%
42%
TV usage in min/day
254
157
13.543.000
3.406.000
of which are via cable
36%
38%
of which are via satellite
21%
54%
of which are digital
17%
42%
Radio usage in min/day
287
205
Radio stations
251
62
Internet access
52%
74%
16.600.00
5.111.000
TV reception in hh
Internet user
2008
June 2010
Page 16 of 48
National media analysis
June 2010
Page 17 of 48
Media landscape
Overview of the polish media landscape
After more than four decades of Communism the time for change in Poland came in 1989.
This was also the birth of free media and free journalism, which were seen as the basic
requirements for building a new, democratic Poland. Press freedom began to exist in mid1989 but was only enshrined in the new Polish constitution in 1997.
The Polish Council of Radio Broadcasting and Television KRRiT (Krajowa Rada Radiofonii i
Telewizji) is a media monitoring body. A constitutional body introduced in 1992, it licenses
and monitors radio and TV stations.
Like many other Eastern European countries Poland has been going through a process of
consolidation for some years now. International media corporations are gradually gaining
more influence in the media sector. They are competing in a market of 40 million consumers.
Nine media groups and publishing houses currently hold a stable and uncontested position in
the media market (print and electronic media):
June 2010
Page 18 of 48
Overview of the polish media groups and publishing houses
Media groups
Print
Radio
TV
Internet
Others
Axel Springer
FAKT
eFAKT.pl
Weekly magazines
Polska
Dziennik Gazeta
Dziennik. Pl
Monthly magazines
Prawna
students.pl
Przegląd Sportowy
AGORA Verlag
Gazeta Wyborcza
Radio TOK FM
Gazeta.pl
AMS
Metro (gratis)
Roxy FM
Wyborcza.pl
Outdoor advertising
Radio BLUE
Autofoto.pl
magazines
GazetaPraca.pl
GRUPPE ITI
TVN
Tygodnik
Powszechny
Onet.pl
Multi cinemas
Tenbit.pl
ITI Cinema
TVN Med
Gruppe Bauer
Tele Tydzień
RMF FM
Youth magazines
Media
Tele Świat
RMF Maxxx
Women’s magazines
Z Ŝycia wzięte
RMF Classic
TV and PC magazines
Super Express
Radio Eska
muratodom.pl
special interest
Eska Rock
podroze.pl
monthly magazines
Vox Fm
zagle.com.pl
Mediengruppe
ZPR S.A
Radio WAWA
HUBERT
Przyslij Przepis
13 Women’s
BURDA MEDIA
Dobre Rady
magazines
ELLE
Polskapresse
Regional daily
Advertisement
Publishing
newspapers
magazines
Group
TV-magazines
Free magazines
SIGMA-NOT
Special interest
magazines
Gruppe
Regional
Media
magazines
Regionalne
Free weekly
magazines
June 2010
Page 19 of 48
Media groups
Compared with other markets, the media landscape in Poland is dominated by a few big and
therefore influential media houses.
Axel Springer Polska
Axel Springer entered the Polish market in 1994. It publishes over 30 titles.
AGORA Publishing House
The AGORA Publishing House was founded in 1989. Its the biggest media group in Middleand Eastern Europe.
Group ITI
The Group ITI is a holding that offers 20 television programmes. It also publishes the
Catholic weekly magazine ‘Tygodnik Powszechny’. The ITI group also owns major internet
portals like Onet.pl and Tenbit.pl, the Legia Warszawa football club, Pascal tourism
publishers, a cinema complex with a multiplex, ITI Home Video and the digital platform ‘n’ –
television of a new generation.
Group Bauer Media
PHOENIX PRESS i spart of the Group Bauer Media. Gruppe Bauer Media has been present
in Poland for 17 years – it is the biggest newspaper publisher and the second-biggest
publisher of print media in Poland.
Media group ZPR S.A
Founded in the beginning of the 90s, the ZPR S.A. group holds almost 100% in MURATOR
S.A. It also owns the TIME S.A. radio group with stations like Radio Eska, Hit FM, Eska
Rock, VOX FM, Gold FM and Radio WAWA.
June 2010
Page 20 of 48
SIGMA-NOT
SIGMA-NOT was founded in 1949. It publishes over 30 magazines devoted to fields like
construction, chemistry, electrical engineering, mining, technology, telecommunications and
occupational safety. Sigma-Not’s oldest magazine is ‘Przegląd Techniczny’.
Polskapresse Publishing Group
Polskapresse Publishing Group is the industry leader in regional and local newspapers. It
belongs to the German Publishing group Passau and has been operating in Poland since
2007. It publishes e.g.: Polska Dziennik Łódzki, Express Ilustrowany, Polska Gazeta
Krakowska and Dziennik Polski.
HUBERT BURDA MEDIA
The Hubert Burda Media Group has been in Poland since 1989, it mostly publishes
women’s magazines like ‘Elle’, ‘Instyle’, ‘Burda’, ‘Samo Zdrowie’ and ‘Dobre Rady’ in Poland
– 13 titles in total. It reaches a readership of 6.8 million
Group Media Regionalne
The Group Media Regionalne belongs to Mecom Europe. The group is present in ten polish
regions. It publishes newspapers such as: Echo Dnia, Gazeta Współczesna, Kurier Poranny
und Teraz Puławy. Also, it publishes free weekly magazines such as.: MM Moje Miasto and
Teraz Kielce.
June 2010
Page 21 of 48
Media landscape Poland – Print media
Polish readers have a broad range of newspapers and magazines to choose from. About
5,400 titles are published, including national newspapers, local daily papers, weekly
newspapers, monthly magazines and trade magazines. The Polish print market is highly
competitive and particularly attractive for foreign investors.
Dailies
Daily newspaper
FAKT
Sold total circulation
Publisher
2008/month
495.358
www.efakt.pl
Orientation
Axel Springer
Boulevard
Polska
Everyday topics
Rumours about stars
Gazeta Wyborcza
411.192
AGORA
www.wyborcza.pl
Super Express
left-liberal
204.515
MURATOR S.A
www.se.com.pl
Rzeczpospolita
Boulevard
Scandals
157.136
.
www.rp.pl
Dziennik Gazeta
super-regional
Super-regional
conservative
107.273 (Dez.09)
Prawna
Axel Springer
News
Polska
Law and Tax
www.dziennik.pl
Economy and finance
June 2010
Page 22 of 48
Free newspapers
Sold total
Free newspapers
circulation
Publisher
Publication
2008
Metro
495.222
AGORA
Information
www.emetro.pl
Published in: Bialystok, Bydgoszcz,
täglich
Czestochowa, Katowice, Kielce,
Krakow, Lublin, Lodz, Olsztyn, Opole,
Poznan, Bielsko-Biala, Rzeszow, Torun,
Trojmiasto, Szczecin, Wroclaw,
Warszawa and Zielona Gora.
Echo Miasta
326.018
Polskapresse
Information and entertainment.
www.echomiasta.pl
Publishing
Published in: Warsaw, Trójmiasto,
2 mal wöchentlich
Group
Katowice, Wrocław, Poznań, Krakow
and Łódź.
June 2010
Page 23 of 48
Magazines and periodicals
Newsstands offer a wide variety of women’s, car and other hobby magazines. Many of these
media are produced by the Polish branches of Western European publishing houses.
Magazines and
Sold total circulation
periodicals
2008
Tele Tydzień
Publisher
Type
1.202.506
Gruppe Bauer Media
TV-Magazine
Przyslij Przepis
896.667
Hubert Burda Media
Cook magazine
śycie na gorąco
685.135
Gruppe Bauer Media
Dobre Rady
494.170
Hubert Burda Media
Women’s magazine
To & Owo
480.322
Gruppe Bauer Media
Tv and digital
Party Zycie Gwiazd
476.369
Groupe Edipresse
Swiat Kobiety
461.510
Gruppe Bauer Media
Women’s magazine
Poradnik Domowy
456.175
Agora S.A.
Women’s magazine
Show
437.931
INTERIA.PL S.A.
Women’s magazine
Claudia
419.713
G+J Polska
Women’s magazine
Moda na Zdrowie
417.756
XXL MEDIA Sp. z o.o.
Women’s magazine
Tina
357.608
Gruppe Bauer Media
Women’s magazine
Women’s magazine
Serials
Women’s magazine
Stars
June 2010
Page 24 of 48
Media landscape Poland – electronic media
Broadcasting
There are currently over 200 Polish radio stations. Practically 90 percent of them are private,
municipal or religious stations. The other 10 percent is represented by the public sector
broadcasting corporation, Polskie Radio S.A.
Public sector broadcasting stations
Unlike public sector television, the radio broadcasting corporation is decentralised. It runs
more than 17 separate local radio stations, which concentrate on regional topics, but also
broadcast news about the rest of Poland and the world. Regional life and the work of the selfgoverning local authorities play an important role in their programmes.
According to laws governing the radio broadcasting corporation, at least a third of the
programmes broadcast must be Polish productions. These range from music to features and
literary radio plays.
Polskie Radio S.A. broadcasts 4 supraregional programmes
Amongst the most popular are Trójka – the 3rd programme of the public radio and the 1st
programme of the public radio "Polskie Radio“.
1. Programme – Polskie Radio 1 / JEDYNKA- the oldes in Poland
June 2010
Page 25 of 48
2. Programme – Polskie Radio 2/ DWÓJKA elite programme for listeners with high
expectations, fans of classic music, jazz and culturally interested people.
3. Programme – Polskie Radio 3/ TRÓJKA – lots of music and well processed information.
4. Programme – Radio EURO - the only popular science programme in Poland.
Like the Polish public television corporation, Polskie Radio S.A. is a stock corporation,
though wholly owned by the state, and is subject to the control procedures of the KRRiT (the
National Council of Radio Broadcasting and Television).
The main source of income for the public sector radio broadcasting corporation (77 percent)
is radio license fees. Advertising income only provides 10 percent on top of this. For this
reason, the battle for the radio advertising ‘pie’ between the public sector and the private
broadcasters is not nearly as serious as it is with television. Television generates about 94
percent of the Polish broadcasting corporation’s entire advertising revenue, with radio only
generating about 6 percent.
Private broadcasting stations
Among the private radio stations, there are two undisputed market leaders, RMF FM and
Radio Zet, which can both be heard all over Poland. RMF FM, the first private radio station
in Poland, starting broadcasting in 1990 in Krakow. In 1994, it received a broadcasting
licence for the whole of Poland and is now one of the largest and most modern radio
broadcasters in Europe. RMF FM was taken over by the Bauer publishing group in 2006. The
second radio station available all over the country is Radio Zet. The owner of Radio Zet is the
international media group, Eurozet.
June 2010
Page 26 of 48
One controversial broadcaster is Radio Maryja, which lies in third place on the ranking list of
private radio stations. Radio Maryja is a station for prayer whose listeners have an average
age of over 55. It has been accused of anti-Semitism, xenophobia and homophobia. The
radio station still exists, however, and is often seen as a socio-political phenomenon.
The majority of the private and public sector radio stations can also be listened to via the
internet. Regarding listening habits, practically all Poles listen to the radio, 99 percent of
them, to be precise. About 69 percent admit to turning the radio on every day, while 43
percent listen to the radio for at least 3 hours per day.
Ranking of the most popular radio stations in Poland
Radio station
Market
share
RMF FM
23,07 %
Radio Zet
17,66 %
1. Programme of the Polish public radio station
13 %
6,42 %
Radio Maryja
1,87 %
Tok FM
1,14 %
0,54 %
Radio Bis/ Polskie Radio Euro
0,28 %
July/September 2008
June 2010
Page 27 of 48
Television
The Polish television market is made up of the public sector corporation, TVP, and private
channels like Polsat, TVN and TV 4. Polish television includes several terrestrial channels,
various satellite channels and more than 200 cable TV channels. In average the people in
Poland spend 3hours and 13 minutes in front of the TV.
The public sector TV channels
The market leader is Polish Television (Telewizja Polska – TVP), which broadcasts on two
national channels – TVP 1 and TVP 2 – and 12 further local channels (which together form
TVP Info). TVP also runs the international channel, TV Polonia, which can be received in
almost all continents, and has also run the culture channel, TVP Kultura, since 2005.
Completing the range are: TVP Sport (since November 2006), the history channel TVP
Historia (since the beginning of 2007) and TVP HD (high definition – since August 2008).
The two most important channels, TVP 1 and TVP 2, reach more than 99 percent of Polish
households. Revenue generated by advertising and sponsorship accounts for about 60
percent of TVP’s income, with approximately one third coming from licence subscription fees.
he privileged position thus enjoyed by public sector television is often the cause for conflict
with the private broadcasters, for whom advertising and sponsorship are the sole source of
income.
In 1994, TVP was restructured to become a stock corporation, 100 percent owned by the
state.
TVP is obliged to support the development of the artistic and intellectual environment for
Polish families, to satisfy the viewers’ information needs and to support Polish film-making.
This includes helping to finance Polish film and TV productions which are not shown on TVP.
June 2010
Page 28 of 48
Private TV broadcasters
Among the private channels, TVN and Polsat are worth mentioning. In 1992, the TV channel
Polsat was the first to receive a licence for terrestrial broadcasting. The main shareholder in
Polsat is its founder, Zygmunt Solorz-śak, who also holds shares in the Polsat Media B.V.
company. Polsat offers above all entertainment and fun, together with reliable news
programmes.
The TV broadcaster TVN, though more recently founded, is currently ahead of Polsat in
terms of viewing figures. Since being founded in 1997, TVN has gained in popularity and has
undergone dynamic development. It offers a wide range of channels. Its main channel shows
entertainment and news programmes, as well as films and other customary programmes. In
addition, the broadcaster has the TVN 24 channel for news, TVN 7 for films, TVN Meteo for
weather forecasts, TVN Turbo for motorsports, TVN Style for life style and fashion, and TVN
International. TVN is the most popular broadcaster among younger audiences between 16
and 49. The majority shareholder is the media group ITI, which owns 52.7 percent of TVN.
In Poland, there are also several Catholic channels. In 2003, the KRRiT granted a licence to
TV Trwam (www.tv-trwam.pl), which offers Catholic programmes without ‘sex and violence’.
TV Trwam has been available since mid-2003 via cable and satellite. It is directed by the
controversial redemptorist, Tadeusz Rydzyk.
TV Puls was founded as a religious channel in 2006 by the Franciscan Order. Then the
media mogul, Rupert Murdoch, bought a 25 percent share in the channel. At first, the Polish
media feared a rapid expansion of Murdoch’s News Corporation, but at the beginning of
November 2008, Murdoch announced his withdrawal from the Polish media market. He had
invested 50 million USD in TV Puls, but the channel’s audience share always remained
under 1 percent. Currently, the Franciscans hold a 51 percent share in the channel, with 49
percent belonging to the channel’s managing director, Dariusz Dąbski.
June 2010
Page 29 of 48
The viewing-figures of the TV stations:
TV-station
Market share
TVP 1
23,82 %
TVP 2
16,88 %
TVN
16,45 %
Polsat
15,21%
TVP Info
4,13 %
TV4
1,54 %
TV Puls
0,74 %
(Quelle: AGB Nielsen Media Research, 2.quarter 2008)
The Polish watch, on average, four hours of television every day, most popular channel is
TVP 1.
In the Polish media, especially in the film and television industry, Teenagers are taken into
consideration. From the beginning to the end of each programme symbols are displayed,
showing the minimum age for the programme.
News agencies
The biggest and most important Polish news agency is the PAP Polish press agency. It is
estimated that around two thirds of all the most important news in print media and on the
radio come from the PAP service. PAP is influential throughout the country and also has its
own correspondents in European countries, including in Austria, France, Germany, Great
Britain, Italy and Hungary, and in the USA. PAP is also a member of the EANA (European
June 2010
Page 30 of 48
Alliance of News Agencies), based in Zurich. After the fall of the Berlin Wall in 1989, PAP
had to work hard on improving its own image from the Communist era. A continuous
restructuring and modernising process was begun at the agency. In 1997, PAP was
restructured into a stock corporation wholly owned by the state
The British agency Reuters also has a long history in Poland. After the Second World War, a
Reuters office was opened in Warsaw in 1948 by John Peet. Over the decades, the agency
has gained a strong presence in Poland and currently operates there under the name of
Reuters Europe S.A.
Two other special press agencies in Poland are worth mentioning: KAI, the Catholic news
agency which is dedicated to the religious sector, and ASInfo, the first agency for sports
news in Poland, founded by Andrzej Lukaszewicz in March 2007.
Internet
Media on the internet in Poland is on the rise, experiencing enormous growth and reaching a
wider and wider audience. According to the public opinion research centre, CBOS, about 45
percent of households had a computer at home in 2006 and 36 percent had internet access.
In April 2008, the figures were 57 percent and 44 percent respectively.
Almost every daily newspaper, monthly magazine or weekly paper has its own online edition.
The same applies to TV channels and radio stations, which can also be received online using
modern computer programmes.
June 2010
Page 31 of 48
Ranking of the most popular websites in Poland:
Websites
Share
Google
85.71%
Onet.pl
63.65%
Wirtualna Polska
Wp.pl
54.30%
Allegro.pl
53.36%
nasza-klasa.pl
52.44%
INTERIA.PL
48.71%
o2.pl
47.12%
Gazeta.pl
45.84%
youtube.com
45.82%
wikipedia.org
34.44%
Megapanel PBI/ Gemius, August 2008
Outlook
The rapid change to the media landscape in Poland will continue. In the coming years,
changes in radio, television and print media can be expected and will be traceable back to
both market factors and technological advances. Gradually, the boundaries between print
media, radio and television are becoming blurred. In today’s information-dominated society,
everything is available on the internet and everything is cross-linked. As a result of the
concentration of the media market taking place all over the world, and naturally also in
Europe, media companies rich in capital are emerging which are active in the fields of
television, radio and print media and combine these. In Poland, consolidation is in full swing
and it is expected that the Polish media market will soon be divided up among large media
groups.
June 2010
Page 32 of 48
On the technical front, a gradual switch from analogue to digital and finally to information
technology can be expected, which, according to experts, will lead to the function and
reception of electronic media becoming geared towards interactive and individual services.
TVP is following the guidelines given and plans to digitalise its entire range of channels by
2012.
A greater number of channels and the expansion of broadcasts, above all via satellite and
the internet, will bring an increased flood of information for people. Experts in Poland are
therefore in favour of increasing education to prepare people for the development of a
booming information-dominated society.
June 2010
Page 33 of 48
Empirical evaluation
Demographic data
PRINT
RADIO
TV
ONLINE
1. fakt
1.RMF FM
1. TVN
1. onet.pl
2. gazeta
2. RADIO
2. TVP 1
2. o2.pl
ZET
3. TVP 2
2. wp.pl
3. andere
4. andere
4. andere
Radio zet
TVN /
X
wyborcza
3. Tele Tydzien
4. andere
A: 59
Tele tydzien
G: female
TVP1
O: Household
A: 30
Gazeta wyborcza
Euro=Bis
G: male
IBO ,
Youtube.com
canal+
Google.pl
TVN
Facebook.com
O: company owner
A: 27
Elle
Euro=Bis
G: female
Onet.pl
O: beauty salon
owner
A: 30
Fakt
RMF FM
TVN
Onet.pl
Tele Tydzien
RMF Maxx
TVN
Wp.pl, o2.pl
Tele Tydzien
RMF Maxx
TVN
Wp.pl
G: male
O: company owner
A: 30
G: female
O: teacher
A: 26
G: female
Google.pl
O: unemployed
A: 26
Polityka
ZET
TVN
Onet.pl
Tele Tydzien
ZET
TVN/
Interia.pl
G: femal
O: employed
A: 28
June 2010
Page 34 of 48
G: female
TVP1
O: teacher
A: 33
Gala
G: female
RMF FM /
TVN
Onet.pl
TVN
O2.pl
ZET
O: office support
A: 26
Tele Tydzien
ZET
G: female
Google.pl
O: student
June 2010
Page 35 of 48
Screen shots of the most important websites
Wirtualna Polska / WP.pl
O2.pl
Onet.pl
June 2010
Page 36 of 48
Screen shots of the most important dailies
Gazeta wyborcza
FAKT
June 2010
Page 37 of 48
Screen shots of the most important radio stations
RMF FM
Radio ZET
June 2010
Page 38 of 48
Recommendation national
•
Focus on media groups which have a cross-media potential
–
Axel Springer
–
Gruppe ITI
–
AGORA
–
Bauer Media
•
Changing the Media mono strategy to cross-media.
•
Possibly using the language advantage i.e. activities in Germany / Austria.
•
As a single medium, additional talks with Radio ZET and the public broadcasting
station TVP would be advisable.
June 2010
Page 39 of 48
Regional media analysis - Zachodniopomorskie
June 2010
Page 40 of 48
Regional media analysis
The regional analysis was conducted to allow “Teaming up for civil protection” to option
starting with one region and rolling out the project nationwide region by region. The region
chosen was Zachodniopomorskie. The Goal was the identification of media partners through
which only the target group in the region Zachodniopomorskie can be addressed.
West Pomerania - Zachodniopomorskie
The region Zachodniopomorskie (West Pomerania) is located in the north-western part of the
country and comprises the largest part of the historical Pomerania and a very small part of
the historic Western Pomerania.
Location of the region in Poland
The region West-Pomerania
June 2010
Page 41 of 48
Key facts of West Pomerania
Population
Area
Population density
Unemployment
rate
Szczecin
inhabitants
Szczecin area
1.692.355
22.896 km²
74 inhabitants per km²
16,5 %.
407.260
301 km²
In comparison to the GDP of the EU, in Purchasing Power Standards, the province West
Pomerania reached an Index of 47,7 (EU-27 = 100) in 2006.
Szczecin - Stettin
The capital of the province is Szczecin (Stettin). It is the country's seventhlargest city and the largest seaport in Poland on the Baltic Sea. As of the
2005 census the city had a total population of 420,638. In June 2009 its
population was 406,427.
Szczecin is located on the Oder River, south of the Lagoon of Szczecin and
the Bay of Pomerania. The city is situated along the south-western shore of Dąbie Lake, on
both sides of Oder and on several large islands between western and eastern branch of the
river.
June 2010
Page 42 of 48
Media in the region of Zachodniopomorskie
Print
Media Regionalne Sp. z o.o.
Regional Media is one of the leading press groups in Poland. They are present in the local
markets. They pride themselves in a close relationship with the readers of their titles. They
write about everyday issues and problems to residents of 10 Polish regions. They also have
regional radio stations as well as Internet platforms.
In the region Zachodniopomorskie Media Regionalne Sp. z o.o publishes three regional
newspapers:
Głos - Dziennik Pomorza
•
•
•
•
•
•
Published since 2007
Issued six times per week
Circulation: 53959 copies
Sold total circulation: 41741
Mutations are produced for Szczecińecki, Koszalinski
and Slupski
Distribution area:
June 2010
Page 43 of 48
Teraz Koszalin
•
•
•
•
•
•
•
Free weekly
Published every Thursday since 2007
Circulation: 12000 copies
Sold total circulation: 11983
Information about events for the weekend planning
Published in Koszalinski
Distributed in shopping centres and at traffic
intersections
MM Moje Miasto Szczecin
•
•
•
•
•
Free weekly
Distributed by post to households
Deals with the issues of everyday life. Relies on
interaction with readers.
It is published on Mondays and Thursdays
Also available in the region of Zachodniopomorskie is the Kurier Szczecinski with a close link
to the maritime sector. They we were among the initiators of the establishment of the
Euroregion "Pomerania", under which develops cross-border cooperation with the western
neighbors - Germany and Denmark and Sweden.
KURIER SZCZECIŃSKI
•
•
•
Average circulation, Monday through Thursday: 25128
Storage on the Friday edition: 85000 copies
June 2010
Page 44 of 48
Radio
In the region Zachodniopomorskie there are two area-wide radio stations, both are regional
channels of Polskie Radio.
Polskie Radio Szczecin SA
•
•
Number of listeners per day: 80000/86000
Range:
Polskie Radio Regionalna Rozgłośnia
"Radio Koszalin" S.A.
• Number of listeners per day: 74000 – during
summer: 130000
• Not available in Settin
• Concentrates more on reports and broadcasts
than music
• Also receivable in the neighbouring regions
• Range:
June 2010
Page 45 of 48
Private Radio
Radio Eska can be received in the region as well.
Radio Eska Szczecin – 96,9 FM
• Private radio
• For listeners from 12 – 36
• Concentration on music
Television
TVP, the Polish public broadcasting corporation, broadcasts a regional programme via
TVP Info. In the region of Zachodniopomorskie, the local station is TVP Szczecin.
TVP Szczecin
• Public broadcasting station
• Average viewers March 2010:
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
60254
81538
93480
72200
77497,5
112225
88535
Online
The same portfolio as for the national planning also applies for the regional market.
All the major portals can be sorted out regionally over IP targeting and content targeting.
Recommendation – regional
In order to test out and grow the Team Poland from a smaller unit, a regional market
rollout is recommended.
For this we recommend the cooperation with a public sector corporation, focusing on a
combination of television and online.
June 2010
Page 46 of 48
Overall recommendation
In consideration of the structural and resource-technical conditions, we recommend the
following:
•
The main focus on the media selection is to be subordinated to the project‘s
organisational facts.
•
Especially with a purely regional roll-out, the choice is naturally very limited.
•
Stepwise roll-out in West Pomerania then national
•
–
Media selection should be based on project organisation.
–
TV or radio together with online.
–
Strong integration of social networks
Cooperation with the public sector TV TVP
–
Regional is possible
–
Public sector mission is important aspect for the project.
June 2010
Page 47 of 48
Contact
Mag. fh Patrick Lenhart, Managing director
Inger Stolla, Authorised Officer
Identity medienservice und Produktion OG
Identity BeteiligungsGmbH
Rembrandtstrasse 7/7
1020 Vienna
Phone/Fax +43 1 958 22 42
Mobile: +43 699 11 22 33 80
E-Mail: [email protected]
www.identity.ag
June 2010
Page 48 of 48

201002Team ÖsterreichDokument_engl

Transcription

Similar documents

Historical Background Briefing Conditions of

Polish Film Festival Flyer 8_5x5_5

Newsletter no. 4 - Kujawska Szkoła Wyższa we Włocławku

by Mazurkas Travel - Mazurkas Travel Poland

Prezentacja nowego produktu

etwinning Parceiro da Polónia

Polish American Journal

konf_IT_20141105_pla..

Summer 2012