On November 21, TV companies worldwide will unite to celebrate World Television Day, a reminder of the powerful role multiplatform TV plays in society. Established by the United Nations, this annual occasion emphasizes television as a vital medium for information, communication, and entertainment.
Each year, egta (the international trade body of multiplatform TV and audio businesses), and ACT (the Association of Commercial Television and VOD Services in Europe), with support from the GTVG (Global TV Group), join forces to produce a 30-second video spot, which will be aired across European TV channels, shared on digital platforms and social media.
The Global TV Group (GTVG) proudly joins the World Radio Alliance and multiplatform TV and audio businesses worldwide in endorsing egta’s Industry Charter. This newly-launched charter embodies the shared ambition and collective commitments of more than 180 media companies, including over 100 multiplatform TV businesses.
This landmark document sets out a visionary roadmap for the continued success and evolution of multiplatform TV in today’s ever-changing media landscape. It focuses on the following five key priorities:
Creating Quality Experiences – Ensuring exceptional content and viewer engagement
Improving Measurement – Enhancing the accuracy and reliability of audience measurement
Optimising Buying Processes – Streamlining and innovating how multiplatform TV is booked
Proving Impact & Effectiveness – Demonstrating the value and effectiveness of TV and video advertising
Promoting & Participating in Environmental & Social Governance (ESG) – Committing to sustainability and social responsibility initiatives
By supporting this charter, the GTVG aligns with egta and its members, inviting all industry partners who share these values and ambitions to join this transformative journey. Through unified efforts around these priorities, we aim to foster collaboration that drives long-term growth and sustainability for the TV and wider media industry.
On 21 November, TV companies around the globe celebrate World TV Day to remind us all of the power of TV. As part of the annual United Nations initiative, a 30-second spot will be broadcast on TV and shared online to mark the occasion.
The focus of the 27th edition of World TV Day is accessibility and TV’s commitment to being accessible to all. While Total TV is accessible anytime, anywhere, and on any device, it should be equally accessible to anybody, irrespective of one’s vision or hearing ability. This commitment to greater inclusion and accessibility is necessary not only for TV programming content but for TV advertising content too.
World Television Day represents a significant opportunity to raise awareness about social inclusion and demonstrate both TV companies’ and advertisers’ contribution / commitment to a more accessible media landscape, in which everyone has equal access to the same services, experiences, information and entertainment.
TV companies around the world celebrate World Television Day on 21 November to remind us of the attention-grabbing power that Total TV holds. As part of the annual United Nations initiative, a 30 second-spot will be broadcast and shared online worldwide.
TV companies around the world celebrate World Television Day on 21 November to remind us of television’s continuous and profound transformation to become TV, a Total Video experience. As part of the annual United Nations initiative, a 30 second-spot will be broadcast and shared online worldwide as an invitation to discover it all.
Gerhard Zeiler, President, WarnerMedia International, US
Transcript:
“The almost 100-year history of TV is a history full of innovations. From the first days of black and white TV to the coloured screen, from the days when we could only choose from a handful of networks to the multi-channel universe of today, from the time where the distribution of the TV signal was restricted to antennas, to the internet streaming of today. And with the innovations came an explosion of creativity and quality.
Despite all of this there are people who believe the best days of TV lay in the past. I couldn’t disagree more. Yes, we are, our industry is, in a face of transformation, with this transformation comes also disruption. But the hunger of people to be informed on what happens in the world, the hunger for new programmes, new relevant stories, live TV events, and to be part of the watercooler-moment has never been bigger.
There has never been a time where more programmes have been produced than today, and more video has been consumed than today. TV today is much more global and much more diverse. Local production, local stories find mass audience far away from home because people want to watch and want to have access to the distinctive relevant storylines regardless of where they have been created.
And in the centre of all of that stands the consumer. We all can watch what we want when we want to watch it, whether live or on-demand. Where we want to watch it, location is irrelevant in today’s viewing and on which device we want to watch it. Whether like our parents, on the big screen in the living room or on our smartphones. Today’s world, today’s TV industry, has a lot of changes, but these changes bring the opportunity for new innovations, better creativity and higher quality. That’s the future of TV the way I see it and that is a bright future.”
“Hi, I’m James Warburton, CEO of Seven West Media in Australia. It is no secret that there has been a dramatic shift in how content is consumed, particularly in the last two years. For years, self-appointed experts have proclaimed television is dying. They are of course wrong, and in many cases biased. TV isn’t dying. It is changing. It’s adapting, to changes in how, where and when people want to watch video content.
The move in many countries to reporting total audience number, including +7 days and BVOD has highlighted the true reach of our medium. Total audience reporting shows that our industry is resilient and still as alive and thriving as ever. With online live streaming and on-demand viewing surging to new heights year after year. Measuring and reporting total audience reflects how people really consume our content, particularly younger audiences.
We should be proud as an industry that we have adapted to meet the audiences where they are and in the way they want to engage with our content, which is increasingly online through the largest screen in the house, via connected televisions.
In Australia, when catch-up viewings in its various forms and live streaming are added, programmes can add hundreds of thousands of viewers, not hundreds but hundreds of thousands. It is time to be proud of the unmatched power of television total audience numbers.”
“There is a disturbance in the force for many advertisers and marketeers as the digital galaxy expands and provides increasingly tempting solutions for the products and services. In times like these, it is worth to remind them that the real force of advertising hasn’t changed when it comes to sales or building brands. It is still called: Television. For a couple of decades, television has always delivered these promises and from a marketeer’s point of view, it is a simple yet powerful one: You will always get what you are paying for.
100% brand-safe, audio-visual premium content, watch by millions of real viewers at the very same time on full screen and measured by independent research companies according to international standards which provides us with the strongest currency on the ad market, maybe the only currency of it. No fraud, no excuses, no scandals, just powerful reach and emotional impact. In a single word: Television.
May the force of television be with us and our partners. Happy World TV Day for all of us.”
Alexey Tolstogan, CEO, National Advertising Alliance, Russia
Transcript:
“Hi, everyone, hi from Moscow! I am Alexey Tolstogan. I’m glad to speak on behalf of the largest Russian TV seller – National Advertising Alliance.
In an old Oscar-winning Russian movie from the sixties there was a line: “Soon there will be no cinema, no theatre, no books, no newspapers – only one endless television.”
Time goes by. Only a couple of years ago we could hear that TV was losing its position and the process was unstoppable.
Today, we could say that it’s a Renaissance time for the TV industry. Especially during the pandemic, TV serves as a trusted and reliable source of information.
And now, in the post-pandemic world, TV plays an essential role in the modern media ecosystem!
It impacts brand metrics, it drives sales! It demonstrates the biggest long-term effect on advertising campaigns versus all other media platforms.
This is absolutely true for the Russian market as well. And TV is a basic channel of any media mix in Russia.
A lot has been said about the competition between TV and digital. However, one cannot exist without the other. TV has a huge halo effect on the whole media mix of the campaign. Without TV, all other channels lose up to 50% of their efficiency.
Moreover, TV provides a powerful boost of trust for the brand. And it also spreads like a halo on all other platforms.
Now in the consumer-centric era TV advertising help to move TV content to new formats, driving economy and creativity! So let’s be proud of being a part of this process!
“Actually, broadcast TV is a kind of miracle, if you think about it. At the same time millions of people do exactly the same thing and we know something about it in Italy when the Maneskin became an overnight sensation by winning the European Song Contest or when our national team of female football became an element of national pride, when they played in prime time on Rai 1 during the World Cup in France.
So, these elements gave people something to share, to talk about, to have in common and that is increasingly important in a society that is fragmented and at times it’s even divided, and this is something that is very, very important, not only for broadcasters or for content creators but for companies and brands that need a safe space where to articulate their storytelling and where to tell the general public what their core values are and basically what they stand for and what they are doing practically to fulfill their promise.
This ability to interact and to shape the general public is really the magic of broadcast television. We could say that: if it doesn’t happen on TV, it really doesn’t happen and the other way around if it happens on TV, it does really happen.”
