The state of commercial television in Europe

Toby Syfret

An outline survey of the complex picture of television cross Europe: the changing nature of television systems and the implications of such changes.

The State of Commercial Television in Europe

Toby Syfret J. Walter Thompson Europe

There may be more complicated subjects of general interest, but undoubtedly that of commercial television in Europe is complicated. It is a choppy sea of issues, full of waves, and well stocked with red herrings. At the risk of falling between the two stools of proffering an interpretation of events and simply describing them, this article attempts both.

The basic game-plan has three key players: the television station, the viewer, and the advertiser. The television station chases viewers and revenue. Its prospects of profit depend both...

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