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MEDIA AND A DVERTISING MARK E T IN M A CEDONIA

MEDIA AND A DVERTISING MARK E T IN M A CEDONIA. By Aleksandra Dukovska Hubert Humphrey Fellow 08/23/2010. What make s possible to d evelop media market in Maced o nia?. Constitution provides freedom of the press and speech.

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MEDIA AND A DVERTISING MARK E T IN M A CEDONIA

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  1. MEDIA AND ADVERTISING MARKET IN MACEDONIA By Aleksandra Dukovska Hubert Humphrey Fellow 08/23/2010

  2. What makes possible to develop media market in Macedonia? Constitution provides freedom of the press and speech Generally respected by government Law prohibits hate speech Democratization of media environment after 1995 Print media pay 5% VAT instead of 18% Orientation towards market economy

  3. General findings from watchdog international organizations Media operated in a poor economy Broadcasting market is overcrowded Management skills are at low level Rating system is under constant dispute The tax code does not differentiate broadcast media from other business

  4. Where to be seen, read & heard? 5 private TV stations with national coverage 16 TV stations broadcast via satellite 57 private local and regional TV stations 70 independent radio stations Big number of newspapers ( Daily, Weekly, Magazines) WAZ Media Group from Germany bought shares in “Dnevnik”, “Utrinski Vesnik” and “Vest” in 2003

  5. Largest TV – channels, news shows, airing time, reach and online presence: A1 (private, national coverage, news/ telenovelas/ sports/ entertainment shows A1 TV News, 7 pm, 57,13% Web page with Site Meter A1 Sitel TV( private, national coverage, news/ telenovelas /sports /entertainment shows Sitel TV News, 6 pm, 42, 09% Kanal 5 TV ( private, national coverage, news/ telenovelas/ sports Kanal 5 TV News, 5 pm, 31, 45%

  6. Internet and broadband penetration Internet: 50% Broadband: 34% Over 900,000 Internet users ( 44% of the population) Over 700,000 FACEBOOK users ( 35% of the population) Nationwide Wi-Fi for Macedonia - the largest hotzone/Wi-Fi cloud in the world At 1,000+ square miles

  7. Advertising market Estimated advertising market between 30 and 35 million Euros Marketing is one of the basic source for financing the private media TV advertising share 18 million Euros in 2009 Print advertising share 7 million Euros Outdoor advertising share 4 million Euros Internet advertising share around 1 million Euros

  8. Print Top advertisers 2008-2009-2010 Top advertisers for 2008, 2009, 2010 Without free advertisement on A1 TV, the top advertisers are: Banks, Car importers, Telecommunication Companies

  9. TV Top advertisers January – May 2008-2009-2010 Client COSMOFON was rebranded in ONE –Telecom Slovenia Group and that is the biggest investment in2010

  10. Expectations Establishing of clear media and market game rules Entrance of media corporations in the market ( FOX, Turner )

  11. THANK YOU

  12. References: 1. http://www.state.gov/g/drl/rls/hrrpt/2009/eur/136044.htm 2. http://www.irex.org/programs/msi_eur/2008/macedonia.asp 3. “Advertising in TV and Print” –PP Presentation Vlatko Kazandziski, Media Director, New Moment New Ideas Company 4. PR_guide Template for SF Macedonia, Branka Bugariska, PR Director, New Moment New Ideas Company

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