Father and daughter watching TV (illustration) - Jenny Norquist / Mood B / REX / SIPA

It is a small revolution which is being prepared for television. Two decrees, published Thursday in the Official Journal and which will come into force on Friday, will relax the rules of the small screen, on the one hand with regard to advertising, and on the other hand with regard to the promotion and distribution of cinema in the small skylight.

The first decree concerns the relaxation of the regime governing television advertising. It authorizes segmented advertising, that is to say targeted spots broadcast according to certain criteria, in particular geographic or related to the profile of viewers, via the boxes of Internet service providers.

New measures in favor of cinema for eighteen months

In addition, this text authorizes television advertising in favor of the cinema sector for a period of eighteen months. These were so far banned, a measure that aimed to support independent films which do not a priori not have the means to pay for advertising campaigns, unlike the American "blockbusters". However, the decree provides that this authorization for cinema advertising on television will be the subject of an evaluation report within fifteen months, in order to verify, precisely, its impact on the cinema industry and in particular '' assess the profile of films that will benefit from this reform.

A second decree, also published in the Official Journal on Thursday, puts an end to a rule much criticized by the PAF channels: the one which prohibited them from broadcasting unencrypted films on certain days or evenings (especially on release days of new films in theaters) , like Saturday. A provision which aimed to protect cinemas, but which did not apply to streaming platforms and whose channels demanded the deletion.

Objective: reduce the gap with Netflix and Amazon

The measures endorsed in these two texts aim to put the PAF channels on an equal footing with video streaming platforms, by relaxing some of the regulatory constraints that weighed on traditional channels but which, on the other hand, did not apply to video streaming platforms. online TV players like Netflix or Amazon. They also aim to support French audiovisual creation by helping the French channels to develop their advertising revenue, which should indirectly benefit the entire industry.

These provisions, eagerly awaited by television professionals and advertisers, especially since their publication was late for months due in particular to the Covid-19 crisis, are part of the vast reform of the sector. audiovisual presented last year by the former Minister of Culture Franck Riester.

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  • Cinema
  • Official newspaper
  • Publicity
  • Television
  • Decree