Why tv

The Glossary includes a comprehensive overview of definitions from the TV ecosystem. Its aim is to provide you with an extensive overview of frequently used international terminology in our TV ecosystem – offering a clear explanation for each of them – and making it easier for all players to understand, sell and buy television advertising.

The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television and remind advertisers, journalists, tech gurus, agencies and industry peers about the effectiveness and popularity of TV. The many trade bodies comprising the group aim to move the industry forward and harmonise how we speak about TV with a unified voice and narrative. This is done:

• By exchanging data and technical expertise to create The Global TV Deck, a valuable databank, designed to meet the needs of advertisers who are eager for transparent, reliable data and fresh insights. The deck features data from an initial 24 countries and covers topics such as TV’s reach, popularity, resilience, trust, impact, and effectiveness.
• Secondly, by issuing press releases which address current topics and trends in the advertising industry. Recent releases include the importance of TV advertising to online businesses, global figures on the trustworthiness of television and more.
• Finally, by widely supporting World Television Day, on 21st November through its network of members.

Today, information is everywhere. But television has a particular authority. If you see something on TV, you know that millions of others are also seeing it, and that it has been verified, produced and created by professionals. That’s why television remains the most popular and trusted platform for news, culture, sports and entertainment. Television is also known by professionals to be a medium with a solid and reliable audience measurement system.

 

• Responsibility in advertising is a must for building and maintaining audience and viewer trust. Therefore, it is in the interests of the media to ensure that advertising is properly regulated. Television sales houses acknowledge the importance of a robust regulatory environment and, in parallel with co- and self-regulatory regimes, support fair and balanced legislation. Because of its large social impact, television is the most regulated sector within the media industry. This is why egta is at the forefront of efforts to comply with and enforce industry-wide standards for responsibility, based on clear, regulator-endorsed criteria.

• Television audience measurement is well established and trusted throughout Europe, and our industry is thriving to evolve by applying the same measurement standards to all video content viewing on all digital platforms.

Television ensures that consumers know about new products, services and concepts. It strengthens the position of existing brands and reassures consumers about the choices they make. Television is the most effective and efficient advertising medium.

 

You want to know how and why?

 

• You may want to have a look at egtabites: every second week, egta gathers “ideas worth sharing” that showcase the best case studies for TV advertising and offer inspiring food for thought for sales houses and broadcasters.

 

• We invite you to visit the websites of egta partners whose job it is to promote television on their national markets. These TV trade bodies have gathered compelling arguments to promote our medium.

See more under:

VAB’s website in the USA

Think TV’s website in Canada

Think TV’s website in Australia

Thinkbox’s website in the UK

Great television programmes create communities around them. TV shows, live events and news make animated conversation for friends, family and colleagues. They bind people together and trigger reactions on social networks.

The global media sector – of which television is a major part – employs  millions of skilled workers across the world; over 1.2 million people are estimated to work in the audiovisual sector in the European Union alone*. In addition, the success of commercial television as an advertising medium generates revenue that can be reinvested in even more great programming for viewers.

 

WFA, the trade body representing advertisers, has also gathered facts about the value of advertising in our economy – see here.

Consumers now have more opportunities to enjoy television content than ever before. Viewers can watch on multiple screens and interact within fan communities and social platforms. The social television experience is completed with exclusive online content, pre-release of sequences before linear TV broadcast, digital video interviews, making of videos, backstage photos and many others.

 

Broadcasters all over Europe are innovating continuously to make consumers’ experience across multiple screens more fluid than ever before and to allow them access to content whenever and wherever they want.

 

* Source: EU Audiovisual Sectoral Social Dialogue Committee