(photo credit: Courtesy)
Major changes are expected in advertising content and revenues at Israel Radio
following a decision to open up its advertising and marketing division to
several franchisees instead of leaving it to the monopoly of a single agency, as
has been the case for 18 years.
Until now, Shapam, an acronym for
Sherutei Pirsum Meuhadim (“United Advertising Services”) has been solely
responsible for the commercials on Israel Radio and has sold them as a
What this means, explained a spokesman for the Israel
Broadcasting Authority, is that while most advertising has up till now been
designated for the Reshet Bet station, which has the most listeners out of all
the networks under the Israel Radio umbrella, those that were sold as part of a
package were also siphoned off on to other stations and may not have been
appropriate for the listeners of those stations.
The new policy is to
promote niche marketing so that someone who specializes in the needs of the Arab
sector, for instance, will provide appropriate advertising for that sector, and
someone else who understand the needs of the Orthodox community will ensure that
no commercials that might be offensive to that sector are broadcast on Reshet
Moreshet, the Jewish heritage station.
Listeners on Reshet Gimmel, the
popular music station, would be interested in commercials about concerts, new
record releases, and music festivals.
That doesn’t necessarily mean that
annoying commercials will disappear from Reshet Bet, but it does mean that over
all, fewer people will be annoyed by content in commercials.
extent the franchisees that will be selected will compete with each other, and
it is hoped this will result in increased revenues for Israel Radio. In the
period 2008-2010 Israel Radio’s revenues from advertising averaged around NIS
110 million year.
It is anticipated that under the new system revenues
will rise to NIS 116m. per year.
The new policy was devised by Sasson
Yona, a member of the plenum of the Israel Broadcasting Authority, in response
to complaints by advertising agencies that they could not get a foot in the door
at the IBA.
For several years now, advertising has been allowed on Israel
Radio but not on TV Channels 1 and 33, which are permitted to accept
sponsorships for special events but not full-blown commercials.
this will change in the face of the IBA’s efforts to overcome its deficit
remains to be seen.
Meanwhile the IBA has published tenders, details of
which are available at www.iba.org.il/tenders.