“Next year we will launch a new TV station and we made public our intention in order to outline that our plans have not been affected by the crisis. We prepare for a more difficult year, but for a normal year which will not be marked by major earthquakes in media spending or discrepancies in the business strategies we are pursuing”, said Ciprian Stancu for Wall-Street.

According to the manager, the prices in the media will not decrease same as costs of programs will not lessen. However, there will be some major changes in the Romanian TV networks’ market shares. The companies that will be affected will be those who will idle their budgets and will no longer invest in improving the programs grid, in launching new stations or in their marketing departments.

“Profit-making opportunities emerge especially in times of crisis. We see the crisis as an opportunity rather than as a threat, and when a new opportunity comes along, you always have to invest in it”, said Stancu.
The value of the TV industry, which will amount to 500 million US dollars this year, will surge 10-15% next year, said the manager.

Another major evolution will be the growth of TV consumption in Romania, after successive years of downtrend. “If we look at the outside trend, where everybody goes out to a restaurant or cinema more rarely in order to save more money, people who will stay at home, will obviously need home entertainment, and will watch TV more. And if the television industry’s downtrend will stop, and if we will register a total consumption of television same as this year, it will be a positive performance. This means that in real terms, it is a growth”.

However, Stancu warned media persons and clients invited at “Advertising and opportunities in crisis” event, organized by BBDO, to be cautious when they negotiate the media contracts.


Translated by Camelia Oancea