Vasiliev led
Mediaholding RTR, “First Channel”, “Gazprom-Media Holding” and “National Media Group “announced the establishment of the company on an equal footing, which will sell advertising on their sites, and it will operate under the name Vi (in the past the company was called” Video International “). This is stated in a joint statement.
«New Celler will operate under the most famous brand in this market – Vi, the use of which is discussed with the company’s current owners. The company plans to integrate all existing areas of sales group Vi, «Gazprom-Media Holding” and RTR, – said in a statement.
Mediaholding-founders will own the new company equal shares shares “the same package will be allocated to the management . ” Lead the new company founders invited the current general director of the group Vi Sergei Vasiliev.
Now Vi has a full service for the sale of TV advertising nine-air channels – the “first”; included in the “National Media Group” REN TV and the “Fifth”, included in the holding YUTV “U” and Disney; Children’s “Carousel” and TV-3, “Friday” and “2×2″. The last three broadcaster until February of this year were part of the holding “Profmedia” Vladimir Potanin, but now their owner is already headed by Mikhail Lesin “Gazprom-Media».
In addition, Vi has a so-called advisory services RTR (” Russia 1 “and” Russia 2 “), as well as holding” CTC Media “(CCC,” Home “and” Pepper “). The fees for such services are almost equivalent to the commission that Vi receives for full service: 12% of the advertising revenue net of fixed fees for providing software.
The “Gazprom-Media” has its own sales house, which is now together with the agency “Alksar” (was bought “Gazprom-Media” last fall) service NTV, TNT, “TV Center” and “Star”. In this case, since the spring of this year, sales house “Gazprom-Media” was used in their work, as well as its own sales force and VTGRK “CTC Media”, branded soft Vi.
Contracts Vi service TV3 , “Friday” and “2×2″ act until 2018. After the change of ownership of TV channels has been suggested that advertising in their air can already do sales house “Gazprom-Media”. But last September, the representative of Vi Elizabeth Sviridov RBC assured that the group does not intend to refuse to cooperate with the channels that have become part of the “Gazprom-Media”. In addition, said Sviridov, Vi is interested to have RTR and “STS Media” not only consulting services, but also a full service. “But these decisions are themselves channels” – slip of the tongue while Sviridov.
Now, Vi, in fact, will be selling and advertising and broadcast originally owned by “Gazprom-Media” channels NTV and TNT, as well as returns to full service RTR, explained RBC two companion close to the founders of the new structure. Thus, according to them, all advertising on terrestrial TV will sell one structure. Advertising on pay channels, which include the majority of broadcasters are being distributed via cable and satellite, will be banned from 2015.
The new structure should be operational from January 2015, knows one of the interlocutors in the television advertising market. Negotiations with advertisers on transactions for the next year usually begins in October, earlier explained to RBC Sviridov.
Representatives of Vi, «Gazprom-Media”, “First Channel”, LMWH and RTR have not yet responded to requests for RBC.
FAS “must see»
The Federal Antimonopoly Service (FAS) said it had not received the application of the four largest Russian media companies to merge ad sales, according to Tass. “Market participants can create anything you want. If all the advertising market, including “outdoor advertising”, the media, the Internet and other formats, they will occupy the share of more than 35%, and then it turns out that formed monopolistically high or low price and someone complains, then we will be able to respond. If we receive a request from them, we will come out of it, “- said the deputy head of the Ministry Andrei Kashevarov. “We need to look at the format that will develop, and then make an assessment, in the general rules of the law on protection of competition” – he concluded.
In 2009, the State Duma adopted in just one week the amendments to the law “On Advertising “limiting the seller commercials 35% of all involved in the federal channels of advertising budgets for the two previous years. The amendment shall enter into force from January 2011, with the implication that the Vi, which controlled by the time of not less than 70% of all sales of television advertising, will not be able to keep your business.
In the summer of 2010, the group changed owners: the founders and top managers of 100% Vi acquired structure of the bank “Russia” and its founders – “Surgut” and “Severgroup” Alexei Mordashov. Later reports of SOGAZ became known that the largest seller of TV advertising could then be evaluated approximately 5.77 billion rubles., Or $ 183 million. As of December 31, 2013 the fair value of all Vi, according to SOGAZ equaled 6.04 billion . rubles, or $ 184.5 million.
Share serviced Vi channels to advertise in the federal air seemingly exceed the maximum permissible 35%, but the FAS has never recognized the dominant position in the distribution of Vi television advertising and allow group each year to renew expiring contracts. In 2012 – for the next five years, with TV 3, “Friday”, “2×2″, “S” and Disney, in 2013 – with “First».
FAS in the past two years explained the current situation as follows: the proportion of customers Vi does exceed 35%, but the share of the seller is still less than the limit. By the end of 2012-2013, these figures, according to the FAS, were respectively 38.33 and 34.6%, which, according to estimates based on data from RBC “Quendi Russmediaaudit” may correspond to 102.7 billion rubles. VAT and commission the seller and 92.7 billion rubles. Thus, bypassing Vi channels attracted 10 billion rubles.
In the July 2014 legislative restrictions for Vi were canceled. Consequential amendments to the State Duma in June made deputy Igor Zotov, and they were taken again in record time. Introduced the limit threshold for seller commercials “in the application of proven its lack of viability,” pointed out in the explanatory memorandum to the bill Zotov.
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