Each year, egta (the international association of multi-platform television and audio companies), of which Screenforce Switzerland is a member, and ACT (the association of commercial television and VoD services in Europe), supported by GTVG (Global TV Group), are joining forces to produce a 30-second advertising spot. This spot will be broadcast on European television channels, as well as on digital platforms and social media, including Swiss television channels and their advertising windows.
The 28th edition of World Television Day celebrates the role of television as one of the pillars of democracy. Not only does television inform people by giving them access to reliable and trustworthy sources of information, but it also promotes media diversity by representing a wide range of viewpoints. This is particularly important in a time when misinformation and fake news are on the rise.
Key messages supporting this year’s theme:
Television provides essential information that encourages democratic engagement and gives individuals the knowledge they need to participate in social life. A reliable media outlet that is trusted through high editorial standards, television remains one of the most trusted sources of information, helping to combat misinformation and promote transparency.
Wide coverage and easy access helps reach a wide and varied audience across all platforms and devices and ensures that information is democratically accessible, regardless of location or socio-economic status . As a dynamic audiovisual medium, television creates important moments that connect generations and promote dialogue and common experiences beyond social groups.
Television’s role in supporting democracy is underpinned by advertising, which is a key source of funding. Advertising not only guarantees the independence of the media, but also produces quality editorial content, free from any political influence.
This year’s World Television Day celebrations served as a reminder that television’s penetration, reliability and role in promoting cultural and social dialogue remain unrivaled and its capacity to strengthen democracy is more important today than ever.
Katty Roberfroid, Managing Director of egta, sums it up well: “As a force for good, television is essential for informing people, promoting democratic participation and encouraging different points of view. Advertising, as a key source of funding, ensures the independence and sustainability of television as a medium. Through responsible storytelling, advertising can do more than just increase purchase intentions – it can raise awareness, influence positive social change and, ultimately, promote an independent, transparent and effective media system. »
“Television plays a crucial role in supporting democracy, particularly in this super-election year when around half of the world’s population will have the opportunity to participate in national elections. With more than two billion people of voting age, 2024 is the largest election year in history. It is therefore essential that people have access to reliable information. Television is an unrivaled platform for delivering trusted content and creating a space where people can stay informed, evaluate different points of view and make autonomous decisions. It also delivers unprecedented penetration across different demographics, creates meaningful connections with audiences wherever they are, and brings strong value to both viewers and brands. At egta, we are proud to support television’s mission to connect and inform people wherever they are. » – Laurent Bliaut, President, egta & Deputy Managing Director, Marketing, Strategy & Innovation, TF1 Publicité.
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