Regional channel NBC Europe offers local ad buy

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LONDON -- The trend within the pan-regional satellite industry of offering advertisers national advertising slots continues to grow. NBC Europe is taking the first step in regionalizing its pan-European TV service with the launch of a German-language "window" that gives advertisers the ability to specifically target NBC's 14.4 million homes in Germany, Austria and Switzerland.

Starting April 17, NBC Europe is making two minutes per hour available for German-language commercials. "This German-language service gives our advertising clients maximum flexibility in targeting NBC's upscale audiences in these key markets. It is a significant first step for us in the potential further regionalization of our service," says Roger Ogden, NBC Europe president and managing director.

The German TV sales house, MGM MediaGruppe Munchen, has managed NBC Europe's advertising sales in Germany since 1996 and will continue to handle the sales for NBC's German window.

MTV launched an "advertising window" in Germany in 1994 and an Italian service followed in 1995. Last summer the Viacom-owned network began rolling out advertising windows for the U.K., the Netherlands, Sweden and France.

There are limits, however, to such localization because pan- regional channels cannot compete with the size of audiences that national broadcasters deliver.

The Sci-Fi Channel offers advertising windows for the U.K. and Scandinavian markets, while Eurosport can air commercials in four languages.

Localization is also an industry trend outside Europe. MTV operates three different networks in Asia, while Rupert Murdoch's STAR TV operates 15 advertising-supported channels and nine subscription movie channels for Asia.

Copyright April 1997, Crain Communications Inc.

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