Last year the rate of the unlimited BFM was 115

The semi-annual results of NRJ and Nextradio groups gave a light on the reality of the advertising revenue of DTT channels. Despite hearings in constant progression, NRJ 12 and BFM TV channels have been raking respectively 1.6 million and 2.2 million euros of net advertising revenues in the first half. This highlights the rate of discount to gross revenue material by Yacast of 80 and 85. "These delivery rates explained by launch rates, but by the fact that these strings are not backed powerful authorities also", says an advertising professional. Schematically, remission rates of approximately 40 for historical Hertzian channels, about 60 for the strings of the cable and satellite, and 80 for new DTT channels. However, among the latter, those backed major audiovisual groups as W9 (Group M6), iTélé (Canal group) and France 4 (Group France Televisions) enjoy the power of negotiation of the authorities of their groups and reduce their discounts between 60 and 50.

Innovation of BFM

Large audiovisual authorities (except TF1) will publish, in the coming weeks, their traditional General conditions of sales (AMC), they use as leverage for their DTT channels. Thus, they negotiate the fact that customers spend 5 to 6 of their budgets to the cable and satellite channels as well as the TNT channels that they manage. For 2007, simply them increase this percentage by 1 point to the increase in revenues of their DTT channels. Even today, advertisers are especially interested in historical Hertzian channels screens. They spend only a very small portion of their budgets to the cable and satellite channels, and those of the TNT benefit to the tails of budget. In these circumstances, an authority which markets that an independent chain of DTT is struggling to convince advertisers. To seduce them, BFM TV broke new ground with a product that much is talking about him, the "unlimited BFM. A rate fixed, an advertiser right to an advertising presence throughout the year. "We inspired methods of sale of the"low cost"airlines and Internet access providers," said Alain Weill, President of Nextradio (BFM TV)." These unlimited offers consume 60 of the available advertising inventory and provide 40 of revenue. Last year the rate of the unlimited BFM was 115.000 euros, and this year, we have lifted it to has euros. "An increase of 70.

NRJ 12 in September, for its part increased its rates by 34. For his part, Jean Muller, President of NRJ, said: "there is still a gap between our audience share and advertising market share, but the adjustment is inexorable time."

This view is challenged by large boards. "In M6, we sell the chains of the group one by one, with a very focused on the hearing marketing approach." We refuse offers packaged that give a false value of the products, accustomed clients to very high discounts and make more difficult evolution righteous rates and hearing. W9 rates are progressing according to the same logic as the historical Hertzian channels, according to his audience. "Today M6 still helps commercialize W9, but, in the short term, this string will be autonomous," explains Catherine Lenoble, Member of the Executive Board of the group, in charge of advertising.