HOW WILL TELEVISION BROADCASTERS RESPOND TO THE BLOCK ON REWINDING TV NOVA ADVERTISEMENTS?

From 18 November, broadcasters will restrict the ability to skip adverts when catching up on programmes from the Nova Group. Whilst Oneplay will allow adverts to be skipped after three minutes, some broadcasters, such as Telly or SledováníTV, will require viewers to watch the entire block.

The ability to skip adverts whilst watching TV programmes on catch-up will change for all major operators from 18 November. This is due to a new requirement from the Nova Group, which applies to its free-to-air channels. Individual providers are approaching this in different ways.

Here is an overview of how operators are responding to the new situation. TV Nova has offered operators the option of replacing the original TV advert with a digital advert when programmes are watched on catch-up. In this case, viewers would watch the first three minutes of the advert block and be able to fast-forward through the rest. If operators do not take up this offer, the original TV advert will remain, which cannot be fast-forwarded.

Oneplay: Adverts can be fast-forwarded after three minutes

From 18 November, it will no longer be possible to freely fast-forward through ad breaks when watching TV Nova channels on catch-up. Programmes and their opening credits can still be fast-forwarded as before. “On Oneplay, it will be possible to fast-forward through the advert block when watching TV Nova channels on catch-up after the first three minutes,” said Dominika Marie Vejlupková, PR & Communication Manager at the Nova Group. Whilst the programme is still being broadcast live, the advert cannot be fast-forwarded. The catch-up viewing rules only apply once the entire programme has been broadcast.

According to Nova, other operators have also been given the same option. “Instead of the original TV advert, they can insert a digital one, and after roughly three minutes, the rest of the block can be skipped. Operators who do not take up this offer will broadcast the original advert in full without the option to skip it,” added Vejlupková.

The rules apply to television, mobile phones, tablets and web browsers, and to all operators. They apply only to the free-to-air channels Nova, Nova Cinema, Nova Action, Nova Fun, Nova Krimi and Nova Lady. They do not apply to Nova Sport, Oneplay Sport, TN Live, the tn.cz website or Slovak channels. The price of the Oneplay subscription remains unchanged and the catch-up period remains up to seven days.

When asked whether Oneplay is planning a similar solution for other TV channels, Nova replied that the viewing conditions for other channels are determined by their respective broadcasters. “Some of them, such as FTV Prima, have in fact been applying similar rules for several years,” added Vejlupková.

Vodafone: We do not want to restrict features for customers

From 18 November,Vodafone will block the skipping of adverts on Nova programmes (excluding Nova Sport) on all devices and in the Vodafone TV apps. According to spokesperson Lenka Do, neither the price nor any other terms and conditions will change. The operator pointed out that a similar restriction already applies to channels in the Prima group. “We are the only operator to offer our customers access to Prima+ Premium as compensation, allowing them to watch Prima’s channels without adverts,” said Lenka Do.

Vodafone is also preparing a less restrictive option, whereby viewers will watch only part of an advert block and can then fast-forward. “We are currently preparing an option to watch only part of an advert and then fast-forward. However, this solution will not be available until 18 November,” said the spokesperson. The improvement is set to apply to both Nova and Prima programmes, and the operator will inform customers of the changes in good time.

Vodafone has no plans to introduce further restrictions. “At present, we have not received any requests from other content providers for similar restrictions on fast-forwarding. For our part, we do not wish to restrict the Vodafone TV features available to our customers,” added the spokesperson.

T-Mobile: In accordance with the licence agreement

T-Mobile will also introduce the ban via its Magenta TV service. “We will implement the ban on fast-forwarding adverts in accordance with our licence agreement with TV Nova,” said external communications specialist Johana Valtrová. She has not yet specified which option the company will use.

The operator does not wish to impose restrictions on other channels. “With the exception of the existing restriction on skipping adverts on FTV Prima Group channels, we are not planning any similar changes on any other channels,” added Valtrová.

Canal+: As with Prima

According to marketing specialist Gabriela Semová, Canal+  is basing its approach on the technical parameters set out in the tender documentation, which was provided to all operators. “From the viewer’s perspective, both the functionality and visual appearance will be the same as they are already accustomed to on Prima Group channels. We will use SCTE-35 technology to mark the boundaries of advertising blocks, which cannot be fast-forwarded during catch-up viewing,” said Semová.

The restriction applies to both the Skylink Live TV app and the new Canal+ app. Neither the price nor the length of the TV archive will change. Canal+ pointed out that, alongside the rebranding, it had introduced a new portfolio of genre-based packages, which it is not currently making any changes to. It has not yet received a similar request from broadcasters other than the Prima and Nova groups.

Telly: No ‘Skip’ button

Telly announced the change on its website, to which Jan Schöppel, Head of Marketing, also referred our editorial team. The restriction applies to programmes played from the start, the seven-day archive and recordings on the channels Nova, Nova Cinema, Nova Action, Nova Fun, Nova Krimi and Nova Lady. Viewers will have to watch the entire advert block; the ‘Skip’ button will not appear during it. Viewers can still fast-forward within a programme as before.

When fast-forwarding through several ad breaks, playback will return to the start of the last one. According to Telly, the rules are stricter than those of the Prima Group, where ad breaks can be skipped after four minutes. The operator will not be offering a paid add-on to skip adverts, as, in its own words, TV Nova does not allow it to do so.

SledováníTV: Adverts will be marked on the timeline

SledováníTV will also restrict the rewinding of adverts in playback from 18 November, both in programmes played from the start and in recordings, across all devices. “This is a requirement from TV Nova, which is binding on all providers in the Czech Republic, including us,” said marketing specialist Veronika Vyskočilová. The restriction applies to all Nova channels except Nova Sport; live broadcasts remain unaffected.

“When watching a recording, the viewer must watch the entire advert block. The programme then continues, and fast-forwarding is once again possible without restriction. Adverts are marked on the timeline, so the viewer can see in advance where they begin,” explained Vyskočilová. If a viewer fast-forwards through several blocks, the last one will be played. During adverts, viewers can switch channels or open the menu.

Neither the price nor the length of the archive will change. “We will not be offering a package that would allow adverts on TV Nova to be skipped. TV Nova does not grant operators this option,” added Vyskočilová. SledováníTV does not intend to introduce restrictions on other TV channels; according to Vyskočilová, it is simply responding to the broadcasters’ conditions. Customers can find further details at sledovanitv.cz/reklamy.

Source: mediaguru.cz