{"id":107854,"date":"2024-09-03T09:30:03","date_gmt":"2024-09-03T07:30:03","guid":{"rendered":"https:\/\/stevinho.justnetwork.eu\/?p=107854"},"modified":"2024-09-03T09:30:03","modified_gmt":"2024-09-03T07:30:03","slug":"die-ard-moechte-werbung-in-der-mediathek-schalten","status":"publish","type":"post","link":"https:\/\/stevinho.justnetwork.eu\/2024\/09\/03\/die-ard-moechte-werbung-in-der-mediathek-schalten\/","title":{"rendered":"Die ARD m\u00f6chte Werbung in der Mediathek schalten"},"content":{"rendered":"<p>Das Schalten von Werbung auf den \u00f6ffentlich-rechtlichen Sender ist stark reguliert und limitiert. Die Werbung im TV ist minimal und in ihren Mediatheken d\u00fcrfen die Sender gar keine Werbung vor ihre Produktionen schalten. Diese Regulierung wurde in dieser Woche von Tobias Lammert von der ARD Media gegen\u00fcber <a class=\"golem-external-url\" href=\"https:\/\/medien.epd.de\/article\/1760\" target=\"_blank\" rel=\"noopener\">epd Medien<\/a> stark kritisiert. Der Sender fordert einige \u00c4nderungen und die Erlaubnis f\u00fcr Werbung innerhalb seiner Mediathek.<\/p>\n<p>Laut Lammert rechnen ARD und ZDF in den kommenden Jahren mit stark r\u00fcckl\u00e4ufigen Werbeeinnahmen, weil immer weniger Menschen die klassischen TV-Sender anschauen. Um diesen R\u00fcckgang auszugleichen, ist Werbung in der Mediathek jedes Senders ein notwendiges \u00dcbel. Er verwies dabei auf L\u00e4nder wie beispielsweise \u00d6sterreich, in denen \u00f6ffentlich-rechtlichen Sender durchaus Werbung in ihren Mediatheken schalten d\u00fcrfen. Dort scheint das Ganze durchaus gut zu funktionieren.<\/p>\n<blockquote><p>&#8222;Es komme einem Werbeverbot durch die Hintert\u00fcr gleich, wenn die Medienpolitik unver\u00e4ndert dabei bleibt, die Mediathek weiterhin selbst von einer moderaten Vermarktung freizuhalten&#8220; &#8211; Tobias Lammert, Gesch\u00e4ftsf\u00fchrer der Werbetochter ARD Media<\/p><\/blockquote>\n<p>In den n\u00e4chsten Jahren muss sich bei unseren \u00f6ffentlich-rechtlichen Sendern auf jeden Fall etwas \u00e4ndern. Die von Bewohnern verlangten Geb\u00fchren und die Regeln f\u00fcr Werbung sind mit Blick auf das Verhalten von Zuschauern einfach nicht mehr zeitgem\u00e4\u00df. Von mir aus k\u00f6nnten die Sender auch komplett auf ein Werbe-Programm und Sponsoren umsteigen, sofern das Ganze korrekt umgesetzt wird und die Nutzer nicht zu stark bel\u00e4stigt. Das beste negative Beispiel daf\u00fcr w\u00e4ren mittlerweile Twitch und YouTube, die Zuschauern teilweise Minuten an Werbung aufzwingen.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Das Schalten von Werbung auf den \u00f6ffentlich-rechtlichen Sender ist stark reguliert und limitiert. Die Werbung im TV ist minimal und in ihren Mediatheken d\u00fcrfen die Sender gar keine Werbung vor ihre Produktionen schalten. Diese Regulierung wurde in dieser Woche von Tobias Lammert von der ARD Media gegen\u00fcber epd Medien stark kritisiert. Der Sender fordert einige [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":10647,"featured_media":99009,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[8],"tags":[2537,9869,11042,589,4603],"class_list":["post-107854","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kinotv","tag-ard","tag-mediathek","tag-oeffentlich-rechtliche","tag-tv","tag-werbung"],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - 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