TV2 seeks subscription lifeline

Denmark’s TV2 wants to bring forward subscription payments on its principal TV channel from 2011, one year earlier than anticipated, to help make up for a shortfall in advertising revenues.

In a press conference on Monday to launch a new strategy paper TV2 chairman Lars Liebst and CEO Merete Eldrup said the broadcaster wanted more freedom within its public service obligations and advertising sales.

Liebst said that TV2 wanted to retain its position at the heart of Danish democracy and a commercial public service helped ensure high standards. “TV 2 will be a common reference point for the Danes with a program of activities that create identity, inspire, challenge and explore.” However, he said the broadcaster was competing on unequal terms and needed less management and more freedom.

According to Eldrup advertising revenues fallen some DKK 300 million short of the most pessimistic of estimates and it has become harder for the channel to make its way as an advertising funded channel. The channel also pointed to channels operating under UK regulations – a less than guarded reference to the Viasat and SBS channels – where advertising regulation is more lax.

A new charter is scheduled to come into force on January 1, 2011 and will be debated within the Danish parliament during 2010.