TV Center will be the first Russian TV channel to hold a tender for the right to sell advertising in its commercial airtime.
Kommersant reports that Video International (VI), currently the main ad sales house in the country, has said it will not participate in the tender. Instead, it will aim to retain its main customer Channel One, Russia’s leading broadcaster, along with Prof Media (TV-3 and MTV) and UTV (Muz TV and 7TV) when they hold their tenders.
The sale of commercial airtime is being radically overhauled in Russia following amendments to the Law on Advertising enacted in late 2009. They will result in VI’s market share being halved to 35% from January 1 next year.
Commercial airtime on TV Center is currently sold by Alcázar, working in conjunction with Gazprom-Media. Alcázar has said it will definitely participate in the tender if invited.