Pascale Paoli-Lebailly ©RapidTVNews | 01-09-2011

Starting from 5 September, French channel TF1 will open for Swiss viewers dedicated ad windows sold by press group Ringier.

TF1’s ad prices will be comparable to those of Swiss pubcaster TSR, while competitor M6, which has been doing the same since January 2010, will be selling at an inferior price.

According to some experts, the arrival of Swiss advertising might create pressure on the market. TSR argues that the move will mean that it takes a hit of several million Swiss Francs to its own revenues. TF1 claims an audience in Switzerland amounting to around 13.8% of the market.