Medipro ad agency gets DTT campaign

Iñaki Ferreras

There is no doubt that Spanish private TV channel Mediapro's laSexta has always been on the side of the current government. Now the government has rewarded it by giving its advertising agency, Publiseis, the licence to run an advertising campaign in the areas within the first phase of analogue switch off on June 30.

Publiseis has gained the contract because it presented the most economic proposal. The budget of the campaign is €2.4 million.

The cities within the phase I of the analogue switch over have some 5.6 million inhabitants, 12.6% of Spain's total population. The campaign will consist of explaining from a personal point of view how DTT must be installed, how it works and its advantages.

The next weeks will be key for Spanish DTT because payment on DTT must be officially decided by the government. If that finally happens satellite pay-TV operator Sogecable's Digital+, cable operators and DSL TV operators will find it even more difficult to survive in a market where pay TV is at a standstill.