TV professionals around the world are celebrating World Television Day on 21 November to remind us that TV – as in Total Video – is so much more than linear viewing. As part of the annual United Nations initiative, a 30 second-spot  will be shown by broadcasters on air and online across the globe.

TV content that entertains, informs and inspires.

The topic of the 22nd edition of this global celebration is quality content. The outstanding quality of TV programmes is reflected in how this proven medium has the unmatched capacity to entertain, inspire and inform viewers, across all platforms.

Last year alone the production of TV fiction in the European Union amounted to about 920 different titles, representing over 16 400 episodes and more than 11 000 hours, according to the European Audiovisual Observatory’s latest report.

Quality content can incite viewers to broaden their mind and look beyond the everyday life through inspirational shows. It also has the power to entertain and unite scores of people around live programming,
such as the recent World Cup (3.4 billion people watched some of the World Cup this year, according to GlobalWebIndex). Finally, TV informs viewers through in-depth news broadcasts, makes them aware of current societal issues and provides learning through quality children’s programming or insightful documentaries.

“Television must continue to play its role as to educate and engage viewers, especially young audiences. This includes sharing success stories about individuals or organizations that are part of making our society better and more sustainable. This is amplified by the theme ‘premium content-content that unites, inspires and informs’ of this year’s World Television day, November 21st.“ asserts Caroline Petit, Deputy Director United Nations Regional Information Centre for Europe (UNRIC).

Nothing beats the unique combination of sight, sound and (e)motion.

A clear indicator of the good health of television is the vast amount of money being invested in programmes by broadcasters around the world, both in original content as in the acquisition of shows.  Figures1 gathered from IHS Markit for a total of 27 countries and a survey among egta members in 21 countries show that last year, close to 140 billion dollars was invested in programmes – with North America accounting for $ 61 bn –  surpassing any investments made by OTT platforms around the world. The most notable investments² in television programmes in Europe were made by the UK (€ 8,6 bn), Germany (€ 8bn), France (€ 5,5 bn) and Italy (€ 4,4 bn).

In addition to this, figures gathered from over 24 countries by The Global TV Group in the second edition of its Global TV Deck highlight TV’s resilience and effectiveness as an advertising medium.

For more information, please visit

World TV Day – spot TV Nova

World TV Day – spot TV Prima

World TV Day – spot Óčko

Press contacts:

Alain Beerens

Marcom Manager, egta

Association of television and radio sales houses

T : +32 2 290 31 38

Anne Brochot

Senior Project Manager,

Eurovision TV, EBU

European Broadcasting Union

T +41(0) 22 717 28 88

Grégoire Polad
Director General, ACTAssociation of Commercial Television in EuropeT +32 2 738 76


  1. IHS Markit Channels & Programming Intelligence – TV programming expenditure 2017 by region ($ billion) – data from 27 countries
  2. egta member survey in 21 countries


The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television and remind advertisers, journalists, tech gurus, agencies and industry peers about the effectiveness and popularity of TV.


The Association of Commercial Television in Europe (ACT) represents the interests of leading commercial broadcasters in 37 European countries. The ACT member companies finance, produce, promote and distribute content and services benefiting millions of Europeans across all platforms. ACT engages with the EU institutions to achieve a balanced and appropriate regulatory framework which will encourage further investment and growth in our sector.


The European Broadcasting Union (EBU) is the world’s leading alliance of public service media, with 73 members in 56 countries from Europe and beyond. The EBU operates Eurovision and Euroradio and is devoted to making public service media indispensable. The EBU supports and strengthens public service media, provides first-class media services and offers members agile platforms for learning and sharing.

ABOUT egta

egta is the association representing television and radio sales houses, either independent from the channel or in-house, that markets the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members in fields of activities as diversified as regulatory issues, audience measurement, sales methods, interactivity, cross-media, technical standards, new media, etc. During its more than 40 years’ existence, egta has become the reference centre for television and radio advertising in Europe. egta counts more than 140 members operating across 40 countries.


The Brussels-based United Nations Regional Information Centre for Europe – UNRIC – provides information on UN activities to 22 countries and is active on social media and websites in 13 languages. It acts as the European communication office of the United Nations and its aim is to engage and inform European citizens about global issues. It also liaises with institutions of the European Union in the field of information. Its outreach activities, joint public information campaigns and events are organized with partners including the EU, governments, the media, NGOs, the creative community, and local authorities.


Egta – the association of television and radio sales houses – commends EU policymakers for reaching an agreement on a new Audiovisual Media Services Directive. Two years of challenging negotiations have delivered some welcome flexibility in commercial communications which should contribute to a more competitive environment for European broadcasters.
We are encouraged by the liberalisation of the rules on advertising minutes and the much-needed protection of media service providers’ signal integrity. In tandem with the new responsibilities that video sharing platforms will have to abide by, sales houses see this as a first step towards a level playing field for European content producers.
egta and its member sales houses saw the revision as an opportunity to modernise the European audiovisual regulatory framework. Despite a constructive dialogue with the European institutions, it should be acknowledged though that the net result is one of modest progress rather than a future-proof legislation that reflects market realities.
Malin Häger, egta President, comments: “We sincerely welcome the positive progress made on the rules that govern audiovisual commercial communications, particularly with regards to advertising time limitations. However, we must also recognise that on some aspects, the text is less ambitious than we hoped for at the beginning of this process. Broadcasters remain far more heavily regulated than online actors who are competing for the same advertising revenue. In order to provide long-term value, it is therefore crucial that the measures foreseen in the reform are applied and enforced consistently”.
The audiovisual advertising sector contributes positively to the European Digital Single Market, and egta is confident that we can work together with regulators to ensure that this revision delivers tangible benefits to the industry.
About egta:

egta is the association representing television and radio sales houses, either independent from the channel or in-house, that market the advertising space of both private and public television and radio stations throughout Europe and beyond. egta counts more than 140 members across 40 countries.


Media operators and advertising agencies associated in professional associations jointly support the amendment to the Medicines Act, which will be voted on Friday in the plenary session of the Chamber of Deputies and which proposes to repeal the latest amendment to the law on advertising regulation. In fact, last year, an amendment to the Medicines Act amended the Advertising Regulation Act by extending responsibility for the compliance of the content of advertising for selected types of products – human medicines, food supplements and food for special and infant nutrition – with the law to its mere disseminators. Until then, only those actually involved in the advertising of such products were responsible for the compliance with the law, as is the case for other types of products. The amendment seeks to return to the original form of the law on advertising regulation.

The problematic amendment, which introduced the joint and several liability of the advertiser for the compliance of the content of advertising for medicinal products for human use, food supplements, food for special nutritional uses and infant formulae with the law, has been in force since April 2017. It has not led to any increase in the level of consumer protection, it has just proved to be easily exploitable for the competition of the producers of the products concerned. Already last spring, the entire media sector warned that extending liability to the disseminators of advertising cannot lead to greater consumer protection. Advertisers do not have the professional qualifications or the legal tools to be able to gather the necessary evidence and make an informed assessment of whether or not the advertised product, for example, actually boosts immunity.

“Media operators understand that the aim of the amendment was to provide greater consumer protection, but shifting responsibility to the advertiser is not the right way to go. Consumer protection can only be increased by effective enforcement of legal obligations on advertisers. We hope that the legislators will understand this fact and support the amendment that returns the wording of the Advertising Regulation Act to its original form and reject the current amendment as unconceptual and unsystematic,”

comments Ján Simkanič, Chairman of the Association for Internet Development (SPIR).

Sdružení pro internetový rozvoj (SPIR)
Asociace komerčních televizí (AKTV)
Asociace televizních organizací (ATO)
Unie vydavatelů (UV)
Asociace provozovatelů soukromého vysílání (APSV)
Asociace komunikačních agentur (AKA)
Asociace českých reklamních agentur a marketingové komunikace (AČRA MK)