TV industry bodies unite to hail impact of the medium on World Television Day

Three European organisations representing sectors of the TV industry have united to create a campaign for World Television Day on 21 November aimed at underlining the impact and reach of the medium.

The European Broadcasting Union, Association of Commercial Television in Europe and Egta, the Brussels-based association of television and radio sales houses, created a 30-second film that will be shown by broadcasters in Europe, Asia, the US, Canada and Australia. Each broadcaster will be able to add their own local content to the video.

It highlights that 600,000 people in Europe work in the TV industry, creating 60,000 hours of programmes daily across 5,463 channels, and that 610 million viewers watch an average of 3.55 hours per day.

Jan Isenbart, president of egta, said: "Today’s global media sphere is mainly a video sphere; and within this video sphere, it is the daily professional content from TV stations all over the planet that we dedicate by far the biggest chunk of our screen-time to.

"TV’s reach, impact and effectiveness thus remain unchallenged, be it for information, entertainment or commercial communication."

The ad was created by Trias Germany and it was copywritten and art directed by Albert Lenthe and Andreas Arntz.

This year marks the 20th anniversary of the first World Television Day, which was declared by the United Nations General Assembly in December 1996.