Representatives of broadcast sales houses gathered in May in Helsinki, Finland, for the annual egta general meeting to debate issues surrounding to the future of broadcast advertising.
“A great sense of optimism really emerged from these debates,” said egta Secretary General Michel Grégoire.
According to Grégoire, the future for sales houses is “challenging, but also promising” as digitization becomes reality. “Being here in Finland, in the land of mobile technology and where the transition to digital is well-advanced, helps everyone feel all the opportunities that will be offered to sales houses in a near future,” he said.
egta members also welcomed the adoption by the of the draft directive on audiovisual media services.
Also at the meeting, Heikki Rotko, executive vice president sales and marketing at MTV Oy in Finland, took over the egta presidency from Philippe Santini, director general of France Télévisions Publicité.