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Nowelizacja ustawy o radiofonii i telewizji w zakresie dostosowania do dyrektywy europejskiej o audiowizualnych usługach medialnych (wybrane aspekty)

100%
Czarny-Drożdżejko E.
Przegląd Prawa Publicznego
|
2013
|
issue 7-8
31-48
EN
The subject of my paper is the amendment of the Broadcasting Act. It entered into force on February 28th 2013. The purpose of this amendment is to adjust the Polish law to the EU rules for Audiovisual Media Services Directive. Nevertheless, the Internet radio still lies beyond the control provided for in the Broadcasting Act, which means that its customers will not be protected the same way as traditional radio users. Based on the 2012 amendment, a section 6a, regulating the on-demand audiovisual media service, was added to the Broadcasting Act. It stipulates, inter alia, burdensome information obligations for media service provider and a necessity to adapt to a number of provisions relating to the commercial communication, but also the freedom to provide services on demand. Noteworthy is the lack of formal requirements for the conduct of such a business. Still, this regulation contains some defects, which could have been avoided.
2
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“Product Placement”: The harmonization of the new Albanian media law with the European Audio-Visual Media Services Directive

100%
Bushati E.
Academicus. International Scientific Journal
|
2011
|
issue 04
60-68
EN
With the Audio-Visual Media Services (AVMS) Directive the explicit regulation of product placement is introduced into the framework of European media law. The product placement is today one of most debated issue for the media law experts in Europe. What is the “product placement”? In what kind of programmes the product placement is allowed? What are the conditions these programmes have to fulfill in order to contain the product placement? The AVMS Directive states even the programmes during which is not allowed the product placement. How are reflected into the new Albanian draft-law on audiovisual media services the AVMS Directive obligations? These are some of the questions that the following article tries to answers.
3
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Product placement in brand promotion

63%
Mikołajczyk A.
Współczesna Gospodarka
|
2015
|
vol. 6
|
issue 2
11-19
EN
The phenomenon of advertising avoidance – considered an intrusive and obvious form of promotion – has occupied the minds of marketers for many years. The emergence of product placement, derived from favorably perceived celebrity endorsement advertising, has gained popularity among marketing strategists. Similarly to this form of brand promotion, it was assumed that inserting a brand in a popular film, TV show or program will enhance the brand image and affect consumer awareness, thus stimulating their purchasing decisions and making advertising spending more reasonable and consumer-oriented.
PL
Product placement (in. lokowanie produktu) może mieć znaczący wpływ na wzrost świadomości marki i decyzje zakupowe klientów. W artykule omówiono techniki stosowane w środkach masowego przekazu na tle uregulowań prawnych Unii Europejskiej oraz możliwości, jakie oferuje ten rodzaj promocji marki w dotarciu do grupy docelowej.
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