Affected by the recession and the digital revolution, traditional television advertising and urgently need to invent a new model if they want to avoid the crisis facing the disc, according to professionals from MIPTV in Cannes. The 46th edition of this major international market for audiovisual content, even more than in previous years, highlighted the world of advertising, internet and mobile telephony, eclipsing the major television channels. "The fundamentals of our industry have changed and they do not return to as before when growth returns," said Martin Sorrell, boss of Britain's WPP, the number two global advertising. "The crisis is aggravating the effects of the proliferation of video on the hearings. The model of

traditional television, mass and free, will not die, but like the clipboard, it will never be the same impact, "he said at a conference. Considered a "guru" in the middle, Mr. Sorrell warns that "the first half of 2009 will be very hard." Advertising rates are "under pressure" in Western Europe and the United States, where he says the "production models" are too expensive. If it wants to avoid collapse, the TV should turn resolutely "to new media (mobile, internet, Vod ...), which will" power up ", said Mr Sorrell. "The web has changed the perception of the media. It must meet the TV and the Web, "said Patrick Barry, director of Yahoo Connected TV!. This new platform allows the integration of internet applications (weather, news, community sites, custom content ...) to the TV lounge. According to Mr. Barry, this service combines the "values" that are net of choice, personalization and community, the fundamental value of television: the mass audience. Because the "emotional impact" of prime time is the best way to reach the public, says the boss of Endemol, Yvon Kreiz. The emergence of television on demand, as Zillion TV which proposes to set up its own basket programs, and the fragmentation of audiences, which makes viewers less receptive, require advertising to reinvent itself, too. "The traditional advertising model is imposed dying. More and more people refuse to look at, "said Christophe Lambert, former director of the public who had just founded the agency with Advertainment Blue Luc Besson. How to target the public on the Internet, more demanding, and monetize this audience through a profitable model? "You can test the effectiveness of an interactive spot online. If it's a buzz, it then sells a version for television, "offers Chuck Porter of Crispin Porter agency, citing the online campaign of Barack Obama who has" helped fund the television campaign. " Like on Facebook, an advertisement may try to "make friends" so people "agree to give him time," says Lambert. But in the eyes of these professionals, salvation can come only by developing new forms of advertising such as "branded content" (program funded by an advertiser), and "Product Placement" (mark appearing in a film or series), authorized in France recently but the framework remains to be defined.