The state Duma on Wednesday 22 June adopted in its third and final reading a bill of a Deputy from the LDPR faction Andrei Lugovoi on changes in the market regulation of the audience measurement television, reports RBC. For amendments to the laws “On mass media” and “advertising” voted 424 parliamentarians, against — 2.
Lugovoi submitted a bill on 6 June. Nine days later the document was adopted in the first reading. On 16 June, the state Duma Committee on information policy, technologies and communications held an extended meeting with representatives of industry and relevant agencies, after which the legislators drew up a list of amendments to the bill. All 7 amendments were considered for the second reading of the document, also on 22 June.
Lugovoi has offered to change the structure of the market of TV audience measurement in Russia. Under the bill, operating on the market of the company was to receive state accreditation and to reduce foreign participation in shareholder capital to 20% by 1 January 2017. Last rule is a de facto ban on work in Russia the main market player group TNS, part of the British communication holding WPP.
Following the discussions of secoproject with officials and business members agreed to postpone the entry into force on 1 September 2017 and replaced the item on the “state accreditation” to “the empowerment of Roskomnadzor”, but left the norm of the “nationalization” of the market. Two sources of RBC in the television market said, to preserve the system of sale of television advertising will only “bringing the shareholders of TNS into compliance with the new law,” that is, selling 80% stake to the Russian beneficiaries.
TV channels and advertisers on the meeting in the state Duma on 15 June approved a bill meadow in fact, however, asked to postpone amendments until at least the start of 2018. Otherwise, industry representatives predicted the loss of up to 40% of the money advertisers. According to the Association of communication agencies of Russia (ACAR), the TV advertising market in Russia in 2015 decreased by 14% to 136,7 billion rubles.