This way it 3 have shown the Antenna manager TV, Maurizio Carlotti, and the general manager of Sogecable, Carlos Abad.

On having intervened in the Day of Communication of the IESE, Carlotti made sure that it does not see "any reason so that the TDT is not of payment", and wondered "who will pay the digital holiday" if it does not take place. He made sure that the "source of income" of the TDT must come from the families, and remembered that "propensity to pay exists" to watch TV.

In the same defense line on the possibility of a TDT of payment, the general manager of Sogecable, Carlos Abad, underlined that if this possibility is opened "there they will be", and, in fact, he assured that they are already prepared.

One of the topics star of the days of the IESE was the relation between television and publicity. The most forceful was Carlos Abad, who affirmed that "the biggest favor" for the sector would be that "the public television was stopping expressing publicity".

Carlotti, which presented itself as "a seller of publicity", remembered that the public television costs to the day "65 million euros" and that this one "does not express a way of doing different television" to the rest.

The Antenna manager 3 TV proved to be "an optimist" before the future of the market of the publicity and remembered that the television is "the maker of more powerful mark". For him, the function of the publicity is "to produce the mark", and that of the television is to show it.

For the president of DDB, Joan Capmany, the publicity and the television are "collaborating", and he compared the role of the television with that of the establishments of the chain Zara: "It is the shop window". Capmany wanted to make clear that the television has lost his role of "selling" to take of "showing".


(Agencies, 16/11/07)