Online Media and Crisis? of Advertising Media Planning

Nowadays, online media represent a great choice for advertising. From de advertising media planning, new media give new ways to reach the consumers, but they also add more complexity. The communication capacity of online media and the greater use of that media by part of the users open up the debate about the necessity of rethinking the approach of the ‘traditional’ advertising media planning, which structure and work processes were developed when media were offline. So, this article gives a panoramic view about the influence of new media in advertising media planning. To do this, in first place, describes the current scenario, analyzing the penetration and advertising expenditure in Internet. Also, it shows the main online media according to their proximity to the offline advertising media planning conception. In second place, this article addresses the current challenges at measuring new media as a symptom of the impulse at the change of model. Finally, the article ends up showing some trends that are presented as drivers of change. However, after this analysis, comes up the point that those aspects would not change the essence of advertising media planning, so it is questionable if we can speak of a crisis or, instead, if new media are showing the necessity that media planning have to be involved with this new scenario.

Nuevos medios y empresas innovadoras. El caso de las agencias de medios

Los medios digitales abren nuevos horizontes para la investigación y la planificación publicitaria. Las agencias de medios deben adaptar su actividad a esta nueva realidad con el propósito de seguir llegando a los públicos y aprovechar las oportunidades de negocio. Este artículo plantea que este proceso de asimilación de los nuevos medios en las campañas publicitarias amplía los servicios ofrecidos por las agencias, construyendo los pilares para que las mismas sean consideradas empresas innovadoras. Para ello, se observan las diez agencias de medios españolas que más inversión publicitaria gestionan, de acuerdo con el ranking de Infoadex. Estas empresas contribuyen a la iniciativa “Unión por la innovación” de la Estrategia Europea 2020.

The Tube on YouTube: TV Series, Media Strategies, and User Tactics in a Transmedia Environment

This study analyzes the traffic generated on YouTube around television series. We selected a sample of 314 short YouTube videos about 21 Spanish TV series that premiered in 2013 by Spain’s three most popular mainstream television networks (Telecinco, Antena 3, and La1). These videos, which together received more than 24 million views, were classified according to two key variables: the nature (official or nonofficial) of the YouTube channel on which they were located and the exclusivity of their content (already broadcast on TV or Web exclusive). The analysis allows us to characterize the strategies used by TV networks on YouTube and the activity of fans as well as their efforts in the construction of a transmedia narrative universe around TV series.

CARREROS RELOCALIZADOS: audiovisual y guía para la sensibilización y la educación

La actividad principal de esta propuesta es trabajar a nivel de sensibilización pública y apoyo escolar -talleres con material audiovisual. La problemática de enfoque será la rurbana y la situación sociocultural y económica de los "carreros", particularmente los relocalizados. Interesan los establecimientos educativos periféricos donde concurren los hijos de sus familias, quienes realizan reciclaje de basura y otras actividades auxiliadas con carros y caballos; y el resto del conjunto de los establecimientos educativos de la ciudad de RIO CUARTO. La meta de la intervención será procurar que el conocimiento y la discusión social sobre el sector y sus experiencias de rebusque, así como sus posibilidades de residencia, merezca la comprensión y el respeto de la ciudadanía, en la búsqueda de lograr una comunidad mucho más inclusiva e integrada y sensible a las problemáticas sociales. La inquietud se gestó a través de un trabajo en común con la Cooperativa de Trabajo TODO SIRVE, Limitada, conformada por actores de ese grupo social. En los últimos años el equipo de investigación ha realizado diversos estudios orientados a conocer algunos de los procesos socioculturales emergentes en la región. En especial los vinculados a la problemática del desarrollo en su orientación sustentable. Nos referimos, por ejemplo, a ciertos procesos que caracterizamos como de “ruralización de la ciudad”. (Cimadevilla y Carniglia, 2009) La línea de investigación que nos condujo a esta perspectiva data –en realidad- de más de década y media. Por entonces nos interesamos por la problemática ambiental que ocupó la atención de incontables organismos y actores individuales y colectivos. Nuestro Futuro Común (WECD, 1987) es el documento más representativo en esa línea. En sucesivos esfuerzos de investigación nos ocupamos de estudiar las instituciones de intervención rural, sus agentes y públicos destinatarios.(UNRC-CONICOR, 1993-1998). En una segunda etapa, abordamos algunas instancias de mediación entre las audiencias y los medios de difusión colectiva y su "agenda verde"; los públicos y su relación con las fuentes de consumo mediático; y las redes tecnológicas de intercambio y difusión de información especializada. (Programa Comunicación, Tecnología y Medio Ambiente, SeCyT-UNRC-CONICOR, 1999-2002). A lo largo de esos recorridos se evidenció -entre otras cuestiones- que: i) los problemas productivos vinculados por sus consecuencias al ambiente excedían la acción individual de los actores; y que ii) las diversas instancias de mediación técnica e informacional preocupadas por la sustentabilidad debían reconocer que las prácticas sociales instituidas y los conocimientos acumulados por los actores actuaban como fuentes referenciales que co-estructuraban las concepciones sobre la interacción con el ambiente. Posteriormente la discusión derivó en analizar el propio ambiente social en donde se producen y reproducen las imágenes sobre el ambiente; los marcos donde las prácticas sociales evidencian las concepciones; y ciertas transformaciones de índole productiva y socio-cultural . Se esbozó entonces un programa atento al enfoque de esas transformaciones y en particular a un fenómeno que, localizado en la urbe, sin embargo materializa prácticas tradicionalmente concebidas como rurales. Nos referimos a los actores sociales que con carros y caballos llevan adelante tareas de subsistencia variadas. En ese marco el concepto de rurbanidad nos permitió enfocar esa síntesis entre lo rural y lo urbano. Esos estudios recibieron financiación de SECYT; FONCYT, y AGENCIA CBA. CIENCIA. Actualmente el programa da énfasis a realizar aportes teóricos y de transferencia (Programa, COMUNICACIÓN Y RURBANIDAD, Secyt 2012-14) En 2010 también el PROTRI nos financió la producción de un material audiovisual y su distribución en la totalidad de colegios del Gran Río Cuarto (CARREROS. Relatos sobre el rebusque; disponible en Youtube).

CARREROS: usos del audiovisual para la sensibilización y la educación

La actividad principal de esta propuesta es trabajar a nivel de sensibilización pública y apoyo escolar -talleres con material audiovisual. La problemática de enfoque será la rurbana y la situación sociocultural y económica de los "carreros". Interesan los establecimientos educativos periféricos donde concurren los hijos de sus familias, quienes realizan reciclaje de basura y otras actividades auxiliadas con carros y caballos; y el resto del conjunto de los establecimientos educativos de la ciudad de RIO CUARTO. La meta de la intervención será procurar que el conocimiento y la discusión social sobre el sector y sus experiencias de rebusque merezca la comprensión y el respeto de la ciudadanía, en la búsqueda de lograr una comunidad mucho más inclusiva e integrada y sensible a las problemáticas sociales. El contexto que da lugar a esta demanda es el siguiente: En los últimos años el equipo de investigación ha realizado diversos estudios orientados a conocer algunos de los procesos socioculturales emergentes en la región. En especial los vinculados a la problemática del desarrollo en su orientación sustentable. Nos referimos, por ejemplo, a ciertos procesos que caracterizamos como de “ruralización de la ciudad”. (Cimadevilla y Carniglia, 2009) La línea de investigación que nos condujo a esta perspectiva data –en realidad- de más de década y media. Por entonces nos interesamos por la problemática ambiental que ocupó la atención de incontables organismos, entidades y actores individuales que estudiaron, reflexionaron y en muchos casos sugirieron -ante un cúmulo de diagnósticos preocupantes- una serie de medidas y propuestas tendientes a modificar los modos vigentes de interacción y explotación del ambiente. Nuestro Futuro Común (WECD, 1987) es el documento más representativo en esa línea. En sucesivos esfuerzos de investigación nos ocupamos, en primer lugar, de estudiar las instituciones de intervención rural, sus agentes y públicos destinatarios: los productores rurales (Programa Nuevos Actores y Demandas en el contexto institucional de la extensión rural pampeana, SeCyT-UNRC-CONICOR, 1993-1998). En una segunda etapa, abordamos algunas instancias de mediación entre las audiencias intermedias y finales: los medios de difusión colectiva y su "agenda verde"; los públicos y su relación con las fuentes de consumo mediático; y las redes tecnológicas de intercambio y difusión de información especializada. (Programa Comunicación, Tecnología y Medio Ambiente: agendas y redes, SeCyT-UNRC-CONICOR, 1999-2002). A lo largo de esos recorridos se evidenció -entre otras cuestiones- que: i) los problemas productivos vinculados por sus consecuencias al ambiente excedían la acción individual de los actores; y que ii) las diversas instancias de mediación técnica e informacional preocupadas por la sustentabilidad debían reconocer que las prácticas sociales instituidas y los conocimientos acumulados por los actores actuaban como fuentes referenciales que co-estructuraban las concepciones sobre la interacción con el ambiente. Posteriormente la discusión derivó en analizar el propio ambiente social en donde se producen y reproducen las imágenes sobre el ambiente; los marcos donde las prácticas sociales evidencian las concepciones; y ciertas transformaciones de índole productiva y socio-cultural . Se esbozó entonces un programa de investigación atento al enfoque de esas transformaciones y en particular a un fenómeno que localizado en la urbe, sin embargo materializa prácticas tradicionalmente concebidas como rurales. Nos referimos a los actores sociales que con carros y caballos llevan adelante tareas de subsistencia variadas. En ese marco el concepto de rurbanidad nos permitió enfocar esa síntesis entre lo rural y lo urbano. Esos estudios recibieron financiación de SECYT; FONCYT, y AGENCIA CBA. CIENCIA. Actualmente el programa da énfasis a realizar aportes teóricos y de transferencia (Programa, COMUNICACIÓN Y RURBANIDAD, Secyt 2009-10)

Legal Aspects in Establishing the Internal Market for services. Research Papers in Law, 6/2007

Introduction. The internal market for services is one of the objectives set by the founding fathers of the EC back in 1957. It is only in the last ten-fifteen years, however, that this aspect of the internal market has seriously attracted the attention of the EC legislature and judiciary.1 With the exception of some sector-specific directives dating back in the late ‘80s, it is only with the deregulation of network industries, the development of electronic communications and the spread of financial services, in the ‘90s that substantial bits of legislation got adopted in the field of services. Similarly, the European Court of Justice (ECJ, the Court) left the principles established in Van Binsbergen back in 1973, hibernate for a long time before fully applying them in Säger and constantly thereafter.2 Ever since, the Court’s case law in this field has grown so important that it has become the compulsory starting point for any study concerning the (horizontal) regulation of the internal market in services. The limits inherent to negative integration and to the casuistic approach pursued by judiciary decisions have prompted the need for a general legislative text to be adopted for services in the internal market. This text, however, hotly debated both at the political and at the legal level, has ended up in little more than a complex restatement of the Court’s case law. It may be, however, that this ‘little more’ is not that little. In view of the ever expanding application of the Treaty rules on services, promoted by the ECJ (para. 1),3 the Directive certainly appears to be a limited regulatory attempt (para. 2). This, however, does not mean that the Directive is a toothless, or useless regulatory instrument (conclusion: para. 3).

The New EU Criminal Law Competence in Action: The Proposal for a Directive on Criminal Sanctions for Insider Dealing and Market Manipulation. IES WORKING PAPER 5/2013

The aim of this paper is to analyse the proposed Directive on criminal sanctions for insider dealing and market manipulation (COM(2011)654 final), which represents the first exercise of the European Union competence provided for by Article 83(2) of the Treaty on the Functioning of the European Union. The proposal aims at harmonising the sanctioning regimes provided by the Member States for market abuse, imposing the introduction of criminal sanctions and providing an opportunity to critically reflect on the position taken by the Commission towards the use of criminal law. The paper will discuss briefly the evolution of the EU’s criminal law competence, focusing on the Lisbon Treaty. It will analyse the ‘essentiality standard’ for the harmonisation of criminal law included in Article 83(2) TFEU, concluding that this standard encompasses both the subsidiarity and the ultima ratio principles and implies important practical consequences for the Union’s legislator. The research will then focus on the proposed Directive, trying to assess if the Union’s legislator, notwithstanding the ‘symbolic’ function of this proposal in the financial crisis, provides consistent arguments on the respect of the ‘essentiality standard’. The paper will note that the proposal raises some concerns, because of the lack of a clear reliance on empirical data regarding the essential need for the introduction of criminal law provisions. It will be stressed that only the assessment of the essential need of an EU action, according to the standard set in Article 83(2) TFEU, can guarantee a coherent choice of the areas interested by the harmonisation process, preventing the legislator to choose on the basis of other grounds.

Services annual statistics 1991

Seven services sectors: • trade, • HORECA/ΤΑ (hotels, restaurants, cafes and travel agents), • transport, • credit institutions, • insurance, • ICOBS (information, communication and other business services), • audiovisual services.

The Implementation, Application and Effects of the EU Directive on Copyright in the Information Society. CEPS Special Report No. 120, 19 November 2015

This study provides an ex-post evaluation of the EU copyright framework as provided by EU Directive 29/2001 on Copyright in the Information Society (InfoSoc Directive) and related legislation, focusing on four key criteria: effectiveness, efficiency, coherence and relevance. The evaluation finds that the EU copyright framework scores poorly on all four accounts. Of the four main goals pursued by the InfoSoc, only the alignment with international legislation can be said to have been fully achieved. The wider framework on copyright still generates costs by inhibiting content production, distribution and creation and generating productive, allocative and dynamic inefficiencies. Several problems also remain in terms of both internal and external coherence. Finally, espite its overall importance and relevance as a domain of legislation in the fields of content and media, the EU copyright framework is outdated in light of technological developments. Policy options to reform the current framework are provided in the CEPS companion study on the functioning and efficiency of the Digital Single Market in the field of copyright (CEPS Special Report No. 121/November 2015).

The revision of the Posted Workers Directive: towards a sufficient policy adjustment? EPC Discussion Paper, 20 April 2016

Labour mobility within the European Union continues to be a limited phenomenon. This concerns both long-term intra-EU mobility and more temporary forms of mobility such as posting of workers, i.e. workers posted to another member state in the framework of cross-border service provision. Yet, despite the limited nature of posting, this topic is far from being absent from the public and political debates. Several factors contribute to this. Firstly, a surge in the number of posted workers has been noticed over the recent years and increased attention has therefore been paid to this issue. Quite a few economic sectors, including construction, manufacturing, and social work, are very concerned by this trend. Secondly, several types of abuses have been recorded such as letter-box companies, bogus self-employment and exploitation of the posted workers' vulnerable situation. Thirdly, questions have been raised as to whether the balance struck by the EU legislator in 1996 (when adopting the Posted Workers Directive) between the freedom to provide crossborder services and the workers' social rights is still valid today. These elements highlight the need for a policy adjustment in order to preserve the legitimacy of the citizens' and workers' freedom to move and, to a certain extent, of the social dimension of the European project. In this context, the European Commission published a proposal to revise the 1996 Directive in order to strike a better balance between economic and social rights. But is this proposal sufficient to ensure a level playing field between economic actors and equal treatment between workers? How will this proposal affect the implementation of other EU initiatives aiming to tackle fraud and abuse? What else is needed to address the tensions between the Single Market principles and the EU's social objectives? This discussion paper, published in the context of the Dutch Presidency and the ongoing negotiations of a revised Directive on posted workers, focuses on these questions while proposing some concrete solutions for a fairer policy framework.

Growth, convergence and trade: The services sector in India’s states

India’s success story in services is well documented at the national level, but similar literature does not exist for India’s states. In this paper, we bridge this gap in research by looking at India’s services growth at the sub-national level and in doing so, also challenge existing literature by arguing that this growth has positive implications for income distribution. We find that even as per capita income is not converging across India’s states, per capita services are; evidence is provided both in terms of traditional measures of sigma- and beta-convergence and more recent panel unit root tests. A more disaggregated analysis of services sectors reveals convergence in railways, public administration and financial services. Finally, a Jensen & Kletzer (2005) approach to determining tradability provides evidence of most services being “traded” across India’s states, suggesting the role of such trade in the services growth and convergence story.

Towards a plurilateral Trade in Services Agreement (TISA): Challenges and prospects

This paper addresses a number of policy challenges arising from ongoing attempts to negotiate a plurilateral Trade in Services Agreement (TISA), a recently launched plurilateral negotiating initiative coexisting uneasily alongside the World Trade Organisation’s General Agreement on Trade in Services (GATS), particularly in the context of the ongoing Doha Development Agenda. While the TISA offers scope for imparting much needed forward movement to a policy area of central economy-wide and trade importance, such progress, even if realized within the narrower confines of a preferential trade agreement made possible under the GATS, poses a number of systemic risks to the multilateral order extending beyond services trade.

A Plurilateral Agenda for Services? Assessing the case for a Trade in Services Agreement (TISA)

This paper explores a number of procedural and substantive considerations arising from ongoing attempts to craft a plurilateral Trade in Services Agreement (TISA) among the so-called “Really Good Friends of Services” coalition of WTO Members. The paper suggests that considerable scope exists to move forward a multilateral negotiating agenda on services that both the digital revolution and a continued surge of preferential rule-making has rendered increasingly obsolete. As the most significant attempt to date to craft a GATS Article V-compatible PTA in services, TISA offers considerable promise. The paper, however, cautions that the case for embedding TISA into the architecture of WTO rules alongside the General Agreement on Trade in Services or in its place is weak on both procedural and substantive grounds to the extent that the ongoing talks take place behind doors that remain closed even to the WTO Secretariat, let alone to many of the world’s leading developing country suppliers of services, and involve potentially significant departures from GATS rules liable to complicate any hoped for multilateral migratory journey. Key words: WTO, GATS, trade in services, plurilateral agreements, critical mass negotiations, preferential trade liberalization.

Reflections on the Nature of Preferentialism in Services Trade

The Graduate Institute organized an academic workshop and roundtable on the occasion of EFTA's 50th Anniversary in Geneva under the chairmanship of H.E. Doris Leuthard, President of the Swiss Confederation. Pierre Sauve, Deputy Managing Director and Director of Studies, WTI and Co-leader, NCCR-Trade work programme on preferentialism and Anirudh Shingal, Senior Research Fellow, WTI and Co-leader, NCCR-Trade work programme on impact assessment of trade, co-authored a paper on the nature of preferentialism in services trade, which Anirudh presented at the workshop. The event was extremely well-attended by high profile dignitaries and academics including President Leuthard; Director General of the WTO, Pascal Lamy; trade ministers of Brazil and Finland; Jan Kubis, Executive Secretary of the UNECE and several current and former ambassadors. The academic workshop, moderated by Theresa Carpenter (Graduate Institute, Geneva), began in the morning with Prof. Victor Norman's (Norwegian School of Economics & Business Administration) presentation on the future of EFTA. Other presentations included those by Prof. Peter Egger (ETH Zurich) on the structural estimation of gravity models with market entry dynamics and by Prof. Richard Baldwin (Graduate Institute, Geneva) on 21st century regionalism. The high-profile Panel in the afternoon, moderated by Prof. Richard Baldwin, was led by President Leuthard who spoke on free trade agreements and the multilateral trading system in 2020. The keynote address at the Panel was delivered by Prof. Jagdish Bhagwati (Coulmbia University), who spoke on strengthening defences against protectionism and liberalizing trade.

Going Preferential in Services Trade: Lessons from Practice

Lecture given by Pierre Sauvé at Utrecht University School of Economics