After decades without advertising, the Government of Havana studying the “reintegration of commercials” as a “marketing tool” to help finance and provide dynamism to the Cuban television, as has been known through the consultancy The Havana Consulting Group.
The organization, based in the United States, said that “Half a century after being abolished advertising in the media, this tool could return to the audiovisual media in the island “.
As is clear from the analysis made by the consultant on the creation of a” project of cable paid “initiated by the Ministry of Foreign Trade and Foreign Investment, this initiative would be the first step to include advertisements in Cuban media.
The advisory group believes that television in Cuba need “financing to emerge” in order to “create new programs that impact on the audience and compete with the informal, innovative and popular ‘package’. ” In addition, it is stated that this decision “would greatly help the private sector and state-owned enterprises” to promote their products
The inclusion of advertising as a form of financing other than serving to enhance the quality of the material offered viewers , would also renew its technology and “insert the country in international markets.”
A measure which, if implemented, would “help a lot the private sector and state-owned enterprises” in the promotion of products and Cuban services face competition from foreign brands on the island.
The Havana Consulting Group points out that although it is not mentioned directly the term advertising in the project, “it is obvious that an investment in a service paid cable television “has among its funding bases, commercials.
Currently Cuba has five national channels, 15 regional telecenters (in provinces and the special municipality Isla de la Juventud) and the, Cubavisión International.
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