Asociación Nacional de Anunciantes de Colombia
Calle 98 # 9 - 03 Oficina 606
Bogotá, Colombia

18 Abril, 2012

LOGOANDA33

 

La Asociación Nacional de Anunciantes ANDA cumple 33 años al servicio del sector de las comunicaciones y la publicidad.  El jueves 19 de abril se realizará la XXXVII Asamblea General Ordinaria a la cual asisten representantes de las empresas afiliadas para elegir nueva Junta Directiva, aprobar el Plan de Trabajo e informar sobre las actividades realizadas.

 

En ceremonia especial, en el  Salón de Recepciones del Gun Club, como se hace cada año, el Presidente Ejecutivo, Carlos Delgado Pereira y la Junta Directiva entregarán las Placas ANDA a quienes se han destacado en el sector empresarial, de las comunicaciones, de la publicidad y la cultura.  En esta oportunidad han sido distinguidos: María Isabel Jaramillo, en reconocimiento a su labor como presidente de la Junta Directiva 2011 – 2012;  Bayer, en reconocimiento  a la labor desarrollada durante 100 años para el bienestar de los colombianos; El Espectador, por su compromiso periodístico y social con el país, durante 125 años; Alvaro Arango Correa, en reconocimiento a su aporte durante 50 años en beneficio de la publicidad colombiana; El Colombiano, por sus 100 años de labores periodísticas en Colombia; Andiarios, por sus 50 años en beneficio de la libertad de prensa.

 

Queremos recordarles que al finalizar la  Asamblea, se ofrecerá una recepción, y se hará entrega de menciones honoríficas,  a quienes  se han destacado en el sector empresarial, de las comunicaciones, de la publicidad y la cultura. La bienvenida estará a cargo de Carlos Delgado Pereira, Presidente Ejecutivo de la Asociación.

 

En esta oportunidad los homenajeados son:  María Isabel Jaramillo, en reconocimiento a su labor como Presidente de la Junta Directiva 2011 – 2012;  Bayer, en reconocimiento  a la labor desarrollada durante 100 años para el bienestar de los colombianos; El Espectador, por su compromiso periodístico y social con el país, durante 125 años; Alvaro Arango Correa, en reconocimiento a su aporte durante 50 años en beneficio de la publicidad colombiana; El Colombiano, por sus 100 años de labores periodísticas en Colombia; Andiarios, por sus 50 años en beneficio de la libertad de prensa.

EL señor Frank Dietrich, Presidente de Bayer,   se dirigirá  a los asistentes en nombre de los galardonados

El Ministro de Tecnologías, de la Información y las Comunicaciones, Diego Molano Vega,  clausurará la XXXVII Asamblea General Ordinaria.

 

11 Abril, 2012

http://tinyurl.com/d2qd7ja


The CMO of the world’s biggest brewer on creating 30 million ‘brand fans’.

Chris Burggraeve, chief marketing officer of AB InBev, reveals how the Stella Artois and Budweiser owner is harnessing the power of social media to engage with drinkers and keep its global brands on rude health.

 

AB InBev

Beer, not Facebook, is the real social network of today. That is the view of Chris Burggraeve, chief marketing officer of Anheuser-Busch InBev, the world’s largest brewer and owner of global brands such as Budweiser, Beck’s and Stella Artois.

Burggraeve recognises the power of social media - it makes up nearly a fifth of his marketing spend - but he also worries that the world is forgetting how to socialise offline. He laments the sight that greets him as he passes people in their “Starbucks offices” when leaving work each night in New York.

“You can see young people with their computers open sitting there alone in Starbucks while on Facebook. Nobody knows that they are very alone and sad. I would much rather that these people were in a bar enjoying a beer with friends. That is essentially what beer has been doing for millennia. It has brought friends together.”

AB1

Burggraeve wants to reconnect the online and real worlds and make social media, well, more sociable. Rather than being an excuse to spend more time communicating with online acquaintances, it should be the springboard for personal interactions with real friends, he argues.

AB2

“The word ‘friend’ was there long before Facebook made it sexy. If you could choose between meeting virtually and meeting in the real world, where would you rather meet?”

AB3

Evidence of this attitude can be seen on AB InBev’s branded Facebook pages. The UK Stella Artois page asks fans to post where they are going on a night out, while the Beck’s page recommends cultural events such as music gigs. Burggraeve is clearly determined to encourage a social life that doesn’t just involve spending hours attached to a laptop.

AB4

He claims not to have a social media strategy - saying that social networks are just a means to an end - but he admits that they are AB InBev’s main mechanism for maintaining brand health. The company has a “fans first” approach to marketing, which means that the “first, second and third dollars” it invests in a brand are dedicated to consumers who have chosen to connect with

AB5

the company. These connections might have happened through Facebook and other social networks, but fans also include people who have signed up to the company’s own databases directly. He claims that AB InBev brands have amassed a combined 30 million fans in the past 18 months.

These fans do not just go online to praise their favourite beer: Burggraeve encourages them to co-create marketing. The Beck’s Green Box campaign is one example of how AB InBev has been soliciting direct contributions from fans. It has appealed to creative people from around the world to submit ideas that can be turned into augmented reality artworks. Using a smartphone app, these can be viewed at 30 locations in the UK, US and Italy marked by large green cubes branded by Beck’s.

Fans are considered so integral to AB InBev’s fortunes that the company put quotations from social media sites on the cover of its annual report, which was released on 8 March. In his presentation to analysts, chief executive Carlos Brito credited the ‘fans first’ strategy with “helping us to stay relevant to beer lovers around the world and sustainably grow our business”. Worldwide revenues saw organic growth of 4.6% in 2011, reaching $39bn (£23.4bn).

ChrisB

‘Fans are our brand ambassadors. If you take our 30 million fans, the influence and amplification potential is huge’

Social media has proved to be a particularly fruitful way of reaching consumers in China - AB InBev’s fastest-growing market and also the world’s biggest beer market. In the course of its rapid economic expansion, Burggraeve says that China has skipped several phases of marketing evolution, with consumers there leapfrogging older media straight to social networks.

The financial value of a fan who has chosen to engage, compared with a consumer who has not, is a figure that Burggraeve claims to have quantified, though he doesn’t reveal it. He knows why he wants fans, and last year devoted 18% of his budget to attracting and connecting with them. Indeed, some of AB InBev’s local brands are now marketed almost exclusively through social media.

“Fans are our brand ambassadors. If you take our 30 million fans, the influence and amplification potential is huge,” Burggraeve says.

But while beer can be a force for uniting friends, it has been known to have the opposite effect, and the alcohol industry has a self-imposed duty to encourage young people in particular to drink in moderation. Although Burggraeve admits “we are a business, and I would like people to learn to drink”, he acknowledges that AB InBev depends on friends to spread messages about responsible drinking between one another (see Q&A, below).

Stella

This is because in the UK, for example, the law states that alcohol ads can’t be targeted at anyone under the legal drinking age of 18, while Advertising Standards Authority regulations dictate that people appearing in them must not appear to be below 25.

The hope is that word of mouth marketing, as well as spreading the message of responsibility, will improve the business’ brand health.

His definition of this - and the ongoing measure of marketing performance at AB InBev - is an increasing willingness from consumers to pay more as time goes on.

It is also the company’s main route to growth. Instilling a premium positioning in its brands, so that consumers spend progressively more on them, is especially important in developing markets where volume sales have reached a plateau. So too is the development of new products, such as Stella Artois Cidre, Stella Artois 4 and Beck’s Vier.

One of the ways the business is hoping to push this premium positioning of brands is via live events. Taking advantage of sports properties, such as Budweiser’s sponsorship of football’s World Cup and the FA Cup in England, also demonstrates AB InBev’s strategy of associating its brands with shared experiences.

“You want to see a football game live with your mates. You want to be there, and you ideally want to be together,” says Burggraeve.

The company’s marketing is adapting to changing media consumption habits, taking into account that while watching live football on TV, viewers are also likely to be using their phones, computers and tablet devices to browse the internet and social media. Brand advertising, therefore, aims to surround the consumer with different connection points that reflect their interactions on the different screens.

We need to be careful not to deny happiness to the large majority for the foolishness of a few. We would rather forget the sales volume we get from irresponsible drinkers

Although AB InBev still uses traditional 30-second TV spots to promote its better known brands, Burggraeve says that he no longer thinks about TV as a medium in itself, only as part of a broader video strategy.

“The pressure of social media forces the so-called traditional media like TV to reinvent itself,” he says. As an example of this, he points to Budweiser’s own TV series, The Big Time. In the reality show broadcast on US network ABC, contestants play for a chance to realise their dreams in sport and fashion, for example. Footage that didn’t make the final cut for each hour-long show has been extensively exploited online and among Budweiser’s fans (see Marketer2Marketer, below).

Burggraeve argues that changes in how consumers use media require marketers to retrain, in order to understand the relationships they have with brands. It also means re-examining how marketers think about their budgets.

According to AB InBev’s annual report, sales and marketing costs across the company were more than $5bn (£3.2bn) in 2011, a 9% increase on 2010. It represents virtually the same proportion of annual revenues, though, at 13%. Despite the rise in spending, Burggraeve claims that the company applies zero-based budgeting “as a way of life”.

Budweiser

That means any spending has to be justified, so the priority is to be as efficient as possible with as little money as possible, rather than securing greater budgets from the organisation. Once again, the only measure that matters is creating sustainable brand health - in other words, the willingness of consumers to pay progressively more.

“If you can do that with less funds, why wouldn’t you? If digital was to be a way to do that more efficiently, why wouldn’t you shift?” says Burggraeve. He acknowledges that the shift he refers to at AB InBev will involve less spending on TV and other traditional media in exchange for more focus on funding the fans first strategy.

He uses a simple analogy of a restaurant owner to explain his spending philosophy. The restaurateur’s ideal marketing investment is zero because if the food, service and location are consistently excellent, diners will come back and will tell their friends. It is a message that Burggraeve evangelises about, not only inside AB InBev but also to the marketing profession as a whole in his role as president of the World Federation of Advertisers.

This does not necessarily mean that the world needs fewer marketers. Burggraeve says that he would hire a marketer before setting a marketing budget, but he has no time for marketers who complain about being restricted by their budgets. “Those marketers can go somewhere else.”

He says the latest generation of marketers accept that in today’s technological world “you can move a mountain with very limited funds”. The only additional requirement is an understanding of human nature.

“They make lemonade out of very few lemons,” says Burggraeve. “That kind of frugality is what we need in marketers. Analysts ask me ‘Have you increased your marketing budget?’, but they should be asking ‘What has happened to your brand health?’”

Despite his willingness to move away from traditional approaches to marketing, Burggraeve claims that nothing has really changed over time in the marketer’s core areas of responsibility. Brand health is only his expression of what marketers have long sought to create for their brands. And the marketer’s job is still to move forward whatever behavioural and attitudinal measures lie at the heart of brand health for the company.

“Marketers need to have curiosity, they need to have empathy and they need to be good anthropologists to understand and uncover insights that will drive behaviour, attitudes or perception.

“That is what matters. How do you move those people? Do it as cleverly as possible, but move them. If you don’t move them, you’re not in marketing.”

Chris Burggraeve CV

2010 World Federation of Advertisers - President
2007-present AB InBev - Chief marketing officer
1995-2007 The Coca-Cola Company - Marketing roles including EU group marketing director
1990-1995 Procter & Gamble - Various brand management roles
1988-1990 Roles at Barco, Atlas Consult and Philip Morris

Q&A

Responsible drinking

ChrisB

Marketing Week (MW): Is irresponsible drinking a uniquely British problem, and if so why?

Chris Burggraeve (CB): The drinking age in Belgium and a lot of European markets is 16. The more you make something a forbidden fruit, the higher the risk that it will be consumed in non-moderate ways.

That social problem is not so prevalent in Belgium. Is there something we can learn there? Why doesn’t the UK government look at the markets where you don’t have that issue and see what choices they have made around alcohol policy?

MW: What alcohol policy choices has the UK got wrong?

CB: It is not that long since the UK had restricted licensing hours, which meant people needed to drink a couple of quick extra pints because they couldn’t drink it calmly. The less you make something forbidden and the more you inspire people to drink with moderation - maybe more frequently, but in moderation - the better.

MW: How can you make a profit from selling beer while encouraging people to drink it in moderation?

CB: Nobody in the alcohol business at large wants to punish the 99.9% for the stupidities of the 0.1%. Societies, particularly in the UK, need to be careful not to deny happiness to the large majority for the foolishness of a few. We would much rather forget the sales volume we get from irresponsible drinkers. We would probably sell more if we didn’t have those issues, and if everybody would just drink moderately and be happy.

MW: Can a big brewing company talk credibly about responsible drinking?

CB: You can do it in a funny way. We need to do that in a ‘beer’ way. If we say “thou shalt not”, it flies over the head of young people. You need to translate it - use social media techniques, relevant connection techniques of today, to get into the heads of millennials and use the concept of friends. Friends should protect friends from doing dumb things.

MW: But should minimum pricing of alcohol be an option if Britain can’t convince people to drink responsibly?

CB: I can’t judge from here whether minimum pricing for the UK is right or not. We put trust in the individual. We believe in self-regulation by design. We would foster and would love to help any government that works with the industry to help consumers make wise decisions, but we believe in the strength of the individual more than we believe in regulation.

Marketer 2 marketer

Constantin

Constantin Bjerke, Chief executive of Crane.tv asks: Should brands be looking away from traditional TV advertising and towards more original storytelling in video?

Chris Burggraeve: TV is a powerful medium to reach a lot of people. You can still galvanise a lot of eyeballs and a lot of emotion, but the way you tell the story on the small screen is changing.

TV remains an interesting medium to reach a wide audience, so we are not against that. But certain TV, such as sports programming, becomes more valuable than other kinds. Anything that brings people together in a live context is valuable.

Budweiser also has its own TV show, The Big Time - a full hour of content on the ABC network in the US. There have been seven episodes - one about soccer, one about basketball, one about baseball and so on. Contestants were chosen from around the world and, in a reality format, one was chosen to have a second shot at the dream in their lives. It is the first brand that ABC has worked with in this format, and we more than doubled the audience for the time slot.

The show’s production created kilometres of video content, so we have hundreds of ‘snackable’­ formats that have gone on the web before, during and after the show. Video is no longer about launching an ad, it is about telling stories that are about the essence of your brand.

Our online TV channel Bud TV was a great, pioneering idea four years ago, but it didn’t work. I don’t think one brand has enough content to sustain a full TV channel.

You never say never again, but we don’t get a kick out of having our own channel. We get a kick out of being able to engage with consumers in a relevant way over a long time, whatever the format and wherever the place you go.

Chris Burggraeve on…

…his career

I came to the beer business in 2007, but I have spent a big part of my life focusing on beverages. At Procter & Gamble, I worked on juice drinks. I graduated to soft drinks and worked for nearly 13 years at The Coca-Cola Company internationally, from 1995 to 2007. Then I got the chance to join what was then called InBev, to help it move from being a sales-driven machine to being a consumer-centric sales-driven machine anchored in the brands.

For a Belgian passionate about marketing, it is a dream come true to be able to work on beer brands, so I didn’t think about it very long when I joined InBev five years ago.

…his favourite beers

I’m happy when I’m back in Belgium because I can have a Leffe 9, and you can only have it there. Leffe 9 is a real indulgence beer. It is a beer you have on your own, relaxing after a hard day’s work with a cigar. It is a lovely beer with a rich texture. But on an average day, I live in New York and one of my most frequently drunk beers would be Michelob Ultra. I am a long-distance runner, and Michelob Ultra is one of our best active lifestyle beers with low carbs.

…being president of the World Federation of Advertisers

Coca-Cola is an active member of the WFA, so I became aware of it during my time there and continued my association with it when I joined InBev. The WFA is uniquely positioned to deliver on two important needs for marketers worldwide.

One is to help them keep their social licence to operate - so it is an advocacy mission. The second part is about us being great marketers. That is all about effectiveness, efficiency, being with the times and understanding new forms of connection. But unless you understand how marketing connects with society, you are not a marketer. That is why I engage with the WFA and why I ultimately became president.

11 Abril, 2012


What the world can teach us(a)


Welcome to our coverage of the WFA/ANA Global Marketer Week in New York, March 2012. The conference brought together some of the leading lights of the global and US advertiser community, including speakers from A-B InBev, The Coca-Cola Company, L'Oreal, Unilever and Luta. Highlights and further coverage are below.

Did you miss our event? Join WFA to stay informed.

Download keynote presentations

THE WORLD'S MOST VALUABLE GLOBAL BRAND
Joseph Tripodi Chief Marketing and Commercial Officer, The Coca-Cola Company
The Coca-Cola Company
CRAFTING GLOBAL BRANDS FOR LIFE
Marc Mathieu, Senior Vice President Marketing, Unilever
Unilever
A MODEL BRAND
Luke Dowdney MBE, CEO and Founder, Luta
LUTA
THE WORLD'S LEADING BREWER, BUILDING SOCIAL NETWORKS SINCE 1366
Chris Burggraeve, Chief Marketing Officer, Anheuser-Busch InBev
Anheuser-Busch InBev

The Coca-Cola Company

Joseph Tripodi, Chief Marketing and Commercial Officer

The Coca-Cola Company

Joseph Tripodi, The Coca-Cola Company
View more presentations from WFA

LUTA

Luke Dowdney MBE, CEO and Founder, Luta 

LUTA

Luke Dowdney, Luta
View more presentations from WFA

Download exclusive global marketing insights from our international patners...

WARC Trends - Global Marketers Toolkit 2012.
Exclusive WFA Member content brought to you from the World Advertising Research Centre. The 2012 Toolkit is divided into ten chapters, each of which covers a different marketing topic.
WARC Trends - Global Marketers Toolkit 2012
Inspiration by Contagious
Frictionless Commerce / Social Business. A WFA Partner event led by Contagious featuring cutting edge digital content from around the world. Additional content from Google...
Inspiration by Contagious
Future Foundation - Key Trend - The Quantified Self
Consumers are becoming better placed than ever before to understand the reality of their consumption patterns and lifestyle choices...
Future Foundation Key Trend - The Quantified Self
Future Foundation - Emerging Trend - Performative Leisure
Leisure is undergoing a real-time revolution – consumers are boosting social status by broadcasting their current activities/locations...
Future Foundation - Emerging Trend - Performative Leisure
Initiative - Rethinking Media By Design
By shifting focus from planning to design, media strategists will become valued creative problem solvers... and have the opportunity to fuse design thinking with performance marketing.
Initiative - Rethinking Media By Design
Initiative - Don't stop at the door of the store
Communication planning needs to extend to the retail space so that marketers can understand and engage the consumer at every stage in the path to purchase....
Initiative - Don't stop at the door of the store

With thanks to our international partners

Did you miss our event? Join WFA to stay informed

Find out more about joining WFA and get free passes to Global Advertiser Week 2012 in New York!

28 Marzo, 2012

 

 

To: Responsible Advertising and Children Programme 

Re: EU Commissioner praises EU Pledge and industry food marketing pledge

 

Today’s half day seminar hosted by the European Advertising Standards Alliance in Brussels, looking into the critical role of responsible advertising in empowering consumer choice as well as its effect on economic growth, hosted the European Commissioner for Health and Consumer Protection, John Dalli.

 

In his keynote speech (see attached), the Commissioner talked about initiatives in the field of alcohol, food and cosmetics advertising as well as ‘green claims’ and online data protection.

 

In particular, the Commissioner picked out for praise the EU pledge and advertising self-regulation (industry-wide standards monitored and enforced through self-regulatory organisations- SROs- at national level). This was not the first time the Commissioner has commended the EU pledge (see alert below from November 2011).

 

Highlights:

 

On the EU Pledge:

“The Commission steers a EU Platform for Action on Diet, Physical Activity and Health, whose members are European level stakeholders from the food industry, the restaurant sector, advertisers and consumer NGOs. The platform members have delivered 300 commitments for action. One of the most significant of these commitments is the EU Pledge whereby major food and drink companies have committed themselves not to target TV, print, or internet advertising at children under 12, and not to advertise in primary schools. 19 major companies, representing approximately 75% of food and beverage advertising spent [sic] in the EU, implement this pledge. Monitoring carried out in 2010 shows that these self-regulation commitments do have an impact. I am pleased that the companies involved have scaled up this pledge, with a stricter audience definition, an increase in the market coverage and the extension to digital media.

 

On data privacy:

“A recent Eurobarometer survey showed that 72% of internet users are concerned about disclosing too much personal data online. Consumers are often unsure about how their data is accessed and processed and do not always realise that it could be used by online advertisers. This risks undermining consumer trust in the online environment as a whole. It is vital, therefore, to ensure that consumers have control over their data online and to provide them with information that is easily accessible and easy to understand.”

 

On advertising self-regulation:

“A final word on self-regulation. I believe this can be a useful tool, amongst others, and one that can usefully complement the work of public enforcers. I also recognise that self-regulation has a number of advantages over formal regulation, especially in terms of flexibility. I believe that self-regulation can serve as a best practice, but only if two core pre-conditions can be met. These are crucial to ensuring the credibility and effectiveness of self-regulatory systems. First, self-regulation needs to be trusted in order to be effective, and in order to be trusted it needs to be participative and involve civil society; Second, self-regulation needs to be based on adequate monitoring and control of its performance and outcomes. Self-Regulatory Bodies need to set up user-friendly and effective complaint handling and provide transparency on sanctions for non-compliance. Self-regulation in advertising can only fulfil its potential within a clear legislative framework that reinforces the effectiveness of codes of conducts.”

 

 

 

 

From: Will Gilroy 
Sent: 29 November 2011 12:52
Cc: Info
Subject: EU Commissioner praises industry food marketing pledge

 

To: Responsible Advertising and Children Programme (www.responsible-advertising.org)

Re: EU Commissioner praises industry food marketing pledge

The European Commissioner for Health and Consumer Protection, John Dalli, today praised the EU pledge as “an important step in the right direction” at a joint meeting of the EU Platform for Action on Diet, Physical Activity and Health and the High Level Group of EU member state health representatives in Brussels. The Commissioner was speaking a day after the WFA had presented the latest EU pledge monitoring results, as well as a raft of enhanced commitments to the pledge.

The Commissioner identified the “stronger audience definition” [for commitments to cover more TV programming when children are watching] and the “increased coverage” [to company-owned websites, as well as the addition of McDonald’s to the pledge participants] as positive developments in terms of how the EU Pledge was “scaling up and changing the way [companies] advertise to children” in Europe.

Coming just two months after the UN General Assembly on Non-Communicable Diseases in New York, he considered it a “timely” occasion to review progress in light of the “ambitious goals” set by the Platform. Since 2005, the Platform has generated 312 voluntary commitments by participants, of which 133 are still ongoing. The EU pledge is one of the most high profile of these commitments.

Asked about the future of the Platform, the Commissioner intimated that a firm decision would be taken in 2012. The EU Director General for Health, Paola Testori-Coggi, claimed that the Platform was a “fundamental instrument” within the European Commission’s broader public health strategy, the evaluation of which is scheduled to finish at the end of 2013. “The Platform is clearly delivering results. The EU pledge is a clear example,” she concluded.

28 Marzo, 2012

ASUNTOS LEGALES

Sábado, Marzo 24, 2012

Bogotá

La Constitución Política (art. 73) estipula con carácter prioritario dentro del sistema de protección de los derechos, la libertad e independencia profesional de los periodistas, y ello por cuanto esos valores resultan esenciales en una auténtica democracia.

El artículo 20 de la Carta consagra la libertad de expresión y el derecho a la información, que son derechos fundamentales, mientras, en lo relativo a los medios de comunicación, no solo manifiesta que son libres sino que prohíbe de manera absoluta toda modalidad de censura.

Es reiterada la jurisprudencia de la Corte Constitucional en el sentido de garantizar que esos principios sean efectivos, pues una prensa amordazada, sometida a la inspección oficial sobre contenidos, sujeta a instrucciones o presiones de gobernantes o funcionarios, o expuesta a la extorsión o a la retaliación por aquello que expresa o informa, refleja un sistema antidemocrático y contrario a los intereses de la sociedad.

Pero, claro está, la libertad de medios y periodistas tiene que ser ejercida de manera responsable.

Así lo indica el texto constitucional cuando, a la vez que garantiza a toda persona la libertad de expresar y difundir su pensamiento y opiniones, la de informar y recibir información, exige que ésta sea veraz e imparcial; y también cuando, tras proclamar que los medios de comunicación son libres, señala que 'tienen responsabilidad social'.

Este principio se reitera, con carácter general para todos los derechos, en el artículo 95 de la Constitución:

'El ejercicio de los derechos y libertades reconocidos en esta Constitución implica responsabilidades'.

El mismo precepto enuncia como el primer deber de la persona y del ciudadano el de 'respetar los derechos ajenos y no abusar de los propios'.

Así que un periodista, o un medio, no pueden, so pretexto de ejercer sus libertades de expresión o información, lesionar derechos ajenos, mediante el suministro de datos falsos, manipulados o presentados a medias, o incompletos, de manera que con ellos -difundidos irresponsablemente- lesionen la honra, el buen nombre, el prestigio, el honor o la intimidad de las personas, sean ellas naturales o jurídicas.

El medio o periodista que distorsiona los hechos; el que malintencionadamente los acomoda con el propósito de transmitir al público un concepto erróneo, o de sembrar dudas relativas a la honestidad de los actos de alguien; el que titula falsa o engañosamente; el que redacta maliciosamente la información con un interés político o económico inconfesable, es un medio que abusa de su derecho, y debe responder judicialmente.

En todas las ocasiones en que ello ocurra, los afectados gozan del derecho de acudir a la solicitud de rectificación, a la acción de tutela, a la acción penal por calumnia o injuria, y a las acciones civiles para pedir indemnización por los perjuicios materiales y morales que les hayan sido causados.

JOSÉ GREGORIO HERNÁNDEZ

 

28 Marzo, 2012

En 18 días empezará a regir en Colombia un nuevo Estatuto del Consumidor consagrado en la Ley 1480 de 2011, que busca Armonizar y actualizar las relaciones, derechos obligaciones y prerrogativas de los consumidores ante los productores, proveedores y quienes de alguna manera intervienen en la cadena de distribución del producto hasta que llega al consumidor final.

En su exposición de motivos plantea que es una norma fundamental para el desarrollo del país que protege a los consumidores frente a los riesgos para su salud y seguridad, y les garantiza el acceso pleno a una información adecuada, que les permita hacer elecciones de consumo libremente y bien fundamentadas. Es decir, toda una revolución en lo que concierne a los derechos que tiene cualquier ciudadano que compre un bien o un servicio en el mercado colombiano.

El tema llega como `anillo al dedo`, luego de que se conociera que más del 70% del crecimiento del Producto Interno Bruto del año pasado llegó de la mano de los consumidores. En hechos concretos, una gran parte del 5,9% se le debe a la actividad de consumo que gana terreno frente a otros sectores económicos y que explica el repunte en el ingreso per cápita de los colombianos en los últimos años.

El promedio de crecimiento de la última década es muy positivo, pero solo el año pasado se sintió verdaderamente que el consumo es vital para los logros económicos del país. Y en muy buena hora, el Congreso de la República y el Gobierno Nacional ponen a disposición de todos los colombianos un marco que proteja sus derechos frente a los intereses de los productores o prestadores de un servicio.

La nueva ley establece mecanismos eficientes de protección frente a la publicidad engañosa, asegura el derecho a reclamar y ser indemnizado cuando el caso así lo amerite. Lo más importante es que se asegura al consumidor el acceso a los medios de comunicación para recibir información y educación sobre la manera eficiente y legítima de proteger sus derechos.

Es clave entender que la nueva ley, además de darle un marco a la tradicional protección sobre la calidad de los productos adquiridos, información completa y adecuada que permita la elección adecuada y libre, actualiza las necesidades del consumidor moderno.

Arranca de esta manera una nueva era para el consumidor colombiano quien atraviesa por su mejor momento en su rol económico, y que de aquí en adelante, contará con un marco más estructurado y bien pensado que velará para que cuando compre un bien o pague por un servicio, no esté solo y la ley lo acompañe. Los comerciantes deben esmerarse más por cuidar a sus clientes consumidores con acompañamientos que vayan más allá de una simple venta.

28 Marzo, 2012

Artículo | Marzo 26, 2012 - 12:24am

 

Por Gabriel Sonny Cubillos

Periodista de EL NUEVO SIGLO

Finalmente todo indica que se podrían dar los plazos establecidos en la ley, el 10 de abril próximo, para la conformación de la Autoridad Nacional de Televisión (ANTV) y que por lo tanto tome parte de la funciones de la Comisión Nacional de Televisión (CNTV). Sin embargo hay dudas que por la premura de tiempo se presenten interrupciones en algunas tareas.

El Acto Legislativo 02 de 2009 desconstitucioalizó la CNTV y estableció que dentro de lo seis meses siguientes a su entrada en vigencia, el Congreso expediría las normas mediante las cuales se definiría la distribución de las competencias de esta entidad entre diferentes entidades del Estado.

Este Acto Legislativo entró en vigor el 21 de junio de 2011, sin embargo a pesar de que el Gobierno Nacional promovió la eliminación de la CNTV por considerar que es muy costosa, es presa de la burocracia y que no cumplía plenamente el espíritu que llevó a que fuera establecida por la Constitución del 91, apenas hasta el 28 de septiembre pasado presentó al Parlamento el proyecto reglamentario, incluso le tuvo que dar mensaje de urgencia para que el Congreso lo lograra evacuar en diciembre y poder cumplir con los seis meses que tenía para distribuir las funciones de la CNTV.

Sobre el particular el director de la CNTV Jaime Andrés Estrada, dijo que “nosotros lo que estamos pensando es que se va a cumplir con el término de la Ley 1507, que era de tres meses. La Ley fue expedida el 10 de enero, entonces los tres meses se cumplen el 10 de abril. Entonces nosotros seguimos con esa fecha en mente de que el 10 de abril ya debe estar conformada la Junta de la ANTV, y nosotros hemos venido trabajando en todo el alistamiento de esa entrega”.

Con ese objeto la CNTV ha sostenido reuniones con la Comisión de Regulación de Telecomunicaciones, con la Agencia Nacional del Espectro, con la Superintendencia de Industria y Comercio, y “como la ANTV no ha sido creada, hemos estado coordinando ese tema con el Ministerio de las TIC y con los asesores que ellos tienen para la creación ANTV”, explicó el comisionado Estrada.

Junta reducida

A pesar de que la Ley 1507 establece que la Junta Nacional de Televisión, que conforma la ANTV, tendrá cinco miembros, un parágrafo transitorio señala que  “la primera junta  en propiedad será integrada dentro de los tres  meses siguientes a la promulgación de esta Ley, y se entenderá conformada con al menos tres  de sus miembros, con los cuales podrá sesionar y decidir”.

Los cinco integrantes de que habla la Ley son el Ministro de Tecnologías de la Información y las Comunicaciones o el Viceministro delegado; un representante designado por el Presidente de la República; un representante de los gobernadores del país; un representante de las universidades públicas y privadas; y un representante de la sociedad civil.

El Ministerio de Comunicaciones está a cargo de coordinar el proceso para la elección de los tres integrantes que no representarán al Gobierno. Para este fin esta cartera ya definió hace dos semanas las universidades que adelantarán esta elección. La Universidad de la Sabana seleccionará a los candidatos de las gobernaciones entre los 12 candidatos postulados; la Universidad del Valle  es la que va a escoger a los candidatos de los consejos académicos de la universidades entre los 13 que se postularon; y la Universidad Industrial de Santander es la que va a seleccionar de la 119 candidatos de la sociedad civil.

En ese sentido el Gobierno le está apostando a sacar adelante en estas dos semanas por lo menos uno de estos tres procesos. De tal manera que el representante que sea seleccionado se sumaría a los dos representantes del Gobierno, logrando el mínimo de tres integrantes que permite la Ley 1507 para la conformación de la primera ANTV.

Empalme automático

La Ley 1507 ordenó que habrá un empalme automático pues conformada la Junta de la ANTV inmediatamente la CNTV entrará en liquidación y ésta última tendrá una prohibición de desarrollar cualquier objeto distinto al de su liquidación.

Sin embargo en este punto está el mayor reto del empalme pues en aun abrir y cerrar de ojos la ANTV comenzará a pagar a los pensionados de la extinta Inravisión, a girar los recursos para los canales regionales, las concesiones del tercer canal privado de televisión, la valoración y la fijación que en este momento adelanta la CNTV del valor que deben pagar los 40 concesionarios de la televisión por cable.

28 Marzo, 2012
Bogotá

El director de la Comisión Nacional de Televisión, Jaime Estrada, habló con LR sobre el proceso de liquidación de la compañía que se iniciará el próximo 10 de abril.

Así mismo, se refirió a los procesos de televisión por suscripción, Televisión Digital Terrestre (TDT), tercer canal y a la elección de la junta directiva de la nueva Agencia Nacional de Televisión.

El funcionario explicó que en el caso del tercer canal, el Consejo de Estado todavía no ha publicado el edicto sobre el fallo y por lo tanto no se han podido hacer avances sobre la apertura de una nueva convocatoria, ni la elección de la banca de inversión que se encargará de los estudios previos.

¿Cómo va el proceso del tercer canal? ¿Quién se queda con eso?

El fallo se conoció en febrero 12 pero hasta la fecha no ha sido publicado por edicto y por lo tanto no tiene efectos jurídicos. La razón es que la sala plena dijo que solo quiere que se publique cuando esté la totalidad de los salvamentos de voto y todavía hay un salvamento y dos aclaraciones que no han sido radicadas. Una vez eso pase, se revocará la resolución que le dio apertura a dicho proceso. En lo que sí se ha trabajado es en la estructuración de los pliegos de condiciones para la elección de la banca de inversión con estructurador técnico y jurídico. Sobre el tiempo, escoger a quien hará los estudios son cerca de tres meses, luego, hacer la evaluación del mercado son otros cuatro meses y finalmente, posterior a qué se mire cómo está la oferta informativa, el pluralismo de canales y el sector audiovisual, se determina la posibilidad de desarrollar una nueva licitación. De ahí, el proceso final tomará de tres a cuatro meses adicionales.

Entonces, ¿hasta que no haya un edicto el proceso está parado?
Exacto. Ya están los pliegos para contratar y ya se conocen algunos de los interesados en participar de una nueva licitación por tercer canal, pero no se puede dar luz verde.

¿Quiénes están interesados?
El Grupo Cisneros y al menos otros dos grupos económicos, que todavía no lo han anunciado de manera formal pero que irían a participar. Esto tendrá que validarse con el registro de los proponentes.

¿En qué va la TDT?
Desde diciembre de 2010 los canales privados vienen invirtiendo en la expansión de la red de TDT. En este momento tienen Bogotá y Medellín listas y Cali y Barranquilla están por terminarse, ya todas con la última versión del estándar. Además, en esta semana la Rtvc está abriendo la licitación para la primera fase de la TDT para ellos, que será con 13 estaciones. Para cuando termine el año 2012 la señala estará en el 50% del total de los hogares y el apagón análogo será en 2019.

¿En qué va la elección de los tres miembros de la junta directiva de la Antv que salen de los gobernadores, las universidades y la sociedad?
Entre los gobernadores hay 14 candidatos, para el caso de las universidades hay 13, y finalmente, de la sociedad civil se presentaron 119 personas. Quienes estarán encargados de determinar los ganadores son: Universidad de la Sabana, Universidad del Valle y Universidad industria de Santander, respectivamente.

¿Cómo van a quedar las funciones?
Son 10.500 procesos los que se van a pasar. La CRC queda con todo lo que tiene que ver con redes y servicios en materia de televisión, la SIC hará los temas de competencia de concentraciones empresariales, la ANE tendrá a su cargo lo referente al espectro radioeléctrico que se usa en las señales, y la Antv se queda con todo lo demás: tercer canal, 40 actuaciones administrativas para fijar el valor del cable, el pago de las pensiones y lo que tiene que ver con el envío de los recursos.

¿Algún proceso quedará en veremos?
La Ley dice que el cambio es automático, no se pueden suspender términos ni puede haber ninguna afectación.

¿Cómo será la liquidación?
El agente liquidador tendrá un plazo de seis meses para culminar el proceso , que se podría prorrogar por un plazo máximo de seis meses adicionales. Una vez se empiece el proceso, la Cntv queda inhabilitada para ejercer cualquier función que no esté relacionada con su propia liquidación.

La conformación de la junta es un punto clave
Para el 10 de abril ya debe estar funcionando la junta directiva de la Agencia Nacional de Televisión, con al menos tres de sus cinco miembros. La Ley establece que allí deben estar el Ministro de Tecnologías de las Información y las Comunicaciones, un representante del presidente Juan Manuel Santos, el representante de los gobernadores, uno de las universidad y alguien como cuota de la sociedad civil. Una vez esto suceda, la entidad actual pasará a llamarse Comisión Nacional de Televisión en liquidación y sus funciones serán asumidas por la Superintendencia de Industria y Comercio, la Comisión de Regulación de Comunicaciones, la Agencia Nacional de Televisión y la Agencia Nacional del Espectro.

La opinión

Diego Molano Vega
Ministro de las TIC

'El tercer canal por Ley tiene unos requisitos muy importantes. El primero, es un estudio técnico para determinar las condiciones en las que se tiene que hacer la licitación'.

MÓNICA PARADA LLANES
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