Global Perspective

The European Marketplace: Central and Eastern European Countries to Watch

1 Jun, 2002 By: Response Contributor Response

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Sandi Cesko, who heads up Studio Moderna, a leading direct marketing company with a strong presence throughout the Central and Eastern European (CEE) region, says the most attractive markets in CEE are the pre-accession countries where conditions are most comparable and rapidly equaling European Union (EU) standards. Poland, the Czech Republic and Hungary are "particularly noteworthy," according to Cesko.

Pan-European TV Channels - Viewership and Primary European Distribution

"Viewers [there] have... enthusiastically embraced American popular culture [and they're] waiting to be prompted into buying products off their TV screens," says Cesko.

And Cesko reports that the Russian market is also a rapidly developing market, which will prove to be "very lucrative and is definitely worth keeping an eye on."

Cesko also says growing markets are showing a "very good response to DRTV," with increasing industry popularity and interest.

Cesko does admit that the over regulation of many aspects within any industry is a problem. EU and local regulations and standards impact the DRTV industry in many ways and on different levels such as products, marketing, media time, corporations, etc.

"They can pose a serious barrier to companies new in this particular environment," Cesko says. "Obtaining the right approvals, certificates, licenses and agreements for putting specific products onto a specific market can be a long arduous road and definitely requires a learning process; more often than not, the hard way."

Cesko adds DRTV companies need to understand and adapt to the concentration of large diversity of cultures and people in a small geographical area.

"It's fundamental for success to be able to adapt to markets with specific interest, trends, languages and response to direct marketing," he says. "The markets are rapidly evolving socio-economically and keeping up with the latest tendencies is a must."

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