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09 July 2020, 17:28

Belarusian Information Ministry to put in order distribution of revenues from online advertising

MINSK, 9 July (BelTA) – The Information Ministry intends to reduce to order the distribution of online advertising revenues. Belarusian Information Minister Igor Lutsky made the statement during the meeting of Belarus President Aleksandr Lukashenko with representatives of the largest mass media on 9 July, BelTA has learned.

The information minister noted that the audience of printed mass media is switching to online sources of information. The number of copies of printed mass media and their revenues are falling as a result. As a way to resolve the problem printed mass media should go online together with their audience, Igor Lutsky believes. “Digital transformation is a global trend,” he noted. He referred to the publishing house Belarus Segodnya as an example of how it can be done properly.

Igor Lutsky
Igor Lutsky

The official went on saying: “By the way, advertising budgets are going online as well. But the online advertising market is a territory, which is insufficiently controlled by the state today, including the fair distribution of advertising revenues and the retention of the money in the country. It is bad that Belarusian companies pay foreigners to advertise our own goods and services to us in our media space.”

“We've virtually sorted out the distribution of advertising revenues on television. But the Internet needs more efforts to put things right. It is one of the tasks the Information Ministry is working on,” Igor Lutsky continued.

The official also touched upon future changes in the ministry's work. “We intend to become a proper regulator in all sectors of mass information. We would like to more effectively control media space. We would like to become the driver of creation of cutting-edge media resources and a center to coordinate the information work of government agencies. We would like the ministry's role to be visible and understandable for the society,” the information minister said.

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