Why is the new replay advertising being introduced?

Replay TV is very popular – it lets you easily skip through shows. But this means broadcasters lose out on advertising – a key source of income is reduced.

Legal basis: GT12 industry agreement

According to current copyright law, all TV providers must compensate broadcasters for the time-shifted use of their content. The applicable fees were defined in June 2020 as part of the GT12 (Common Tariff 12) industry agreement. This agreement was negotiated between distribution associations (Suissedigital, Swissstream) and copyright societies – including ProLitteris, SSA Société Suisse des Auteurs, SUISA, SUISSIMAGE and SWISSPERFORM. The aim is to ensure that Replay TV remains legally secure and financially viable.

Pragmatic implementation through dynamic ads

Replay advertising is a compromise: instead of long ad breaks, there are now short, targeted formats – Start-Ad, Pause-Ad, Fast-Forward-Ad. They help offset revenue losses while keeping Replay TV convenient for you.

Important change from autumn 2025

From autumn 2025, the GT12 agreement will be expanded. Replay advertising will then also apply to public broadcasters like SRF, ARD, ZDF and ORF – during start, pause and fast-forward. This rule applies to all providers in Switzerland.

What does this mean for you?

• Replay TV will remain available – but with adapted ad interruptions.

• Dynamic advertising means fewer, more predictable interruptions.
• You can continue to skip ads with the Skip-Ad feature – flexible and easy to use.