TAGES-ANZEIGER

I Want My Pee-TV: Switzerland Hooks Up Video Units To Urinals

Mounting a television screen on a urinal is the latest way for advertisers to reach a "captive" audience -- in this case, exclusively male.

You're out with the old, urine with the new... (T.Voekler)
You're out with the old, urine with the new... (T.Voekler)
Martin Huber

ZURICH - One of the unspoken rules of urinal etiquette is that men – when going about their business – look straight ahead. That usually means staring at a blank wall. Except if you happen to be in the men's room at the Marché Restaurant in Zurich, which now features "Weewee TV" on small screens built into the urinals.

Marcel Näpflin, general manager of the company that makes the Urimat units, says this is a first for Switzerland, after similar features were unveiled in the U.K. and Japan. In Zurich, you just need to press a button and the displays on the waterless pissoirs show not only ads but Internet videos, news, traffic and weather reports. The system, called "Pinkel-TV" in German, makes it possible for "advertisers to reach an exclusively male target group, with no scattershot," says Näpflin.

The Urimat executive sees a great deal of potential in "WC-TV," and says there has been a significant amount of interest in the medium on the part of potential advertisers. While not divulging the rates his company is charging, he says they are inexpensive because – unlike a poster system – nobody has to be sent out to change anything. Näpflin says it's a win-win situation: restaurants that install the system get a cut of the ad revenue, advertisers get an audience, viewers get some entertainment, and his firm makes money from selling more and more Urimats. Each unit costs 1,290 Swiss francs ($1,380).

The Swiss advertising industry has already shown an interest in the system. Besides offering creative options, the chance to target a specific group is interesting, says Peter Leutenegger, the head of the association of Swiss advertising and communication agencies. Only the market will tell if this catches on, he adds, pointing out that TV ads in public toilets are not entirely new – some Zurich restaurants already show ads on screens in the restrooms. In those cases, though, the screens are not mounted on urinals.

Shay Simcha, who sells the units in Zurich, says business is good. He's even selling units abroad. One problem, however, is vandalism.

"Weewee TV" is just for men

Screens featuring ads are becoming increasingly popular in general in Switzerland, in stores, railroad stations, gas stations and ski lifts. "The screens are increasingly available, permeate more and more into different areas of life, and are changing the face of our cities," says Ursula Stalder, who leads a research unit on digital outdoor advertising at a university in Lucerne. She thinks the idea of advertising in restrooms is original, and provides entertainment for users, although she expresses regret that so far it's only available in men's rooms.

The media researcher is also convinced that advertising on screens in public places has huge potential, also for interactive uses like playing video games – already a possibility in Japan. There, men using a urinal can play computer games at the same time, says Stalder. A bar in London offers the same attraction, she says.

In Zurich, interactive pissoirs are, for the time being, a thing of the future. Marcel Näpflin's firm would, he says, be able to install video games in their units but are not doing so for reasons of hygiene. "Knowing how badly men aim a lot of the time, we're staying away from that sort of thing for the time being."

Read the original story in German

Photo - T.Voekler

Keep up with the world. Break out of the bubble.
Sign up to our expressly international daily newsletter!
Society

A Mother In Spain Denied Child Custody Because She Lives In Rural Area

A court in Spain usurps custody of the one-year-old boy living with his mother in the "deep" part of the Galicia region, forced to instead live with his father in the southern city of Marbella, which the judge says is "cosmopolitan" with good schools and medical care. Women's rights groups have taken up the mother's case.

A child in Galician countryside

Laure Gautherin

A Spanish court has ordered the withdrawal of a mother's custody of her one-year-old boy because she is living in the countryside in northwestern Spain, where the judge says the child won't have "opportunities for the proper development of his personality."

The case, reported Monday in La Voz de Galicia, has sparked outrage from a women's rights association but has also set off reactions from politicians of different stripes across the province of Galicia, defending the values of rural life.


Judge María Belén Ureña Carazo, of the family court of Marbella, a city on the southern coast of 141,000 people, has ordered the toddler to stay with father who lives in the city rather than with his mother because she was living in "deep Galicia" where the child would lack opportunities to "grow up in a happy environment."

Front page of La Voz de Galicia - October 25, 2021

Front page of La Voz de Galicia - Monday 25 October, 2021

La Voz de Galicia

Better in a "cosmopolitan" city?


The judge said Marbella, where the father lives, was a "cosmopolitan city" with "a good hospital" as well as "all kinds of schools" and thus provided a better environment for the child to thrive.

The mother has submitted a formal complaint to the General Council of the Judiciary that the family court magistrate had acted with "absolute contempt," her lawyer told La Voz de Galicia.

The mother quickly accumulated support from local politicians and civic organizations. The Clara Campoamor association described the judge's arguments as offensive, intolerable and typical of "an ignorant person who has not traveled much."

The Xunta de Galicia, the regional government, has addressed the case, saying that any place in Galicia meets the conditions to educate a minor. The Socialist party politician Pablo Arangüena tweeted that "it would not hurt part of the judiciary to spend a summer in Galicia."

Keep up with the world. Break out of the bubble.
Sign up to our expressly international daily newsletter!
THE LATEST
FOCUS
TRENDING TOPICS
MOST READ