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Endemol, Italy's TV Found a Big Brother in Pier Silvio Berlusconi

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Endemol, Italy's TV Found a Big Brother in Pier Silvio Berlusconi Sept_Oct_2009_Issue 16-10-2009 8:31 Pagina 1 THE BUSINESS JOURNAL OF FILM, BROADCASTING, BROADBAND, PRODUCTION, DISTRIBUTION October 2009 VOL. 29 NO. 6 $9.75 In This Issue: Food Nets Fall Season MIPCOM ‘09 Economic Blues ® www.videoage.org Endemol, Italy’s TV Found Benjamin’s Buttons. Disney’s a Big Brother In Global Boss Hit the Right Keys Pier Silvio Berlusconi enjamin (Ben) Pyne is the guitar (of which he’s an accomplished 49-year-old New York City player) in order to produce harmonious ideoAge conducted a no holds barred, 360-degree interview with the 40-year and Burbank, California- results. old Pier Silvio Berlusconi, vice-chairman of Italy’s Mediaset (chairman is based president of Global But, before touching on any subject Fedele Confalonieri, CEO is Giuliano Adreani) and son of Italy’s prime Distribution for Disney with Pyne, one first has to understand the minister, Silvio. This is a critical moment for Mediaset, and for the Media Networks, the new Italian television industry in “matrix” that rose (Continued on Page 44) general: The transition to from the “ashes” of the old digital terrestrial television, BBuena Vista. The latter competition with Rupert Murdoch’s Sky brand was retired in 2007, Forecasting is Hollywood’s ItaliaV (both in terms of premium TV just about the time that “Ultimates” Game channels and the development of a new Pyne took over. BY DOM SERAFINI satellite TV platform), the acquisition of Endemol, the creation of new production Considering Pyne’s varied companies and the goal of bringing daytime responsibilities, one might or the purpose of this story, “Ultimates” are not drama production costs down from the picture him sitting behind a characters in a Marvel comic, but rather a marvel current 70,000 euro (U.S. $100,000) per console, pushing a multitude of financial engineering adopted by Hollywood’s hour to a more manageable level of 15,000 of buttons. Another apt account executives to figure out how much metaphor is that of him F euro (on par with those of Argentina, revenue will be generated by each movie title or TV playing the divisions of his which manages to sell its low-cost shows Mediaset’s Pier Silvio Berlusconi series. Ultimates are updated monthly by the studios’ group like the strings of his financial people with fresh data from the sales, (Continued on Page 60) (Continued on Page 56) WIN TV’s 30th Anniversary Salute IN Television is a privately owned regional television network that reaches over 5.2 million viewers W across six states of Australia and the nation’s capital. The privately owned company has grown significantly since Bruce Gordon purchased a controlling interest in Television Wollongong Transmission Ltd (WIN4) in 1979, known today as WIN Television. The WIN Network reaches 42 percent of Australia’s 8.5 million homes and has over 1400 employees. Broadcasting throughout 27 markets, including its related companies Channel Nine in Adelaide and Perth, WIN’s transmission spans the largest geographical area in the world. Today, WIN Corp. includes business operations in TV and radio broadcasting, pay-TV, film and TV production. WIN was the first regional broadcaster to transmit high definition digital services, 12 months ahead of government regulatory requirements, in Wollongong, Canberra, Ballarat, Tasmania, Mildura and the Southern Queensland market. WIN Television is also a founding member of Freeview Australia, which was formed by Australia’s free-to-view TV broadcasters to assist in the promotion of digital television in Australia, and to enable access to the very best quality free- to-view digital programming. (Continued on Page 48) Sept_Oct_2009_Issue 21-09-2009 11:12 Pagina 2 ONTENTSVIDEO AGE • No.6 • Sept/Oct. 2009 Cover stories: 26. Are TV stations, Cable and Satellite Endemol and Italian television found a big brother in platforms preparing for IPTV? Pier Silvio Berlusconi The Buttons of Disney’s Benjamin Pyne. Global boss hits the right keys 30. Economic Blues. Times Are Tough, Budgets Are Down: TV’s New Reality Show CSalute to a WINner. Australia’s WIN celebrates its 30th anniversary Promax report. TV role at Movie and TV “ultimates” score big at U.S. studios 32. promo trade had lost its focus but found some hope 4. World: U.S., Canada, China, U.K., Italy 34. Now & Then: How the TV business has changed in Latin America 10. Cooking shows: Who made food on TV become more than TV dinner 36. Now & Then: How the TV business has changed in Canada 12. Book Review: A look at the history of food on TV 38. Roma Fiction Fest becomes a bubbling mess review. The Eternal City takes the MIFED mantle 40. New U.S. TV Season. Good shows, good 14. Little DISCOPs grow and multiply, license fees, great expectations but do not bother the mother hen 64. Conferences and event news. Less leg room for more 16. MIPCOM preview: Market upbeat after money. Plus your usual calendar of must-attend events being beaten up by economy 66. My 2¢: Digital mux are a must for U.S. TV FTA channels 22. Film Fests. Italy, Canada. Two Countries Split in Four: Montreal, Toronto, Venice, Rome 24. New media guru declares the Internet a destination, saying, “it ain’t television” Sept_Oct_2009_Issue 21-09-2009 11:12 Pagina 2 ONTENTSVIDEO AGE • No.6 • Sept/Oct. 2009 Cover stories: 26. Are TV stations, Cable and Satellite Endemol and Italian television found a big brother in platforms preparing for IPTV? Pier Silvio Berlusconi The Buttons of Disney’s Benjamin Pyne. Global boss hits the right keys 30. Economic Blues. Times Are Tough, Budgets Are Down: TV’s New Reality Show CSalute to a WINner. Australia’s WIN celebrates its 30th anniversary Promax report. TV role at Movie and TV “ultimates” score big at U.S. studios 32. promo trade had lost its focus but found some hope 4. World: U.S., Canada, China, U.K., Italy 34. Now & Then: How the TV business has changed in Latin America 10. Cooking shows: Who made food on TV become more than TV dinner 36. Now & Then: How the TV business has changed in Canada 12. Book Review: A look at the history of food on TV 38. Roma Fiction Fest becomes a bubbling mess review. The Eternal City takes the MIFED mantle 40. New U.S. TV Season. Good shows, good 14. Little DISCOPs grow and multiply, license fees, great expectations but do not bother the mother hen 64. Conferences and event news. Less leg room for more 16. MIPCOM preview: Market upbeat after money. Plus your usual calendar of must-attend events being beaten up by economy 66. My 2¢: Digital mux are a must for U.S. TV FTA channels 22. Film Fests. Italy, Canada. Two Countries Split in Four: Montreal, Toronto, Venice, Rome 24. New media guru declares the Internet a destination, saying, “it ain’t television” Sept_Oct_2009_Issue 21-09-2009 11:12 Pagina 4 Media & Marketing’s digital billboards platform element “made strategic in over 500 nightclub locations in the sense,” and helped satisfy the audience’s U.S., Viacom’s 13.56 meter digital strong desire to get involved. Thus, the screen in New York City’s Times Square, show’s interactive effort was also and through such social networking designed for brand building purposes. sites as Facebook and Twitter. Audience participation for the show LocaModa, which specializes in was impressive, with over 350,000 total “powering the Web outside,” developed messages generated, according to Steve an interactive platform that fused The King, v.p. of Sales for LocaModa. In Great Debate broadcast with social addition, one percent of the overall meant to reach its existing audience and networking features and digital messages were mobile, which King VH1 Wants other audiences in new environments billboards. deemed “extraordinary.” (such as nightclubs), while promoting Ur Txt Msgs VH1 devised a special promotion the network. VH1 is the Viacom-owned According to Wendy Weatherford, VH1’s v.p. of Consumer Marketing and strategy that matched the distinctiveness adult music channel. The program, U.S. cable TV network is casting Promotion, one of VH1’s principal aims of the show’s design in order to broaden which first aired last July, centered on a wider net for audiences with the multifaceted interactive its audience. A key phase of that through new digital media irreverent discussions of pop culture strategy was to “reach and engage” campaign involved placing program ads convergence strategies. Taking topics like Star Wars vs. Star Trek, VH1’s active audience “wherever they’re on digital screens at 380 gas stations A Rocky vs. Rambo, and Ginger vs. Mary this approach to a new level, VH1 located,” in light of the multitasking around the country. VH1 also ran a recently hatched a scheme fusing in- Ann. The Great Debate allowed the habits of its audience. She noted that promotion with Moviefone, an online home and out-of-home interactivity audience to express their views on those the nature of the show lent itself to this and phone-based movie guide and with The Great Debate, a program topics via text messaging through Zoom kind of interactivity. As such, the multi- ticketing service, inviting callers to watch the program, as well as promoting the program in 20 minor league ballparks. Company officials declined to reveal cost for the project, which include renting the billboards and TV screens and development of the interactive platform. It is also unclear as to whether the project can generate revenue stream on its own, beyond the brand promotion value. (Michael Mascioni) CP Could Be Saved os Angeles’ city councilmen have voted to approve the motion that would designate the Century Plaza L hotel in Century City a historic landmark.
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