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Greece's Fastest Growing Channel

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14 April 2011 week 15 Greece’s fastest growing channel Christoph Mainusch on Alpha’s recent ratings development Luxembourg Luxembourg / United Kingdom RTL Group stays member Go To The Answer convinces of the FTSE4Good index judges at Mip TV Germany Netherlands RTL – Wir helfen Kindern raises Innovations for X Factor more than €1 million for Japan the RTL Group intranet week 15 14 April 2011 week 15 Cover: Christoph Mainusch, CEO of Alpha TV Greece’s fastest growing channel 2 Christoph Mainusch on Alpha’s recent ratings development Luxembourg Luxembourg / United Kingdom RTL Group stays member Go To The Answer convinces of the FTSE4Good index judges at Mip TV Germany Netherlands RTL – Wir helfen Kindern raises Innovations for X Factor more than €1 million for Japan the RTL Group intranet week 15 “Keeping it fresh” In March, Greece’s Alpha TV celebrated record- breaking ratings in both prime time and all-day. Backstage asked Christoph Mainusch how Alpha has managed to establish a clear identity and increase audience shares. Christoph Mainusch Greece - 14 April 2011 At a press conference on 1 March, Christoph After Alpha already attracted an audience Mainusch, CEO of Alpha TV, presented Alpha’s share of 16 per cent in February, the channel audience shares for February 2011 – the best reached an average 17.4 per cent of viewers in the channel’s history. Now, a month later, he in March. What would you say are the had to rephrase his comments as the ratings reasons behind this steep increase? improved once more in March. With a prime time Since Alpha joined RTL Group three years audience share of 19.7 per cent among viewers ago, we have been making gradual yet highly aged 15 to 44 and 17.4 during the whole day impactful changes in the channel’s content and in the same demographic, Alpha increased its profile: First, we focused on giving Alpha a clear audience shares by 1.4 percentage points identity and positioning as a family-oriented in both time slots, making March 2011 the channel with an emphasis on factual channel’s best month ever. entertainment. We blended key staples of Alpha’s programming, such as the country’s This result follows an inforcement of Alpha’s most-watched show, satire Al Tsantiri Niouz, afternoon and access prime time programming with new formats such as Kati Psinetai and on weekdays: The channel’s entire line-up scripted reality series Oikogeneiakes Istories, between 13:00 and 21:00 consisting of Kous which were a hit with the Greek audience, Kous To Mesimeri (Gossip At Noon), attracting an average of 24.9 per cent and Deste Tous (Watch Them), Oikogeneiakes 26.3 per cent of the viewers respectively. Istories (Family Stories), Alpha News and Kati We’re now entering a phase where the Psinetai (Come Dine With Me) scored its best different elements are blending together, ratings for the season during March. Further- creating solid zones that attract Greek viewers. more, Formula 1 returned with the Australian As a case in point, in March, Alpha’s entire Grand Prix, which was watched by 27 per cent weekday line-up between 13:00 and 21:00 of viewers aged 15 to 44, and 47.1 per cent scored record ratings. of 25 to 34-year old male viewers. Also, Al Tsantiri Niouz continued its impressive performance with an average audience share of 47.0 per cent, while new shows such as the auditions of Greek Idol performed remarkably well: they were the most-watched show in their time slot for the entire month. Backstage spoke to Christoph Mainusch about this development. Contestants of Kati Psinetai 3 the RTL Group intranet week 15 ALL DAY PRIME TIME ALPHA MEGA ANTENNA STAR ALPHA MEGA ANTENNA STAR 21.5 25.9 24.5 24.7 20.1 -4.6% -4.6% 20.5 18.3 18.0 18.7 20.9 18.0 20.0 19.7 20.0 17.5 17.2 17.8 +1.7% 18.3 +21.2% 17.2 17.4 18.3 18.2 16.5 16.0 17.1 +18.8% 17.3 +4.8% 16.6 14.4 15.0 16.5 13.0 13.9 11.0 +0.8% 12.8 -6.8% 12.3 12.7 12.3 12.4 11.8 10.6 Q4 2010 Jan Feb Mar AprilTD Q4 2010 Jan Feb Mar AprilTD Alpha’s audience share development in 2011 to date Is it too early to conclude new trends in the Greek viewers are the key contributors to this Greek TV market from this? success. In March, we further reinforced our A developing trend is that the country’s top three prime time line-up, with the second season of stations, Alpha, Antenna and Mega have cumu- Greek Idol – which has returned even bigger and latively grown their share compared to the rest better – and with ground-breaking shows like of the television market. Furthermore, the ratings Botrini’s Project where we follow the award- of the top three have been converging; we are winning chef Ettore Botrinias as he opens his all contenders. We expect to see this trend first restaurant in Athens, training an unexpected continue, with Alpha being the one that benefits and inexperienced team of youths to become the the most. backbone of his new business venture. How will you go about making sure this trend What about Alpha’s news programming? continues? Actually, Alpha News is a great showcase of the We are going to follow our successful recipe. We impact that our gradual changes have had. In are determined not to just maintain but improve March, Alpha News was the country’s number our position within the Greek market. Alpha is two news bulletin with an 18.1 per cent average comprised of a committed team of experienced in the 15 to 44 demographic. In 2008, Alpha professionals who are constantly thinking News was Greece’s number five news bulletin, of ways to innovate and excel, and that is with average ratings of 8 per cent. Since then we something that guarantees our ongoing success. have changed pretty much everything: From the How has Alpha positioned itself in the Greek TV market? What sets Alpha apart from the competition? Alpha is the station with the highest volume of local content: We’re the Greek channel. This content is a combination of real-life and enter- tainment programming. The “Greekness” of Alpha’s profile is further strengthened by the impressive lineup of Greek TV stars, such as Lakis Lazopoulos, Eleni Menegaki, Roula Koromila and others. Back in 2008, Alpha was fourth in prime time, attracting an average 12.5 per cent of viewers aged 15 to 44. This March we were a clear number two, with 19.7 per cent. Strategic choices regarding content and scheduling, stripped programming and the incorporation of formats that have proved very popular among Antonis Sroiter presenting Alpha News 4 the RTL Group intranet week 15 time we broadcast Alpha News to the format, the Greece is currently going through a difficult structure and the content. We now offer a fast- financial period. How has this affected your paced, reliable and objective news bulletin that plans and overall strategy? has more than doubled its ratings since 2008 Unavoidably the television and the advertising while also reducing production costs. market have been affected by the prevailing financial conditions, as has everyone. This How is your collaboration with other phenomenon has been further exacerbated RTL Group companies? by the fact that Greece’s television market is It’s always helpful to know you can rely to overpopulated and saturated. However, Alpha colleagues for a good exchange of know-how, had proactively prepared for this situation since on advice on how to localise international 2009, when we went ahead with an extensive formats and so on. RTL Group has a strong strategic restructuring programme, so actually team of experienced professionals that are today we’re the TV channel least affected by always very willing to assist and to support our the ongoing financial situation. Besides, TV still endeavours. remains the most attractive medium in Greece, and this trend has been further strengthened How are your competitors responding to during the past year. In this context, it is very im- Alpha’s strong performance? portant that we managed to grow our ratings and We all operate within a difficult environment. remained the country’s fastest-growing channel All stations are trying cut down on costs while since now we’re much better positioned towards maintaining their performance. Alpha has the advertising market. Furthermore, we expect actually managed to save costs and improve a slight improvement in overall market conditions its performance. around the last quarter of 2011, or in early 2012. Lakis Lazoupoulos, presenter of Al Tsantiri Niouz 5 the RTL Group intranet week 15 Confirmed as a member of the FTSE4Good Index In March, following a review, RTL Group was notified that the company continues to meet the criteria for the FTSE4Good Index. Luxembourg - 8 April 2011 The index was established ten years ago and was initially regarded as a niche concept. “Today, institutional investors around the world are increasingly focused on considering environ- mental, social and governance practices of the companies they invest in,” writes David Harris, Director Responsible Investment at the FTSE Group, in his letter to RTL Group CEO Gerhard Zeiler. RTL Group was first included in the FTSE4Good Index in 2005 and has been a member ever since. The index was created by the FTSE Group, an independent group of market participants, and makes it easier for investors to identify companies that comply with globally accredited standards for corporate responsibility.
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