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Crime for Everyone Launching the Digital Channel RTL Crime, RTL Nederland Creates a New Brand for Those Who Love the Thrill

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Crime for Everyone Launching the Digital Channel RTL Crime, RTL Nederland Creates a New Brand for Those Who Love the Thrill 1 September 2011 week 35 Crime for everyone Launching the digital channel RTL Crime, RTL Nederland creates a new brand for those who love the thrill Germany Netherlands IP Deutschland introduces RTL Nederland presents a common ‘convergence’ currency new season line-up France Belgium M6 and CBS Studios International Consistency is the key word extend partnership for the new season the RTL Group intranet week 35 Cover: Montage with RTL Crime’s TV programmes such as CSI and 24 2 the RTL Group intranet week 35 Thrills by the score Dutch crime lovers have a reason to cheer, when RTL Nederland launches its second digital channel. Nicolas Eglau explains how RTL Crime takes viewers into custody. The RTL Crime logo was designed bright and friendly The Netherlands - 1 September 2011 Starting 1 September, RTL Nederland watch crime series like the CSI franchise.” The extends its family of channels with a second RTL Crime channel design reflects this insight. digital thematic channel: RTL Crime. The new Nicolas Eglau says “its logo and optics are channel offers the best of domestic and US brighter and more friendly than one would expect crime series as well as documentaries on true from a crime-themed channel, as we target both stories behind high-profile criminal cases. women and men.” Nicolas Eglau, Director RTL Ventures, explains: “RTL Crime gives all fans of crime stories an alibi. We are expanding our range of digital broadcasts by launching a new channel that fits perfectly into our existing family. We are launching RTL Crime not just as an entertainment channel, but as a new brand for all crime story fans”. RTL Crime has been promoted with several trailers on RTL Nederland’s channels John van de Heuvel, who is the leading crime expert on in the Netherlands and regularly appears on RTL Boulevard to speak about crime-related topics, serves as ambassador of the new channel and will also support the launch of RTL Crime in trailers. The series featured will include 24, Prison Break, Bones and the various CSI series. Additionally, the RTL Crime portfolio includes Breakout Kings, Chicago Code and the reality show American Greed, which have not been broadcast on Dutch television before. The new channel rounds off its programming with Nicolas Eglau domestic series like Baantjer, Parels & Zwijnen, Van Speijkas well as Grijpstra en De Gier. The Today, RTL Lounge – RTL Nederland’s first series aired on RTL Crime will not be interrupted digital channel – is one of the most popular by commercial breaks and will always start digital thematic channels in the Netherlands. on the hour or half-hour. As from 12:00 on In May, when RTL Lounge was “channel of the 1 September, the channel will be included in the month” at UPC, 915,000 viewers in the key bouquet of Pay-TV channels offered by Ziggo, target group of women older than 13 years UPC, Caiway and Glashart Media. watched RTL Lounge at least once a month. In terms of total audiences, 1.8 million viewers ”It’s a natural first thought that crime series are tuned in to the channel. This means that mostly watched by men,” explains Eglau. “That RTL Lounge has regularly been one of the is not the case. Our programme research on Netherlands’ top five of 50 measured digital RTL 4 showed that many women also like to channels in recent months – well ahead of its 3 the RTL Group intranet week 35 direct competitors Fox Life and E! Entertainment. Another part of the concept is also based on the Eglau: “Obviously we would like to repeat the RTL Lounge concept, as Eglau explains: “With success of RTL Lounge with our new channel RTL Lounge we have succeeded in not only RTL Crime. This time – as it is the second launch creating a new digital channel, but a whole brand. of a thematic channel – we can benefit from the For example, we have launched a digital radio experiences that we got during the launch of station, sponsored fashion events and helped to RTL Lounge.” Additionally, there is a ‘shake-out’ organise a team for the Adidas Ladies’ Run. We in the Dutch digital TV market: less successful aim to do the same with RTL Crime. You could channels disappear and are replaced by a think of organising crime dinners.” number of new high quality channels. “One of them is RTL Crime,” says Nicolas Eglau. “With these changes, cable operators aim to convince viewers to switch to their digital packages. RTL Crime in Germany Germany has already had a digital thematic channel called RTL Crime since 1 December 2006. Five million households currently subscribe to Mediengruppe RTL Deutschland’s special-interest thematic channels – RTL Crime, RTL Living and Passion. RTL Crime is among Germany’s top five most-watched pay-TV channels. It has a similar thematic structure and shows RTL’s most opular crime series, international crime and action highlights and high-quality documentaries from the real world of crime. Overall, however, the new channel in the Netherlands has a different concept from its German counterpart. Nicolas Eglau Bones is one of RTL Crime’s US crime series says: “When we launched our first theme channel RTL Lounge, we Now that cable operators and viewers are of course talked to our colleagues already familiar with the channel RTL Lounge, in Germany about how their it was easier to convince them to include a channels were launched. We’ve second RTL Nederland channel rather than already had the concept for it in going for a lesser-known brand. “RTL is a place for some time now and well-known brand, and cable operators developed the channel on our own.” wanted us to include the RTL brand in the name of a new channel,” Eglau explains. “Viewers know that RTL Nederland stands for high quality programming and they know what they can expect from a new channel of ours.” “Just as during the launch of RTL Lounge, we will again devote the evenings between 20:00 and 22:00 to specific topics,” says Eglau. Monday nights will be dedicated to Dutch crimes series such as Baantjer and Van Speijk. Tuesdays, RTL Crime viewers can learn about real cases with the Dutch premieres of FBI Criminal Pursuit and Crime Town USA. Wednesday night is CSI night with CSI: Miami and the classic CSI series. On Thursdays, RTL Crime offers European RTL Crime first goes series like Spooks and Romanzo Criminale, and on the air at 12:00 on Fridays the programme line-up includes the on 1 September. new series Breakout Kings. Once a week, RTL Crime will dedicate an evening to the CSI franchise 4 the RTL Group intranet week 35 A new currency for comparability Mediengruppe RTL Deutschland’s channels presented their programme line-up for the upcoming TV season to advertisers and media agencies. IP Deutschland also plugged the introduction of a common ‘convergence’ Anke Schäferkordt currency. Germany - 31 August 2011 The mood at Frankfurt’s Palais am Zoo where this year’s “Primetime – IP vor Ort 11/12” marketing tour kicked off, was excellent from the beginning. The weather in this unpredictable summer was nice for once, so that the guests were able to enjoy the fresh outdoors on the terrace before going indoors for the presentation. Anke Schäferkordt, CEO of Mediengruppe RTL Deutschland and RTL Television, welcomed the guests, announcing: “Not only has television mastered the challenge of digitisation, it is emerging as the winner in this development.” When one considers overall media use, she said, television is in the lead with 38 percent – well ahead of the other media. “However, we haven’t yet been able to translate this dominance into Martin Krapf a corresponding share of ad spend. And we’d like to change that with your help,” penetration, or even opens up new leads. said Schäferkordt, addressing the advertisers. “We want to compare comparables in a comparable way,” Krapf declared. “We spoke Martin Krapf, Managing Director of to customers and agencies earlier in the IP Deutschland, presented a model for a process; now it’s up to the committees from ‘convergence’ advertising currency. This idea is AGF to Agma and Agof. I am confident that to differentiate not by where an ad is served – we will be hearing some news on this front on television, radio, on the internet, on mobile before the end of 2012.” Krapf then gave an devices or in newspapers – but how. For update on the Impact Index presented last year. instance, video can be used to advertise on “The data required for it is now available,” he television, mobiles or on the internet, but to said. “We are now developing the campaign date advertising customers cannot compare tools that will enable advertising customers to these forms of advertising with each other. use the Index.” Finally, Krapf touched on the The new currency will change this by no introduction of the new reference demographic longer comparing the platforms but the types of 20- to 59-year-olds. “Reference demo- of advertising and content. For instance, from graphics must reflect developments in the now on advertising customers will know population,” so Krapf. “There’s no getting around whether additional advertising increases this.” 5 the RTL Group intranet week 35 Anke Schäferkordt announced five goals for RTL Television: maintain its audience share; establish new formats; create new developments across all genres; optimise the Wednesday prime-time and Sunday afternoon broadcasting slots; and create programming in close coordination with Vox. RTL Television’s fiction line-up includes new episodes of popu- lar series such as Alarm für Cobra 11.
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