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M6 explores today
In 2002, M6 feted its 15th year, the age when an adult and responsible future starts to crystallize. An occasion that a television network can celebrate only if it has managed to match consistency with the will to move ahead.
M6 has been a shareholder of the TPS satellite bouquet since its launching and has also participated in its development.
The prospects are encouraging for a group with the backing of a strong generalist television network. The year’s activity, described in these pages, is the best illustration.
As the network with France’s second largest advertising market share, in just a few years M6 has succeeded in earning our industry’s highest tributes. Late off starting blocks, our network has worked patiently, and without arro- gance, to win over increasingly demanding viewers.
Jean Drucker
Throughout these fifteen years, with growing audiences and an ever expan- ding share of the advertising market, M6 has never ceased to make its pro- grams more rewarding, boosting its investment in diversity, discovery, and culture, particularly music and magazines, where our network has played a major role. M6 is also the network where new talent and formats are first tried out.
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Ambitious objectives
With its strong operating performance of 2002, M6 proved its capacity to resist in a difficult market. diversification activities, all orientations which enable the Group to adapt to its market. Finally, M6 has the necessary financial resources to consider every investment opportunity.
First, it confirmed the station’s standing as the second most watched chan- nel among viewers under 50, with an audience share equal to 2001, which had been an exceptional year. Second, it demonstrated its capacity to resist, despite a sluggish market, by preserving its advertising revenues, with even a slight increase (+1%).
With its one thousand permanent staff members, all motivated by a corpo- rate culture emphasizing initiative and novelty, M6’s is directly focused on profitable growth.
This strong performance was demonstrated as well by the Group’s increa- sed non-advertising revenues, representing 41% of the group’s total turno- ver for the year. All told, Group turnover grew by 12.2%, enabling M6 to post a 10% pro forma net profit increase.
Nicolas de Tavernost
Thanks to income diversification (where M6 is Europe’s most advanced net- work), and to its ability to maintain strong profit margins on its programs while continuing to invest, particularly in digital television, M6 enjoyed a satisfying year in 2002.
The network’s sights remain high. In the past five years, Group turnover grew by 80%, as did net profit. In coming years, M6 intends to continue its investments in programming where, early on, by providing local newscasts, new magazines, short-format programming, and reality TV, all crowned with success, it has managed to keep one step ahead of television trends. This is the direction it is taking in 2003. Next up: reactive multi-media activity, inter- active TV, developments in music, bolstered digital TV, and newly created
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Enthusiasm and commitment
Progressive and passionate about their work, the M6 work- As a sign of M6 employees’strong commitment and enthu- force is characterized by its youth, with two-thirds of staff siasm, profit-sharing distributions represented more than under 35. The M6 group now has 907 permanent employees, 10.6% of total payroll in 2002. 56%ofwhomarewomen.
2002 was the year of internal communication, with the
In 2002, as in previous years, M6 went after new talent, wel- development of a monthly newsletter and an Intranet provi- coming 570 interns into its various departments and subsi- ding staff with an employee directory, daily news,
- diaries.
- employees association updates, and more.
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January 30, 2002
M6 raises its ownership stake in the Girondins de Bordeaux to 99%
- March 17, 2002
- April 11, 2002
- July 11, 2002
- August 25, 2002
Club Téléachat, already at home with 3,850,000 households in France, is now available in Belgium
September 2002
Téva is taken by the Canalsatellite bouquet, increasing to 3.6 million the number of households receiving it
October 2002
- M6 celebrates its 15th birthday The second season of “Loft
- The opening of “Opération
- Via TPS, M6 and TF1 submit
a joint proposal to the French Soccer League
Story”gets off to a blockbuster Séduction aux Caraïbes”, start: 8.2 million viewers, an M6 record the first reality-TV series of the summer
- April 21, 2002
- March 2002
- March 28, 2002
- July 18, 2002
M6 increases to 34% its stake in TPS
- August 29, 2002
- October 2002
- October 17, 2002
Girondins de Bordeaux, the M6 soccer club wins the 2002 League Cup, smashing Lorient 3 to 0
- Turbo is 15 years old
- “QI: Le grand test”: 6 million
televiewers, M6 number one
- The launch of Popstars 2
- The fifteenth year of “Culture
- M6, M6 MUSIC, TF6, Paris-
Pub”, the delight of advertising première and TPS Star
- spot Epicureans
- selected by the Conseil
Supérieur de l’Audiovisuel (CSA) to develop terrestrial digital broadcasting
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November 2002
M6 Événements gets into musical comedies with “Emilie Jolie”
- January 2003
- February 14 , 2003
- March 2003
Creation of W9 and Studio 89, M6 adorns itself with new finery TPS reaches agreement with reality-TV and entertainment programming subsidiaries
(advertising, Six minutes and meteo)
Warner Bros. for film replays and “Le petit Prince”
- December 25, 2002 January 2003
- February 21, 2003
- HSS opens home shopping in
- Broadcast of the
- SND releases “Gangs of New
Dinotopia mini-series, the world’s largest television production
York”, Martin Scorsese’s super- the Netherlands in partnership production: already 2.4 million tickets sold in France with RTL4 and Yorin
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M6, ever higher
Television is a medium on the march. TV viewing time Television is therefore an increasingly powerful medium. In M6 also gained with the 4 and older audience. With a 13.2% increased again in 2002, reaching a record 3 hours 21 2002, M6 surpassed even this trend and strengthened its audience share for 2002, in five years it has increased its
- minutes a day.
- position, remaining the number two network among hou- ratings by 0.5 points.
Over the last ten years, TV viewing time has steadily increa- sewives under 50, a position first gained in 2001 and streng- sed. In France, between 1992 and 2002, it grew significantly: thened in 2002, reaching 19.1% of all viewers in this cate- In 2002, the network made progress in reaching its main an increase of 23 minutes per household, and 20 minutes gory. Over the last five years, its share grew by 1.6 points, target audience of 25- to 34-year-olds, with a 20.3% share, a for individuals over 15. Housewives under 50 spent the significantly increasing its lead over France 2. most time in front of the television, with an increase of 36 minutes over the last ten years. gain of 0.4 points.
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These increases were due to such event-driven programs as Grand Tests, “Opération Séduction”, and “Dinotopia”, as well as the second seasons of “Loft Story”and “Popstars”.
The first 14 weeks of 2003 have shown that the trend is continuing. The M6 audience share among housewives under 50 has already grown by 0.4 point over the same period in 2002.
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Growth potential
M6’s audience appeal has made it the second most heavily Moreover, M6 still has great potential for future growth. It Today, M6’s growth potential will take shape in the follo- invested media network in France since 1998. With a 19.1% increased its share of the advertising market by 5.8 points wing ways: audience share among housewives under 50 at the end of in five years, to 22.8% at the end of 2002, and its advertising - through its capacity to increase its audience size; 2002, M6 is the network that has gained the largest slice of earnings reached 556.6 million euros, an increase of 74% in - through its ability to raise its advertising rates;
- theadvertisingmarketsince2000, despiteasluggishmarket.
- five years.
- - through the expected opening of areas where television
advertising is currently forbidden, namely distribution,
- publishing, movies, and the press.
- M6 thus has a powerful hold on the target audience that
advertisers most want to reach. 70% of all television adver- tising investment is aimed at housewives under 50.
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Unfailing growth
Just like previous years, 2002 was a year of double-digit Over the past five years, the M6 group’s turnover advanced growth for the M6 group. Indeed, consolidated turnover hit by over 80% for average yearly growth of 12.5%. 948.5 million euros, 12% above 2001.
The M6 group’s 2002 net profit was 111.8 million euros,
For the first time, diversified operations accounted for more enabling it to report earnings growth above 11.5%, just like than 40% of the group’s turnover in 2002, totaling 391.9 mil- the previous four years. lion euros and increasing by 33% over 2001’s performance. The group’s advertising revenues came to 556.6 million euros, up1%inasluggishFrenchadvertisingmarket.
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2002: renewal one more time
Once again in 2002 M6 bolstered its programming strategy. Honing its 2002 also was the occasion for M6 and its programs to join a major uniqueness through innovation and proximity, M6 tightened its grip as national crusade. They supported the nationwide effort to heighten not France’s 2nd most popular network with housewives under 50, outpa- just driver awareness, but everyone’s awareness, young and old alike,
- cing its nearest rivals even more.
- about the importance of safe driving.
M6 joined France’s major network elite in 2002 thanks to its bold pro- The effectiveness of the M6 programming strategy was confirmed by gramming approach which blends dazzle and loyalty-generating events top audience ratings gained through high-quality recurring features as with popular regular features. Once again M6 broke records and stirred well as high-profile events. Thanks to its ever improving performance enthusiasm among viewers with “Opération séduction”, the “Grands and viewer appreciation ratings, M6 has, since 1998, been second in Tests”, “Mémoire”and “Absolument 80”. Alongside the “Loft Story”and terms of French media advertising investment and in 2002 enjoyed a “Popstars” sequels which confirmed televiewers’ passion for formats 22.8% media advertising market share. that are creative, original, and bring people together, M6 conquered the French television grid with reliably unexpected productions such as
- “Caméra Café”or specials such as the Céline Dion show.
- Thomas Valentin
As before, the year’s successes were dominated by M6 productions. Seven out of M6’s ten most watched programs for 2002 were produced by M6 including “Loft Story” (8.7 million viewers), “QI: Le Grand Test” (6 million), “Capital: des milliards au noir”(5.7 million).
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The profitability equation
Every euro invested in M6 programming earns a profit, In 2002, M6 continued its push to invest in a grid blending 2002 was also a year of growth for drama and of stability for because there is a clear competitive advantage in building imagination and consolidation, progress and profitability. documentaries and local news programs where M6 is the the strength of the network through its programs. The The increase in program grid costs, which was 8.1% for leading network. stronger the network’s programs, the larger the audience it 2002, was concentrated in magazine and entertainment attracts, and the more powerful and profitable it becomes. programming. First, for magazines, with the creation of As the network that brought reality TV to France, M6 confir- This is the virtuous cycle of investment in the program grid, “Secrets d’actualité” which picked up the pace, the launch med its position in this new television genre, particularly which, it should be remembered, is only part of the net- of a history-oriented program under the “E=M6” label, or Thursday evenings, with its sequels to “Loft Story” and
- work’s expenses.
- again a program with an educational approach to sexuality. “Popstars”. Further, it demonstrated initiative in launching
Next came mainly entertainment and event-driven develop- new formats, such as “Opération séduction.” ments further strengthening an already impressive grid.
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Taking risks paid off again. Whether proven or brand-new, these programs enjoyed the success expected of M6. Built for the long haul, M6’s success was confirmed in 2002, with a 13.2% audience share of viewers 4 and up, and 19.1% of housewives under 50, thus tightening its hold, earned two years ago, as the number two network in France with this important audience.
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The new cornerstone
In 2002, M6 strengthened its focus on event-driven pro- 2002 was also notable for the emergence of new concepts M6 also remained faithful to its educational mission in pre- gramming. Successful M6 productions from the previous in broadcasting. With the Grands tests series developed by senting two totally new programs. The broadcast series year were again hits with audiences in their second season. M6, the public has been better able to understand itself, “Sexualité: si on en parlait?”put a few taboos to rest during Since its launch, the reality television program “Loft Story” evaluating itself while being entertained. “QI: le grand test” discussions about the sexual habits of the French, a sub- enabled the network to draw an audience of 8.3 million vie- let 6 million people test their intelligence quotient during ject watched by an average of 3.8 million viewers. And the wers, an all-time record. And “Popstars” and its Whatfor the broadcast. “Mémoire: le grand test”, which was also frescoes of history were presented at 8:50 p.m. on one of performers attracted an average of 4.3 million fans to each hosted by Benjamin Castaldi and Mac Lesggy, revealed the the network’s leading magazine shows, “E=M6.”In Novem-
- broadcast for 17 weeks.
- secrets of memory to some 3.7 million TV viewers. And the ber, 4.1 million viewers got to follow the epic history of the
“Absolument 80”quiz, with its songs and anecdotes, capti- Romans. vated 3.1 million viewers nostalgic for the 1980s.