One Team, One Brand, One Media House
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week 38 / 20 September 2012 ONE TEAM, ONE BRAND, ADDED ONE MEDIA DIMENSION HOUSE HowAlain M6 Berwick has created on Luxembourg’s a new way of consuming number one TV media brand Germany The LuxembourgNetherlands GermanyBelgium LuxembourgUnited States WolfRTL Group Bauer at on the RTLRTL Nederland Group’s AntoniaTélévie fundsRados Enex Thewelcomes 12th season restructuringBertelsmann launchesSynergy app for receives107 research Hildegard Sky Newsof American Arabia Idol UFAManagement GoedeCommittees Tijden, vonprojects Bingen award welcomes new Meeting 2012 Schlechtefurther developTijden jury members week 38 / 20 September 2012 ONE TEAM, ONE BRAND, ADDEDONE MEDIA DIMENSION HOUSE AlainHow M6 Berwick has created on Luxembourg’s a new way of consuming number one TV media brand Germany The LuxembourgNetherlands GermanyBelgium LuxembourgUnited States WolfRTL Group Bauer at on the RTLRTL Nederland Group’s AntoniaTélévie fundsRados Enex Thewelcomes 12th season restructuringBertelsmann launchesSynergy app for receives107 research Hildegard Sky Newsof American Arabia Idol UFAManagement GoedeCommittees Tijden, vonprojects Bingen award welcomes new Meeting 2012 Schlechtefurther developTijden jury members Cover Alain Berwick, CEO of RTL Lëtzebuerg Publisher RTL Group 45, Bd Pierre Frieden L-1543 Luxembourg Editor, Design, Production RTL Group Corporate Communications & Marketing k before y hin ou T p r in t backstage.rtlgroup.com backstage.rtlgroup.fr backstage.rtlgroup.de QUICK VIEW Into the future with creativity and innovation Bertelsmann / RTL Group p. 8 - 12 Further development of Niki Minaj and Keith Urban RTL Group’s synergy join the American Idol jury comittees FremantleMedia North RTL Group America p.13 - 14 p. 15 Antonia Rados receives Hildegard von Bingen award Mediengruppe RTL Deutschland p. 16 “A tight-knit media family whose members complement each other” RTL Lëtzebuerg p. 4 - 7 Big Picture p. 17 SHORT NEWS PEOPLE p. 18 - 19 p. 20 “A TIGHT-KNIT MEDIA FAMILY RTL Lëtzebuerg CEO Alain Berwick spoke to Backstage WHOSE MEMBERS about RTL Lëtzebuerg’s strategy and about being the leader in the COMPLEMENT atypical Luxembourg media market. EACH OTHER” Luxembourg – 20 September 2012 RTL Lëtzebuerg Alain Berwick 4 RTL remains the number one media brand in clout. This approach proves benefi cial at many other the Grand-Duchy of Luxembourg. In 2011, levels as it enhances the value added of advertising combining its TV, radio and Internet activities, the concepts and opportunities for diversifi cation. RTL Lëtzebuerg media family achieved a daily reach of 82.4 per cent of all Luxembourgers aged The RTL Lëtzebuerg family employs a singular 12 years and over – an impressive performance tactic when operating its integrated media platform. given the highly specifi c nature of this limited market “RTL is a tight-knit media family whose members of just over 500,000 inhabitants, where half of the complement each other and which has a long advertising revenue stems from investments made tradition of journalism,” Berwick points out. “On a by clients in the Grand-Duchy’s neighbours. In fact daily basis, the members of our teams learn from the media landscape in the Grand-Duchy is rather other people’s experiences and, more importantly, singular in numerous respects: a third of its multi- share a mass of information.” Moreover, the group lingual population are more or less recently arrived has been restructured to boost the synergies foreign immigrants; its open economy is fuelled by between its various entities and enable editors-in- the infl ux of 120,000 cross-border workers every chief to work together under the same, single roof. day; and people have ready access to TV, radio and “TV, radio and Web-based activities are planned press in neighbouring countries. concurrently and we add the sale of advertising packages to that,” Alain Berwick goes on. In RTL Lëtzebuerg fi nds itself having to also fulfi l a addition, since ratings are only measured twice public-service mission. “This is why RTL Lëtzebuerg a year in Luxembourg, the RTL family regularly aims to reach the broadest possible audience,” conducts in-depth quality polls and then Alain Berwick explains. “To that end, RTL’s media immediately implements any changes that may bank on their proximity to local consumers and be required. “RTL is a leader with the mindset of a on a strategic approach that draws on synergies challenger. Our streamlined team of around between different media and the complementary 100 people is constantly striving to maintain our nature of RTL’s television, radio, new media and audiences and boost our profi ts whilst also advertising activities.” In such a tight market delivering content of general interest that will keep exposed to fi erce competition from foreign national our audience satisfi ed,” Berwick notes. channels, this concept enables RTL Lëtzebuerg to roll out and exploit content on various media while The hit talent show The One is an excellent example at the same time deploying its brand’s considerable of how RTL Lëtzebuerg produces its own formats, which are then rolled out on different RTL Lëtzebuerg daily reach in 2011/12 (%) media. At The One auditions, (Monday-Sunday / Lux. 12+) members of the jury, listening blind, have to single out the most 82.4% tns 2011 tns 2012 82.4% outstanding talents who then each record one song. These songs are subsequently aired on the radio – on RTL Radio Lëtzebuerg and 58.1% 56.1% its smaller sister station Eldoradio – and listeners are invited to vote on them. Members of the public can also use a dedicated mobile 37.9% 37.3% application to listen to the songs, download them and vote by text 23.7% 20.4% message. The most popular singers 19.5% 18.5% emerging from the vote then perform live on stage, showing their faces 9.2%8.7% for the fi rst time in the grand fi nale, 2.4% 2.8% 3.0% 2.5% which is broadcast live and uncut on RTL Télé Lëtzebuerg. “We sought an entertainment format that would combine the strengths of our three RTL.lu RTL.lu media: television, the radio and the Eldoradio RTL Family* RTL den 2.ten RTL den 2.ten RTL Mobile RTL Télé Lëtz. RTL RTL Radio Lëtz. RTL Next > RTL Die besten Hits RTL RTL TV via Internet & RTL 5 Internet. By playing on the singers’ anonymity, we thought that radio and the Internet would create the requisite buzz,” Berwick explains. “The One has turned out to be a low-budget cross-platform format that has made a real impression on audiences. The One provided RTL with exclusive content for nine weeks and culminated in the year’s greatest moment in local TV enter- tainment,” he says contentedly. On 17 September, RTL Télé Lëtzebuerg opened its autumn season with a new programme scheduled characterised by Blind auditions for The One continuity and – still on a roll from a promising debut – cross-platform interactivity. Among others, Comeback (airing at 19:00 on Fridays starting 28 September) is a totally new kind of fi ctional reality sitcom. Each episode will be shot a week before its release, so that the audience can respond via the RTL.lu website, Facebook, or directly on the fi lm set. The production will adjust to the audience feedback and will also include elements related to topical news and national events in the storyline. Comeback, RTL’s new fi ctional reality sitcom ABOUT THE ONE Period: 7 April to 10 June 2012 (9 weeks) Media: RTL Radio Lëtzebuerg, RTL Télé Lëtzebuerg, Eldoradio, App The One, the-one.lu Casting results: 250 contestants Voting results: 80,000 SMS, 5,000 live votes via IPTV I-Tunes downloads: 3,000 songs App downloads: 5,000 (I-Phone) Web results: 50,000 visits, 450,000 page impressions Audience results: 100,000 viewers 12+ (Final show, TNS-iLRES) Next > 6 ABOUT THE RTL FAMILY IN LUXEMBOURG RTL Télé Lëtzebuerg broadcasts a schedule of varied programmes and is undoubtedly Luxembourg’s foremost TV channel. In 2011, RTL Télé Lëtzebuerg scored a prime time audience share of 47.7 per cent among Luxembourgish viewers, aged 12 and over. Den 2. RTL is the second channel of RTL Lëtzebuerg, which offers a mix of repeats of the top programmes, weekly magazines and live sporting events. RTL Radio Lëtzebuerg is the radio station of choice for most inhabitants, with a new record of 200,000 listeners each weekday in 2011 – a daily reach of 58.1 per cent. Eldoradio is the radio number 2 in Luxembourg and the most popular music station for the younger audience, with around 80,.000 listeners per day. RTL Newmedia is RTL Lëtzebuerg’s digital entity. The RTL.lu portal is the country’s most visited website, achieving a daily reach of 19.5 per cent in 2011. On the mobile platform, RTL has launched several mobile apps for the I-Phone, I-Pad and Android devices. The RTL apps, recording over 200,000 downloads, are among the most downloaded applications in Luxembourg. 7 INTO THE FUTURE WITH CREATIVITY AND INNOVATION Bertelsmann / RTL Group At last week’s Bertelsmann Management Meeting, Anke Schäferkordt and Gail Rebuck highlighted the importance of continued investments in Bertelsmann’s creative core businesses. Guillaume de Posch explained how digitisation effects the TV business, while Cécile Frot-Coutaz spoke about opportunities for FremantleMedia. In addition, Bibiane Godfroid, Thomas Valentin and Bert Habets were honoured with the Bertelsmann Award for Outstanding Entrepreneurial Achievements. Gütersloh – 12/13 September 2012 After Bertelsmann CEO Thomas Rabe opened the Management Meeting in Gütersloh by outlining the four strategic priorities that the top 500 executives would focus on that day and the next, it was the task of Anke Schäferkordt, member of the Bertelsmann Executive Board and Co-CEO of RTL Group, and Gail Rebuck, Chair & CEO of Random House Group UK and member of Bertelsmann’s Group Management Anke Schäferkordt at the Bertelsmann Committee, to take a closer look at the future of Bertelsmann’s core Management Meeting businesses in the fi rst part of the programme.