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Extending Beyond the TV Screen David Luner on Fremantlemedia Enterprises’ Digital Strategy

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Extending Beyond the TV Screen David Luner on Fremantlemedia Enterprises’ Digital Strategy 24 June 2010 week 25 Extending beyond the TV screen David Luner on FremantleMedia Enterprises’ digital strategy Germany United Kingdom ‘RTL – Wir helfen Kindern’ Five invites the boss to dinner with a new logo France France M6 crowns a Nouvelle Star RTL Radio remembers Charles de Gaulle week 25 the RTL Group intranet 24 June 2010 week 25 Cover: Montage with a FremantleMedia app on a smartphone Extending beyond the TV screen 2 David Luner on FremantleMedia Enterprises’ digital strategy Germany United Kingdom ‘RTL – Wir helfen Kindern’ Five invites the boss to dinner with a new logo France France M6 crowns a Nouvelle Star RTL Radio remembers Charles de Gaulle week 25 the RTL Group intranet ‘Combine something familiar with something new’ Based on its broad catalogue of brands, FremantleMedia Enterprises recently published several apps for mobile devices and Facebook. David Luner explains the strategy behind this move. David Luner United States / United Kingdom - 24 June 2010 Viewer behaviour has changed immensely with new content added every week. In fewer over recent years. As digitisation increases, than 30 days, the game registered more than consumers become more mobile and expect 1 million unique players. that their favourite content is available to them anywhere and at all times. With its broad range of With all these releases and successes, products, FremantleMedia Enterprises (FME) Backstage took the opportunity to ask David sees it as part of its job to extend the formats Luner, Senior Vice President of Interactive beyond the TV screen and bring them to and Consumer Products at FremantleMedia consumers via apps or games. Enterprises North America, about the underlying strategy. Numerous products have already been published this year – and earlier this month, FME announced plans to develop a console game based on the popular talent show The X Factor. With versions for the Xbox 360, Wii and PlaySta- tion3, the game will be available from October 2010 in multiple languages in numerous European territories where the show is made, including the United Kingdom, France, Belgium, Luxembourg, the Netherlands, Italy, Germany, Denmark, Finland, Iceland, Norway and Sweden. However, the FME portfolio also includes apps for mobile devices like the iPhone to accom- Family Feud on Facebook pany such popular formats as American Idol, Merlin, The Price Is Right and Family Feud. Recently you added iPhone and iPad apps, This spring, FME also published a Family Facebook games, as well as new console Feud app for the social network Facebook. The games to your portfolio. How do you choose Facebook version of Family Feud encourages the different platforms? players to give the most popular responses to We are very proactive in making sure that we are survey questions previously posed to 100 aware of all new gaming platforms in develop- people. Players can then earn huge bonuses if ment, whether they are online, mobile or console their Facebook friends help them reach a certain based. We then look for companies that have level in the famed “Fast Money” round. There the infrastructure and knowledge to not only are over 11,000 survey questions in the game, build the best games for these platforms, but that 3 week 25 the RTL Group intranet have the right relationships to secure placement, distribution and marketing for the games. What’s the strategy behind these gaming extensions? The strategy is relatively simple, and has proven to be both replicable and successful. We regu- larly pitch our evergreen game show brands as familiar and comfortable ’gateway‘ brands for us- ers to experience a new technology. The combi- nation of something familiar with something new is a magical combination that has worked across a variety of gaming platforms. Family Feud is also available for consoles and PC… Do you also liaise with other RTL Group com- panies to facilitate releases or to be part of an overall strategy? Yes, we do work closely with FremantleMedia North America and the other production compa- nies to ensure the integrity of the games, and coordinate marketing efforts where possible. What’s the most popular game you’ve published so far? We have had tremendous success with our game shows across most platforms, but the two most high-profile successes would have to be The Price Is Right iPhone game and the Family Feud Facebook game. An external industry analyst estimated that Version One of …just like The Price Is Right… The Price is Right iPhone app game was the top show, but rather transfer the brand essence and entertainment branded app in 2009. key brand and gaming elements into the platform in the most user-friendly manner. Each game is The Family Feud Facebook game currently has an exercise in maximising the brand value and 7 million monthly active unique users, and 1.5 platform features. million daily active users. This ranks the game as the number 38 most popular Facebook game, What’s coming up next? and by far the most successful branded enter- Our next big branded release is The Price Is tainment game on Facebook. Right Facebook game, which is set for launch on 28 June. On the heels of that release, we are What kind of format is best suited to digital excited about the launch of non-branded intel- extension? lectual property games that we have taken an Game Shows are the perfect format for any investment position in. We expect our first two type of gaming, because they have an inherent games to launch between July and August of this “game-play” to them. In addition, it is relatively year. easier to deliver on consumer expectations and gain marketing momentum with familiar TV titles. What’s the challenge in transferring a TV brand to other platforms? The biggest challenge is having the creativity and flexibility to re-interpret classic game shows to fit within the platform limitations that are inher- ent in each type of new gaming. It is important to note that we are not trying to replicate the TV …which is also available on iPhone 4 week 25 the RTL Group intranet Everything’s new at ‘RTL – Wir helfen Kindern’ RTL Television has provided relief for children in need in Germany and around the world. The broadcaster’s charity activities now have a new logo. The new logo Germany - 21 June 2010 The channel’s extraordinary charity efforts This year, Xavier Naidoo joins ‘RTL – Wir helfen include a dedicated foundation and the Kindern’ as a new mentor. The successful RTL-Spendenmarathon telethon with Wolfram musician is committed to constructing an ‘RTL Kons. With the first broadcast in 1996 it Kinderhaus’ in his hometown, Mannheim. Funds is the longest-running charity show on raised during the RTL-Spendenmarathon in German television. “The ‘RTL – Wir helfen November 2010 will be used to expand the Kindern’ foundation works year-round for existing ‘Aufwind-Mannheim’ facility into an children who need our help. We want to bring this ‘RTL Kinderhaus’. This would secure adequate to our viewers’ attention and be as omnipresent after-school care and support of the region’s with our relief projects as we are with our big children (lunch, homework tutoring, creative RTL-Spendenmarathon telethon in November,” recreational offerings) for the next three years. declares Anke Schäferkordt, RTL Television There are currently ten ‘RTL Kinderhaus’ CEO and Chair of the ‘RTL – Wir helfen Kindern’ facilities across Germany, in cities including foundation. This week, RTL Television presented Cologne and Wolfsburg. More such centres for a new logo and a trailer campaign. socially disadvantaged children are to be added over the next few years. Since its very first charity activity RTL has paid for all administrative, personnel and production costs. As a result, each donation can be passed along by the Stiftung RTL foundation to the selected children’s relief projects, without deducting a single cent. To date more than EUR 78 million have gone to fund hundreds of children’s aid projects in German and abroad. Watch the trailer on Xavier Naidoo (center), mentor of the ‘RTL Kinderhaus’ in Mannheim Backstage 5 week 25 the RTL Group intranet “A colourful and flavourful year full of emotions” Out of 30,000 contestants, only one remained: Luce has been crowned winner of the eighth season of Nouvelle Star. Luce France - 18 June 2010 When she signed up to take part in Nouvelle Once the verdict was reached, Luce took some Star, 20 year-old Luce made a bet with her time to realise what had just happened: “I feel friends: wearing a black fake moustache, like this isn’t true. I wasn’t expecting it at all. It’s she hoped to appear on the “unforgettables”, like a dream. Most of all I am very touched, very a hilarious segment for viewers that sums up the moved by all these tokens of support. François best of the worst singers of the year on video. and I met during the course of the competition. But then, destiny decided differently. Luce, who He’s the one who has made the most progress. admits to “never having sung anywhere other He is someone who deserves the very best… than my bathroom”, never ceased to charm the I want to make music, music that is human and viewers and judges with her unconventional and that I can relate to,” she confided to presenter unique performances. On 16 June, she displayed Virginie Guilhaume. her talent with her interpretation of the songs Je dis aime, by the singer M, Mad About You, by Thanks to the audience, the young singer won Hooverphonic, and especially Ne me quitte pas the right to sign a contract with a major record by Jacques Brel, for which she received honours company to record her first album.
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