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25 June 2009

week 26

New Fun Jochen Starke explains RTL II’s new brand attitude

Germany Antonia Rados reporting TalkbackThames opens from Iran production in Scotland

France Croatia Bibiane Godefroid on new A new idol emerges from programmes for M6 Hrvatska trazi zvijezdu COVER: Marketing poster to promote RTL II’s new look (excerpt)

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“Taking another step forward” As RTL II is sharpening its channel profile, Backstage spoke with Jochen Starke about the repositioning of the TV brand. Jochen Starke - 26 June 2009

Based on the Roland Berger Brand Profiler, Profiler is the most successful methodology for currently the most successful method for deve- developing brand and marketing strategies, loping brand and marketing strategies, and a and looks at the basic values and needs of study on “Fun” by the HumanLink Agentur für customers and brands as part of a holistic Verhaltensforschung (HumanLink Agency for value system. The particular challenge lay in Ethology), RTL II has developed a new, sharper analysing and interpreting this for the media positioning. Outwardly this is represented by a market and specifically the TV market. new logo and the claim ‘it’s fun’. In addition to Roland Berger, we commissioned The claim represents the TV channel’s new the HumanLink institute’s Christiane Tramitz, a attitude. Fun stands for lightness, joy and noted behavioural researcher, to investigate the everything positive in life and serves as both a basics of the theme of fun and above all the slogan and an all-encompassing bracket for associated media usage behaviour. We gathe- brand communications. The basic idea of a red the results from both research approaches positive, lively attitude is also reflected in the and applied them to our brand and the TV programmes. RTL II is pure funtainment. market. Carsten Molis developed ‘it’s fun’ in

The channel has also appointed its first ‘Fun Ambassador’ – musician Lady Gaga, whose new song Love Game is the first official RTL II ‘it’s fun’ sound. A video specially produced in Canada by RTL II, along with adverts and Internet integration, complete the cooperation with the top act.

The new brand attitude and design officially launches on-air on 28 June 2009 on Welt der Wunder. Its introduction will be accompanied by a major on- and off-air marketing campaign. In the lead-up to the launch, Backstage spoke with Jochen Starke, Managing Director of RTL II, about the new design and the channel’s new attitude.

Mr. Starke, what is the rationale behind the new look? The initial spark was the debate about the Roland Berger Brand Profiler as an analytical tool for RTL II’s future positioning. The RB

RTL II’s poster campaign 3 week 26 the RTL Group intranet

close cooperation with Opium Effect. The result is a well-positioned brand which will give viewers and advertisers a lot of fun and enjoy- ment.

So ‘it’s fun’ is the TV channel’s new attitude. The attribute of fun fits perfectly into the current social environment. Fun stands for lightness, joy and everything positive in life and is both a slogan and a bracket for all brand communica- tions.

What communications measures are supporting the launch? All communications measures are systemati- cally centred around the theme of fun. The new look launches on-air on 28 June 2009 on Welt der Wunder. Presenter Hendrik Hey will explain the power of brands using RTL II, its new claim and the channel’s distinctive design as an example, and declare the official launch of ‘it’s fun’.

One of the channel’s most extensive adverti- sing campaigns begins in July. Twelve different advertising motifs will appear in magazines and major . Our logo will appear in the ads as a fresh and innovative three-dimensio- nal shape in five different colours: purple, azure, orange, red and lemon. Apart from the brilliant visuals, the campaign is also remarka- ble for its cost effectiveness. We carried out this development as part of our normal marke- ting cycle and achieved it without a big budget – good things don’t have to be expensive.

One surprise is the collaboration with Lady Gaga. What’s the story behind this? This is a real highlight. We managed to get the trendy megastar for the cooperation as RTL II’s first ‘Fun Ambassador’. She is celebrating worldwide chart successes with Poker Face – it was number one in the US, UK and Germany – and basically personifies pure joie de vivre and fun. She will deliver the statement “RTL II, it’s fun” on-air on a trailer specially made by us. Her new song Love Game will also be the first official RTL II ‘it’s fun’ sound. It will help us convey the channel’s positive attitude to the outside world, making it the perfect RTL II ‘it’s It’s fun posters campaign fun’ endorsement.

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What goals do you hope to achieve with the relaunch? The time had come for RTL II to take another step forward. ‘it’s fun’ will make the channel clearly distinguishable from the competition and raise our profile.

We have come to know even more about the lives and values of our consumer audience, and are aligning the brand communications, programmes and marketing more effectively to our audience structure and their wishes.

How will your sharpened profile affect RTL II’s programming? The basic idea of a positive, lively attitude has long been reflected in our programming. Hence, programmes like Zuhause im Glück – Unser Einzug in ein neues Leben, Big Brother, The Dome and Grip – Das Motormagazin are already successful formats associated with the attributes of fun and entertainment in their best form. This programming will be further honed and consistently expanded, as proven for example by the new episodes of Kochprofis “Life has a purpose: it’s fun.” and the new format Baustelle Liebe. ‘it’s fun’ will also play a major role in future purchases, of course.

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Antonia Rados on the situation in Iran The Middle East expert Antonia Rados explains the changes the country has witnessed since the presidential election. Antonia Rados Germany - 19 June 2009

Antonia Rados had been reporting for RTL How big is the split in the country? Television and N-TV from the Iranian capital, You could say that Iran is experiencing its worst Tehran, for two weeks – in television reports crisis for 30 years. Iran is divided into a and a separate blog at RTLaktuell.de. The Mussawi camp and an Ahmadinejad camp. The Middle East expert has visited the country positions taken in this greatest crisis of the frequently in recent years and is regarded as an Islamic Republic seem to be irreconcilable. The authority on the political and social conditions big question is how the two sides can now be there. In an RTL Television interview, the multi- brought together under a common denomina- award-winning reporter describes the current tor. Both camps are not monolithic blocks. And situation on the streets and the changes the Mussawi himself is not really a strict proponent country has experienced since the presidential of political openness, even if he is described as election. Meanwhile, Antonia Rados had to a political reformer. leave the country as her visa had expired. How long will the demonstrators keep it up Ms. Rados, what is the current situation on in your opinion? the streets of Tehran? That is hard to predict. But the protesters won’t On the sixth day of the demonstrations it has disappear from the streets from one day to the become something of a ritual: The opposition, next; there are too many of them for that to Mussawi supporters, call an illegal protest and happen. Many here fear that there may be thousands turn up. Usually, the main large-scale bloodshed. Preventing this is the demonstration proceeds relatively peacefully; priority right now. the police hardly arrest anyone. The real trouble always begins after nightfall, when the Was the vehemence of the protests militia of the Islamic Youth, armed with batons, predictable after the election results were violently drive off the remaining young announced? protesters. Even some time ago, as reporters in Iran, we constantly heard very critical voices. The Does this intimidation have any effect? Iranians don’t mince their words. Unrest has Thousands upon thousands show up for the become increasingly fierce over the last few demonstrations every day. The people we years, especially among young women speak to assure us that they are no longer regarding their clothes, and now the barrel of afraid – they’re very clear on this. discontent has begun to overflow, so to speak. 6 week 26 the RTL Group intranet

It will depend on the very robust institutions of How keenly are you feeling the media res- the state apparatus, which currently appear to trictions in practice? be very concerned about the situation and are As international journalists we are having great seeking a solution. difficulties in reporting. But let’s not forget that the Iranian journalists are the ones who have Will there still be a run-off or even new the real difficulties. Personally, I haven’t been elections in the end? threatened by anyone. But that doesn’t mean I don’t think so; that would be too great a loss that threats against journalists don’t exist. of face for Ahmadinejad and Iran’s supreme I have had my camera taken off me, my leader Ayatollah Ali Khamenei. But who knows, pictures censored, and they even tried to take in Iran there are always surprises. A week ago, away my press ID. We’ve experienced the no one would have dared predict this outburst whole range of prohibitions, warnings and of resentment and dissatisfaction among interventions. young people and even housewives. How do you structure your daily work To what extent will the turmoil change routine given the tense situation? Iranian society in the long-term? To imagine that you could organize your days There is virtually no way back now. Iran is no around a filming schedule at the moment would longer what it was ten days ago. Its society has be absurd. But I didn’t come here to just sit changed dramatically. Many, many people have around in a hotel room. simply crossed this threshold of fear and no longer want to leave the path they are on. The Islamic militia’s gangs of thugs have shown a worrying development. Every time we journa- lists film their violent assaults, the censors are particularly alert.

Do you have to submit each of your reports in advance? Nothing is absolutely clear because the politi- cal situation is very much in flux. No one knows what the guidelines are exactly, as they are constantly changing. As a result, there are some very small areas of freedom in which we can work. It is very difficult, but we try to do what we can. We came to Iran in order to provide information and work properly, and that’s exactly what we are doing. Antonia Rados

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Learning English the easy way Super RTL has signed a cooperation with the LearnKids Internet platform, which specialises in ‘live’ English lessons for primary school-aged children. Learning English with laptop and headset Germany - 24 June 2009

At LearnKids.de, 5- to 11-year-old schoolchil- “Our experience has shown that children learn dren enter a virtual classroom, where they are much faster with LearnKids than in school,” instructed by an experienced native speaker – reports Sushel Bijganath, Managing Director live, wherever the children happen to be, and and founder of LearnShip Networks. “The using all the features that make it easier to multimedia learning environment, with a head- effectively learn a foreign language. set and computer, and the interactive, child- friendly lessons are both a challenge and an Lessons are taught one on one or in small encouragement to the kids. We’ve found that groups; each lesson is 35 minutes. The parents are usually quite surprised by their teaching materials take their cue from the children’s progress.” curricula at the primary schools. The students have the option of participating via webcam and headset or phone. At the beginning, the language ability of each child is determined in a free sample lesson. Afterwards, the students are assigned to the appropriate level of difficul- ty. The “Personal” section on LearnKids helps parents remain up to date about their children’s learning progress.

Claude Schmit, Managing Director of Super RTL, says: “Super RTL could only become the success it is as a broadcaster and media company because we never made the mistake of underestimating children. We know what they are capable of when knowledge is com- municated to them in an age-appropriate, entertaining way. So we’re not surprised that the innovative LearnKids concept was an immediate match for us. Children find it easy to learn foreign languages. The earlier they start, the more naturally they handle them.” Learning by listening

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Anywhere, anytime For the first time, selected formats of the video portal RTL Now are included as video-on-demand. Browsing Mobilevideo..de with a mobile Germany - 25 June 2009

RTL Interactive has expanded the offer of the Matthias Büchs, Member of the Board and German station RTL for the mobile Internet: Divisional Head Online and Mobile at RTL more than 800 new RTL web clips are available Interactive: “Attractive, professionally produ- per month. Fans of the RTL daily soaps Gute ced video content is increasingly in demand on Zeiten, schlechte Zeiten, Unter uns, and Alles mobile end devices. We still see enormous was zählt can access complete episodes of potential in this segment especially for our their favorite series via mobile Internet. As is advertising partners.” the case with RTLnow.de, users can watch the episode before it is broadcast on television The videos can be viewed in the category RTL (PreTV) or chose episodes from the archive. In mobile video, which comprises all video offers addition, RTL Aktuell and Exclusiv – Das Star and can be directly accessed at Magazin are available in full length. Mobilevideo.rtl.de.

UFA Sports to market junior footballers The German Football Association has granted the national TV and media rights for international matches played by Germany’s junior national football teams to UFA Sports for the next two years. Germany - 24 June 2009

After closing its marketing deal with FC St. The UFA Sports rights agency was originally Pauli in May, the UFA Sports rights agency has established in 1988, as a wholly owned now secured another football property. The subsidiary of the UFA group, which was package includes the qualifying games for the merged into CLT-UFA in 1997, and later into the U21 European Championship 2011 in newly created RTL Group in 2000. Through a and all international U21 matches played in series of mergers and transactions, the former Germany through 2011. The rights package UFA Sports became a major part of what today also encompasses three U20 and two U19 is known as the Sportfive Group. In November international matches per season. The U21 2006, RTL Group sold its 25 per cent stake in European Championship that has been Sportfive to the French media conglomerate underway in Sweden since Monday is current- Lagardère. RTL Group returned to sports rights ly being broadcast by the public broadcaster marketing in April 2008 with the newly founded ZDF for the first time. UFA Sports.

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“Dîner is a baby I look after every morning.” Bibiane Godefroid, Director of Programming at M6, gave an interview to Le Point last Thursday. Bibiane Godefroid France - 22 June 2009

In this extensive interview, she remarked on the As for US series, NCIS is still the network’s success of the previous season and also blockbuster hit, but audiences for Bones, revealed the strong points of an autumn debut which have sometimes surpassed audience notably marked by the launch of an all-new figures for CSI, “augur well” for the Programme evening programme with a presenter, a Director. Bibiane Godefroid is pleased about first for the network which up until then broad- the arrival of a spin-off series, NCIS Los cast its Six minutes show in images. Angeles (on air in 2010) as well as the series Lie to Me, which winds up in an already well-lined The anchor of the new evening news pocket. As for French fiction, Bibiane Godefroid programme on M6 will be a well-known face of announces that the comedy series Les Bougon the channel, Claire Barsacq. The 29 year-old will continue with six new episodes and that the holds a degree of the Ecole supérieure de network did not get its fingers burned due to journalisme Paris and is currently presenter of the failure of the French series Paris 16e. On the information magazine Zone Interdite. the contrary, she says, “We continue. In autumn Bibiane Godefroid explained that the network you’ll find a new series, l’Internat with Laure would be satisfied if the new news achieved the Marsac, Bernadette Laffont and Rufus. I really same audience shares at the start as Six believe in it! The series is based on the concept minutes (12 per cent), subsequently seeing an of ‘group viewing,’ that is, a programme that increase in audiences over time as the news brings together adult and children viewers at show becomes a regular habit for the French. the same time. It’s a story somewhere between And while Six minutes achieves very good Harry Potter with its aspect of mystery and Les scores with viewers age 25 to 34, the new news Disparus de Saint-Agil.” programme is also out to charm viewers age 35 to 49. She adds that the “news on M6 will go Finally, the Programme Director predicts that on the air at 19:45 and will be 17 minutes long.” the coaching genre “is evolving and corres- ponds more than ever to the expectations of Le Point reviewed the season’s hit show, Un our society.” She reveals that, “the next trend dîner presque parfait, which performed consists of showing programmes that remain faultlessly. Could the format become positive in the sense of offering solutions to wearisome to viewers? Bibiane Godefroid solve problems.” The ecology is also of interest refutes this. “We have come back to an audien- to M6, which is why, along with Capital, Guy ce share of some 19 per cent among viewers Lagache will be presenting a new information aged 4 and above and some 35 per cent programme in this domain. audience shares among housewives under 50. Dîner is a baby I look after every morning! We should also salute the excellent performance of 100% Mag at 19:00.”

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Parlez-vous anglais ? M6 offers viewers programmes in the French language version or original version with subtitles. Desperate Housewives France - 19 June 2009

This new function is free and available on digital networks (cable, satellite, ADSL and DTT) for M6 in Standard Definition and High Definition. It encompasses not only most international TV series but also many of the films and made-for-TV films that are broadcast.

As an example, fans of US series will find the original subtitled version of the new Season 4 of Desperate Housewives on 23 June, followed by the fifth season of Nip/Tuck. This development is indicative of M6’s ongoing concern with improving the quality of service offered to its audiences.

Nip/Tuck

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Heading for Scotland is opening a production base in Glasgow. The first commission will be the Saturday night hit Hole In The Wall for BBC One. Hole In The Wall United Kingdom - 19 June 2009

Talkback Thames has recruited May Miller, As part of Talkback Thames’ commitment to former Creative Director of Arts and Factual Scotland, the company has donated GBP Entertainment at BBC Scotland, as Head of 8,000 in support of a scholarship on the new Talkback Thames Scotland and Jane Quigley, Master of Arts in Television Fiction Writing former Head of Jones the Film, Scotland, as course being delivered by the Cultural Business Head of Production for Talkback Thames Division at Glasgow Caledonian University. Scotland. They will run the day to day opera- tions reporting to and Sara Hole In The Wall, which proved such a popular Geater and will work closely with the Talkback hit with all the family last year, will be presented Thames editorial teams. The office is currently by former team captain and Strictly Come located at STV in Glasgow. The first produc- Dancing star Anton Du Beke. Joining Anton are tion, Hole In The Wall, will be filmed at BBC team captains, former I’m A Celebrity winner Pacific Key, Glasgow. Joe Swash and Austin Healey, who will bravely don the now-famous silver Lycra suit and head Lorraine Heggessey, Talkback Thames CEO, a team of two well-known names, in a compe- said: “This is an exciting move for Talkback tition to see who gets through the “hole in the Thames. The UK production industry has been wall”. far too -centric for far too long and we are committed to nurturing talent from Scotland. We are really excited about Hole In The Wall and are already developing a range of other programme ideas that would work from there.”

Talkback Thames has accepted a Regional Selective Assistance grant offer of GBP 75,000 from the Scottish Government to assist in setting up the office and is working closely with Scottish Development International, who continue to provide essential advice and logistical support. Enterprise Minister, Jim Mather said: “Talkback Thames’ decision to expand its operations here is excellent news for the Glasgow economy. I wish all at Talkback Thames every success for the future.”

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Mountains in peril The ninth Expédition RTL went to the summits of Mont Blanc to investigate the melting of the glaciers. The Bossons glacier shrinks 30 metres per year France - 24 June 2009

It’s the last expedition in a season that has For its fourth day of investigation, L’Expédition seen the station’s special correspondents head RTL went to meet the players in the Mont Blanc all around the globe to take the pulse of a town who are working to help the environment. planet in full transformation. For example, as one tough measure, there is a plan to reduce greenhouse gases that must be This Expédition RTL started in Chamonix, a implemented in the next three years. town of 11,000 inhabitants. Nestled at the foot The inhabitants will have to change their habits, of Mont Blanc, it is deemed the world capital of heat differently and use public transit. Eco-tou- mountain climbing. The tallest summit in rism is encouraged and the Mont Blanc town Europe reaches 4,810 metres at its highest aims to be “greener” than ever – without a point. Being the third most visited natural site in doubt it will be an example for many other the world, the area is also threatened by many towns to emulate. dangers, including overcrowding, pollution and global warming. Indeed, every summer more The last two days were to be dedicated to than 20,000 people try to scale this mythical ascending Mont Blanc, after a week of intense mountain peak. On air, special correspondent physical preparation for Stéphane and Loïc, Stéphane Carpentier drew listeners’ attention seasoned athletes but novices when it comes to the problem of the rubbish left behind by the to the mountain. Their goal: plant an RTL flag at occasional mountain climber who lacks respect the summit, a meaningful gesture to end the for the mountain. series of expeditions. The elements dictated otherwise: unfavourable weather (winds at 80 Glaciologists have confirmed that rising tempe- km per hour, visibility reduced to zero, freezing ratures over the years are causing the glaciers temperatures) prevented the reporter and to melt. There are four in the area, including the sound recordist from leaving their refuge at Bossons glacier, which is losing ground each Goûter to climb the last thousand metres. On year. It’s the same story for the “Sea of Ice”, the the air, Stéphane confesses that he is “a little, largest glacier in France, which is shrinking by no, a lot, no, enormously disappointed”, but 5 metres each year. The guides who are that it was only a partial surrender. The questioned by Stéphane Carpentier are message was strongly conveyed RTL Radio worried, and they no longer recognize their France’s listeners. mountains. Avid readers of adventures and environmental topics, can (re)read the journalists’ logbooks on RTL.fr.

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Always at hand RTL Belgium, acting in partnership with KPN Group, unveiled a brand new content and mobile package for mobile phones. Germany - 25 June 2009

Allo RTL is ideal for all fans of the channel’s During the summer months, news, series and competitions, who can now RTL Belgium will deploy phase have their favourite programmes at hand anyti- one of a major communications me, anywhere on their mobile phone…and all campaign highlighting the new at a matchless price. package. That campaign is being backed by prominent See RTL Belgium says its package is exceptional. faces from RTL-TVI and Bel There are three different pricing formulas asso- RTL, with Julie Taton, www.allortl.be ciated with exclusive benefits. The result is a Jean-Michel Zecca, Sandrine perfect marriage between the media and tele- Corman and Alain Simons all communications. Studio, the prepaid option, acting as brand ambassadors. In with no commitment over time, starts at EUR 5 this way, RTL Belgium will shore up its and offers 27 minutes of access or 41 text policy of proximity to its audience, using a messages. At the same time there are two supplier which has developed successfully by possible subscriptions, called Plateau and pursuing a multi-brand strategy of close-knit, Duplex. Each of these three formulas is constructive partnerships that are enabling it to complemented by the ‘Allo RTL suitcase’, shift its focus from telecommunications to doubling the value of calls made to Allo RTL communication. clients, and by options enabling the personali- sation of the selected formula.

The Allo RTL service is not limited to mobile telephony. The reason for creating it – and the feature that makes it so original – is the availa- bility of a number of exclusive advantages: being notified about competitions and pro- gramme castings, being the first to receive information about TV events, having access to ringtones, logos, goodies and the day’s news, traffic news and much, much more... All this is possible for free, via the website www.allortl.be.

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Croatia found its Idol Bojan Jambrosic was crowned the winner of the music show Hrvatska trazi zvijezdu, which was the highest-rated programme of the day. Bojan Jambrosic, Winner of Croatian Idol Croatia - 25 June 2009

It was a nation’s event. In the first part of the programme on 19 June, 44.3 per cent of viewers tuned in to RTL Televizija, while the final decision was seen by 48.7 per cent in the target group of viewers 14 to 49.

23-year-old Bojan Jambrosic won the hearts of the Croatian audience with his refined perfor- mances and the charm of a young man who knows how to seduce the camera and the fans. What separated him from other candidates was his extraordinary voice, with which he sang Josh Groban’s You Raise Me Up, Jacques Houdek’s Duzna si mi and the winning song Ne govori da me znas, written by Ante Pecotic, which he performed in a pop arrangement.

The spectacular environment of the final show inspired Bojan to put a final mark on his future Croatian musical celebrity status in front of the Zoran Misic jury – consisting of Toni Cetinski, one of the most popular Croatian singers, fado singer “When they said my name, first I went pale Jelena Radan and Goran Lisica Fox, Manager because I was certain Zoki would win, since he and Owner of Dallas Records – as well as the was a favourite of mine ever since the show fanatic fans throughout the whole Croatian began. I’m sure that Zoran and I will both have public. successful musical careers in our respective musical genres,” said Bojan, who has won a 100,000 viewers voted for their favourites contract and the recording of an album. during the night of the decision. The winning difference for Bojan was less than 50 votes, The first season of Hrvatska trazi zvijezdu (Idols) testimony to the fact that both candidates were was the talk of the entire county. From on the same level. Bojan received 50.1 per cent shopkeepers to businessmen, everybody was of votes, Zoran Misic won only slightly less, commenting on the show. A top production, 49.9 per cent. excellent candidates, with excellent results – on average, the 18 shows were watched by 32.1 per cent of all viewers. Hrvatska trazi zvijezdu will continue: auditions for the second season 15 week 26 the RTL Group intranet

Die Küchenchefs get cooking on Vox Chefs Martin Baudrexel, Mario Kotaska and Ralf Zacherl have been busy filming the new programme Die Küchenchefs since last week. Germany - 19 June 2009

Bringing magic to the US Taking the coveted prime time slot of 20.00 on NBC on Sundays, Merlin, which is distributed by FremantleMedia Enterprises, is the first UK drama to air in US prime time in more than 30 years. United Kingdom - 19 June 2009

The listeners’ choice On 18 June, Bel RTL and the city of Soignies joined to present the 6th edition of the “Octaves de la musique de la Communauté française”, the Belgian counterpart of France’s “Victoires”. Belgium - 22 June 2009

And the winner is... This year, RTL Television’s “Com.mit Award for Integration” goes to a schoolgirl from Saxony-Anhalt. Germany - 24 June 2009

Second season of Project Runway Philippines FremantleMedia’s Project Runway Philippines goes to air for its second season in August this year on Entertainment Central. Singapore - 24 June 2009

Find a job with the radio Three months after the first Job Creation Day (Journée pour l'emploi), RTL Radio France repeated its initiative on 22 June. Exactly 16,000 offers of employment have been posted on the website of the radio station and can be viewed until mid-July. France - 25 June 2009

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