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The Digital Wave How the RTL Group Digital TV Brands Have Been Established

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The Digital Wave How the RTL Group Digital TV Brands Have Been Established 11 December 2008 week 50 The digital wave How the RTL Group digital TV brands have been established Greece France Deal approved – M6 Web: more than 12 million Rick Spinner new CEO unique visitors in a month of Alpha Media Group United Kingdom Germany Farmers seek true Great prospects love on Five for handball fans COVER: Collage of different programmes broadcast on the digital channels. 2 week 50 the RTL Group intranet Most popular in the digital world Following some difficulties during the launch phase, digital channels are nowadays well established in different countries all over Europe. Backstage took the opportunity to review their history and look ahead into next year. RTL Group’s digital channels France / Germany / United Kingdom / Spain - 11 December 2008 In France, Groupe M6 launched its free DTT In 2007 it became the most popular DTT-only channel W9 in March 2005 as part of its strate- channel. The recipe to success is based on a gy of building a family of complementary chan- well-defined programme strategy. Instead of nels to secure market share in a multi-channel opting for a thematic or a niche approach, W9 TV world. W9 has been growing its market went for a wide variety of programmes inclu- share steadily throughout 2008, and in October ding series (The Simpsons, Prison Break, Kyle 2008 commanded a national audience share XY, Burn Notice), sports (European Football (age 4+) of 2.1 per cent, nearly twice last year’s Championship 2008), features and movies. The figure. second ingredient is the strong support from the M6 team, which has gotten even stronger “When it started out, as a project to create a since cross-promotion was approved in French complementary channel to M6, W9 looked like private television in 2008. a little M6, a channel for young people, offering attractive music and entertainment, as well as Benefiting from a solid foundation, W9 made series and movies,” said Christopher Baldelli, the most of the year 2008 to polish its own Head of M6’s digital channels. As more and identity: “80 per cent of our series and magazi- more French people became able to receive nes are specific to W9,” said Frédéric de the DTT channels, resulting in growing adverti- Vincelles, General Director of W9. W9 can also sing opportunities, W9 decided to broaden its be received free of charge via terrestrial anten- appeal, aiming for a wider age range and more na with an adapter. The channel took up the females. challenge of being available everywhere and The Directors of the French DTT channels (from left to right): Vincent Broussard (TF6, Série Club), Jacques Expert (Paris Première), Bertrand Delmas (M6 Thématique), Catherine Schöfer (Téva), Yann Geneste (M6 Music), Christopher Baldelli (M6 Digital channels), 3 Pierre Robert (W9) and Frédéric de Vincelles (W9). week 50 the RTL Group intranet since this autumn, W9 has been broadcasting Workdays starting 2 January, Passion will be via personal mobile television as well. showing the RTL daily soap Alles was zählt (All That Counts) as a preview every morning at Reflecting on the success of W9, Nicolas de 9:00. Fans will be treated to a special goodie Tavernost, Chairman of Groupe M6’s for starters: on New Year’s Eve and New Year’s Management Board, said in May 2008 : “When Day, Passion will broadcast the first 53 episo- the switchover from analogue to digital televi- des of the popular series. Starting 6 March sion is finalized in 2011 in France, we will esta- 2009, RTL Crime will air Murder by the Book – blish another channel. Our creed for growth is Real Thrillers, a gripping documentary series in the proper mix of channels – a bit like it is in which the world’s most famous crime authors Germany with RTL Television and Vox. You retell real murder cases that still haunt them. could say that W9 is our counterpart to Vox.” Spring marks the debut of a ten-part series cal- led Matrioshki – Slave Traders. Celebrity chef Besides the mini-generalist W9, Groupe M6’s Heston Blumenthal will be on air with In Search digital offer is rounded up by two digital thema- of Perfection again from 3 February, in an tic pay-TV channels: the ‘cheeky, demanding exclusive German premiere on RTL Living. and creative’ Paris Première as it describes Starting 18 February, Michael Palin will explore itself and the female channel Téva. The New Europe again. The Monty Python star and unmatched globetrotter sets off on his On 1 December 2006, Mediengruppe RTL latest adventure, travelling to 20 eastern Deutschland launched three new digital Pay-TV European countries where everything has channels: RTL Crime, RTL Living and Passion. changed in the past few years. RTL Crime presents an explosive mix of the most popular crime series on RTL Television, The free TV channels of Mediengruppe RTL international crime and action highlights, as Deutschland – RTL Television, Vox, N-TV, well as high-quality documentaries from the Super RTL and RTL II – can already be received real world of crime. RTL Living is full of ideas for via DTT in large sections of Germany. The an active life. It is devoted to topics like lifesty- switch from analogue terrestrial television to le, living, connoisseurship and travel. Passion, DTT will be completed towards the end of the a joint venture between RTL Television and UFA year. Then, free DTT reaches 90 per cent of the Film & TV Produktion, features top-notch tele- population. novelas, soaps and popular series, always cen- tring on larger-than-life emotions, passion and intrigues. “More than a third of the programmes shown are international top productions never before seen in the German-speaking countries. This means we offer our viewers real added value,” says Klaus Holtmann, Head of Special- Interest Digital Channels at RTL Television. “We want to show the most interesting programmes in the world. In this way, highlights find their way to German fans for the first time.” Five mil- lion households already subscribe to Mediengruppe RTL Deutschland’s digital spe- cial-interest channels. Passion and RTL Crime are among Top 5 German pay-TV channels in terms of reach. Around 800,000 households subscribe to RTL Living. Holtmann says: “We are proud of the fact that our special-interest digital channels have become established among the country’s leading pay-TV channels in such a short time. We’ve gotten more than two million households to subscribe since our launch.” Klaus Holtmann 4 week 50 the RTL Group intranet In the United Kingdom, Fiver and Five US just keep getting bigger and better. The refreshed Fiver is now home to some of the most ground- breaking commissioned and acquired pro- gramming including Best Friend Rehab, Sex and the City, Generation Sex and the internet drama sensation Sofia’s Diary. Fiver has also seen a year-on-year growth in share in an impressive 31 out of the 32 weeks since the channel’s refresh. Next year things will get bet- ter still with the arrival of The Sexy Ad Show, hosted by Olivia Lee plus the even bitchier ans- Hannah Barnes wer to America’s Next Top Model, Stylista and the glorious high camp of Step It Up And strong brand is needed, and that is not some- Dance. thing that can be created overnight.” Due to its limited reach, advertisers are not too keen to Not to be outdone, Five US has taken a 0.66 invest in DTT – but that’s no reason to be pes- per cent share of viewing in multi-channel simistic. “DTT can offer complementary and homes so far this year, meaning the channel’s innovative products because it reaches a criti- share is up 14 per cent – in total there are cal mass. DTT audiences are on the rise”, says 22.1 million multi-channel homes in the United Reichart. To finance the channels, apart from Kingdom. There will also be an exciting new advertising, Pay-DTT as seen in Germany look for the brand both on- and off-screen early might still be an option: “DTT enables diversifi- next year, and the channel will continue to be cation and that’s what the market should offer. the home of the best in hard-edged, high-qua- Pay-DTT should be an option.” lity and addictive US drama and films. Apart from being the most-watched DTT-chan- Hannah Barnes, Fiver and Five US Director of nel, Antena Neox has quite a few success sto- Programmes, said: “It’s been a great year for ries and milestones to report. The comedy Fiver and Five US. Fiver has rebranded and is series Impares was the first series produced younger, ruder and louder than before. We have exclusively for a digital channel, and in July a fresh new look for Five US to announce in the 2008 it reiterated its claim to history by beco- new year and a whole raft of new and exciting ming the first series to move from the digital to programming. It should make for another fan- the analogue realm. Antena Neox was the tastic year.” most-watched DTT channel of the month in 84.4 per cent of all months during the last three In Spain, Grupo Antena 3 launched its two digi- years. 75 per cent of the most-watched shows tal terrestrial TV channels Antena Neox and on all DTT channels are shows on those two Antena Nova in November 2005. Three years channels. The most-watched DTT-show in the later, and after changing the strategy for digital year to date was Antena Neox’ broadcast of channels in 2007, both channels are attracting Star Wars: Clone Wars on 28 November, which a total audience share of over one per cent in drew 2.18 per cent of the total audience mar- terms of overall audiences.
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