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Les Œufs D'or De La Télé-Réalité

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Les Œufs D'or De La Télé-Réalité REPÈRES ET TENDANCES AUDIOVISUEL Les œufs d’or de la télé-réalité YVES -M ARIE LABÉ * Lancée en France en 2001 avec « Loft Story », la rassembler le plus grand nombre télé-réalité est devenue une manne financière possible de téléspectateurs. pour les chaînes privées. Née aux Etats-Unis il y Le genre n’est pas si récent : il est né il y a déjà quelque trente ans. Le a dix ans, standardisée dans le concept d’émis - premier programme « historique » sion « Big Brother », puis déclinée dans une ving - de télé-réalité a émergé en 1973 aux L Etats-Unis, sur la chaîne publique taine de pays sur des thèmes et dans des PBS. Il empruntait alors au genre contextes divers, elle s’est particulièrement bien documentaire et, baptisé An Ameri - can Family, proposait de filmer sur acclimatée en France. Elargissant les fonction - une longue période la « vraie vie » nalités de la télévision et son rapport avec le de « vraies gens » – en l’occurrence, des anonymes sélectionnés selon public en jouant sur l’interactivité, elle représente divers critères liés au thème de pour les opérateurs une diversification très ren - l’émission – et de la raconter sur plusieurs épisodes. Cette série essai - table puisque, outre les recettes de publicité liées mera ensuite à travers plusieurs pays à ses scores d’audience, elle en crée d’autres à industriels, à commencer par la Grande-Bretagne, puis l’Australie. partir des appels des téléspectateurs, des ventes Par la suite, la BBC, devenue coutu - de disques et d’autres produits dérivés. mière de la diffusion d’émissions de ce type, lance Airport, dans laquelle oana, Jenifer ou Nolwenn. Ces La télé-réalité, en anglo-américain un jeune steward inconnu devient Ltrois prénoms féminins, qui n’évo - « real life soap » (« feuilleton de la à la fois riche et célèbre. Les autres quaient rien aux téléspectateurs il vie réelle »), a pourtant peu de chaînes, attirées par le succès, y a trois ans, sonnent aujourd’hui à choses à voir avec… la réalité. C’est vont alors s’intéresser à ce genre leurs oreilles comme les symboles un concept commercial, adapté par nouveau, qui tranche sur leurs pro - d’un nouveau genre télévisuel, la plusieurs sociétés de production qui grammes classiques de divertisse - « télé-réalité ». Indissociables du suc - en ont fait leur cheval de bataille ment – jeux ou variétés –, et cès d’émissions désormais aussi pour les besoins du petit écran : il s’impose progressivement sur les connues que Loft Story ou Star Aca - s’agit d’enrichir et de diversifier une écrans. Sociétal demy, ils sont la face visible de leur déclinaison programmatique per - N° 40 réussite, en termes d’image comme pétuellement à la recherche de for - LE TOURNANT DE 1999 de succès « artistique » ou financier. mules fédératrices, capables de 2e trimestre lusieurs étapes se succèdent 2003 P avant d’en arriver à la télé- * Journaliste au Monde. réalité telle que nous la connais - 31 REPÈRES ET TENDANCES AUDIOVISUEL sons aujourd’hui. La chaîne musi - ces formules, l’interactivité devient de régulation, le Conseil supérieur cale américaine MTV, destinée prin - la norme : ce sera, pour les chaînes, de l’audiovisuel (CSA), se penche à cipalement aux jeunes et déclinée une des nouvelles poules aux œufs la fois sur les contrats et sur la pré - sur plusieurs continents, lance en d’or. servation de « l’intimité » de ces 1992 The Real World, qui suit pen - cobayes, élaborant au fur dant trois mois sept jeunes parta - 2001 marque la naissance et à mesure, tant en geant un appartement. La télévision de la télé-réalité en Avec la télé- matière de droits artis - suédoise, quelques années plus tard, France. L’année est diffi - réalité, tiques que de sauve - offre un « plus » à cette formule cile pour les recettes l’interactivité garde de la dignité de la relativement candide en la trans - publicitaires des médias, personne, des règles qui formant en jeu : d’une part, les et notamment pour devient la règle : serviront ensuite pour candidats s’éliminent ; d’autre part, les télévisions. Les événe - ce sera, pour les les autres émissions du le gagnant empoche une somme ments du 11 septembre chaînes, un même genre. d’argent assez élevée. accentuent encore la récession du secteur. Pour nouveau pactole. Toujours est-il qu’au C’est en 1999 que le tournant est sortir de cette atonie, les printemps 2001, l’émis - pris, donnant à la télé-réalité ses grandes télévisions privées – TF1 et sion permet à M6, que l’on appelle contours actuels : aux Pays-Bas, la M6 – qui se livrent un duel sans merci encore « la petite chaîne qui monte », société de production Endemol, diri - pour la récolte des investissements de devancer en audience TF1, sa rivale gée par John de Mol, s’inspirant publicitaires, et s’intéressent de près et aînée, notamment auprès des de Biosphère 2 – une expérience à ces émissions qui font florès jeunes, mais aussi de la cible chérie menée en Arizona par des scienti - ailleurs, se décident à sauter le pas. des publicitaires : les ménagères de fiques qui s’étaient enfermés durant C’est pour elles une voie nouvelle, moins de cinquante ans. un an sous une coupole de verre une véritable diversification : la télé- pour y mener des tests de survie et réalité n’est pleinement juteuse … DANS UN CLIMAT d’éthologie –, crée le concept de Big qu’avec les ventes associées de DE CONCURRENCE Brother. On y suit des personnages disques, de magazines, de produits ACHARNÉE anonymes, sélectionnés selon des dérivés allant du tee-shirt à la vais - critères multiples (jeunesse, plas - selle et de la montre à l’agenda élec - e succès, dans un climat de tique, diversité des origines sociales) tronique – sans oublier, bien sûr, la C concurrence acharnée entre et soumis à une élimination pro - manne que constituent les appels diffuseurs privés, provoque la colère grammée : l’individu ou le couple téléphoniques surtaxés des télé - de Patrick le Lay : le Pdg de TF1, on gagnant empoche un appréciable spectateurs, que les chaînes de télé - s’en souvient, fustige la télé-réalité, magot, avec la complicité des télé - vision partagent avec les opérateurs traitée de « télé poubelle », dans un spectateurs qui, par téléphone fixe, de téléphone. article publié en première page du mobile ou courriel, encouragent ou Monde du 11 mai 2001, sous le titre enfoncent les candidats en piste. LA FRANCE, « Peut-on tout montrer à la télévi - SAUTE LE PAS… sion ? ». C’est la chaîne privée néerlandaise Veronica (rebaptisée depuis Yorin) F1 a pris contact avec la société Et pourtant, dès l’automne, TF1 s’y qui lance Big Brother aux Pays-Bas. T de production de John de Mol, met elle aussi, avec un programme Porté par le succès, Endemol pro - mais c’est M6 qui raflera la première adapté de l’univers de la chanson pose le concept un peu partout, le contrat de Loft Story, pour 16,9 mil - et de la variété, Star Academy, pro - jouant sur la concurrence lions d’euros. Cette duit par une concurrente de Ende - entre les chaînes. On première émission de mol France, Expand, qui dépend de verra ainsi Gran Hermano Big Brother, Gran télé-réalité programmée Vivendi Universal. Ce qui n’empê - en Espagne, Il Grande Fra - Hermano, Il en France, en avril-mai chera pas la chaîne de Patrick Le Lay tello en Italie, et Loft Story 2001, fait vivre sous l’œil de signer également avec Endemol en France, pour ne citer Grande Fratello : des caméras six garçons France un contrat annuel de 381 mil - que les plus connues de la déclinaison et cinq filles sélection - lions d’euros, lui garantissant un Sociétal cette déclinaison qui va de ce concept nés parmi des milliers approvisionnement en programmes toucher 21 pays. Entre d’anonymes. Elle crée de télé-réalité jusqu’en 2006… N° 40 temps, Popstars, émission va toucher l’événement : la presse 2e trimestre de télé-réalité appliquée vingt-et-un pays. en fait un véritable sujet Pour Endemol, rachetée entre temps 2003 à l’univers de la variété, de polémique, socio - par la société espagnole Telefonica, est née de manière plus logues et psychologues les chaînes privées françaises sont discrète en Nouvelle-Zélande. Dans la décryptent, tandis que l’instance devenues un Eldorado : 70 % de son 32 LES ŒUFS D’OR DE LA TÉLÉ-RÉALITÉ chiffre d’affaires sont réalisés par sa mées, « au moins une deux fois par DES SOURCES filiale Endemol France. Celle-ci, outre semaine ». DE RECETTES ses ventes d’émissions aux chaînes, DIVERSIFIÉES entre dans le capital de sociétés L’intérêt des annonceurs est comme celles de Marc-Olivier Fogiel d’ailleurs tel que TF1, lors du lan - insi, outre la publicité, la pre - (PAF Productions) ou de Sylvain cement de Star Academy, a fait A mière édition de Loft Story a Augier (Faut pas rêver) de France passer les tarifs de son spot moyen engendré 22,5 millions d’appels télé - 3, ou celle de Karl Zéro de 30 secondes, d’une phoniques, SMS ou messages par (La Société du spectacle) La première semaine à l’autre, de Internet, ce qui représente 11 mil - de Canal+. Elle prend édition de 45 000 à plus de 53 000 lions d’euros de recettes. aussi le contrôle de Case euros. Pour la première Loft Story Productions (qui produit édition de Loft Story, M6 Mais il y a aussi les jeux et les disques. notamment Les Enfants de a engendré a engrangé 38,4 millions Le jeu lancé à la suite de Star Aca - la télé sur TF1) de Arthur 22,5 millions d’euros de recettes demy s’est vendu à 80 000 exem - et Julien Courbit, et de publicitaires et d’appels plaires, ce qui le classe, selon la d’appels Hubert Production (qui téléphoniques, ce qui société NPD, spécialisée dans l’uni - produit Le Big Dil sur TF1).
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