News for Young People Why RTL II News Attracts More Young Viewers Than Its Direct Competitors

21 October 2010 week 42 News for young people Why RTL II News attracts more young viewers than its direct competitors Germany France Steffen Hallaschka succeeds M6 now available Günther Jauch as presenter of on iPad Stern TV Luxembourg United Kingdom Gerhard Zeiler to be honoured FremantleMedia acquires by US Programme Executives majority stake in Ludia week 42 the RTL Group intranet 21 October 2010 week 42 Cover: Collage showing young people watching RTL II News and a comparison of audience shares among viewers aged 14 to 29. News for young people Why RTL II News attracts more young viewers than its direct competitors 2 Germany France Steffen Hallaschka succeeds M6 now available Günther Jauch as presenter of on iPad Stern TV Luxembourg United Kingdom Gerhard Zeiler to be honoured FremantleMedia acquires by US Programme Executives majority stake in Ludia week 42 the RTL Group intranet “As little distance as possible” RTL II News covers young people’s issues. Jürgen Ohls and Sandra Thier explain their concept to attract rare audiences for news programmes. Jürgen Ohls – © RTL II / Sonja Calvert Germany - 21 October 2010 “The news is too complicated and it’s all about neously by competitors Das Erste (Tagesschau) politics – and I’m not interested in that” – or, and Sat1 (Sat1 Nachrichten). In 2010, the “apart from their own concerns, today’s youth RTL II News have reached an average aren’t interested in very much.” These are 8.6 percent of the 14 to 29 demographic – commonly held prejudices, but Jürgen Ohls, peaking at up to 15.9 percent. Tagesschau editor-in-chief of RTL II News disagrees with averages 8.2 percent in this target group and them. Talking to Backstage he says: “The media the Sat1 Nachrichten 7.0 percent. How was this can counter the prevailing disenchantment with success achieved? Says Ohls: “Our coverage politics in two ways: either you carry on doing is pitched at our viewers’ level. No patronising, more of the same and present content that’s no lecturing. There’s no shame if you difficult to understand – or you rejuvenate news can’t immediately find the Gaza Strip on a programmes and combine things young people map. The studio design also follows this need to know with things that they want to know.” approach. No desk, no barrier. As little distance to the audience as possible.” RTL II News explicitly catered to young viewers early on, as evidenced by its look and choice of Sandra Thier, previously a news anchor for the topics. The format has been frequently criticised Austrian commercial broadcaster ATV Plus, has for this. “Why, for example, should we cover the been presenting the RTL II News since 2005. Wagner Festival when for our viewers ‘Rock am She elaborates: “I don’t feel the news always Ring’ is much more interesting – and as far as need to be so stiff and formal. Our approach I’m concerned is just as relevant?” asks Ohls. to news anchoring is different: my clothes and Overall, he sees news as being a tremendously makeup are more youthful, and I try to speak the important part of the channel: “I think that tele- language of my target audience. That goes down vision cannot just consist of entertainment. A TV very well: many viewers write to tell me that this channel’s overall profile suffers without news. is exactly what they like about me and that they It is important for young people to know what’s really enjoy the RTL II News. Of course I am also happening around them. We engage viewers a role model for young people and share the who usually only rarely watch the news. This is a responsibility for selecting and presenting journalistic challenge and is a common-sense topics.” media policy. If there were no demand for this, then we wouldn’t be competitive” RTL II News subjects range from current events in politics and business to topics including RTL II News is not merely competitive – a film, music, games and fashion. “We are very glance at the viewer ratings shows that it is in transparent about this – the show’s positioning fact the lead show among young viewers when is clear: we cover young people’s issues,” says compared with programmes broadcast simulta- Ohls. 3 week 42 the RTL Group intranet agenda setting. Our campaigns draw attention to various issues and it works – after all, young people don’t walk around with blinkers on.” Once a week, the editorial team also produces RTL II Nachrichtenjournal which includes a repeat of Wochen-Rap-Blick. “Here we summarise the week’s news in an hour,” says Ohls. “If you’ve missed something, this allows you to catch up on seven days’ of events in just 60 minutes.” On average, 8.9 percent of the 14 to 29 demographic watches Nachrichten- journal, and among 14 to 49-year-olds the average rises to 9.2 percent. Sandra Thier presents the RTL II News weekdays at 20:00 RTL II News is produced in Cologne. Its proxim- © RTL II / Stephan Pick ity to the other Mediengruppe RTL Deutschland This is perfectly illustrated by the Wochen- editorial teams offers good opportunities for Rap-Blick, a weekly review that is rapped by cooperation. Says Ohls: “Of course we share the hip-hop duo Kunstrasen. “If something is information and ideas with our colleagues and done well, and I think Kunstrasen are doing a cooperate where it makes sense – for example, great job, it lightens up the coverage a bit,” with correspondents or foreign studios.” In doing says Ohls. “Yet there are limits, of course – for so it’s important for editorial teams to maintain example, if there is a tragedy in which many their own identity, he says – but this doesn’t rule people have died, decency prohibits out the exploitation of synergies. rapping about it.” RTL II introduced its Wochen-Rap-Blick during the federal elections, “Why should more than one team cover an event? when Kunstrasen presented the results in rap This frees up resources. And these should be form. Since January, Wochen-Rap-Blick has used to sharpen your profile,” says Ohls. “On top been an integral part of RTL II News. of this there’s an intensive exchange between editorial teams which is good for creativity.” The format also differs from other newscasts in other areas. RTL II News has special ‘theme The relocation of the Mediengruppe RTL weeks’ four or five times a year. “In November Deutschland broadcasting centre to Cologne- 2008, we coloured our set green for eight days Deutz has resulted in new technical possibilities during the UN Earth Summit,” says Ohls. In for the RTL II news formats as well: “We’ve long the theme weeks, various complex issues are had a modern design,” said Ohls. “We will take explained in greater detail. our time looking at the possibilities in the new broadcast centre and then decide how we want The next theme week will take place in mid- to use them.” November, on sustainability. Ohls: “This is clear RTL II News is the most watched news show among viewers aged 14 to 29 at the 20:00 timeslot Source: AGF/GfK-Fernsehforschung 4 week 42 the RTL Group intranet Enormous interest in prevention In response to the enormous viewer echo to Tatort Internet (Crime Scene: Internet) the channel is preparing an awareness and prevention kit. Stephanie zu Guttenberg, President of child protection association ‘Innocence in Danger’ Germany - 21 October 2010 RTL II reaches a vast audience with its many teens should not be online without some sort of productions – mostly young adults. Among other assistance,” says its federal chairman, Klaus things, the channel takes advantage of this to Jansen. He adds: “For years now, the German draw attention to societal problems. The most Union of Criminal Investigators has tried to get recent example is Tatort Internet. politicians, ministries and the media to see that we need to empower people to have a safer Stephanie zu Guttenberg, President of the child online experience by sharpening their eighth protection association ‘Innocence in Danger’, sense.” presented the first episode. She says: “We have been trying to get this topic onto television for Tatort Internet does precisely this: since going on years – and were turned down time and again, air with the programme, RTL II has provided ex- by public-service as well as commercial broad- tensive accompanying information on RTL2.de. casters. No one wanted to touch it. RTL II is Media scientist Jo Groebel praises the channel especially popular with young families, and for taking the initiative in this important societal that’s the demographic we want to reach. RTL II issue: “Drawing attention to online child abuse is has shown a great deal of courage. We must not always a balancing act for the mass media, both allow ourselves to shy away from critical thinking in terms of content and striking the right tone. when child protection is at stake.” RTL II dared to experiment by addressing the issue with a programme that builds awareness Since the series made its debut on 7 October, for the issue among demographics that haven’t RTL II has received numerous requests from been comprehensively reached in the viewers and officials at institutions who wish to past.“ use the format Tatort Internet – Schützt endlich unsere Kinder to build awareness and educate The educational DVD may the public. Teachers, police officers, educa- now be ordered free of tors and youth workers are interested in using charge from RTL II by the material in their lectures and workshops.

Load more