02 February 2012

week 05

The art of radio programming Yves Bigot explains how RTL Radio uses state-of-the-art market research to remain France’s leading station

Germany North America Mediengruppe RTL Deutschland CEO Thom Beers on the partners with The Walt Disney achievements of Original Company Productions in 2011

Germany France The German family of channels M6 ratings continue starts the year on a high note to rise in January week 05 the RTL Group intranet

Cover: Yves Bigot at the RTL Radio studios

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“Know who you are” Yves Bigot divulged to Backstage the programming philosophy embraced by France’s leading radio station and revealed the important role played by surveys. Yves Bigot France - 2 February 2012

The audience listens to a radio station in the same way that they support a football club or political party – this is the conviction of Yves Bigot, RTL Radio’s Station and Programme Director. He says: “This medium has a social, cultural and almost family-oriented element and it is with this in mind that programmes have to set out to secure listeners’ long-term loyalty to the brand“. Even more, he continues: “In fact, most French listeners tend to be loyal to one or Les Grosses Têtes two radio stations throughout their entire lives. So whereas TV is the zapping medium par To avoid making unproductive daily changes to excellence, radio is a medium characterised by programmes or ill-advised long-term changes confi dence built up gradually over an extended to its programme grid, RTL Radio pores over period”. the comments received from listeners and also adopts a scientifi c approach, working together Accordingly, in exchange for its listeners’ loyalty, with Mediapanel, a subsidiary of RTL Group’s RTL Radio above all emphasizes the reliability French radio arm. Mediapanel specialises and longevity of its programmes and pays special in providing strategic advice for content attention to how it develops the brand, adopting editors. “We monitor the direction taken by a ‘softly, softly’ approach. Strong brands like Les RTL Radio’s programmes with a view to taking Grosses Têtes or Les Nocturnes, which have account of the perceptions and expectations been on air for 35 and 38 years respectively and of listeners, assessing trends in public opinion constitute corner stones of the radio station, are and monitoring changes in the ways people just two examples. consume the medium,” explains Ghislain Thomas, Mediapanel’s Chief Analyst for Editorial Even though RTL Radio has for a long time been Research. When advising RTL Radio, the the leading French radio station, it certainly does research institute relies on continuous analysis not rest on its laurels and constantly endeavours of the station’s listeners, keeps tabs on the to maintain the mindset of a challenger. Since opposition and also banks on the fi ndings of Christopher Baldelli took charge of RTL Group’s extensive qualitative and quantitative surveys. radio activities in France (RTL, RTL 2 and Fun Radio), RTL Radio has demonstrated a As a general-interest radio station, RTL Radio willingness to take risks and shown no hesitation strikes a healthy balance between information in introducing new programmes designed to and entertainment. The surveys commissioned keep the station in pole position in the face of by France’s leading radio station primarily ever fi ercer competition. concern ‘spoken’ content, like programmes of 3 week 05 the RTL Group intranet

cultural interest and programmes comprising elements of suspense or the sharing of personal experiences. Aided by qualitative groups (dubbed ‘focus groups’) in which ten or so listeners discuss programmes and talk about what motivates them to tune in, Mediapanel arranges specifi c actions that enable the station to boost listeners’ satisfaction and, in the longer run, make its audiences happier. The surveys developed in this connection constitute the foundations for RTL Radio’s thinking when it takes strategic choices that are based on key lessons learnt from the respective fi ndings.

In 2010, by regularly following up on such strategic surveys, RTL Radio succeeded in identifying a fresh opportunity associated with listening to and advising listeners on topics Flavie Flament such as health and psychology. This was how 22 per cent of its air time”. Being a general- the programme focussing on societal issues interest radio station, it has a playlist whose by sharing news, views and experiences, tracks are regularly tested (in ‘call outs’ or called On est fait pour s’entendre (Listening To ‘auditoriums’) to ascertain how recognisable Each Other Is What We’re Made For), saw the they are, how well they are liked and how light of day in the 2010/2011 autumn season. ‘old hat’ they come across as. During these tests, Presented by Flavie Flament, it has since been the panel of listeners is also exposed to a range confi rmed that the programme will be returning of new titles. for a second season. Likewise, RTL Radio drew on the expertise of its research institute in The practice of asking its listeners each week connection with the arrival of Stéphane Bern, the how they feel about the most frequently aired star presenter for the new season in A la bonne songs enables RTL Radio to play music that is heure. Coming straight from public-sector radio, very much in line with their tastes and helps it to one of the key issues was to initiate Bern into fi ne-tune its programming. These tools are vital ‘the RTL way’ of doing things and thereby make for determining how often the tracks played by him blend in as smoothly as possible with the the radio station need to be changed and also for station’s sound and image. Recommendations ascertaining their useful ‘shelf life’. But the main on a wide choice of topics were made, including component in RTL Radio’s music programming the duration of his analyses, the ‘feel’ of the show is its historical partnerships with artists like and its ‘sound’. Today, the programme is one Johnny Hallyday or Alain Souchon, specialists in of the station’s most popular shows, attracting the genre of French chansons. 1,800,000 listeners in cumulative audience per day (total number of people exposed to a media So one reason why RTL Radio is the top radio or message for a certain period of time). station in France today, in other words French listeners’ favourite, is most defi nitely because Thus, over the past three years, nearly 60 per it has always listened – and is continuing to cent of its programmes scheduled between 05:00 listen – to what its audience wants. At RTL and 20:00 have been renewed, and the station’s Radio, any editorial changes are subjected to listeners’ could not be happier. “This marked a sober consideration which Yves Bigot likens to shift for RTL, because in previous years we had “an oil tanker turning very gradually and well in not been used to taking this approach,” Yves advance, following a very precisely determined Bigot conceded, “but at the same time what course”. No doubt this has been the root of its really sets RTL apart is that it always has its ear programming success for a very long time now. to the ground, listening out for listeners’ needs And two reasons why RTL Radio is successfully for change”. retaining its lead over its rivals are the stability of its management and its ability to move RTL Radio also attributes major importance forward without ever losing sight of its values. to its music programming. As Yves Bigot puts it: In a nutshell, Yves Bigot concludes: “It’s all “At RTL, music, like entertainment, is a big part about knowing who you are and how to improve of the station’s genetic makeup, accounting for without becoming someone else”.

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Facts about Mediapanel

• Based at 22 rue Bayard, in the same building as RTL Radio, Mediapanel is run by Chief Analyst for Editorial Research, Ghislain Thomas, who heads up a team of six specialists

• Mediapanel, which was originally set up to conduct music research for RTL 2 and Fun Radio at the bidding of Tristan Jurgensen, who is currently Managing Director of RTL Net, now places its know-how at the disposal of all of RTL Group’s French radio stations

• Mediapanel is the only operator in France to employ a system that was imported from the United States, based on hand-operated modules that reveal in real time how much listeners appreciate a piece of music played to them

• Mediapanel uses a wide range of methods, ranging from in-depth audience analysis to organising music auditoriums, convening and chairing focus groups and putting together dedicated panels of listeners

• The ‘focus group’ method is particularly useful for pinpointing a programme’s strengths and weaknesses. The participants receive modules enabling them to grade the tested content and convey the emotions they feel whilst listening

• Being a transversal entity, Mediapanel has teamed up with RTL Net, RTL Radio’s digital subsidiary, helping it to redesign the RTL.fr website in 2010. At the same time, it runs tests on the effectiveness of advertising for the group’s communications managers, clarifying the impact of their communications and ascertaining how they were perceived. Pre-tests conducted by Mediapanel before campaigns have been launched serve to validate the chosen approaches, enabling any necessary changes to be made to the proposed posters’ design

At RTL Radio’s headquarter in rue Bayard, Paris

Ghislain Thomas (right) and the Mediapanel team 5 week 05 the RTL Group intranet

New blockbusters for Mediengruppe RTL Deutschland Mediengruppe RTL Deutschland and The Walt Disney Company in Germany have signed an extensive multi-year free-to-air TV agreement. Germany - 1 February 2012

Once Upon A Time © : 2011 ABC

Among other things, their exclusive licensing Jörg Graf, Head of Programme Buying at deal covers the German free-TV premieres Mediengruppe RTL Deutschland, says: “We are of Walt Disney Pictures, Disney/Pixar and pleased that we were able to sign this extensive Marvel blockbusters from 2012 on, as well as deal with Disney. This investment especially DreamWorks’s live-action highlights. The strengthens the fi lm line-up of our channels. agreement also includes high-quality series We are proud to present upcoming Disney from ABC Studios, Disney Channel Original blockbusters on Germany free-to-air TV.” Movies, and attractive titles from the archives. It also gives Mediengruppe RTL Deutschland Robert Langer, Country Manager, The Walt access to historical Disney classics and the Disney Company GSA, adds: “We are delighted fi rst-window free-to-air TV rights for Disney’s about this far-reaching agreement and our future cinematic co-productions in Germany. co-operation. RTL is a perfect TV partner for our hit series and fi lm highlights in Germany. Upcoming highlights that will make their German The co-operation between Disney and RTL is a free-to-air TV debut on one of RTL’s channels marriage of two brands that each lead their include the sci-fi adventure John Carter, which respective sectors.” opens in German theatres in March; the Disney/ Pixar production Brave; and cinematic hits like Based on the new Disney deal and existing the epic superhero fi lm Marvel’s The Avengers contracts with the major studios Warner Bros., and the German co-production Frisch Gepresst. NBC Universal and Studiocanal, Mediengruppe Viewers can also look forward to series like RTL Deutschland’s channels have a strong Once Upon A Time, the current season’s most year ahead in 2012, with plenty of attractive US successful new show in the US. movies and series.

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A strong start to the year In January 2012, Mediengruppe RTL Deutschland’s channels achieved a combined market share of 35.8 per cent in the 14 to 49 demographic – 7.7 percentage points ahead of the ProSiebenSat1 channels, which together scored 28.1 per cent of the market. Dirk Bach, Brigitte Nielsen, Sonja Zietlow (from left to right) Germany - 30 January 2012

The fl agship channel RTL Television Vox ended January 2012 with an average impressively dominated the German TV market market share of 7.4 per cent in its target 14 in January, achieving a 19.2 per cent market to 49 demographic – an increase of 0.6 share among the younger audience, which puts percentage points over the previous month and it 7.6 percentage points ahead of competitors 0.1 percentage points year-on-year. One of the ProSieben (11.6 per cent) and Sat1 (9.9 per reasons for its excellent ratings was the launch cent). With an audience share of 14.1 per cent, of the third season of Daniela Katzenberger – RTL Television was also clearly in the lead in the natürlich blond. The docu-soap was watched by overall audience. a record audience of 2.29 million on 24 January and achieved an 11.5 per cent market share One of the reasons for the strong start to the among the younger audience. The star-studded year was the outstanding ratings performance of movie The Devil Wears Prada scored particularly season six of Ich bin ein Star – Holt mich hier high ratings with a market share of 16.5 per cent raus! (I’m a Celebrity – Get Me Out of Here!) in the younger target group. As many as 7.43 million viewers tuned in for the RTL jungle show. Among young viewers RTL II achieved top access prime-time ratings (14 to 49) the show achieved market shares in January. The access prime-time series of up to 42.6 per cent. Deutschland sucht den Berlin – Tag & Nacht achieved a new record Superstar (Idols) successfully launched into a market share of 10.5 per cent among younger new season and was watched by as many as viewers. RTL II attracted an average 8.0 per cent 6.21 million viewers in January. Martin Rütter – of the viewer market on weekdays from 19:00 to Die große Hundeshow managed a successful 20:00 – its highest monthly ratings in this time debut in the RTL programme line-up – on slot since July 2010. Overall, RTL II achieved a 7 January it attracted 22.2 per cent of the 14 market share of 5.8 per cent in January 2012. to 49 demographic. The new series of Rach, der Restauranttester was watched by up to With an average audience share of 25.1 per 6.93 million viewers, drawing up to 25.0 per cent cent in the target 3- to 13-year-old demographic of the 14 to 49 viewer market. With a 19.7 per in January 2012 (between 06:00 and 20:15), cent market share in January, RTL Aktuell was Super RTL’s ratings were excellent, up once once again the most successful prime-time news again year-on-year (24.7 per cent). In particular, show among young audiences. the preschool programme Toggolino was an important factor in January’s ratings increase, with an average market share of 54.3 per cent among viewers aged 3 to 5.

The news channel N-TV started 2012 with a market share of 1.0 per cent of the overall audience in both the 14 to 59 and 20 to 49 age groups.

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“Great TV is a victim of economics” CEO Thom Beers on the achievements of Original Productions in 2011, and his plans for the future. North America - 1 February 2012

2011 was indeed the year of Original Productions, 75 per cent owned by RTL Group’s production arm, FremantleMedia. The company produces shows such as Ice Road Truckers, Deadliest Catch, America’s Lost Treasures and Ax Men scored no fewer than 23 Emmy nominations and went home with six awards. Other kudos in 2011 include a Producers Guild of America Award. Thom Beers comments: “I’m so proud of my fantastically creative crew, who have worked such long hours.”

Their fl agship production Deadliest Catch, which Ice Road Truckers follows a group of extreme fi shermen hunting in Says Thom Beers: ”My crew are willing the unforgiving waters of Alaska’s Bering Sea, to go the extra mile and capture footage in has been broadcast on the Discovery Channel challenging environments.” A formula that has since 2005. The docu-reality show has proved paid off since the season premiere of Ice Road a hit with viewers. Beers explains some of the Truckers attracted 1.2 million viewers – a total reasons for this: “In a world where most reality is audience share of 4.9 per cent, well above scripted, I think viewers appreciate the honesty French DTT channels’ usual average ratings. and authenticity of what we do. We know how Ratings on the other RTL Group channels are to do it best – the other reality shows don’t have also good. the budget, time or skillset. We shot 400 hours of footage for just one hour of TV. […] We have As for development plans for the future, Beers the luxury to wait for something to happen and replies: “In 2011, we had a stellar year, delivering other producers don’t, and that’s what makes us a programme a day through the end of the year; a commercial success. Great TV is a victim of that’s 240 programmes in total. In 2012, we’re economics.” aiming for 280.”

Another viewer favourite is Ice Road Truckers. This adventure reality show was launched in 2007 and is broadcast on W9 in France, RTL 2 in Croatia, Super RTL, RTL Television and N-TV in Germany – all of them RTL Group channels. Now in its fourth season on W9, Groupe M6’s DTT channel, Ice Road Truckers shows how hardy truckers and their XXL-sized trucks confront the frozen rivers of the remote Alaskan territories, carrying out one of the world’s riskiest jobs as they transport essential equipment from the warehouse in Fairbanks to the oilfi elds of the Arctic.

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Highest increase In January 2012, M6 registered a total audience share of 11.8 per cent – an increase of 1.5 percentage points compared to January 2011. It is the highest ratings increase of all the channels and M6’s best monthly performance since June 2008. Criminal Minds France - 31 January 2012

M6 also achieved excellent results with the main Criminal Minds with 4.9 million viewers. Another commercial target group of housewives aged audience record was set for the launch of the under 50, with a 17.8 per cent audience share. crime series The Glades with 4.2 million viewers. Between 17:45 and 20:45, the channel ranked second with the entire audience and also scored its best access prime time ratings since May 2001.

Scènes de Ménages The culinary show Un Dîner presque parfait News magazines shows were also of much was watched by 2.1 million viewers on aver- interest to viewers. E=M6 attracted 3.8 million age, making M6 the most-watched channel by viewers on the theme: “Computer, Internet, the entire audience. Up to 2.7 million viewers Smartphone: how are these innovations tuned in to watch 100% Mag on Monday 2 Janu- changing mankind?” – the highest ratings for the ary. Le 19h45 was the most-watched television magazine show since March 2008. Zone news among housewives under 50 in January, Interdite gathered 4 million viewers on the all editions included, while Scènes de Ménages theme: “Building the house of their dreams” set a new audience record with 5.9 million on Sunday 15 January, making M6 the viewers on Thursday 12 January. second most-watched channel with the entire audience. L’Amour est dans le pré M6 has thus gained 500,000 viewers in (The Farmer Wants A Wife) was watched by access prime time and is successful in every 4.8 million viewers on 23 January, setting a programme genre. The international series are new audience record for an episode in which scoring especially well. M6 is the number one contestants are introduced. Finally, Cauchemar channel every Friday evening with season 8 en cuisine with Philippe Etchebest achieved of NCIS (6.8 million viewers) and the channel record ratings with 3.7 million viewers on registered the best series launch since 2006 for Tuesday 17 January. 9 week 05 the RTL Group intranet

Digital explosion On 25 January 2012, Médiamétrie published the results of the catch-up radio survey for the month of December 2011. RTL Radio moves to the number one spot as the most downloaded radio station in France and is still the leader on the Web. France - 27 January 2012

There were 4,297,000 RTL Radio podcasts downloaded in December 2011 (compared to 4,332,000 in November 2011). Despite the slight decrease, RTL Radio, which ranked fourth two years ago, has also dethroned its competitors in the digital world.

RTL Radio’s ratings have exploded by 54 per cent over one year, thus marking the strongest growth among all radio stations. This achieve- ment is the result of a dynamic policy put in A la bonne heure presented by Stéphane Bern place to meet the objectives set in 2010 by Christopher Baldelli, Chairman of the Executive Board of RTL Group’s French radio stations, to “make RTL the digital radio station of tomorrow.”

The ranking of the most downloaded RTL Radio podcasts remains the same, in the following order: Laurent Gerra, for his daily humour column at 8:50, Philippe Bouvard’s Les Grosses Têtes and A la Bonne Heure presented by Stéphane Bern.

Strengthened by its ability to adapt to new modes of media consumption, RTL Radio also remains the leader on the Web this month, with 2,980,000 Unique Visitors (UV) to the RTL.fr website (compared to 2,407,000 UV in November 2011), representing an 11 per cent increase over one year.

10 Cecile Frot-Coutaz honoured On 24 April 2012, Cecile Frot-Coutaz, CEO of FremantleMedia North America, became a recipient of the Brandon Tartikoff Legacy Award in Miami. She received the prestigious award from the National Association of Television Programme Executives (NATPE) week 05 the RTL Group intranet

Talent is ageless Less than two weeks after the fi nale of RTL 4’s The Voice of Holland, the channel launched a children’s version of the show with the aim of spotting young vocal talents. The Netherlands - 27 January 2012

Fourth Proyecto Pro degree programme launches At the end of January, Fundación Antena 3 started its multimedia course especially launched for disabled students. The Netherlands - 27 January 2012

“100 per cent wonderful” Season 6’s fi nale of Ich bin ein Star - Holt mich hier raus! (I’m A Celebrity – Get Me Out Of Here!), was an absolute hit with viewers, attaining record-breaking audience fi gures of 7.43 million on RTL Television and a total audience share of 29.4 per cent. Germany - 30 January 2012

Discovering the culinary talents of tomorrow The biggest cooking contest exclusively for professionals has returned for a third season on M6 and RTL-TVI. Fourteen new hopefuls will try to win the coveted Top Chef title. France / Belgium - 30 January 2012

Pushing into TV advertising At the beginning of January, the New York Times and the Financial Times ran extensive features on how Google fully embraced TV commercials in 2011, investing several times more than it did the previous year to represent its online brand in the offl ine world. United States - 30 January 2012

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One seed, one life Thanks to a campaign launched in November 2011, Fundación Antena 3 was able to collect more than EUR 127,000 – funds that will be used to help children in Mozambique and their families to fi ght malnutrition. Spain - 31 January 2012

The courage of little Maxine Beginning of January, Bertelsmann published 2010/2011 Corporate Responsibility Report. Presenter Sandrine Corman represents RTL Group in the CR Report and talks about her personal motivation for getting involved in corporate responsibility activities. Luxembourg / Germany - 1 February 2012

A brand-new magazine on N-TV On 2 February 2012, the news channel N-TV launches Bei Brender!, a new monthly talk show presented by Nikolaus Brender, former editor in chief for WDR and ZDF. Germany - 2 February 2012

Croatian farmers’ Fairy Godmother Season three of Ljubav je na selu (The Farmer Wants A Wife) began on RTL Televizija on 29 January. The fi rst episode of this much-awaited new season proved a hit with viewers. Croatia - 2 February 2012

A winning internet strategy RTL.be is and remains the number one news website in the French Community of Belgium. Belgium - 2 February 2012

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