Celebs Shake a Leg on Let's Dance
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week 13 / 28 March 2013 RHYTHM IN THE BLOOD Celebs shake a leg on Let’s Dance Germany India United Kingdom Spain IP Deutschland Big RTL Thrill TV drives Antena 3 sells offers full service extends its reach word-of-mouth Los Protegidos to China week 13 / 28 March 2013 RHYTHM IN THE BLOOD Celebs shake a leg on Let’s Dance Germany India United Kingdom Spain IP Deutschland Big RTL Thrill TV drives Antena 3 sells offers full service extends its reach word-of-mouth Los Protegidos to China Cover Montage with the hosts of Let’s Dance, Sylvie van der Vaart and Daniel Hartwich Publisher RTL Group 45, Bd Pierre Frieden L-1543 Luxembourg Editor, Design, Production RTL Group Corporate Communications & Marketing k before y hin ou T p r in t backstage.rtlgroup.com backstage.rtlgroup.fr backstage.rtlgroup.de QUICK VIEW Full service for advertisers IP Deutschland p. 7 TV is the most effective driver of word of mouth Thinkbox p. 8–9 Raising awareness about a difference RTL Radio p. 10 One, two, three, four... RTL Television p. 4–6 Big RTL Thrill strengthens its reach Big RTL Thrill p. 11 Los Protegidos goes to China Big Picture Antena 3 p.13 p. 12 SHORT NEWS p. 14–15 ONE, TWO, THREE, Ten celebrities with a case of dance fever, hot dances full of ardour, captivating choreography and a new jury FOUR... member. From 5 April, RTL Television is putting on its dancing shoes again. Germany – 28 March 2013 RTL Television Marijke Amadao Jürgen Milski Paul Janke Jorge Gonzalez, Motsi Mabuse and Joachim Llambi (from left to right) 4 Disco, foxtrot, quickstep, cha cha cha, and waltz: terms that many of us only know from dance school – if at all. For ten celebrities they will be their main mission in life in the next few weeks. Paul Janke, model, actor and Bachelor from the 2012 edition of that format, says: “I always wanted to take dance classes, but was too busy with football, and am a complete beginner. So I really see it as a challenge to learn something on Let’s Dance and perhaps be able to dance a bit by the end.” In nine live shows from 5 April at 20:15, Sylvie van der Vaart and Daniel Hartwich host the stars’ exciting and emotional dance-offs. The couples begin their dance training about four weeks before the fi rst show. Each couple trains for at least 45 hours before the shows start. The professional dancers take the lead, each of them teaching their celebrity dance partners and developing the choreography for all the dances. Hosts of Let’s Dance: Sylvie van der Vaart and Daniel Hartwich The ‘pairings’ stay together throughout the shows, with the respective professional dancer always because the jury’s scores as well as calls and text appearing with their celebrity. messages from viewers decide who is allowed to stay in the dance contest – and whose efforts in Presenter Marijke Amadao, best known from training have not been enough, so that they have to the Mini Playback Show, says: “I always loved the drop out. quickstep. The tango is super sexy, but I never found the right partner for it. Perhaps that’ll happen now. Sylvie van der Vaart: “Of course by the fi rst I also love the waltz: a bit like ‘Sissi’ where you week we’ll already be able to see who has a bit more dream and are immersed in a wonderland.” talent, but it all depends on how much discipline, ambition and diligence in training the contestants Pop singer and presenter Jürgen Milski is put in on the day – and who has the most stamina. confi dent about his appearance on the show: I know from my own participation in the third season “There are formats you can embarrass yourself on that I wasn’t the biggest dance talent at the start, but – and there are formats where you can’t embarrass I had ambition, discipline and the desire to practice. yourself. I see Let’s Dance as one of the latter. The And that’s what took me all the way to the fi nals.” show is very challenging and I believe that all the participants have the ambition to go pretty far – So now the time has come for the stars to learn their I defi nitely do! And if it’s not enough in the end, that’s dance steps, rehearse their choreographies and put no disgrace on this TV format.” on a good dance show to impress the judges and viewers. Jorge Gonzalez has a tip for contestants: The new three-member jury consists of “Chicas y chicos – always dance with the heart. We Motsi Mabuse, a professional dancer and certifi ed want to see emoción and pasión. So let’s have lots adjudicator, the most dreaded dance judge Joachim of emotion and then technique is just a question of Llambi, and a new member: Cuban catwalk trainer practice.” Jorge Gonzalez. “I am rumba, I am salsa, I am from Cuba,” said Gonzalez. “Rhythm and joie de During the grand fi nale on Friday 31 May 2013 at vivre are in my blood. And Let’s Dance is the perfect 21:15 only the best will fi nally face each other and show and I love rumba, salsa and mambo.” dance for the title. The show is about the waltz, tango, rumba and many other wonderful dances – For the dance-off the stars have little time to learn but also about providing perfect entertainment for the dances, which change from show to show. the audience! Who will light a fi re on the dance fl oor? In between the glamorous shows they have to Who exudes the most eroticism during the Rumba? rehearse at least one new dance a week. For the Who takes us to a dream world with the waltz and participants it’s all or nothing with each show, who will be ‘Dancing Star 2013’? Next > 5 DID YOU KNOW? Let’s Dance is an adaptation of the popular BBC format Strictly Come Dancing. In Germany the first season of Let´s Dance ran in spring 2006. The first season attracted an average 22.0 per cent of the 14 to 59 age group, and Wayne Carpendale became ‘Dancing Star 2006’ – the only man to do so to date. The second season in spring 2007 was also very popular, with an average audience share of 20.3 per cent market share among viewers aged 14 to 59. Susan Sideropoulos won the ‘Dancing Star 2007’ title. The third season of Let’s Dance in spring 2010 achieved an average audience share of 18.8 per cent among the 14 to 59 age group. Sophia Thomalla won the ‘Dancing Star 2010’ title with a wafer-thin lead after 14 weeks of dance training, eight live shows and 12 choreographed dances. In the fourth season Maite Kelly impressed the viewers and was elected ‘Dancing Star 2011’. The fourth season averaged an audience share of 20.0 per cent among viewers aged 14 to 59. Magdalena Brzeska danced her way to the title of ‘Dancing Star 2012’ in the fifth season, watched by an average 16.4 per cent of the 14 to 59 viewers. At its peak, as many as 6.94 million viewers watched the show live on RTL Television. The jury: Jorge Gonzalez, Motsi Mabuse and Joachim Llambi (from left to right) 6 FULL SERVICE FOR ADVERTISERS IP Deutschland IP Deutschland expands its service package with a new offer for advertisers and takes the next logical step in responding to the market’s demands. Germany – 22 March 2013 Michael Dorn, Head of Online Sales at IP Deutschland IP Deutschland’s new Full Service package includes the supervision and execution of the entire process of creating a campaign – from conception and creative to media planning, placement and reporting. “Our Full Service product delivers both effi ciency and effectiveness,” says Michael Dorn, Head of Online Sales at IP Deutschland. “IP Deutschland’s Full Service gives market partners one-stop comprehensive media solutions. This lets clients and agencies operate more effi ciently as it cuts down on the coordination and time needed. At the same time the brand message gets more attention because of the special presentation.” An IP team supports the campaign across all steps, starting with the design and creation of the ad through to production, hosting and reporting. In particular, the Full Service offer encompasses unusual in-page and in-stream advertising solutions. In-stream in particular revolves around interaction with the target audience. At its launch, Full Service will feature several versions of the Interactive Video Ad that differ signifi cantly in their function, their creation, and fi elds of application. The fi rst advertising customer to sign up for Full Service is the tyre company Hankook Reifen Deutschland GmbH. Using the customer slogan “Be one with the road” Hankook will score a lot of attention in the tyre-changing month of March, in all of the IP network’s auto and sports environments. 7 TV IS THE MOST EFFECTIVE DRIVER OF WORD OF MOUTH Thinkbox A new study provides proof that television considerably enhances the sales and marketing of the advertised products – through the social interactions triggered by TV. The study was presented in London on 20 March. The meeting in London United Kingdom – 22 March 2013 ‘Fertilizer’ for brand awareness and customer loyalty As part of its publication of the research results Thinkbox, the British TV network marketing that carried out the study together with the consulting fi rm Data 2 Decisions, hosted a symposium examining the infl uence of television on word of mouth.