3 May 2012

week 18

The effective ingredient Latest research results on TV advertising impact discussed at the TV-Wirkungstag

Luxembourg France RTL Group publishes new Groupe M6 publishes brochure on Corporate fi rst quarter revenue fi gures Responsibility

India Big RTL names Luca Hänni wins its fi rst channel Deutschland sucht den Superstar week 18 the RTL Group intranet

Cover: On stage at the TV-Wirkungstag

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New genre initiative At this year’s TV-Wirkungstag on 26 April 2012 at Dusseldorf’s Tonhalle, the organising sales houses presented the genre initiative ‘Wirkstoff TV’. More than 1,000 guests also learned about the latest research results on TV advertising impact. Germany - 3 May 2012

In addition to numerous on-demand sites and mobile apps, the social TV concepts pursued by many broadcasters show how important the internet and social networks are, not only for the dissemination of TV content, but also for active viewer participation and loyalty. Said Kühl: “So TV as an active ingredient doesn’t imply TV versus online – but TV and online. Television is the most important engine for online Jan Kühl and Martin Berthoud communication. It delivers the content, that people talk about on Facebook and other social Germany’s advertising sales houses took networks and which they search for on Google.” the 9th TV-Wirkungstag (TV Effectiveness Day) in Dusseldorf as an opportunity to launch their joint initiative for the genre of TV marketing, under the heading ‘Wirkstoff TV’ (TV, The Effective Ingredient). Its goal is to support advertising clients and agencies to make the most of TV advertising for their brands. It also aims to strengthen the role of TV as the key medium of the digital world, and actively develop its potential as the cornerstone of audiovisual media usage. The plan is to team up with Germany’s Association of Private Broadcasters and Tele media (VPRT) to establish a GmbH (Ltd. company) for the initiative shortly. The rotating Wolfram Kons showed his happiness about Bayern Munich’s Managing Director will be appointed victory over Real Madrid and decorated the stage with his scarf from the ranks of the partners and will work on a volunteer basis. Jan Kühl, Nearly 1,300 guests had travelled to Managing Director of RTL II’s airtime sales Dusseldorf for the TV-Wirkungstag. Under the house El Cartel Media, will serve as the heading ‘Digital Worlds – Analogue People’, initiative’s fi rst volunteer Managing Director. the event revolved around the opportunities of video advertising in classic linear TV, as well as “People’s basic need to relax, sit back and be online and mobile. This year’s TV-Wirkungstag, entertained, live and with friends or family, once again hosted by RTL presenter remains unchanged,” said Kühl, introducing the Wolfram Kons, kicked off with a keynote project. “Only classic television, with its fi xed given by David Brennan. He reviewed why programme schedule, is in a position to ensure TV’s analogue strengths make it a digital super this important community- and identity-building medium. Though the demise of television has experience. In times of a sheer unmanageable been incessantly proclaimed in recent years, still selection of media offerings this appears to be “television is going from strength to strength,“ more so than ever before. No other medium is as Brennan pointed out. In his analysis, he deeply rooted in people’s everyday routine and identifi ed two key factors for this success: soul as traditional television.” emotions and implicit memory. The most

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important thing is the context in which broadcast. Andreas Neef ventured a look advertising is consumed: thanks to the cosy, into the future of television and mapped its familiar at-home atmosphere alone, TV path to becoming a ‘supermedium’: “Second advertising is perceived completely differently – screens lead to the emergence of individual and and better – than, say, posters in a train on your collective usage patterns, which call for complex way to work. alliances and business models.” However, as Neef was careful to emphasise in his conclusion: Add to that the fact that television is the medium “TV is not dead. Those who are able to intensify most suited for directly targeting viewers, who the viewer experience by integrating social not only simply perceive what they’re watching, networks and other elements and who can but become involved in the events. “Television orchestrate the construct in such a way that is the best medium for telling stories,” said viewers see it as a gain and integrate it in their Brennan. “And it builds trust: television has everyday routine, will succeed.“ Paul Lee took always been the most heavily regulated a look at the evolution of TV in the Digital Age: medium. If your brand has putation to lose, TV “Technology itself doesn’t disrupt behaviour. advertising will strengthen trust in your brand.” Technology disrupts technology. Behaviour is engraved for millions of years.” He also warned his listeners not to believe everything that is published on the topic. In particular, surveys and statistics taken out of context should be treated with caution.

Hartmut Scheffler

Afterwards, Hartmut Scheffl er of TNS Emnid presented the study Digital Life to illustrate that the parallel usage of TV and ‘second screen’ devices – mobile phones, notebooks or tablets – Stefanie Lemcke, Andreas Neef and Paul Lee (from left to right) is rising steadily: “This allows for reviewing mass brand communications in a matter of seconds,” said Scheffl er. And that is why he tends to view Martin Berthoud of the Arbeitsgemeinschaft the internet as yet another platform rather than Fernsehforschung (TV Research Work Group) as a separate medium. Scheffl er: “The internet gave a forecast of how the use of video on the is a complement, not an alternative. If there is internet, on tablets and on mobile phones is to a form of entertainment that people know and be made comparable with video on television love, it’s television.“ by means of a shared currency. “The current panel doesn’t refl ect video usage on computers,” Stefanie Lemcke of Quantum Media, Andreas said Berthoud. “In making this addition, we are Neef of Z Punkt, and Paul Lee of Deloitte then responding to changes in technology.” He said went on to give their views on the future of the method is currently being developed and television. The upshot of their remarks: the panel being built. From 2013, the survey given the new opportunities, television has the will start taking into account video viewing on potential to develop from a ‘regular’ medium into notebooks and desktop PCs, after which it will a ‘supermedium’. Lemcke elaborated how social be extended to include other devices such networks like Twitter provide a direct feedback as tablets and mobile phones. The main goal channel and more and more programmes in is to integrate the data and thus making it the US fade in Twitter feeds even during the comparable.

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Frank Dopheide Dirk Zeims

Frank Dopheide of Deutsche Markenarbeit gave In his presentation, Dirk Ziems of Concept M a vivid presentation of how good advertising described television as the conductor in the works. If there is no difference in quality between orchestra of digital communications. His two products, the brand makes the difference, thesis: the traditional advertising paradigm of TV is Dopheide’s thesis. “In the end, customers advertising is expanded to include a new, don’t just buy the product, but also an image,” interactive advertising paradigm – like he said. He gave the example of a high-end through Twitter or Facebook. He cited fountain pen which may write identically to a McDonalds’ ‘Mein Burger’ campaign as a good primary school pupil’s fountain pen, but example for the interactive involvement of which many Executives buy primarily because consumers. Said Ziems: “However, social of the brand name. Beyond quality, there are four networks are only an amplifi er, not the trigger. other levels of viewer appreciation that a brand The driver of every successful campaign can attain with the help of TV advertising. First, – and hence the conductor – is still tele- its brand recognition is increased, then the brand vision.” Towards the end of the event, Hubertus uptake and fi nally brand confi dence is built until von Lobenstein questioned this, saying that fi nally customers come to identify with the brand. the most important thing is that it tells a good story. “TV spots aren’t good because they are TV spots,” said von Lobenstein. “TV spots are good if they tell a good story. People like to share good stories.” So, he said, it really doesn’t make a difference which medium ultimately serves as the trigger for a campaign’s success – but, he added, it hardly ever works without TV advertising.

Musical accompaniment was provided by Christoph Thiemann, who also entertained guests at the relaxed get-together later that Dirk Engel evening in the Tonhalle – along with the band Jazzeemay. The 9th TV-Wirkungstag was Dirk Engel of ‘Wissen was Kunden wollen’ then hosted by the nine advertising sales houses went on to explain how to take advantage of IP Deutschland, SevenOne Media, El Cartel the new opportunities in the digital world for Media, ARD Sales & Services, Discovery advertising purposes, but also warned: Networks Germany, Be Viacom, Constantin “We tend to overestimate the transformation Sport Marketing, IQ Media Marketing and to digital by assuming that others will act as we Sky Media Network. The organisers do. At this point, there is merely the illusion of represent around 95 per cent of the German TV a revolution.” Even in a convergent world, there advertising market. is no substitute for the living-room TV screen. Engel emphasised that television continues to be used primarily as a relaxation medium at home – especially after a tiring day at work. “Leverage the power of these rituals,” he advised advertisers.

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TV and radio as a force for good Year after year, RTL Group companies make signifi cant efforts to help those in need. A fourth edition of RTL Group’s Corporate Responsibility brochure takes a look at the group’s recent contributions to society, and positions TV and Radio as a force for good. - 3 May 2012

As the previous years, the How RTL Group pays back to society brochure gives a quick and handy summary of the many initiatives that will make a difference around the world. It begins with a list of initiatives run throughout the organisation to raise money for charities with the help of many individuals. They include the RTL Spendenmarathon – the 16th edition of which was another record breaker with €8,501,738 for children’s charities and projects around the world – and Télévie. The latest edition of the latter in and Luxembourg raised a total of €8,402,651 million for scientifi c research against cancer and leukaemia.

The brochure describes how the M6 Foundation strives to build integration and tolerance by helping prison inmates rebuild their lives. It also explains how RTL Radio in France brings out-of-work people together with employers who have vacancies to fi ll in Journée RTL Emploi events (Job Creation Days); and how Mediengruppe RTL Deutschland supports TV and multimedia training for aspiring journalists via the RTL Journalistenaschule.

Once again this year, another highlight provides readers with a glimpse of RTL Group’s commitment to environmental issues. The brochure looks at the 2011 ‘environMINDday’ designed to encourage employees to explore more environmentally friendly behaviour with special events in Germany, Luxembourg, Belgium, the and France. Alongside RTL Radio’s Destination RTL and Excerpts from the brochure Elément Terre, the brochure also reviews various examples of programming that send supportive messages and promote this issue to a wide audience.

The new edition of the brochure How RTL Group pays back to society can be downloaded as a PDF fi le or ordered from RTLGroup.com. 6 week 18 the RTL Group intranet

Big RTL names first Indian channel Big RTL, the television joint venture between Reliance Broadcast Network and RTL Group in India, has announced that the fi rst channel in its bouquet will be named “Big RTL Thrill”. India - 30 April 2012

The thematic action channel is the result Big RTL has already teamed up with Reliance of detailed audience mapping and insight Digital TV, India’s leading direct-to-home mining among Indian audiences to determine service provider, to distribute the channels in the entertainment need gaps. The channel is slated Big RTL bouquet. This gives Big RTL Thrill to launch by the end of June/beginning of July an instant reach of three million digital television 2012. Its target demographic: male action and homes across India upon its launch. adventure lovers aged 15 to 44. Big RTL Thrill will be distributed as part of a As part of its plan to offer a diverse programming seven-channel bouquet from Reliance mix, the channel has signed strategic deals with Broadcast; it includes Big CBS Prime, Big CBS various leading international content providers Love, Big CBS Spark, Big CBS Spark Punjabi, for successful global formats and series across Big Magic and UTV Bloomberg. The present a variety of genres, all dubbed in Hindi. Tarun joint venture marks RTL Group’s entry into Katial, CEO of Reliance Broadcast Network, the burgeoning Asian television market and is says: “We are excited to offer India its fi rst action Reliance Broadcast Network’s second entertainment channel, Big RTL Thrill. The international joint venture, following on the channel fi lls a need gap that exists in the heels of its joint venture with CBS Studios entertainment landscape and we are confi dent International. that our proposition, backed by consumer insights, will resonate excellently with viewers and marketers alike.”

Increased revenues Groupe M6’s consolidated revenues for the fi rst quarter of 2012 were up 3.6 per cent at €355.1 million, while the group’s fi rst-quarter advertising revenues increased by 3.9 per cent to €202.5 million, a new record for the group. France - 3 May 2012

The main channel M6’s advertising revenues Diversifi cation and Audiovisual Rights revenues accounted for €164.5 million of this – an increase were up 4.2 per cent in the fi rst quarter of 2012. of 1.5 per cent, driven by its positive audience Audiovisual rights, where revenues increased ratings developments. Other advertising by 31 per cent, benefi ted from the success of revenues were up 16.0 per cent to €38.1 million. Twilight 4 in video while M6 Web continued The Group’s non-advertising revenues increased its development (up 9 per cent), thanks to the by 3.2 per cent. success of its advertising offer on the web.

Revenues from the group’s digital channels (channel advertising revenues and distribution revenues) were up 10.2 per cent at the end of March 2012. Growth was mainly driven by W9, which preserved its leadership among DTT channels in the commercial target audience (average 4.0 per cent audience share among housewives under 50). 7 week 18 the RTL Group intranet

Luca Hänni is Germany’s new Idol Late on 28 April, 17-year-old Luca was pronounced the winner of the 9th season of Deutschland sucht den Superstar (Idols), prevailing over fellow fi nalist Daniele Negroni by scoring 52.85 per cent of all viewer votes. Luca Hänni, the winner of the 9th season of Deutschland sucht den Superstar Germany - 30 April 2012

Luca won €500,000 as well as a recording For the 17-year-old heartthrob from Uetendorf contract with Universal Music. As many as (), the nailbiter fi nale was just the 6.07 million viewers tuned in for the grand fi nale beginning. He will spend the next few weeks of Deutschland sucht den Superstar: it scored working on his debut album with his producer/ an average audience share of 28.3 per cent mentor Dieter Bohlen. Luca’s live tour among the 14- to 49-year-old viewer market begins in October – tickets are and averaged 4.71 million viewers aged 3 now on sale only at RTL Tickets and over, for a total audience share of (RTLtickets.de) until 6 May, 18.1 per cent. after which they will go on sale at all other ticket The fi nalists each sang three songs, including agencies. the winner’s title Don’t Think About Me written The complete finale and produced by Dieter Bohlen. The song has Deutschland sucht den may be watched on been on sale as a download in both versions – Superstar is produced by by Daniele and by Luca – since the beginning Grundy Light Entertainment. RTLNow.de of the show on 28 April. From Wednesday, the winner’s single Don’t Think About Me by Luca will be available in stores as a single.

Daniele Negroni (16) sang Dance With Somebody by Mando Diao and Forgive Forget by Caligola. Luca Hänni (17) performed Allein Allein by Polarkreis 18, and his season highlight: The A Team by Ed Sheeran.

The judges – Dieter Bohlen, Bruce Darnell and Natalie Horler – were very taken by both candidates and were full of praise. The interim results showed that it would be a very close race, but in the end the viewers chose Luca Hänni, who got 52.85 per cent of the phone-in votes.

Luca Hänni (left) and Daniele Negroni

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A contest for amateur DJs M6 Mobile and Fun Radio launched the M6 Mobile DJ Experience, a contest that will allow the best amateur DJs to compete for a chance to mix next alongside top artists during the Starfl oor event on 20 October. France - 2 May 2012

On 26 November of last year, Starfl oor set Paris-Bercy on fi re with no fewer than 17,000 spectators, 10 international superstars and the unexpected presence of David Guetta. For the fourth edition of the concert, M6 Mobile and Fun Radio will accompany a talented young DJ right up to the turntables of the biggest hall in France. But for this exceptional opportunity, participants must fi rst go through a number of stages.

Amateur DJs can now go to the M6MobileDJExperience.fr website and will fi nd the mix application that was specially developed for the campaign. From 14 May to 10 June, everyone can post their creations and ask their friends to vote through social networks in order to collect the most points. A jury consisting of fi ve Fun Radio DJs will coach the contestants during this period and select the 15 best compositions from among the 50 highest scores.

For one week, the 15 semi-fi nalists will then have the privilege of apprenticing as DJs with Fun Radio’s professional instructors. At the end Campaign billboard motif of this phase, the jury will retain only the fi ve best to mix on France’s top beaches this summer. Finally, on 10 September, the jury will reveal the name of the winner. This DJ will then mix live on Fun Radio one evening in September, then go on to perform before several thousand people at the Starfl oor event.

9 N-TV launches ‘Mission Impossible’ At the end of April, N-TV’s ‘Reality writes the best stories’ campaign went to the next round with three new print motifs, highlighting the channel’s core competencies – breaking news, business and compelling documentaries. On one motif, N-TV uses Christian Lindner, the liberal party’s top candidate in the NRW state elections, as its image motif for breaking live news, naming his candidature a ‘mission impossible’. week 18 the RTL Group intranet

The German TV market in April Mediengruppe RTL Deutschland’s channels collectively attracted 33.5 per cent of the young viewer market in April, putting them 3.7 percentage points ahead of the ProSiebenSat1 channels, which together attracted 29.8 per cent of 14- to 49-year-old viewers. Germany - 3 May 2012

The channel with the highest ratings growth in April In April 2012, M6 scored a total audience share of 11.3 per cent, a year-on-year increase of 0.5 percentage points. This was the seventh consecutive month that M6 posted the highest ratings increase of all channels measured by Médiamat national. France - 2 May 2012

Top radio website in France The results of the monthly Médiamétrie Nielsen Net Ratings internet panel published on 25 April confi rm that France’s premier radio website is in excellent shape: RTL.fr attracted more than 3 million unique visitors in March 2012. France - 27 April 2012

RTL Belgium picks up the rights to Champions League games RTL Belgium renewed of its contract with the Uefa to broadcast the Champions League for the 2012-2015 period and exclusive free-to-air broadcast rights for French-speaking Belgium on Club RTL. Belgium - 27 April 2012

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Living better and more ecologically On Sunday, 29 April, the fourth edition of Capital Terre that aired on M6 at 20:50 focused on environmental issues in housing – a topic that concerns many people and that captivated more than 3 million viewers. France - 30 April 2012

ZDF launches online series In the lead-up to Wege zum Glück – Spuren im Sand, the new telenovela Grundy UFA is producing for ZDF, the online series Bärbels Tagebuch – Suche nach der neuen Heimat made its debut on 30 April 2012. Germany - 2 May 2012

Vodafone to broadcast RTL Nitro Starting 3 May 2012, the telecommunications provider Vodafone is adding the digital free-to-air TV channel RTL Nitro to its programme line-up. Germany - 2 May 2012

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