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The Audience Magnet Christoph Mainusch Explains How Alpha TV Achieved Its Increase in Ratings

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The Audience Magnet Christoph Mainusch Explains How Alpha TV Achieved Its Increase in Ratings 17 June 2010 week 24 The audience magnet Christoph Mainusch explains how Alpha TV achieved its increase in ratings Germany United Kingdom Anke Schäferkordt on antitrust Five announces jury of authorities and over-regulation Don’t Stop Believing Netherlands Belgium RTL Nederland buys RTL-TVI with good ratings for Wentink Events its election coverage week 24 the RTL Group intranet 17 June 2010 week 24 Cover: Montage with Christoph Mainusch and hosts from Alpha TV shows, showing Alpha’s all day ratings increase during the past months. The audience magnet Christoph Mainusch explains how Alpha TV achieved its increase in ratings Germany United Kingdom Anke Schäferkordt on antitrust Five announces jury of authorities and over-regulation Don’t Stop Believing 2 Netherlands Belgium RTL Nederland buys RTL-TVI with good ratings for Wentink Events its election coverage week 24 the RTL Group intranet “The success story of Greek television” Alpha TV has announced increasing audience figures for the TV season just past. Christoph Mainusch explains how and why. Christoph Mainusch Greece - 17 June 2010 Alpha TV was the only Greek channel to In prime time (20:00 to 23:59), this development significantly increase its all-day audience shares, is even more visible: In May, the season ended which were up by 1.6 percentage points or with very good ratings, making Alpha a powerful 12 per cent compared to the previous season – player in prime time with an audience share of culminating at 14.9 per cent for the whole season 19.1 per cent among viewers aged 15 to 44 – and placing Alpha among the top three channels only 0.3 percentage points behind Antenna, but in Greece. A look at the development of Alpha’s leaving Mega in third position. With regard to the monthly figures shows a steady increase from whole season, the channel was able to increase an average 14.3 per cent during the first quarter its audience figures among viewers aged 15 of 2010 to 16.0 per cent during the first week of to 44 by 43.1 per cent – from 12.3 per cent in June 2010. 2008/09 to 17.6 per cent in 2009/10. A similar picture emerges for the current year: Alpha “Alpha has been Greek television’s major increased its audience shares from 16.3 per cent success story of the past 18 months,” says during the first quarter of 2010 to 21.4 per cent Christoph Mainusch, CEO of Alpha TV, and during the first week of June. explains: “First, Alpha got a new profile and is today clearly positioned as an family-orientated “The combination of top brands such as Al Tsantiri entertainment channel. Second, our informative News, Coffee with Eleni, Pame Paketo with new programming got a new style: objective, fast, formats such as Greek Idol, Kitchen Nightmares modern and reliable. Our news programme is and Chart Show made Alpha the current sea- number two in the market.” son’s fastest-growing channel,” says Mainusch. 14.8% 17.4% 21.4 15.7 16.0 15.1 19.1 14.3 18.2 16.3 Q1 April May June Q1 April May June (to 8 June) (to 8 June) Alpha’s all day audience shares in 2010 Alpha’s prime time audience shares in 2010 3 week 24 the RTL Group intranet “Now we are one of the top three channels in the Alpha’s main news show regularly offers a market – and number two in prime time. In fact, variety of topics, including exclusive report- over the past six weeks Alpha has been number ages and breaking news, as it aims to stay one in prime time, ahead of Antenna and Mega close to current events and daily life in Greece. which became third.” Every evening at 19:00 it provides a complete, objective and accurate description of the day’s news as well as subjects of modern life, capturing viewers’ interest anew each day. Over the season, its ratings among viewers aged 15 to 44 increased by 25.7 per cent – from 9.7 per cent (2008/09 season) to 12.2 per cent (2009/10). Κati psinetai (Come dine with me) remains the most popular programme in Greece at 20:00, attracting and inspiring an average audience share of 24.6 per cent in its target group of 15- to 44-year-olds on a daily basis. Viewers gave the new show highlight Greek Eleni Menegaki, Host of Kafes me tin Eleni Idol an exceptionally warm reception. With the Eleni Menegaki was the first choice of morning- start of the live shows, Greek Idol became the time TV audiences. Always real, straightforward most successful entertainment show of the and communicative, Eleni Menegaki and her season. The glamorous comeback of Roula show Kafes me tin Eleni (Coffee with Eleni) Koromila, along with the original comments of reached an average 24.1 per cent of viewers the jury, and the dreams and expectations of the aged 15 to 44, making it the most-watched show talented young candidates, captivated viewers. in its timeslot. “Our collaboration with FremantleMedia is excel- lent”, says Mainusch. “Greek Idol achieved an Roula Kotomila, Host of Greek Idol average of 28.3 per cent among audiences aged 15 to 44 in its first eight live shows, while its final which will air on 28 June is expected to break all audience records.” Another FremantleMedia format is also very popular with Greek audiences. Farmer Wants a Wife concluded its first season with an audience share of 23.3 per cent among viewers aged 15 to 44. “Both programmes will continue in the coming TV season since they met with remarkable success, Antonis Sroiter, anchor of the Alpha News were loved by the TV viewers and commanded significant slots on the ratings charts,” Mainusch says. 4 week 24 the RTL Group intranet Last season, Lakis Lazopoulos continued to be the most subversive voice in Greek TV, and is the big winner of this year’s TV season. He riveted viewers with his piercing look and sarcastic comments. Al Tsantiri News was the most–watched show, exceeding its own amazing ratings from last year. Even though Al Tsantiri News was already the most-watched show in Greece with an audience share of 54.5 per cent, Lakis Lazopoulos managed to increase the show’s ratings by another 5.8 per cent over the previous year. Lakis Lazopoulos Vicki Chatzivasiliou’s sensitivity and discreet manner made her talk show Pame Paketo top choice among viewers yet again. The show was again full of intense emotions and developed its ratings well, attracting an average 18.2 per cent of 15- to 44-year-old audiences. In conclusion, Mainusch says: “Alpha has made a huge impression and earned the love and loyalty of TV viewers within a very short period of time.” And audiences aren’t the only ones who appreci- ate Alpha TV’s new strategy and programming. “Audience ratings have followed an impres- sive trend, and the response of the advertising market is likewise very positive,” reports the Alpha TV CEO. “Despite the fact that the Greek Vicky Chatzivasiliou, Host of Pame paketo market is currently going through a thorny phase, I am optimistic about its course in the coming TV season. TV remains the most attractive media.” Alpha TV plans to build on its successes in the coming season. “We will keep this year’s winning concepts and will enrich the station’s programme with several new shows,” says Mainusch. “Our emphasis will be primarily on comedy, because we believe that viewers are asking for this genre. We believe that Alpha’s ‘golden recipe’, which gave birth to this year’s television phenomenon and gave the channel the most successful TV season in its history, will also bear fruit in the coming year.” Sissi Christidou, Host of Farmer wants a wife 5 week 24 the RTL Group intranet One shouldn’t begrudge others their success In an interview with Welt am Sonntag, RTL Television CEO Anke Schäferkordt spoke about Günther Jauch, the antitrust authorities, over-regulation and challenges facing the industry. Anke Schäferkordt Germany - 14 June 2010 The news caused quite a sensation in the The new household-based license fee passed German TV scene – Günther Jauch will be given last week, which replaces the former device- a Sunday-evening political talk show on the dependent license fee, met with Schäferkordt’s public-service channel ARD, but will also remain approval. She does however, find it discon- with RTL Television. In an interview with Welt certing that the public-service broadcasters don’t am Sonntag, Schäferkordt said “we’re not happy have to tighten their belts, unlike the government that Günther Jauch has decided to trade in Stern and the public agencies – and is likewise disap- TV for the ARD Polittalk,” but announced new pointed that a planned advertising ban for ARD formats with Günther Jauch on RTL Television and ZDF was not put into action: “In terms of for this fall. “A good relationship is usually shown programming their offer already resembles that in situations that are not so very simple.” of the commercial broadcasters. If ARD and ZDF were ad-free, the audience would better Asked about Lena’s victory at the Euro- understand why they have to pay nearly EUR 20 vision Song Contest and the co-operation a month for them.” between ProSieben and ARD, Schäferkordt was generous: “as the people of Cologne put it so Schäferkordt also called for less regulation of beautifully, ‘man muss auch jönne könne’ – news and advertising, and urged politicians you shouldn’t begrudge others their success.
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