Fresh Identity Carl Ratcliff Explaining Five’S New Look

9 October 2008

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Fresh identity Carl Ratcliff explaining Five’s new look

United Kingdom The Netherlands America’s got International seller a new talent Croatia Germany Kicking off the new Who are the season with sports Element Girls 2008? and glamour week 41

COVER: Montage: Carl Ratcliff in front of the new Five logo and a marketing poster.

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Bring back colour and passion A few weeks ago, Five had unveiled the channel’s new on-air identity, which was launched on Monday 6 October as part of the ongoing brand refresh work across all of Five’s channels. The new logo used in trailers United Kingdom - 9 October 2008

The new on-air look, created in conjunction than a simple logo device could. This creative with Dixon Baxi, has replaced traditional pro- framework will allow us to make this an evol- mos with ‘brand bursts’ and ‘content bursts’ to ving, rolling process.” communicate its brand values with a more emotional impact. The refreshed look is reflec- Five is also supporting the launch of its new on- ted in passionate and colourful off-air marke- air look for its main channel with a TV cam- ting including traditional poster sites, the paign, created by Grey London. The cam- London Underground and press and digital paign started last weekend on ITV 1. media, to initially support Unbreakable, the gruelling, global adventure series hosted by Two spots with duration of 60” and Benedict Allen, and the irreverent travelogue 30” respectively feature a giant hot- series, Paul Merton in India. In order to express dog character who delivers a rou- the inclusive tone of the renewed brand the off- sing speech celebrating TV, to visit Backstage to air marketing now features a ‘we are’ before the remind us that there are hundreds watch the Five logo. It is the first major off-air project of channels of which Five is one. It under Five’s Head of Brand Strategy and encourages viewers to try some- Hot-Dog spot Marketing, Carl Ratcliif, and the first time the thing different and ends with the line, channel has undergone a brand refresh since it “We are Five” expressing the inclusive transformed from Channel 5 to Five in 2002. nature of the renewed brand. In Backstage Carl Ratcliff explains Five’s brand refresh and Five approached some of the best creative its marketing campaign. teams and production companies in the UK and abroad to create brand bursts for the new, on-screen look. Over 100 submissions from New York, LA, London and across Europe have been scrutinised with 20 ideas going into production. Teams as varied as Partizan, Aardman Animations, Buck, Flynn and Rokkit were selected to create bursts that set the template for this ongoing project.

Nol Davis, Five’s Head of Creative Services, who worked together with Ratcliff, said: “This unique work is eclectic and stimulating and encapsulates the new brand values of being vibrant, playful, explicit and challenging, more

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Why did you decide to develop a new look Have you gotten any feedback regarding the for Five? new brand, yet? After six years, we needed to refresh our iden- So far, only good reports. From the trade, from tity. During that time the TV landscape in the advertisers, and early research suggests that UK has exploded with a mix of digital and video viewers are enjoying what they see too. Fingers on demand channels, as well as platforms. crossed. Other broadcasters - such as UKTV – had been very successful with the likes of Dave. And After revamping Five Life to Fiver and the BBC3 and Sky Networks had re-branded also. main channel Five, can we expect a rework Commercially, it made sense to re-package the of Five US as well? Five brand in a fashion that would work the Yes, Definitely. It will arrive in the New Year. channel into 16 to 34s’ hearts in particular. Simply, we wanted to bring colour and passion back into the Five brand.

What’s the idea behind the new look? Stimulation and openness is at the heart of our new look. We wanted to dispose of conventio- nal wisdom, to a degree, and disrupt people’s expectations of what to expect from a channel identity. Consequently, we invested in brand and content ‘bursts’ rather than old fashioned idents. Off air, we developed visual body lan- Marketing campaign for Paul Merton in India programme guage that was more impactful and colourful than historical communication from the five brand.

What was the greatest challenge in develo- ping the new brand? Keeping faith in creative development and making sure that both off- and on-air didn’t dispose of all convention given the need for off-air to ‘market’ specific shows, and on-air to work as a presentation system.

How do you promote the new brand? Through a blend of on- and off-air, as well as investing in other digital and ‘close’ media (eg Bluetooth).

What about the ‘Hot-Dog’ commercial? This commercial is about how brilliant TV is – the choice, the fun, the emotion, the silly stuff, the serious bits, the classic moments and the new experiences. It’s about us and also our competition. It’s different, fresh and most definitely about a new and re-energised Five brand.

What do you expect from the brand refresh? Positive curiosity and ultimately – more viewers spending more time with Five; an impro- vement in loyalty in other words.

Stills of the new on-air promotion trailers 4 week 41 the RTL Group intranet

How far will a woman go? At a two-day press conference in Hamburg on October 2 and 3, RTL Television presented its biggest fiction project this year: the three-part thriller Die Patin (The Godmother) starring Veronica Ferres. Axel Prahl and Veronica Ferres Germany - 9 October 2008

Numerous journalists from various German husband, a distinguished export merchant, is print media convened at the East Hotel and arrested for tax evasion and shortly thereafter came away waxing enthusiastic about the disappears under mysterious circumstances. event. The first day of the press conference When a worried Katharina starts investigating, revolved around Veronica Ferres. With remar- she finds out that her husband worked for kable stamina, the blonde actress completed a organised crime and has been leading a double veritable marathon of interviews for a total of life for years - with another woman at his side. eight hours. On the second day, Veronica Was their marriage, their family, merely a Ferres was joined at the hotel by the actors cover? On her search for the truth, she not only Jeroen Willems, Peter Davor, and Axel Prahl, finds herself in the sights of Germany's Federal producers Nico Hofmann and Klaus Criminal Police Office, but also slipping further Zimmermann, director Miguel Alexandre and and further into her husband's dangerous screenwriter Christoph Darnstädt. 'other' world. Will she ever be able to extricate herself from it? How far will a woman go to pro- Die Patin centres on Katharina Almeda tect her family? (Veronica Ferres), a woman who is suddenly ripped from her happy life by her own hus- After the screening, the journalists praised the band's shady dealings, and finds herself high quality of the sophisticated thriller, and embroiled in murderous machinations. When Teamworx producer Nico Hofmann emphasi- we first meet the main character, she is happily sed that he has never been as proud of a film married with two children. Then one day her as he is of Die Patin.

Christophe Darnstädt, Klaus Zimmermann, Ulrike Leibfried, Miguel Alexandre, Veronis Ferres and Nico Hofmann (from left to right) 5 week 41 the RTL Group intranet

Tremendous successes, the sequel FremantleMedia Enterprises and Insight Production Company announced an overall development financing deal between the two companies. United Kingdom - 8 October 2008

The first look agreement brokered in 2006 will The pooled development resources, together increase in dimension as the companies begin with a focus on seeking out co-venture oppor- to concentrate on co-funding the development tunities, are expected to drive the creation of of new projects. new scripted and non-scripted content. A number of new projects are already underway as a Offering FremantleMedia Enterprises (FME) a result of the collaboration of these two major first look at distributing Insight’s projects and global players. Insight the first option for the Canadian market for new FremantleMedia formats, the agree- John Brunton, President and CEO of Insight ment has seen the companies work together Production Company, added: “Our first look closely on local versions of the highly success- agreement with David Ellender and his talented ful Canadian Idol and the Emmy-nominated team at FME has resulted in some tremendous fashion reality series developed by Miramax successes both in Canada and abroad. The and The Weinstein Company, Project Runway addition of this significant development fund Canada. FME is to launch The Jon Dore will open entirely new opportunities to create Television Show, an Insight production, in exciting new content.” association with The Comedy Network, for international sale at Mipcom 2008.

David Ellender, CEO, Fremantle- Media Enterprises, commented: “Insight is a very valued partner to FME. We are extremely happy to continue working with them in close proximity and are excited to see the fruits of this extension to our rela- tionship.”

David Ellender

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New talent America’s Got Talent ended its third season last Wednesday with a finale that garne- red 12.2 million viewers and crowned 32-year-old opera singer Neal Boyd as the champion from what host Jerry Springer called the closest vote in the show’s history. North America - 7 October 2008

Boyd’s days as an insurance salesman are offi- Boyd won by less than half of one percent over cially over. Overcome with emotion, the singer 26-year-old Eli Mattson, a pianist and singer told the judges at his first audition he wanted to whose bluesy-country style earned him many make his mother proud and take one last shot fans. For his efforts, the Missouri native Neal at an opera career. He accomplished both. Boyd earned a gig headlining a Las Vegas “This competition, coming in, I didn’t think that revue at the MGM Grand Hotel on 17 October I would make it this far,” Boyd said moments and a USD 1 million prize. An added bonus for before the result was announced. Boyd on Wednesday’s finale was a taped mes- sage from his operatic idol, Placido Domingo, who sent the singer his congratulations and said, “Be proud! From today on, you are star- ting a brilliant career.”

Piers Morgan, Sharon Osbourne, Neal Boyd, Jerry Springer and David Hasselhoff (from left to right)

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Helping desperate homeowners internationally RTL 4’s popular Uitstel van Executie (Stay of Execution) format, in which homeowners are saved from foreclosing on their mortgages, faces huge international interest. Martijn Krabbe The Netherlands - 7 October 2008

The format is to be distributed worldwide in To help the desperate owners avoid serious cooperation with 2waytraffic International, a financial damage, Martijn and his team initially subsidiary of Sony Pictures Entertainment. set out to delay the foreclosure date. Once a Uitstel van Executie will first be presented to stay of execution has been obtained, the team the international market at the Mipcom in takes action and renovates the houses to get a Cannes. more realistic price on the real-estate market. The team also helps the families find a new In Uitstel van Executie, moderator Martijn place to live, so that by the end of the program- Krabbe and his team of specialists do every- me, they will hopefully have regained some of thing in their power to help homeowners who their joy in life. On 30 September, over 1.2 mil- face foreclosure on their house mortgage. lion viewers watched Uitstel van Executie on RTL 4.

Interesting insights RTL 4 presents a new series called Je Lijf, Je Leven, which gives viewers insights into the workings of the human body. The Netherlands - 9 October 2008

The complex structure of the body and the The first episode, on 2 November, focuses on functioning of the various body parts and our largest organ: our skin. Virtually everyone organs are still a mystery to many of us. RTL 4 wants to have smooth, flawless, young skin. sets out to demystify the subject in Je Lijf, Je How effective are all those creams, facial Leven (Your Body, Your Life). Each week star- masks and other skin products really? And how ting 2 November, the popular-science show much sun is gut for your skin? Floor Oosterwijk, moderated by Floor Oosterwijk MD will shed the show’s moderator and a trained physician, new light on a different part of the human will investigate skin facts and myths. Later epi- body by lucidly explaining the functioning and sodes will examine blood vessels, the respira- interconnection of various organs using vivid tory system and the digestive organs among examples. others.

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Handball and Stars cooked up RTL Televizija kicked off the 2008/09 season with the Experience the passion in 2009 event and confirmed its leading market position as the number one television channel in Croatia. Croatian handballer Goran Sprem Croatia - 6 October 2008

After emerging as the number 1 station in all- To keep fans of the “most important trifle in the day and prime time in the previous season, with world” well entertained, RTL Televizija has average all-day audience share of 27 per cent secured broadcast rights to the English Premier in the first half of 2008, and 27.2 per cent in League. All football fans can watch live mat- prime-time, the average results of the first two ches featuring top Croatian footballers weeks of the new season paint a similar pictu- Saturdays. Handball will also become a major re for the 18 to 49 demographic. In September, topic on RTL Televizija. The channel is proud to RTL Televizija confirmed its leading position in be the home broadcaster of the 2009 World all-day broadcasting, averaging 26.4 per cent Men’s Handball Championship in Croatia. With and 27.9 per cent in prime time. “I am extreme- its sports team and commentator Vlado Šola, ly satisfied with the excellent ratings of RTL the channel will provide first-rate handball Televizija’s programmes, which once again coverage. “This is by far the biggest sport confirm our leading position in Croatia”, says event in Croatia’s history,” Mainusch says. Christoph Mainusch, CEO of RTL Televizija.

The new season of Big Brother kicked off in big style with audience shares near 50 per cent, and the first two weekly shows both achieving a solid 38 per cent. The main News is now the most-watched news programme in Croatia, having stolen the lead from HTV Dnevnik and with audience shares peaking at nearly 50 per cent.

The new season of Vecera za 5 continues in access prime time. It is followed by the exciting new show Punom parom, resulting in a one-hour cooking show block in access prime time. Punom parom is a culinary show where contestants try out their cooking and serving skills in Croatia’s best restaurants.

Christoph Mainusch

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RTL Televizija has some news and chan- ges to report in its magazine programming: Exkluziv is now aired as a daily program from Monday through Friday, in the time slot previously occupied by Exploziv. Exkluziv is up to date and entertaining, giving audiences the latest info from showbiz, movie premieres and fashion shows. The presenter of the daily Exkluziv show is Antonija Stupar Jurkin. Exploziv has been reworked into a more high-end magazine focusing on lifestyle and is now aired as a weekly Exklusiv half-hour show on Saturdays. The presenter of Exploziv is one of RTL Televizija’s trademarks: Tatjana Juric. At the end of the week, RTL Televizija broadcasts a weekly version of Exkluziv from a glamorous new studio, providing a round-up of current topics and reports.

“Our strategy for 2009 remains constant: To offer a well-balanced com- bination of licensed prime-time series, precise and fast informative programmes and locally produced entertainment shows,” Christoph Mainusch summari- zes. Tomislav Jelincic, presenter of the RTL Televizija news RTL Televizija will also start a new inter- active Web portal, with possibilities to comment on programmes, and upload photos and videos. Another potential project is a Catch-up TV platform as well as an international pay-TV channel, RTL Televizija International, for Croats living abroad.

Pronos Hrvatske (Croatia’s Pride): Vanja Halilovic, host of the weekly edition of Exklusiv a project to promote better cooperation and courage 10 week 41 the RTL Group intranet

Fire, water, air and earth “Who are the Element Girls 2008?” asks Super RTL, and calls on potential ‘Element Girls’ to apply. Germany - 7 October 2008

Interested girls in the age-group of 10 to 15 can The four lucky winners get to spend a day now apply to become one of the new faces of with Gute Zeiten – Schlechte Zeiten star www.elementgirls.de. The community is loo- Janina Uhse behind the scenes of the king for girls who embody one of the four ele- cult series – and may even get to be an ments: fire, water, air or earth. The deadline for extra on one of the episodes. visit Backstage to applications is 24 October. The voting starts Monday 27 October, with users casting votes Elementgirls.de is Germany’s most watch for their favourite in a group of candidates pre- popular website for girls, and has been the trailer selected by the site’s editors. There will be a serving up plenty of information and one-week final round for each element, begin- entertainment to its young users for the ning with air, followed by earth, water and final- past two and a half years. The website, which ly fire. caters to the tastes of 10- to 15-year-olds, has grown into an established online community with over 750,000 members.

Popular news anchor The Geca Index 2008 survey of 3,200 people aged over 14 years indicates that Antena 3 is Spain’s most highly regarded and most popular broadcaster. Spain - 7 October 2008

The study shows that Antena 3 is the most The Geca survey also establishes presenter appreciated channel in Spain despite the rising Matias Prats as the most popular and most number of competitors since 2007. With an famous television personality for the fourth year average score of 6.69 per cent, Antena 3 came running. He was also voted best news anchor. out at the top of the ranking. The Spanish RTL Group channel is especially popular among Antena 3’s programming was also very well young audiences (between 14 and 24) who received, contributing four of Spain’s Top 10 gave the channel an average 7.10 out of 10 programmes: El Peliculón scored 7.06 points, points. the sports program Territorio Champions 7.05 points, the cartoon series Los Simpsons 6.99 points and the television drama Los Hombres de Paco classification 6.94 points. 11 week 41 the RTL Group intranet

Adventures in South America On Monday 6 October, RTL Klub began broadcasting the internationally successful show I’m a Celebrity – Get Me out of Here! in Hungary, featuring ten Hungarian celebrities it has sent into the jungle around Iguazu Falls. Life in the camp Hungary - 8 October 2008

The jungle camp celebrities are pop stars In the show the celebrities live in a camp, under Mariann Falusi and Mark, the Pop Idol judge adverse circumstances and without their crea- and singer Soma, Olympic swimmer Attila ture comforts. To earn small amenities, they Czene, wrestler and Olympic medallist Sándor perform ‘Bushtucker trials’. I’m a Celebrity – Bárdosi, editor-in-chief of Hungarian Get Me out of Here! is originally from Britain Cosmopolitan magazine Patrícia Szabó, stars and was very popular in Germany as well. Parts Gyozike and Dániel Benko, former beauty of the show are recorded for later, other parts queen Éva Horváth, and pop star Heni Dér. are broadcast live. In Hungary, the show is moderated by Balázs Sebestyén and János Vadon. The channel also runs a live daytime talk-show centring on the show, moderated by Lilu.

Three team members supporting their candidate in a Bushtucker trial 12 week 41 the RTL Group intranet

The Mentalist comes to the United Kingdom Five has acquired the rights to the highly anticipated U.S. police drama series The Mentalist through a licensing deal with Warner Bros. International Television Distribution. United Kingdom - 3 October 2008

Star of the news Always at the heart of the public’s concerns, RTL-TVI has scheduled a special week of programming to analyse the financial crisis hitting Europe head-on and explain the ins and outs to viewers. Belgium - 3 October 2008

Audience leader in mornings and afternoons In September Antena 3 was able to improve its total audience share by 0.2 percentage points compared to August 2008 to 15.8 per cent. Antena Neox starts the new season as the leading digital channel, with a 0.64 per cent share of the market. Spain - 3 October 2008

A record-breaking day Friday 3 October bore the stamp of success for M6, which can congratulate itself both on being the top-watched channel in the early evening access slot and on beating its own prime-time audience record. France - 7 October 2008

Success all around for Germany’s ‘Super Mario’ shows them all It was Mario Barth’s big evening, and his fans were, once again, over the moon. On 3 October, RTL Television broadcast the comedian’s world-record performance to an enthusiastic TV audience of 5.34 million viewers. Germany - 7 October 2008

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Incroyable Talent is Back in France for a Third Season Last Thursday, the most off-the-wall talent show made its prime time comeback on M6, scoring a respectable audience rating of 19.7 per cent among housewives under 50 off the bat. France - 8 October 2008

Monday evening brings top ratings Last Monday on RTL Television, the season finale of the popular coaching format Rach the Restaurant Tester delivered the same top ratings as seen in previous weeks. Afterwards, the RTL magazine Extra hit a new ratings high for 2008. Germany - 8 October 2008

Golden Chests from Bulgaria The Teamworx production Das Wunder von Berlin has won the awards for Best Film (TV Movies and Mini-Series) and for Best Screenplay at the Golden Chest International Television Festival in Plovdiv, Bulgaria. Germany - 9 October 2008

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People FremantleMedia appoints new head of communications Gene Cleckley United Kingdom - 9 October 2008

Gene Cleckley has taken on the role of Head of Communications for FremantleMedia in September, reporting to Christian Schneider- Sickert.

After three years as interim head of FremantleMedia's corporate communications department, Sonija Silberkuhl is leaving the company. Following a short break, she will be pursuing other business interests in Europe later this year.

Gene comes to the company with extensive communications experience both in the UK and US. He most recently served as Internal Communication and Community Affairs Manager for QVC, The Shopping Channel, for more than seven years. Prior to that position, Gene held various marketing, PR and retail buying positions in New York.

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