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From Zero to Hero Christoph Mainusch on RTL Televizija’S Fifth Anniversary

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From Zero to Hero Christoph Mainusch on RTL Televizija’S Fifth Anniversary 30 April 2009 week 18 From zero to hero Christoph Mainusch on RTL Televizija’s fifth anniversary Belgium / Luxembourg Belgium Télévie 2009 collects more RTL Belgium organising than EUR 8 million the Fêtes de Wallonie Germany United Kingdom Girls’ Day in Cologne FremantleMedia and MySpace produce Freak week 18 COVER: Montage with Christoph Mainusch, Chief Executive Officer of RTL Televizija 2 week 18 the RTL Group intranet “We started with ten computers and ten employees” On 30 April 2004, RTL Televizija started broadcasting on the frequency formerly owned by HTV 3. In the run-up up to the anniversary Backstage spoke to Christoph Mainusch about the first five years. Christoph Mainusch, CEO of RTL Televizija Croatia - 23 April 2009 Back in 2004, many said ‘mission impossible’, By the end of 2006, its second full year of but RTL Televizija and its programming were operation, RTL Televizija had achieved remar- established in record time. Today RTL Televizija kable results. Not only had it become the clear covers about 96 per cent of Croatia’s territory market leader in daytime and prime time broad- with its signal and has been the leader in prime casting to the vital 18 to 49 year old viewer time and all-day broadcasting almost from the group, it had also broken even financially. start. By the end of 2008 – in addition to entertain- Gerhard Zeiler, CEO of RTL Group, says ment programming – RTL Televizija had “RTL Televizija has become synonymous with secured the leading position in information entertaining, informative and innovative programmes as well. The broadcaster Croatian TV. We at RTL Group congratulate our therefore opened up correspondent centres in Croatian colleagues on building such a power- five Croatian cities, to provide the maximum ful TV channel from scratch, taking it from possible amount of up-to-date information right start-up to top speed in such a short space of from the spot. RTL Televizija achieved the time.” highest transmission and production standards with its broadcast of the World Handball Cup A successful combination of licensed program- 2009 which was the biggest sports event mes adapted for the domestic market, local in Croatia’s history. production, and foreign programmes were the key to the success of RTL Televizija. The On 30 April 2009, RTL Televizija celebrates its channel was a trendsetter from the beginning: fifth anniversary, and a success story in the with the launch of Big Brother, RTL Televizija truest sense of the word – a good time to talk sparked the success story of reality shows and with Christoph Mainusch, CEO of introduced additional innovation by setting up RTL Televizija, about the past five years. the first daily soap in Croatia: Zabranjena lju- bav. One of the world’s greatest talent shows, How did you personally experience the star- Idols, made its Croatian debut on RTL Televizija ting phase of RTL Televizija five years ago? under the name Hrvatska trazi zvijezdu. The story began in 2003 when the Croatian Parliament decided to privatise HTV 3, one of the three public channels. The consortium led 3 week 18 the RTL Group intranet The 21st World Handball Championship was the biggest sports event in Croatia’s history – broadcast on RTL Televizija by RTL Group was awarded the concession Apart from the programme and production after having gone through the public tender aspects, we have influenced changes in process during which it convinced the authori- Croatia’s media legislation, especially the Law ties that it had the best concept. RTL Televizija on Electronic Media. RTL Televizija is advoca- first went on air on 30 April 2004 and became ting the implementation of the EU best practice the market leader in the territory almost from with respect to advertising on the public TV day one. We started with ten computers and broadcaster, which is one of the biggest ten employees. It was quite a challenging problems of the Croatian media market, since green-field operation and certainly one of the this has placed commercial televisions in a very best experiences in my professional life. unfavourable position. RTL was not an unknown brand since some We are very confident that the local media households already had access to the German authorities will recognise our suggestions channel RTL Television on cable or via satellite. regarding the process of digitisation. These When we took over the frequency of HTV 3, we suggestions relate mainly to the decrease of were already pre-set as channel number three advertising allowed on the public broadcaster on all remote controls when we started. That and an equal treatment of all broadcasters in helped as well. the digital world. We will follow a multi-channel strategy, whereas HTV needs to stay within its Today, RTL Televizija is one of the strongest public mandate by offering new content. and most recognised brands in Croatia. Last year we were awarded the status of a What is RTL Televizija’s general philosophy Superbrand, as one of the leading 100 brands concerning programming and formats? in Croatia. At the beginning we were perceived as an inter- national, and not as a local broadcaster. This How did the Croatian TV market develop has changed in the meantime; we have within the last five years? developed a clear positioning of the station and The TV landscape has changed significantly a strong brand. Our most recent success was since we arrived on the Croatian market. Before the broadcast of the Handball World the launch of RTL Televizija, the Croatian TV Championship which further promoted our market was dominated by the public broadcas- positive image. As the home broadcaster of ter HTV. We have set new programming trends. this sports event, for the final match we achie- Daily talk-shows, daily soaps, US series in ved the highest ratings of an individual prime time, big entertainment shows and docu programme since the beginning of ratings soaps – these are all new genres we brought measurement in Croatia in 2003. According to into the market. research conducted by the IHF and the 4 week 18 the RTL Group intranet Sportfive agency, the World Handball Championship in Croatia was watched by as many as 293 million viewers all over the world. Additionally, we have introduced the local versions of the most successful international formats like Big Brother, Idols, Beat the Host or Farmer wants a Wife, as well as top foreign licensed programmes. The top ten US prime time series on the market are all with RTL Televizija. Our news and magazine pro- gramme has also set new standards in the mar- ket. Last fall our news outperformed the main news of the public broadcaster in terms of Logo of the Croatian version of Idols audience share. We also introduced a new way of scheduling which was not that well developed before we came to the market. RTL Televizija reached break-even just two years after its launch. What is the secret to your success? Creativity in programming is one side of our success, cost efficiency and a good sales concept the other. Obviously we somehow combined these three factors properly. To have succeeded in breaking even in our second full year, one year ahead of our original plan, makes us proud, especially as we are operating in a relatively small market. How are you going to celebrate the anniversary? Last Sunday we introduced an on-air campaign to celebrate our fifth anniversary. On our birth- day on 30 April we will launch our new Antonija Blace was candidate in season one of Big Brother and corporate identity as well. All of our local shows then became one of RTL Televizija’s presenters will refer to our anniversary. Internally, we will celebrate without big parties, but with a good deal of happiness. What was your greatest success with RTL Televizija? It was definitely the Men’s World Handball Championship and the five seasons of Big Brother. The last one in fall of 2008 took place in Thailand. Both projects were quite challen- ging for us. What are your favourite shows on RTL Televizija? Idols and Beat the Host. These shows are currently the most talked-about. Lorena Nosic, presenter of Farmer wants a Wife 5 week 18 the RTL Group intranet What are the advantages of being part of our programme brands. It has been a good test a major European entertainment company? for the additional distribution of our content at Being able to learn from each other. The TV an early stage of a digital world. Digitisation is tastes of European audiences are very similar. certainly one of the challenges ahead. Over the next couple of years the Croatian market will be A while ago, you launched RTL plus. What digitised and the viewers will be able to choose are you planning for the future? Are you between up to 32 national programmes. For us, going to build a Croatian family of channels? this means that we will need to pursue a In March 2008, RTL Televizija launched multi-channel strategy. RTL Plus, the first IPTV channel aired exclusi- vely on T-Com’s IPTV platform. It’s a second- chance viewing channel that further exploits Croatia’s Next Top Model The three most-watched programmes on RTL Televizija (among young viewers aged 18 to 49) Handball World Cup Final game: France vs. Croatia – 1 February 2009 Audience share: 81.3 per cent Big Brother, Final of the first season 26 December 2004 Audience share: 79.9 per cent Football qualification for the European Championship England vs. Croatia – 21 November 2007 Audience share: 74.9 per cent 6 week 18 the RTL Group intranet Télévie 2009 gives life a chance to win! The funds collected in Télévie’s 21 years of existence have now surpassed the symbolic EUR 100 million mark, with the entire amount being turned over to scientific research in the relentless battle against cancer.
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