TV Makes People Happy Week 24

week 24 the RTL Group intranet Newsletter 12 June 2008 TV makes people happy Gerhard Zeiler about the value of television Germany Interview with Anke Schäferkordt Hope for Girls at the Leprosy Centre France Record-breaking audience figures for M6 RTL Radio – Media of the Year 2008 United Kingdom All-time high with Britain’s Got Talent pe COVER: Gerhard Zeiler at the Medienforum in Cologne. 2 week 24 the RTL Group intranet Serving the public At the Medienforum NRW in Cologne, RTL Group CEO Gerhard Zeiler spoke about the social value of television, and took a stand on hot topics like advertising bans and the protection of minors. Gerhard Zeiler Germany - 11 June 2008 Gerhard Zeiler launched his speech with seve- heading ‘helping people to help themselves’. ral quotes by politicians to show how television Zeiler cited RTL Television coaching formats – especially commercial television – is the sub- such as Raus aus den Schulden (Get Out of ject of public scolding, and noted: “It’s easy to Debt) with Peter Zwegat and Super Nanny with badmouth television because everyone, really Katharina Saalfrank, described by Der Spiegel everyone, knows what you’re talking about.” In magazine as “heroes of social work,” as perfect his nearly 30-minute speech, Zeiler elaborated examples for ‘Help-TV’. “By running such for- on the contribution that television, criticism mats we not only tackle topics that are relevant notwithstanding, makes for society and within – we make them accessible to a wide public society. He pointed especially to four important and point out solutions, giving people the hope dimensions: political awareness building, social of escaping an apparently hopeless vicious mandates, reflecting society, and entertain- cycle.” ment. Television doesn’t present a falsely “hunky- “We build awareness, we tell the background dory” world, but also deals with people on the story, and we tackle questions no one else fringes of society, but without donning wants to deal with,” declared Zeiler, and pro- “consternation-tinted glasses.” Television’s role ceeded to talk about the first aspect – commu- is to show all of society with its positive and nicating political issues. negative sides, which happens e.g. on the talk or courtroom shows shown in afternoon pro- Commercial TV translates political communica- gramming. “In this sense,” said Zeiler, “I see tions into a language understood by young what many feel to be pure provocation as a people, said RTL Group’s CEO. That, he said, is kind of public service, too.” the reason that the public broadcasters’ news draw fewer young viewers – because the latter don’t understand the language spoken by the former. However, Zeiler was careful to point out that translation is not tabloidisation, let alone infotainment. Zeiler then went on to speak about the second aspect: television’s social mandates. At a time when government support is being cut ever further, social workers turn into protagonists on television, under the Raus aus den Schulden 3 week 24 the RTL Group intranet Zeiler’s fourth point was the positive effect of ble. We will defend ourselves against this sort entertainment. “Ensuring fun and enjoyment is of censorship of taste – and we will do so in also part of our mandate. […] Entertainment is court.” just as much part of a functioning media society as information and education.” However, Zeiler also addressed the new Interstate unfortunately television entertainment often rai- Broadcasting Treaty, which is getting a lot of ses negative associations, while reading a attention in Germany as it is the main directive book, for example, is seen as positive, nearly governing the public broadcasting system in without exception. “Why are two different Germany: “It shifts the balance between public yardsticks used here?” Zeiler asked. and commercial broadcasters – already off-kil- ter – even more in favour of state-owned televi- In order to continue fulfilling its mandate and sion.” He also spoke about the various adverti- contributing value to society, television needs sing restrictions imposed on television, such as to have conditions in place that allow it to do “regulation that tells us – unlike the printed so, demanded Zeiler. He referred among other media – how much and when and at what inter- things to the dispute with the media authorities vals advertising may be shown, as if responsi- regarding the talent show Deutschland sucht ble, mature citizens only existed among news- den Superstar (Idol). The authorities had filed a paper readers but not among TV watchers.” investigation based on several remarks made Advertising bans, such as on tobacco adverti- by Dieter Bohlen, one of the judges on the sing, also fail to achieve the desired effect, said show. “What’s next? Will miserably failed Zeiler. Television’s function as a role model – in penalty kicks no longer be replayed – let alone films, shows and series- has a much greater in slow-motion, because the athlete might feel effect, said RTL Group’s CEO. made a laughingstock?” Zeiler asked provoca- tively. “With all due respect for the work done All problems, obstacles and challenges aside, by the Committee for the Protection of Minors Zeiler closed his speech on a conciliatory note: in Media – this investigation against “In the end, it’s only TV – one of the nicer, minor Deutschland sucht den Superstar is questiona- matters of life!” Excerpts from the speech: About Political Education Young viewers appreciate the fact that we o For instance, the former government deliver political contexts and political explana- employee Peter Zwegat helps families in tions in the kind of language they understand. debt to gain control over their finances And that, with all due respect, is more than again. necessary. o Street-worker Thomas Sonnenburg tries TV news programmes, especially those on to get teenage runaways off the streets commercial channels, attempt to clarify com- and back into a normal life. plex contexts, mainly by visual means, and to make abstract political contexts more unders- o Educator Katharina Saalfrank aka “Super tandable by illustrating them with human-inte- Nanny” helps overwhelmed parents with rest stories. That doesn’t qualify as tabloidisa- raising their children, tion and it certainly isn’t infotainment. o and youth therapist Annegret Fischer As I see it, it is a contribution to political educa- Noble deals with “teenagers out of tion and one of the key reasons that the overw- control” and communicates to them the helming majority of younger viewers tune in to purpose and necessity of proper social the news programmes of commercial broad- conduct. casters, and especially of RTL Television. By running such formats we not only tackle About Help-TV topics that are relevant – we make them accessible to a wide public and point out solutions, There are a large number of such Help-TV for- giving people the hope of escaping an appa- mats, which provide hands-on advice for life, rently hopeless vicious cycle. where help is provided to those who really urgently need it. 4 week 24 the RTL Group intranet Gerhard Zeiler and Marie-Luise Große Peclum at the Medienforum in Cologne As a result, there has been a growing run on the In fact, it is much more likely that a large share social services offices because the Help-TV of the books – I would go as far as to say the formats give many people the necessary impe- absolute majority – are read purely for enter- tus to take charge of their situation. This and tainment. the fantastic viewer ratings show that we have struck a social nerve here. Television is no different. And yet, entertainment obtained by reading is culture – while Value is happiness entertainment obtained by watching television is “mere” entertainment! This brings me to my last aspect of “value” – a definition that is only very rarely appreciated in About the public value of entertainment our culture. It was proposed by a professor at INSEAD, the prestigious business school near Ensuring fun and enjoyment is also part of our Paris. He lectures on topics such as mergers & mandate. Even if we for a variety of reasons acquisitions and business appraisals – so at aren’t as relaxed in our dealings with entertain- first glance doesn’t have anything to do with ment as our European neighbours – one thing the idea of social values. holds true for us as well: entertainment is just as much part of a functioning media society as Still, this professor came up with what for me is information and education. the simplest and most surprising definition of value, of social value. About advertising His approach says that the most important Let’s please not forget that advertising adds measure of the value of an offering or product colour to life. Advertising stands for imagina- is the extent to which it makes people happy. tion, for freedom. If you don’t believe me, just The more people and the bigger the “happi- think of former East Germany, where there was ness,” the greater the value. Or, in a nutshell, hardly any advertising. “Value is Happiness.” Offers that make people Conclusion: what is the value of television? happy are valuable – an interesting definition, especially when you consider that it comes In closing, ladies and gentlemen, back to the from an economist! topic at hand: What is the value of television? Making people happy is something television If you ask me, that is something that each one can most certainly do. of us ultimately has to decide for ourselves. And I really mean each and every person – not About different types of entertainment a select few on behalf of all others. No one can seriously believe that every single The remote control allows every single person one of the 400,000 new books presented at last to make their individual decision: whether to year’s Frankfurt Book Fair was good, that all of watch, when to watch, what to watch, when to them were a valuable contribution to society.

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