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A HEALTHY AUDIENCE 2012 ACT Report on Healthy Programming

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A HEALTHY AUDIENCE 2012 ACT Report on Healthy Programming A HEALTHY AUDIENCE 2012 ACT Report on Healthy Programming Commitment to the DG Health and Consumers’ EU Platform on Diet, Physical Activity and Health 2 The Association of Commercial Television in Europe (ACT) welcomes the opportunity to participate in the European Commission’s Platform on Diet, Physical Activity and Health. By submitting this report, ACT members show their commitment to taking action for a healthier lifestyle and contribute to the EU objective of fighting for healthier European citizens. 3 ACT / A Healthy Audience / 2012 TABLE OF CONTENTS Editorial by Ross Biggam 4 ACT Director General Commercial TV, audiences, and health 8 HEALTHY PROGRAMMING: Morning health and lifestyle shows as key to MTG’s success in Lithuania 9 TVI healthy programming in Portugal 12 Producers and presenters on the success of cooking shows in France 13 CAMPAIGNS FOR HEALTHIER EUROPEANS: Fighting obesity in Spain - Antena 3 Group 17 Walk4life Day in the UK – ITV 18 Pan-European anti-smoking campaign - Eurosport 19 Programmes related to a healthy lifestyle 21 Croatia 22 Lithuania 34 Cyprus 24 Poland 36 Greece 24 Slovakia 37 Estonia 25 Spain 39 France 26 The Netherlands 42 Germany 30 The UK 43 Italy 31 Pan-EU 44 External expert on a healthy format 47 crossing borders around the world Interview with Kevin Mundye, Executive Producer, Shine Network 47 on the international success of “The Biggest Loser” 4 EDITORIAL BY ROSS BIGGAM ACT Director General This is the third report which the ACT has produced for the EU Platform on Diet, Physical Activity and Health. In each of these reports, we have shown the positive contribution which our sector brings to the fight against obesity and unhealthy lifestyles. We represent European commercial broadcasters and media companies, which nowadays reach our viewers on a whole range of distribution platforms to different devices – television, PCs, tablets, games consoles, smartphones etc. Our contribution is about what we do best: making television programmes that engage, entertain and sometimes provoke the mass audience of European citizens. And it is important to remember that a well-made television programme can reach all Europeans in a way which no other medium can match. Today, the average European watches television for 228 minutes per day – a figure 5 ACT / A Healthy Audience / 2012 which, despite the hype around the impact it is for us to process material for a brochure of the internet on consumer behaviour, such as this. These factors, of course, in no has increased every year for the past way answer the request from the European decade. Additionally, when we presented Commission – after all, a Europe in which the previous edition of this brochure to German, British, French, Italian, Spanish the EU Platform, we stressed the ability and Polish consumers have access to more of commercial television to reach all parts information on health and nutrition than the of society. Not all television programmes rest will not fulfil the Commission’s mandate are able to do this, and it would surely of devising a comprehensive, pan-European be a concern for policymakers seeking strategy for better nutrition and public health. to capitalise on the interest created by So in this new edition we seek to answer television programmes in healthy lifestyles the Commission’s point in two ways. First, if certain audiences were to be “super- we have deliberately sought out examples served” with programmes giving scientific from markets which were not represented, information about nutrition. There is or under-represented, in the previous certainly an important role for such content, edition. The larger European markets are but the demographic profile of a television still present, but this time accompanied by audience for scientific documentaries programming from Croatia, Cyprus, Estonia will often be biased towards the better- and Slovakia, as well as a special focus educated, wealthier demographic groups in on programming from Lithuania, where society (who may well already have access we were struck by the high profile given to plenty of information about health and by management at the launch of TV8 to diet). If – and the ACT is not qualified to programming relevant to diet and nutrition: comment on this – unhealthy eating is a societal issue which covers all social groups, then there is an equally important role “ Having local programming for entertainment shows as a vehicle for getting the healthy lifestyle message across focused on lifestyle and health to a wider demographic. We also took an example of a successful TV campaign choices was a key element in the health field – and I apologise if it is not directly related to nutrition – where an in our marketing and positioning anti-smoking message was seen 232 million times in 10 days. of the new channel. It is But during our last presentation, we also had important from a perspective a very specific question from the chair of the meeting. The previous edition of our brochure of what our viewers want, but had examples from ten European markets: Belgium, Czech Republic, France, Germany, also for us, as a broadcasting Italy, Poland, Romania, Spain, Sweden and the UK. Very interesting, according to the company which is in touch with, chair – but what about consumers in the rest of Europe? Specifically, were consumers and behaves responsibly towards in smaller European states less well served than those in the larger markets? A very the communities in which we good question, and not one we could answer straight away – any bias towards operate.” larger countries in our original sample is Jurgis Jefremovas, Programming Manager MTG, 2011 due simply to logistical factors, notably that larger broadcasters have greater resource to The second way in which we aimed to help us prepare such brochures, and that the illustrate the breadth of programming more widely-spoken a language, the easier available outside the larger European 6 “ The stories that we tell and the journeys the contestants go on are so translatable and resonate in any country, any culture and any class.” Kevin Mundye, Executive Producer at Shine Network markets is the interview with Kevin Mundye, What we mean by this is that ten or fifteen executive producer at Shine Network, years ago – which is, roughly, when obesity the independent producer which has the and healthy diets first became prominent on rights to “The Biggest Loser” among other the public policy agenda (the US Surgeon entertainment formats. We spoke to Kevin General declared an “obesity epidemic” in because the television business is changing 2001) – television was a national business. in a way that makes it easier for us to satisfy The received wisdom of the time was the legitimate concerns of the European that viewers’ tastes were too different for Commission that all Europeans should have programmes to cross frontiers successfully. access to a choice of entertainment and The larger television markets made other formats which help stimulate interest programmes aimed at domestic audiences, in healthier eating and living. and sometimes sold these on, to be dubbed 7 ACT / A Healthy Audience / 2012 or subtitled in smaller markets. Whether it the EU runs a strong trade surplus) but it to the overall work of the EU Platform, and is due to globalisation, technology or the also helps get the healthy eating message it is one which we are happy to offer to all proliferation of new channels (we estimate across to European, indeed, global, citizens European citizens, across all demographics around 90% of the 8000 or so TV channels regardless of whether they live in a big TV or markets. in the EU have been launched in the past market or not. decade) this is no longer the case. We look forward to continuing this debate To conclude, it is important to keep in with platform members. context the contribution which television International trade in television formats programmes such as these can make. – i.e. the right not to show the finished What the media can do best is to reflect programme, but rather to adapt the and stimulate the interests of our viewers original programme for a local market – – of European citizens. If Europeans are is now a business worth €9.4 bn annually. sufficiently interested in a subject – whether it is health and fitness, personal finance or property restoration – then television This means that programming such as the will cover it. And, given that there appears show for which Kevin is responsible – “The to be strong interest in health, diet and Biggest Loser” – can be seen in 90 countries nutrition issues, we can expect journalists worldwide. Formats are a profitable and programme-makers to continue to business (in passing, it’s one of the few cover these issues in a variety of formats. parts of the audiovisual industry where This is the broadcast media’s contribution Ross Biggam 8 Commercial broadcasters’ expertise lies in the creation and distribution of professional content, which can be now accessed on any platform and on any device. As the mass medium that millions of European citizens watch several hours per day, it is important to behave responsibly towards the society in which we operate, including by promoting healthier lifestyles across Europe. We encourage our viewers to fight obesity in a variety of formats. For instance in Lithuania, Modern Times Group (MTG) gets healthy messages across during weekend morning shows, when demand for healthy programming proved to be high. Even more, our colleagues from TV8 informed us that having local programming about health was a key strategic choice when launching and positioning of the channel in Lithuania. Talk shows with healthy topics are a successful format featured by TVI in Portugal. TVI includes health-related issues also on its 24-hours news cable channel.
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