PRENSARIO INTERNATIONAL PRENSARIO INTERNATIONAL PRENSARIO INTERNATIONAL PRENSARIO INTERNATIONAL COMMENTARY WELCOME TO BUDAPEST SCHEDULE For those reading Prensario global crisis, but the market is so International for the first time, competitive and dynamic with the SPECIAL REPORT: THE HUNGARIAN this is a publication based on Latin new media push, that nobody can TV MARKET – BETWEEN THE MEDIA LAW AND THE America, but after more than 20 be quiet waiting for better times. INCOME CROSSREADS covering the whole international Also, the warmer figures are coming, ...................................................PAG. 6 market, now it manages strong so current and new players must coverage and feedback from all re- prepare themselves. MAIN REPORT: DISCOP EAST 2011 – TIME FOR DECISIONS IN gions. We’ve been attending Discop The newcomer content outlets CENTRAL AND EASTERN EUROPE in Budapest for 10 years, and we are not a minor aspect, as Central & .................................................PAG. 12 are very pleased with the excellent Eastern Europe is one of the regions feedback we receive every market of the world with more free TV, pay PREMIUM INTErvIEW, BROADCASTERS: from Central & Eastern European TV and new media channels enter- TV NOVA CZECH REPUBLIC: ‘STABLE RATINGS WINNERS ARE ALWAYS FICTION PRODUCTS AND buyers. ing the market. NEWS’ As well, we’ve strongly developed So, all of these will play in favor .................................................PAG. 16 our online services. At present we of this version of Discop. Last year offer daily e-mail newsletters in more people came from big markets PREMIUM INTErvIEW, BROADCASTERS: English language during the week as Poland, the content traffic within 1+1 GROUP UKRAINE: ENTERTAINMENT FORMATS WITH A TWIST of the shows, with testimonies of the region has exploded with Rus- .................................................PAG. 18 buyers and the major market trends sian, Polish, Romanian and Turkish rising. If you are not receiving them, TV channels offering their own SPECIAL REPORT: CEE MARKETS SHOW GOOD please enter www.prensario.tv at productions each other. They need RECOVERY ON AD PIES IN 2011 any day. international formats, they need to .................................................PAG. 24 Discop East 2011? It promises to develop win-win relationships… SPECIAL REPORT: THE RUSSIAN TV SEASON be a good market, undoubtedly bet- we expect a growth in market at- 2010-2011: NEW TRENDS AND DEVELOPMENTS ter than last year. As it is told through tendance of 10% for this year. .................................................PAG. 32 the reports included in this issue, the region is still not recovered from the Nicolas Smirnoff DISCOP EAST 2011 - Agenda - Top Events Event Day and Time Place Visit of MTVA´s new studios Monday 20th – 4.30pm MTVA Studios Discop Welcome Party Tuesday 21th – 7.30pm Gerbeaud House / 1st Floor Banquete Rooms Thematic Breakfast - Strategic Licensing Destinations Wednesday 22nd – 8.30am Sofitel Hotel / Rippl-Ronai Room EAST Association of Commercial Televisions in Europe Launch Wednesday 22nd – 12pm Spoon Boat HK Private Party Wednesday 22nd – 5.30pm Sofitel Terrasse Restaurant HBO Boat Party Wednesday 22nd – 10.30pm Europa Boat PUBLISHED BY EDITORIAL PRENSARIO SRL REPRESENTATIVES: LAVALLE 1569, OF. 405 - C1048 AAK • MEXICO: ANGELES PÉREZ AGUIRRE: BUENOS AIRES, ARGENTINA [email protected] Prensario PHONE: (+54-11) 4924-7908 • CHILE: KARINA CORTÉS: FAX: (+54-11) 4925-2507 [email protected] International EDITOR: NICOLÁS SMIRNOFF IN THE U.S.: EDITORIAL DIRECTOR: ALEJO SMIRNOFF 12307 SW 133 COURT - SUITE #1432 NEWS DIRECTOR: DOMINGO VASSELLATI ©2011 EDITORIAL PRENSARIO SRL MIAMI, FLORIDA 33186-USA PROJECT LEADER: FABRICIO FERRARA PAYMENTS TO THE ORDER OF PHONE: (305) 890-1813 EDITORIAL PRENSARIO SRL MAILED BY SUBSCRIPTION - OR BY CREDIT CARD. ONE YEAR, AIR MAIL: REGISTRO NACIONAL DE DERECHO EMAIL: [email protected] AMERICAS: USD 150 DE AUTOR Nº 10878 WEBSITE: www.PRENSARIO.TV REST OF THE WORLD: € 150 DISCOP EAST 2011 NEWS EVERY daY? ENteR WWW.PRENsaRio.TV PRENSARIO INTERNATIONAL < 4 > < 3 > PRENSARIO INTERNATIONAL SPECIAL REPORT | BROADCASTERS | HUNGARY BY FABRICIO FERRARA AND NICOLÁS SMIRNOFF THE HUNGARIAN TV MARKET 2011: BETWEEN THE MEDIA LAW AND THE INCOME CROSSROADS PRENSARIO INTERNATIONAL PROVIDES HERE ITS ANNUAL REPORT ABOUT THE in Hungary, stresses to Prensario about the TV market, 2011: ‘Local production is getting HUNGARIAN TV MARKET, WITH FACTS, TRENDS AND TESTIMONIES OF THE LEAD- stronger. We have started to produce big live ING FREE-TO-AIR CHANNELS RTL KLUB, OWNED BY GERMAN RTL GROUP; TV2, entertainment shows for prime time in the OWNED BY THE OTHER BIG GERMAN MEDIA GROUP PROSIEBENSAT1 MEDIA AG; spring season, which was not common in the AND VIASAT3, FROM THE SWEDISH GROUP VIASAT BROADCASTING. past. And we are buying less scripted product. While about the US TV series and the feature While the advertisement pie is still on All the public services, TV (MTV with m1 films we have strong competition from cable bottom levels and the broadcasters spend on and m2, and both channels of Duna TV), Radio pay TV channels, with own production we more own production to keep the strong cable (Hungarian Radio with three public radios) make huge difference in ratings. That really TV competence aside, the Hungarian market and Press (one state owned press agency, MTI) makes the awareness of the channel both linear faces important changes: in January 2011, the are now gathered in a new one entity. The and online’. national Parliament has introduced a new production of programs and acquisitions of ‘The global picture is still complicated. The Media Law that set up new manners and rules film rights are managed by a new organization TIBOR FORIZS, HEAD OF PROGRAM PETER KISS, KATI CSÉNYIR, advertisement market is not recovered —we for both commercial and public services. The called Media Service Support and Asset ACQUISITIONS AND SCHEDULING AT RTL KLUB PROGRAMMING DIRECTOR, TV2 PROGRAMMING DIRECTOR, VIASAT3 expect a flat income this year, if not down— but TV players might develop telecommunication Management Fund (MTVA). we are investing for the future. This is a year ‘LOCAL PRODUCTION IS GETTING STRONGER. WE HAVE ‘WE ARE MAKING ‘SPECIAL EMPHASIS’ ON OWN-DE- ‘THERE ARE MORE AND MORE US SERIES & MOVIES, services, and the telcos could push video All the assets (including broadcast equipment, of transition and we trust things will be better STARTED TO PRODUCE BIG LIVE ENTERTAINMENT SHOWS VELOPED CONTENT, NOT ONLY TO GET BETTER RATINGS, BUT OWN PRODUCTIONS ARE GETTING VERY POPULAR services, too. facilities, capacities of MTV, Duna, Radio, FOR PRIME TIME IN THE SPRING SEASON, WHICH WAS NOT BUT ALSO TO SELL THEM TO THE INTERNATIONAL MARKET. AT THE SAME TIME. LOCAL AUDIENCE IS LOOKING FOR from 2012. We are the leading broadcaster in MTI) were transferred to this Fund and the COMMON IN THE PAST. AND WE ARE BUYING LESS SCRIPTED STARS GONE CRAZY WAS A REAL HIT AND DOUBLED TALENT AND REALITY SHOWS. COOKING SHOWS SPORTS, this country and we must keep our position THE NEW MEDIA LAW most of the employees are contracted by this PRODUCT. WHILE ABOUT THE US TV SERIES AND THE ITS SLOT. SEVENONE INTERNATIONAL (GERMANY) PICKED CONTINUE PERFORMING WELL, WHILE WEDDINGS SHOWS, with top programming’. Promoted by the conservative party FIDESZ, Fund: editors, cameramen, directors, technical, FEATURE FILMS WE HAVE STRONG COMPETITION FROM CABLE IT UP FOR DISTRIBUTION, ALSO WITH OUR CELEBRITY DAT- TRASH REALITIES AND GAME SHOWS HAVE GOT POPULAR ‘Currently there are about 100 different PAY TV CHANNELS, WITH OWN PRODUCTION WE MAKE HUGE ING REALITY: SWEET FOURSOME AS WELL’. AGAIN, TOO’. the Media Law has already created a convergent financial staff, etc. The Media Council heads Hungarian language TV channels in the DIFFERENCE IN RATINGS’. media authority called Médiatanács (Media the Fund and, according to local sources, ‘is country. Considering a local market of only Council) that supervises both the media and exercising the administrative control over the 10 million people, they are too many. The telecommunications sectors. Up to date, the public broadcasters in the same extent as they that the most controversial topics are that the over from the competition office the right to next year. TV shows a further moderate decrease main competition of the free TV is the pay and changes cannot be seen because the authority do over the commercial broadcasters’. definitions and obligations are unclear, due to act in concentration and competitions issues of 4.2% and expenditure in TV reaches USD cable TV sector, not still the DTTs channels. has not started off applying the new acts on the The new regulation approaches the media their formulating/drafting. For instance, ‘the in the media sector (including the press)’, one 316 millions (the share is 35%). The situation may change with the analogue media services providers. For the commercial services in a very broaden sense. It includes media content may not offend or discriminate of the specialists commented. About the broadcasters share, the most switch-off, which was supposed to take place broadcasters, the new communication press media, not only printed press (newspaper, minorities, etc., but the majority as well’. The updated measurement Prensario has acceded already this year but was delayed further to possibilities are a big opportunity to add new periodicals) but also news portals, if they Media Council gathers candidates of the THE ADVERTISING MARKET shows that RTL Klub got 34% of the ad pie 2012 or 2013, but let’s see…’ revenues. provide services for profit. The “media services” governing party (FIDESZ) but promises no The Hungarian Advertising Association (April-May 2011, AGB Nielsen), while TV2 ‘RTL Klub has a strong partnership with a definition contains theon demand —less strict presence of the opposition. The position and (MRSZ) announced last mid-April that the local obtained 23%, VIASAT3 9%, m1 1% and string of successful cable channels operated HUNGARY: ADVERTISING MARKET than other medias— and the linear media (TV, the wide scope of competence of the Council, advertising market totalized €607,4 millions in other 33%.