week 14 - rtl group · week 14 3 the organisers of the 8th tv-wirkungstag (tv effectiveness day)...

Luxembourg

EUR 60,000 for the Télévie

France

Stéphanie Le Quellec winsTop Chef

Croatia

FremantleMedia to developThe Clan for RTL Televizija

Netherlands

Radio 538 saves childrentraumatised by war

week 14

7 April 2011

The true social mediumWhy TV inspires people and is most fun when watched with others

the RTL Group intranetweek 14

Luxembourg

EUR 60,000 for the Télévie

France

Stéphanie Le Quellec winsTop Chef

Croatia

FremantleMedia to developThe Clan for RTL Televizija

Netherlands

Radio 538 saves childrentraumatised by war

week 14

7 April 2011

The true social mediumWhy TV inspires people and is most fun when watched with others

Cover: A family enjoying watching TV together

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The organisers of the 8th TV-Wirkungstag (TV Effectiveness Day) – IP Deutschland, SevenOne Media, El Cartel Media, Viacom Brand Solutions, Discovery Networks Deutschland and Constantin Sport Marketing – had commissioned a joint study on the emotional and social fascination of TV as a medium. “The concept was jointly drawn up by the six TV advertising sales houses and then implemented by one of the companies in close coordination with the commissioned institute,” says Jan Isenbart, Director Media Research at IP Deutschland, who is responsible for TV-Wirkungstag and other generic activities at IP Deutschland. Olaf Rüsing from the market research firm Rich Harvest presented the results of the study.

A total of 1,000 subjects were surveyed, of whom 30 were selected to write a kind of diary of their media use. Of these, 12 received home visits and were observed and interviewed during the course of a day. “In the study – and in general for this year’s TV-Wirkungstag – we wanted to place the emphasis once again on the viewer’s perspective,” explains Isenbart. “How is tele-vision used and valued? How is it embedded in the everyday routine? What social and emotional functions does it fulfil more than any other medium? In sum: why does everyone love TV?” Rüsing identified the main motives for watching television as information, entertainment, relaxation, fun and escapism. It usually doesn’t matter how television is consumed. “Television is firmly embedded in our everyday lives,” said Rüsing. “Its presence is very familiar to us, despite ever-changing TV sets. It’s hard to imagine living rooms without them. Television is simply taken for granted in our culture. All of the viewing devices are important because viewers love television – on all devices.”

In today’s hectic, increasingly fast-paced world, television is seen as an anchor point and has a permanent place in our daily routine: “While watching, viewers can allow themselves to be passive in a sometimes hyperactive world,” said Rüsing. Small rituals intensify the experience. A 59-year-old subject stated: “Good cheese and wine can make a night in front of the TV a real experience.” When observing actual television situations it was shown that often big and small arrangements precede the actual tele-vision viewing, which prepare the TV experience and therefore intensify it. For example, people cuddle up under a blanket, arrange snacks and drinks or find a pet to stroke.

However, Rüsing identified companionship as one of the most important points. People like to watch sport, shows and events with friends or family. “We always get together with a few girlfriends to watch talent shows. Then there is wine and something to nibble and it’s always fun,” says a 24-year-old female subject. 85 per cent of respondents in family households reported that they watch TV together at least four or five days per week. Nearly 60 per cent of all ‘single’ households watch with someone else at least once a week – most often with their partners (89 per cent), followed by friends, family and children.

“Television is passion” The latest research findings on television and advertising effectiveness were presented at the TV-Wirkungstag. One study explained why television is so popular.Germany - 7 April 2011

Market researcher Olaf Rüsing

Jan Isenbart, Director Media Research at IP Deutschland


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“In its strongest moments television creates a high degree of audience involvement, and this also influences the effect of subsequent ad-vertising,” says Isenbart. “Communal viewing creates the opportunity to discuss the adverts that have just been seen directly with one another. The same applies when people are chatting at the same time.”

This means that viewing television with others produces a special situation of receptivity that is influenced by the medium, format and the viewer or viewers. Watching TV with others creates a special, emotionally appealing, enhanced context of perception from which embedded messages, in other words advertising, can also benefit. “Television is the true social medium. It allows for celebrating physical community,” says Rüsing.

Because of this fascination, Rüsing concludes that “even though the form of technology may change, the essential needs remain unchanged. Television is a medium of the future with a his-tory, which satisfies the particular emotional as well as social needs of our society.”

Christian Blümelhuber of Ideenparc used a special test set-up to investigate what media use might look like in the future. He, too, pre-sented his results at the 8th TV-Wirkungstag. For the study, subjects aged between 16 and 28 were asked about their media use. But as Blümelhuber assumed that “respondents lie”, he checked this information using a hidden camera concealed in a cap. The usage patterns of an entire day (15 hours) were recorded and analysed. The researcher obtained a total of 118 hours of footage and 22 hours of interview material from 14 subjects. He focused primarily on media use and parallel usage: preferences, acceptance and use of advertising and daily routines of media use. Two typical patterns emerged from the “I” generation on the one hand and the traditional TV generation on the other. While the “I” gen-

eration, which mainly consisted of young subjects, adapts the media to suit their lives, traditional users do the opposite: they adapt their lives to suit the media, for example, by taking their cue from the start of the evening news.

One striking finding was that actual TV usage time was significantly underestimated, while Internet usage time was overestimated. For instance the young people of the “I” generation watch an average of 20 minutes more TV than they thought they did and use the Internet for 107 minutes less than they estimated. In the traditional TV-generation Internet was overesti-mated by 51 minutes – from a total media usage of 368 minutes per day.

Why is there this huge difference between subjective perception and reality? “One reason is that television is simply the big, old top dog that all the others measure themselves against,” says Isenbart. “Another reason is that television is probably used significantly less by market-ing people, media planners and journalists than by the general population. They are prone to extrapolate from their own, quite atypical behaviour to all viewers. Third, many people talk about television and only mean the big set in the living room, forgetting the growing and promising use of TV content via PC, tablet computers and smartphones. Fourth and finally, many people falsely understand the Internet as an independ-ent medium, and thus as a competitor to tele-vision. And yet, everyone knows that media use is just one part of the online experience, and that the use of TV content via the Internet is an essential part of online media usage. TV usage is driving Internet usage much more than vice versa. So from a TV perspective the Internet is neither our enemy nor an unpopular cousin, but a wonderful little brother.”

Blümelhuber concludes that television gets full attention when it is the main activity. He also

Christian Blümelhuber

Blümelhuber filmed media usage of an entire day with this device


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points out that television serves as a means of relaxation and as a social anchor. Especially during TV events, TV is seen as a stage that people like to gather in front of. When television serves more as a backdrop, attention may be restricted by parallel use of the Internet. Espe-cially among young viewers, parallel media use is normal – up to 153 minutes per day in the survey. But even when using parallel media, the young audience use Facebook and like to talk with friends about the TV programme.

Television and advertisers can benefit from this, as Isenbart explains: “Even if multiple devices are being used at the same time, at every mo-ment attention is always directed at a particular piece of media content. If it is the fascinating programme or the attention-grabbing advertis-ing, good! But even if the advertising message is just playing in the background, it can implicitly be perceived and processed. Moreover, just a small trigger – a brand name, a familiar voice, or a jingle – can cause it to draw the viewer’s full attention. Another opportunity consists of users immediately responding online to interest-ing advertising, by viewing a page or running a search.”

The 8th TV-Wirkungstag was organised by the six advertising sales houses IP Deutschland, SevenOne Media, El Cartel Media, Viacom Brand Solutions, Discovery Networks Deutschland and Constantin Sport Marketing. Behind the six operators stand a total of 16 TV channels, which represent about 90 per cent of the German TV advertising market. More information about the event and further studies on the effectiveness of TV advertising can be found at www.wirkstoff.tv.

Find more information on

Wirkstoff.tv

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Since 1989, the Télévie appeal has tirelessly sought to mobilise people’s energy to help save lives by financing research into cancer, leukaemia in particular. Throughout Belgium and Luxembourg, thousands of volunteers have been busily hatching plans to raise money that will subsequently be transferred in full to the National Scientific Research Fund (FNRS), because they feel certain that research will overcome these terrible diseases.

In Luxembourg, the funds raised by the Télévie appeal are donated to the Cancer Laboratory of Molecular and Cellular Biology (LBMCC) at Kirchberg Hospital. Under the leadership of Dr Marc Diederich, reports by cancer experts have been published in international medical journals, helping, among other things, to highlight the fact that roughly a third of all cancers can be prevented by following a healthy diet and leading a well balanced life. Today’s highly sophisticated treatments are definitely saving lives, but there

must be no letting up, because the statistics are irrefutable: every five days a child dies of cancer in Belgium, and Luxembourg is the country with the 13th highest proportion of cancer cases among its population in the world: each year 284 people among every 100,000 habitants contract the disease. Aware of these figures, RTL Group employees have intensified their efforts when fatigue started to set in on the spinning bikes.

Elmar Heggen, CFO and Head of the Corporate Centre of RTL Group, said: “This cause, the fight against cancer, is something that affects us all. The Télévie Challenge, which is all about giving, team spirit and social interaction, has become a permanent fixture in RTL Group’s annual calen-dar. Thanks to your commitment, we made the flame of the Télévie appeal burn even brighter”.

At the end of the day of action, RTL Group converted the kilometres covered into Euro,

EUR 60,000 for the fight against cancerAt the 7th Télévie Challenge, the headquarters of RTL Group in Luxembourg gathered EUR 60,000. Staff, friends and guests made eight hours of non-stop pedalling, jogging or rowing.Luxembourg - 1 April 2011

Romain Mannelli, Executive Vice President Corporate HR at RTL Group, Carol Bragança-Kayser, Coordinator of the Télévie in Luxembourg, Dr Marc Diederich and Elmar Heggen, Chief Financial Officer and Head of Corporate Centre of RTL Group (from left to right)


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All together for Télévie

at the rate of EUR 5 per kilometre. This year the counter did not start at zero because the kilometres run by 42 brave colleagues in the latest Berlin Marathon have been included, making a start of EUR 8,820. At the end of the, the counter amounted to 8,532 kilome-tres, translating into additional EUR 42,660. RTL Group round up the total sum to EUR 60,000.

The exertions of staff at RTL Group have been backed up by the efforts made by some high-profile friends and guests, who have generously agreed to show their solidarity by participating in the appeal. Accordingly, the following have pedalled away furiously for the 2011 Télévie Challenge: Luxembourg’s Defence Minister and Interior Minister, Jean-Marie Halsdorf; Health and Social Security Minister, Mars di Bartolomeo; the MPs Nancy Arendt, Xavier Bettel and Camille Gira; Government Commis-sioner Jean-Paul Zens; the Luxembourg national footballer Fons Leweck; Miss Luxembourg 2011, Stéphanie Ribeiro; Mister Luxembourg 2011, David Florentin; and the model Mandy Graff.

Key facts, figures and dates about TélévieRaise awareness – Mobilise – Entertain. Thanks to the intense involvement of the Group’s Belgian and Luxembourg subsidiar-ies, RTL Belgium and RTL Lëtzebuerg, the total raised so far exceeds EUR 100 million (the exact figure is EUR 108,529,932). These donations were handed over in their entirety to be spent on fundamental clinical research.

“The ideal situation we are striving to reach, and it is a reasonable goal, is to find cures for all types of childhood leukaemia. This is the objective pursued by all the teams working on the disease around the world, including ours”, says Arsène Burny, Chairman of the FNRS Télévie Committee.

Since the appeal was launched back in 1989, tens of thousands of people, including TV presenters, journalists, artists, researchers and anonymous participants have all done their bit to raise money for research into can-cer and leukaemia in particular. Since 2005, RTL Group has organised its own sporting event, the Télévie Challenge, collecting a total of EUR 261,353.

check out

Televie.RTL.lu


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After 10 weeks of intense competition, Monday 4 April 2011, live from the prestigious Trianon Palace, the three remaining contestants faced their ultimate challenge. They had to prepare a special menu with entrée, main course and dessert for 105 people, with 315 dishes to assemble, this means more than 10 hours of preparation to convince an uncompromising jury: the master chefs. Their weighty task was to taste the prepared dishes in a blind judging, and Stéphanie Le Quellec’s creations came out on top.

On M6, the finale of Season two of Top Chef broadcast on 4 April at 20:45 and presented live by Stéphane Rotenberg and Agathe Lecaron drew 4.2 million viewers on average, attracting a total audience share of 20.2 per cent and a 31.9 per cent share of housewives under 50.

With these results, the finale posted Top Chef’sbest ratings ever among the total audience and among housewives under 50. The audi-ence peaked at 5.3 million viewers at 22:43. Thanks to Top Chef, M6 ranked number one on Monday night with viewers under 50 for the entire evening, attracting an audience share of 27.6 per cent, and was also number one with all viewers starting at 22:30, attracting a 30.5 per cent audience share in this time slot. Internet users were not left behind – they were able to follow the preparations for this special evening in streaming mode on the dedicated site.

On Monday 11 April 2011, M6 viewers can tune in to a special programme: Top Chef, le choc des champions, starting at 20:45. During this broadcast before a live audience, Top Chef 2011 winner Stéphanie Le Quellec will confront the Top Chef 2010 champion Romain Tischenko in a cooking marathon during which they will serve up a dish every 15 minutes. The prize: EUR 10,000 and a trophy for the Top Chef Champion in All Categories.

The finale of Top Chef 2011 was also broadcast on RTL-TVI in Belgium, from 21:20 to 00:23 and charmed 436,600 viewers, translating into a total audience share of a 34.8 per cent, the highest score in Season two. Like M6, the Belgian chan-nel will broadcast the special programme Top Chef, le choc des champions on Monday 11 April, but starting at 21:10. RTL-TVI gave Internet us-ers a special treat, offering them a programme on the Web: Le Top Chef des animateurs de RTL. The show featured nine RTL-TVI hosts and journalists who battled it out at the stove week after week until Alain Simons, facing a very determined Charlotte Baut, won the title on Monday 4 April 2011.

France and Belgium tuck in to Top ChefStéphanie Le Quellec is the winner of Top Chef 2011 and takes home the culinary competition’s EUR 100,000 prize. The finale scored a record audience on M6 and achieved excellent ratings on RTL-TVI.France - 6 April 2011

Winner Stéphanie Le Quellec (in the white shirt), with the master chefs of the jury

Le Top Chef des animateurs de RTL in Belgium, broadcast exclusively on the web


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Continuing FremantleMedia’s strong pedigree of original drama, The Clan has been created to suit its home market and as a travelling scripted format. The Clan tells the story of two families, united against their will by a relationship ignited between young lovers. The drama tells a gripping tale in a spectacular setting. It features conflict and resolution, secrets and revelations, upstanding morals and tempting corruption, and above all the story of star-crossed lovers struggling to overcome all of these.

Daniela Matei, CEO Nordics, Central Eastern Europe & Balkans FremantleMedia, said: “FremantleMedia has a strong history of developing some of the world’s leading serial and daily dramas and we are very excited to see The Clan coming to air this autumn on RTL Televizija. This drama is the perfect example of original content that has been developed by our team in Croatia to suit the local market, and we see enormous potential for it to travel internationally as a scripted format.”

Johannes Züll, CEO of RTL Televizija, said: “Daily drama lies at the heart of any market- leading broadcaster. Following two successful adaptations, this is RTL Televizija’s first entirely locally-developed daily drama series: a gripping story in an authentic Croatian setting and a hugely ambitious project. We have extremely high expectations for this exciting project and are looking forward to launching it together with FremantleMedia.”

A new daily drama for RTL TelevizijaFremantleMedia Croatia will create and produce a new daily drama called The Clan (working title), commissioned by RTL Televizija to air in autumn.Croatia - 5 April 2011

Johannes Züll


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The Netherland’s most listened-to radio station, Radio 538, ended its 538 voor War Child (538 for War Child) campaign on 1 April 2011. The aim of the week-long campaign was to raise money to help war-traumatised children, by getting celebrities, inhabitants, local authorities and local businesses all over the country involved.

The final outcome is very gratifying. In one week Radio 538, assisted by numerous participants, managed to raise EUR 648,000. This amount will enable War Child to help 54,000 children worldwide. Just EUR 12 suffices to provide a child with the assistance needed to help them process a traumatising life experience.

Jan Willem Brüggenwirth, General Director of Radio 538, comments: “Loads of togetherness, a dedicated radio station and a fantastic result. I’m incredibly proud!”

Mark Vogt, Director of War Child, adds: “We are extremely pleased with the outcome as it will allow us to assist 54,000 war children. More than 80 businesses made this possible with their 100 per cent sponsorship. This amazing achievement is down to Radio 538’s selfless commitment as well as the participation of so many Dutch people, and the result completely reflects our efforts.”

54,000 war children to be savedRadio 538’s campaign week organised in support of War Child ended on 1 April 2011. The radio station raised enough money to help 54,000 children traumatised by war.Netherlands - 5 April 2011

Visit also

538voorWarChild.nl

Radio 538 raised EUR 648,000 to help 54,000 children worldwide

Saving livesMicrosoft founder Bill Gates was

Yves Calvi’s special guest on

5 April. The billionaire talked about his

Foundation’s new campaign Living

Proof: Real testimonials are posted

online, especially films showing where

humanitarian aid has succeeded as

concrete living proof that it is possible

to fight poverty.

Read more on Backstage.


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France’s Minister of Culture on Les Grosses TêtesTo celebrate the radio show’s 34 years and 20,000 hours on the air, Philippe Bouvard and his gang hosted a distinguished guest, Frédéric Mitterrand.France - 1 Aprils 2011

RTL II to ‘Swissify’ its presence in SwitzerlandThe German broadcaster RTL II is underscoring the strategic importance of Switzerland by adapting its on-air profile in the neighbouring country.Germany - 1 April 2011

The German TV market in MarchIn March, Mediengruppe RTL Deutschland’s channels achieved a combined market share of 35.7 per cent in the 14 to 49 demographic – 7.7 percentage points ahead of the ProSiebenSat1 channels. Germany - 4 April 2011

Good ratings for M6 and W9 in MarchIn March, M6 recorded a total audience share of 10.7 per cent: M6 is thus the only major French channel to increase its audience over a year as well as from one month to the next. W9 was the leading DTT channel with an audience share of 4.3 per cent among viewers under 50. France - 5 April 2011

New monthly records for RTL 7 and RTL LoungeRTL Nederland’s channels together attracted 33.4 per cent of the 20- to 49-year-old viewer market in March. The men’s channel RTL 7 and the women’s special-interest channel RTL Lounge achieved new record ratings. Netherlands - 6 April 2011


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Taking over BuienradarRTL Nederland has taken over the weather site Buienradar with effect from 1 April. This makes RTL the largest provider of digital news, traffic information and weather in the Netherlands. Netherlands - 4 April 2011

Finale postponedOn 2 April, the voting for Deutschland sucht den Superstar (Idols) was discontinued due to a technical error. A table showing the phone number extensions for voting for the various candidates, displayed once shortly before the end of the show, had errors in it. As a consequence, the finale was postponed from 30 April to 7 May.Germany - 4 April 2011

The strongest Dutch media brandRTL 4 is the strongest media brand in the Netherlands, as confirmed by a recent study by Interbrand, commissioned by voor Marketing magazine. RTL 4 prevails over fierce competition from 24 other Dutch media brands.Netherlands - 7 April 2011

Resolving conflict through mediationAs this year’s Mip TV got underway, Frapa and the UN’s Wipo organisation spoke about how copyright disputes regarding formats can be resolved to the mutual satisfaction of all parties even without long drawn-out processes.Germany - 7 April 2011

Doppelgangers wantedGrundy Light Entertainment is producing a new talent show for RTL II. The idea behind My Name Is… is to find people that are best at impersonating their star.Germany - 7 April 2011


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People

Christian Höppner Germany - 5 April 2011

The RTL Programme Committee has unanimously elected Christian Höppner to succeed Hilmar Hoffmann as its new chairman. Hoffmann is retiring on age grounds after chairing the committee for 10 years.

Höppner thanked Hoffmann for his many years of successful dedication and said he was happy to see him stay on as a member of the RTL Programme Committee. “The [committee’s] main task is to support RTL Television’s work from a social policy viewpoint,” says Höppner. “Besides providing advice on programming, this includes dealing with media policy issues. A critical eye needs to be kept on the European Union’s internal market policy in view of its clear bias towards the telecommunications industry. Without professional, journalistically prepared content, even the fastest network has no mean-ing. Important media policy issues include the creation of a clear Internet policy at state, federal and European level, and safeguarding the dual broadcasting system as a cornerstone of diversity in our media landscape.”

Anke Schäferkordt, CEO of RTL Television, says: “I look forward to continuing to work with the Programme Committee headed by its new chairman Christian Höppner. Our dialogue with the Committee members gives us valuable input. With this in mind, I’d like to thank Hilmar Hoffmann for the many good suggestions that he raised on the Committee.”

Members of the RTL Programme Committee include figures from politics, culture, business and the churches. Höppner himself is secretary general of the Deutscher Musikrat (German Music Council), Deutscher Kulturrat (German Culture Council), Vice-President of the European Music Council, a member of the Deutsche Welle Broadcasting Board and Deputy Chairman of the DW Academy Committee, editor-in-chief Musikforum magazine, a member of the board of trustees of the Frankfurter Musikpreis (Frankfurt Music Prize), a member of the Deutsche Ensemble Akademie and Landesmusikrat Berlin (Federal Music Council of Berlin). He represents the Ger-man Music Council at the German Commission for UNESCO. Höppner also teaches violoncello at Berlin’s Universität der Künste. In 2001 he was honoured by Federal President Johannes Rau with the Bundesverdienstkreuz (Federal Cross of Merit) for his commitment to musical life in Berlin.

Christian Höppner


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People

Guillaume TurinFrance - 6 April 2011

Groupe M6 has made some slight changes to the organisation of communications at its digital channels, naming Guillaume Turin as Head of Communications for Téva.

Guillaume Turin, who is Director of Communi-cations for W9 and Paris Première, takes charge of communications for the Téva channel in addition to his current responsibilities. Guillaume Turin’s mandate is to ensure consistency in the channels’ communica-tions strategies and events.

Guillaume Turin

A constant presencein the corridors of rue Bayard for 15 years, Jean Carlier, RTL Radio’s News Director from 1967 to 1982, died of cancer on Tuesday 5 April 2011.

A pioneer in political ecology and ecological associations, Jean Carlier is the author of the first radio column on the environment, La Qualité de la vie (The Quality of Life), which aired on RTL Radio from 1974 to 1982. In 1970, he was a founding member of the Mouvement d’Ecologie Politique, the first ecologist political party in France. Jean Carlier initiated and directed the campaign of the first ecologist candidate to run for the presidency of the French Republic, René Dumont, in 1974.

People

Jean Carlier: a figure of RTL Radio in France has diedFrance - 7 April 2011

Jean Carlier

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