the effective ingredient - rtl group€¦ · panel doesn’t re ﬂ ect video usage on...

week 18

3 May 2012

LuxembourgRTL Group publishes new brochure on Corporate Responsibility

IndiaBig RTL names its fi rst channel

FranceGroupe M6 publishes fi rst quarter revenue fi gures

GermanyLuca Hänni winsDeutschland sucht den Superstar

The effective ingredient Latest research results on TV advertising impact discussed at the TV-Wirkungstag

the RTL Group intranetweek 18

Cover:On stage at the TV-Wirkungstag

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Germany’s advertising sales houses took the 9th TV-Wirkungstag (TV Effectiveness Day)in Dusseldorf as an opportunity to launch their joint initiative for the genre of TV marketing, under the heading ‘Wirkstoff TV’ (TV, The Effective Ingredient). Its goal is to support advertising clients and agencies to make the most of TV advertising for their brands.It also aims to strengthen the role of TV as the key medium of the digital world, and actively develop its potential as the cornerstone of audiovisual media usage. The plan is to team up with Germany’s Association of Private Broadcasters and Tele media (VPRT) to establish a GmbH (Ltd. company) for the initiative shortly. The rotating Managing Director will be appointed from the ranks of the partners and will work on a volunteer basis. Jan Kühl, Managing Director of RTL II’s airtime sales house El Cartel Media, will serve as theinitiative’s fi rst volunteer Managing Director.

“People’s basic need to relax, sit back and be entertained, live and with friends or family, remains unchanged,” said Kühl, introducing the project. “Only classic television, with its fi xed programme schedule, is in a position to ensure this important community- and identity-building experience. In times of a sheer unmanageable selection of media offerings this appears to be more so than ever before. No other medium is as deeply rooted in people’s everyday routine and soul as traditional television.”

In addition to numerous on-demand sites and mobile apps, the social TV concepts pursued by many broadcasters show how important the internet and social networks are, not only for the dissemination of TV content, but also for active viewer participation and loyalty. Said Kühl: “So TV as an active ingredient doesn’t imply TV versus online – but TV and online. Televisionis the most important engine for online communication. It delivers the content, that people talk about on Facebook and other social networks and which they search for on Google.”

Nearly 1,300 guests had travelled to Dusseldorf for the TV-Wirkungstag. Under the heading ‘Digital Worlds – Analogue People’, the event revolved around the opportunities of video advertising in classic linear TV, as well as online and mobile. This year’s TV-Wirkungstag,once again hosted by RTL presenter Wolfram Kons, kicked off with a keynote given by David Brennan. He reviewed why TV’s analogue strengths make it a digital super medium. Though the demise of television has been incessantly proclaimed in recent years, still “television is going from strength to strength,“ Brennan pointed out. In his analysis, he identifi ed two key factors for this success: emotions and implicit memory. The most

New genre initiativeAt this year’s TV-Wirkungstag on 26 April 2012 at Dusseldorf’s Tonhalle, the organising sales houses presented the genre initiative ‘Wirkstoff TV’. More than 1,000 guests also learned about the latest research results on TV advertising impact.Germany - 3 May 2012

Jan Kühl and Martin Berthoud

Wolfram Kons showed his happiness about Bayern Munich’s victory over Real Madrid and decorated the stage with his scarf


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important thing is the context in which advertising is consumed: thanks to the cosy, familiar at-home atmosphere alone, TV advertising is perceived completely differently – and better – than, say, posters in a train on your way to work.

Add to that the fact that television is the medium most suited for directly targeting viewers, who not only simply perceive what they’re watching, but become involved in the events. “Televisionis the best medium for telling stories,” said Brennan. “And it builds trust: television has always been the most heavily regulated medium. If your brand has putation to lose, TV advertising will strengthen trust in your brand.”

Afterwards, Hartmut Scheffl er of TNS Emnid presented the study Digital Life to illustrate that the parallel usage of TV and ‘second screen’ devices – mobile phones, notebooks or tablets – is rising steadily: “This allows for reviewing mass brand communications in a matter of seconds,” said Scheffl er. And that is why he tends to view the internet as yet another platform rather than as a separate medium. Scheffl er: “The internet is a complement, not an alternative. If there is a form of entertainment that people know and love, it’s television.“

Stefanie Lemcke of Quantum Media, Andreas Neef of Z Punkt, and Paul Lee of Deloitte then went on to give their views on the future of television. The upshot of their remarks: given the new opportunities, television has the potential to develop from a ‘regular’ medium into a ‘supermedium’. Lemcke elaborated how social networks like Twitter provide a direct feedback channel and more and more programmes in the US fade in Twitter feeds even during the

broadcast. Andreas Neef ventured a look into the future of television and mapped its path to becoming a ‘supermedium’: “Second screens lead to the emergence of individual and collective usage patterns, which call for complex alliances and business models.” However, as Neef was careful to emphasise in his conclusion: “TV is not dead. Those who are able to intensify the viewer experience by integrating social networks and other elements and who can orchestrate the construct in such a way that viewers see it as a gain and integrate it in their everyday routine, will succeed.“ Paul Lee took a look at the evolution of TV in the Digital Age: “Technology itself doesn’t disrupt behaviour. Technology disrupts technology. Behaviour is engraved for millions of years.” He also warned his listeners not to believe everything that is published on the topic. In particular, surveys and statistics taken out of context should be treated with caution.

Martin Berthoud of the Arbeitsgemeinschaft Fernsehforschung (TV Research Work Group) gave a forecast of how the use of video on the internet, on tablets and on mobile phones is to be made comparable with video on television by means of a shared currency. “The current panel doesn’t refl ect video usage on computers,” said Berthoud. “In making this addition, we are responding to changes in technology.” He said the method is currently being developed and the panel being built. From 2013, the survey will start taking into account video viewing on notebooks and desktop PCs, after which it will be extended to include other devices such as tablets and mobile phones. The main goal is to integrate the data and thus making it comparable.

Hartmut Scheffler

Stefanie Lemcke, Andreas Neef and Paul Lee (from left to right)


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Frank Dopheide of Deutsche Markenarbeit gave a vivid presentation of how good advertising works. If there is no difference in quality between two products, the brand makes the difference, is Dopheide’s thesis. “In the end, customers don’t just buy the product, but also an image,” he said. He gave the example of a high-end fountain pen which may write identically to a primary school pupil’s fountain pen, but which many Executives buy primarily becauseof the brand name. Beyond quality, there are four other levels of viewer appreciation that a brand can attain with the help of TV advertising. First, its brand recognition is increased, then the brand uptake and fi nally brand confi dence is built until fi nally customers come to identify with the brand.

Dirk Engel of ‘Wissen was Kunden wollen’ then went on to explain how to take advantage of the new opportunities in the digital world for advertising purposes, but also warned: “We tend to overestimate the transformation to digital by assuming that others will act as we do. At this point, there is merely the illusion of a revolution.” Even in a convergent world, there is no substitute for the living-room TV screen. Engel emphasised that television continues to be used primarily as a relaxation medium at home – especially after a tiring day at work. “Leverage the power of these rituals,” he advised advertisers.

In his presentation, Dirk Ziems of Concept Mdescribed television as the conductor in the orchestra of digital communications. His thesis: the traditional advertising paradigm of TV advertising is expanded to include a new, interactive advertising paradigm – like through Twitter or Facebook. He cited McDonalds’ ‘Mein Burger’ campaign as a good example for the interactive involvement of consumers. Said Ziems: “However, social networks are only an amplifi er, not the trigger. The driver of every successful campaign – and hence the conductor – is still tele-vision.” Towards the end of the event, Hubertus von Lobenstein questioned this, saying that the most important thing is that it tells a good story. “TV spots aren’t good because they are TV spots,” said von Lobenstein. “TV spots are good if they tell a good story. People like to share good stories.” So, he said, it really doesn’t make a difference which medium ultimately serves as the trigger for a campaign’s success – but, he added, it hardly ever works without TV advertising.

Musical accompaniment was provided by Christoph Thiemann, who also entertained guests at the relaxed get-together later that evening in the Tonhalle – along with the band Jazzeemay. The 9th TV-Wirkungstag was hosted by the nine advertising sales housesIP Deutschland, SevenOne Media, El Cartel Media, ARD Sales & Services, Discovery Networks Germany, Be Viacom, ConstantinSport Marketing, IQ Media Marketing andSky Media Network. The organisers represent around 95 per cent of the German TV advertising market.

Dirk Engel

Dirk ZeimsFrank Dopheide


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As the previous years, the How RTL Group pays back to society brochure gives a quick and handy summary of the many initiatives that will make a difference around the world. It begins with a list of initiatives run throughout the organisation to raise money for charities with the help of many individuals. They include the RTL Spendenmarathon – the 16th edition of which was another record breaker with €8,501,738 for children’s charities and projectsaround the world – and Télévie. The latest edition of the latter in Belgium and Luxembourg raised a total of €8,402,651 million for scientifi c research against cancer and leukaemia.

The brochure describes how the M6 Foundation strives to build integration and tolerance by helping prison inmates rebuild their lives. It also explains how RTL Radio in France brings out-of-work people together with employers who have vacancies to fi ll in Journée RTL Emploi events (Job Creation Days); and how Mediengruppe RTL Deutschland supports TV and multimedia training for aspiring journalists via the RTL Journalistenaschule.

Once again this year, another highlight provides readers with a glimpse of RTL Group’s commitment to environmental issues. The brochure looks at the 2011 ‘environMINDday’ designed to encourage employees to explore more environmentally friendly behaviour with special events in Germany, Luxembourg, Belgium, the Netherlands and France. Alongside RTL Radio’s Destination RTL and Elément Terre, the brochure also reviews various examples of programming that send supportive messages and promote this issue to a wide audience.

The new edition of the brochure How RTL Group pays back to society can be downloaded as a PDF fi le or ordered from RTLGroup.com.

TV and radio as a force for goodYear after year, RTL Group companies make signifi cant efforts to help those in need. A fourth edition of RTL Group’s Corporate Responsibility brochure takes a look at the group’s recent contributions to society, and positions TV and Radio as a force for good.Luxembourg - 3 May 2012

Excerpts from the brochure


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The thematic action channel is the result of detailed audience mapping and insight mining among Indian audiences to determine entertainment need gaps. The channel is slated to launch by the end of June/beginning of July 2012. Its target demographic: male action and adventure lovers aged 15 to 44.

As part of its plan to offer a diverse programming mix, the channel has signed strategic deals with various leading international content providers for successful global formats and series across a variety of genres, all dubbed in Hindi. Tarun Katial, CEO of Reliance Broadcast Network, says: “We are excited to offer India its fi rst action entertainment channel, Big RTL Thrill. The channel fi lls a need gap that exists in theentertainment landscape and we are confi dentthat our proposition, backed by consumer insights, will resonate excellently with viewers and marketers alike.”

Big RTL has already teamed up with Reliance Digital TV, India’s leading direct-to-home service provider, to distribute the channels in the Big RTL bouquet. This gives Big RTL Thrill an instant reach of three million digital television homes across India upon its launch.

Big RTL Thrill will be distributed as part of a seven-channel bouquet from Reliance Broadcast; it includes Big CBS Prime, Big CBS Love, Big CBS Spark, Big CBS Spark Punjabi, Big Magic and UTV Bloomberg. The present joint venture marks RTL Group’s entry into the burgeoning Asian television market and is Reliance Broadcast Network’s second international joint venture, following on the heels of its joint venture with CBS Studios International.

The main channel M6’s advertising revenues accounted for €164.5 million of this – an increase of 1.5 per cent, driven by its positive audience ratings developments. Other advertising revenues were up 16.0 per cent to €38.1 million.The Group’s non-advertising revenues increased by 3.2 per cent.

Revenues from the group’s digital channels(channel advertising revenues and distribution revenues) were up 10.2 per cent at the end of March 2012. Growth was mainly driven by W9, which preserved its leadership among DTT channels in the commercial target audience (average 4.0 per cent audience share among housewives under 50).

Diversifi cation and Audiovisual Rights revenues were up 4.2 per cent in the fi rst quarter of 2012. Audiovisual rights, where revenues increased by 31 per cent, benefi ted from the success of Twilight 4 in video while M6 Web continued its development (up 9 per cent), thanks to the success of its advertising offer on the web.

Big RTL names first Indian channelBig RTL, the television joint venture between Reliance Broadcast Network and RTL Group in India, has announced that the fi rst channel in its bouquet will be named “Big RTL Thrill”.India - 30 April 2012

Increased revenuesGroupe M6’s consolidated revenues for the fi rst quarter of 2012 were up 3.6 per cent at €355.1 million, while the group’s fi rst-quarter advertising revenues increased by 3.9 per cent to €202.5 million, a new record for the group.France - 3 May 2012


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Luca won €500,000 as well as a recording contract with Universal Music. As many as 6.07 million viewers tuned in for the grand fi nale of Deutschland sucht den Superstar: it scored an average audience share of 28.3 per cent among the 14- to 49-year-old viewer market and averaged 4.71 million viewers aged 3and over, for a total audience share of 18.1 per cent.

The fi nalists each sang three songs, including the winner’s title Don’t Think About Me written and produced by Dieter Bohlen. The song has been on sale as a download in both versions – by Daniele and by Luca – since the beginning of the show on 28 April. From Wednesday, the winner’s single Don’t Think About Me by Luca will be available in stores as a single.

Daniele Negroni (16) sang Dance With Somebody by Mando Diao and Forgive Forget by Caligola. Luca Hänni (17) performed Allein Allein by Polarkreis 18, and his season highlight: The A Team by Ed Sheeran.

The judges – Dieter Bohlen, Bruce Darnell and Natalie Horler – were very taken by both candidates and were full of praise. The interim results showed that it would be a very close race, but in the end the viewers chose Luca Hänni, who got 52.85 per cent of the phone-in votes.

For the 17-year-old heartthrob from Uetendorf (Switzerland), the nailbiter fi nale was just the beginning. He will spend the next few weeks working on his debut album with his producer/mentor Dieter Bohlen. Luca’s live tour begins in October – tickets are now on sale only at RTL Tickets (RTLtickets.de) until 6 May, after which they will go on sale at all other ticket agencies.

Deutschland sucht den Superstar is produced by Grundy Light Entertainment.

Luca Hänni is Germany’s new IdolLate on 28 April, 17-year-old Luca was pronounced the winner of the 9th season of Deutschland sucht den Superstar (Idols), prevailing over fellow fi nalist Daniele Negroni by scoring 52.85 per cent of all viewer votes.Germany - 30 April 2012

Luca Hänni, the winner of the 9th season of Deutschland sucht den Superstar

Luca Hänni (left) and Daniele Negroni

The complete finale

may be watched on

RTLNow.de


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On 26 November of last year, Starfl oor set Paris-Bercy on fi re with no fewer than 17,000 spectators, 10 international superstars and the unexpected presence of David Guetta. For the fourth edition of the concert, M6 Mobile and Fun Radio will accompany a talented young DJ right up to the turntables of the biggest hall in France. But for this exceptional opportunity, participants must fi rst go through a number of stages.

Amateur DJs can now go to the M6MobileDJExperience.fr website and will fi nd the mix application that was specially developed for the campaign. From 14 May to 10 June, everyone can post their creations and ask their friends to vote through social networks in order to collect the most points. A jury consisting of fi ve Fun Radio DJs will coach the contestants during this period and select the 15 best compositions from among the 50 highest scores.

For one week, the 15 semi-fi nalists will then have the privilege of apprenticing as DJs with Fun Radio’s professional instructors. At the end of this phase, the jury will retain only the fi ve best to mix on France’s top beaches this summer. Finally, on 10 September, the jury will reveal the name of the winner. This DJ will then mix live on Fun Radio one evening in September, then go on to perform before several thousand people at the Starfl oor event.

A contest for amateur DJsM6 Mobile and Fun Radio launched the M6 Mobile DJ Experience, a contest that will allow the best amateur DJs to compete for a chance to mix next alongside top artists during the Starfl oor event on 20 October.France - 2 May 2012

Campaign billboard motif

N-TV launches

‘Mission Impossible’

At the end of April, N-TV’s ‘Reality writes the best stories’

campaign went to the next round with three new print

motifs, highlighting the channel’s core competencies –

breaking news, business and compelling documentaries.

On one motif, N-TV uses Christian Lindner, the liberal

party’s top candidate in the NRW state elections, as

its image motif for breaking live news, naming his

candidature a ‘mission impossible’.


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RTL Belgium picks up the rights to Champions League gamesRTL Belgium renewed of its contract with the Uefa to broadcast the Champions League for the 2012-2015 period and exclusive free-to-air broadcast rights for French-speaking Belgium on Club RTL.Belgium - 27 April 2012

The German TV market in AprilMediengruppe RTL Deutschland’s channels collectively attracted 33.5 per cent of the young viewer market in April, putting them 3.7 percentage points ahead of the ProSiebenSat1 channels, which together attracted 29.8 per cent of 14- to 49-year-old viewers.Germany - 3 May 2012

Top radio website in FranceThe results of the monthly Médiamétrie Nielsen Net Ratings internet panel published on 25 April confi rm that France’s premier radio website is in excellent shape: RTL.fr attracted more than 3 million unique visitors in March 2012.France - 27 April 2012

The channel with the highest ratings growth in AprilIn April 2012, M6 scored a total audience share of 11.3 per cent, a year-on-year increase of 0.5 percentage points. This was the seventh consecutive month that M6 posted the highest ratings increase of all channels measured by Médiamat national.France - 2 May 2012


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Vodafone to broadcast RTL NitroStarting 3 May 2012, the telecommunications provider Vodafone is adding the digital free-to-air TV channel RTL Nitro to its programme line-up.Germany - 2 May 2012

ZDF launches online seriesIn the lead-up to Wege zum Glück – Spuren im Sand, the new telenovela Grundy UFA is producing for ZDF, the online series Bärbels Tagebuch – Suche nach der neuen Heimat made its debut on 30 April 2012.Germany - 2 May 2012

Living better and more ecologicallyOn Sunday, 29 April, the fourth edition of Capital Terre that aired on M6 at 20:50 focused on environmental issues in housing – a topic that concerns many peopleand that captivated more than 3 million viewers.France - 30 April 2012

PublisherRTL Group

45, Bd Pierre Frieden

L-1543 Luxembourg

Editor, Design, Production

RTL Group

Corporate Communications and Marketing

http://backstage.rtlgroup.frhttp://backstage.rtlgroup.comhttp://backstage.rtlgroup.de

the effective ingredient - rtl group€¦ · panel doesn’t re ﬂ ect video usage on...

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