New program challenges for commercial TV Gorazd Slak, Programme Director, Pro Plus d.o.o. 1
Content is the King Regardless of the size of the screen, Regardless of the quality of the signal, Regardless of number of channels, People will always watch only the quality programming Mark Burnett, Producer (Survivor, The Apprentice) 2
Slovenian TV Universe Terrestrial channels with national coverage (5) Public (RTV Slovenija 1,2), Commercial (POP TV, Kanal A, Prva TV) Local televisions (16) Cable channels with Slovene subtitles (7) Discovery Chanel, National Geographic, Animal Planet, Romantica, Real TV, Hallmark, Travel, HBO (pay tv) Other channels available in cable systems (30+) Total programs available to cable subscribers: from 60 to 100 *TV Universe as available thruogh cable providers, iptv providers, terrestrial analog transmition 3
Slovenian TV Universe Terrestrial channels with national coverage (5) or 1 for 400.000 people Local televisions (16) or 1 for 125.000 people Total channels with Slovene (28) subtitles and/or programming or 1 for 72.000 people Total channels available in cable systems (60+) or 1 for 33.000 people *TV Universe as available thruogh cable providers, iptv providers, terrestrial analog transmition 4
Share Erosion as a global issue 100,0% 80,0% 24,2% 24,6% 26,4% 28,5% 28,8% 60,0% 40,0% 75,8% 75,4% 73,6% 71,5% 71,2% 20,0% 0,0% 2002 2003 2004 2005 2006 Slovene channels with national coverage Great Britain terestrial nat. cov. channels Other channels Source: Slovenian data Mediana AGB research UK data IPA trends in television, OMD UK research 5
Consequence? Due to increased competition and increased number of distribution channels, TV stations have to acquire larger amounts of programming to get the premium product New channels had to be formed for transmition of excess programming material (new distribution channels not discussed here) NBCUniversal (part of GE) NBC Telemundo CNBC MSNBC NBC Weather+ USA Network Bravo Sci Fi Pax(on) Sleuth Lifestyle Universal HD Studio Universal Universal Channel 6
Consequence? Due to increased competition and increased number of distribution channels, TV stations have to acquire larger amounts of programming to get the premium product New channels had to be formed for transmition of excess programming material (new distribution channels not discussed here) RTL Group (Bertlesman media worldwide) RTL RTL II Super RTL VOX n-tv traum partner tv + M6 in France Five in GB Antena 3 in Spain RTL 4 in the Netherlands RTL TVI in Belgium RTL Klub in Hungary... 7
Consequence, part 2? Due to the increased number of channels and border spillover, the same (premium) programming can be seen in one contry on many different channels... Desperate Housewifes Besides POP TV also seen on: Pro7 Germany ORF Austria Nova TV Croatia RAI Italy TV Pink - Serbia CSI franchise Besides POP TV also seen on: VOX, RTL Germany ORF Austria RTL/HRT Croatia Canale 5 Italy Cuerpo de Deseo Besides POP TV also seen on: RTL - Croatia TV2 Hungary TV Pink Serbia Hyatt - Bosnia 8
Localize me! News - 24hour news channel - synergy: TV Daily News broadcasts + Internet as it happens News broadcast Why people go Online for News and Information? Use Variety of Sources Get Up-To-The-Minute-News Viewpoints Different From Traditional News Exchange Instant Messages 0 10 20 30 40 50 60 70 source: Pew Internet and Life Project -new platforms synergy: DVB-H as the new channel, replacing the Get-Up- To-The-Minute-News on the internet -However: regardles of the size of the screen - the most reliable, most trusted and most respected news brands will get the most of the viewers 9
Localize me! News Entertainment shows - Variety shows, Quiz shows - Original scripted shows Our Little Clinic (Naša Mala Klinika, sitcom, POP TV) is currently the best rated programming on Slovenian television - Reformatted scripted shows (localized) Scripts of the popular acquired shows are adopted for the local territory. Shows are produced with local actors, local production teams and presented as local shows with proven success: -Yo Soy Betty La Fea telenovela Germany, USA -Nanny sitcom Romania, Hungary -Hope And Faith sitcom Russia, Turkey... 10
Localize me! News Entertainment shows Reality shows Non-scripted shows were not over exploited in Slovenia, there is still high potential in their exploitaiton Reality shows don t travel over the national borders German Big Brother will not be followed in Hungary, whereas the scripted shows get high ratings... But the results in one country can provide a reliable guideline for results in any country. 11
Localize me! News Entertainment shows Reality shows Infotainment shows Local events + local newscast + localised presentation = success - Infotainment talk shows - Infotainment research news magazines 12
Old habbits die hard? Having 60-100 channels only makes great sales pitch for tv signal providers. Research shows that: 85% of the population only watch first 9 channels, positioned on the remote control 13
New program challenges for commercial TV Questions? Gorazd Slak, Programme Director, Pro Plus d.o.o. 14