New program challenges for commercial TV

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
•
Public (RTV Slovenija 1,2), Commercial (POP TV, Kanal A, Prva TV)
• Local televisions
• Cable channels with Slovene subtitles
•
(5)
(16)
(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
subtitles and/or programming
• Total channels available in cable systems
(28)
or 1 for 72.000 people
(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%
24,2%
24,6%
26,4%
28,5%
28,8%
75,8%
75,4%
73,6%
71,5%
71,2%
2002
2003
2004
2005
2006
80,0%
60,0%
40,0%
20,0%
0,0%
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
...
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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
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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-UpTo-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
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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
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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