week 17 - RTL Group · So this is not about advantages or disadvantages, but merely about...

Belgium

A new study on advertising efficiency

France

L’Expédition RTL in China

Germany

Super Nanny builds awareness

Luxembourg

How RTL Lëtzebuerg covers the 2009 elections

TV advertising works Martin Krapf on effectiveness of advertising and selling airtime

week 17

23 April 2009

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COVER:Montage with Martin Krapf, Managing Director of IP Deutschland

the RTL Group intranetweek 17

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Germany - 23 April 2009

Mr. Krapf, how often have you had toconvince people in the past few weeks thatit pays to keep investing in TV advertising inthe current economic situation?You know, all we’ve been doing for the last 15years is try to convince people. Sometimes it’seasy, in other cases it takes longer. Smallercustomers in particular tend to believe that youcan only advertise on television if you have abudget of millions. We show them that you canrun successful campaigns even on small bud-gets – on N-TV’s premium segment, for exam-ple.

How do you convince your customers?We always try to make it as easy as possible forour customers. To this end, we offer themvarious services: easy-to-use tools for adbooking, easy access – by telephone and inperson locally, relevant expertise in the adverti-sing market, in planning and executing promo-tions. Anyone without a creative agency cancome to us with an idea and we’ll develop it– often turning it into a campaign or a specialadvertising format in collaboration with one ofour channels. Finally we also organise variousevents such as Primetime, Future Day and theTV Wirkungstag (TV Effectiveness Day). Thelatter is a generic marketing event with otherpartners in TV marketing. In particular, researchinto the impact of advertising – the theme of TV

Effectiveness Day – is very important to us.Ultimately, the customer wants to know whatbenefit they are getting for their money. To dothis we compile numerous studies and docu-ment the impact using practical examples. Inthe current situation, however, what we need isa ‘courage campaign’ to give the customer thecourage to accept that advertising is not only‘still’ worthwhile in economically difficult times,but in fact is especially useful at times likethese.

Does this mean that TV advertising is espe-cially gainful for companies in economicallydifficult times? I am convinced of it. But to be honest I’d preferit if people couldn’t invest ‘against the tide’ – inother words, that advertising spending were toremain consistently high. Unfortunately, it is alearned pattern that you can save moneyquickly by cutting marketing – even when theevidence proves that companies that keep uptheir communications in times of crisis oftenemerge from the crisis with market share gains.

What do the customers place the most valueon? Our customers place great value on a goodprice-performance ratio. And as an entrepre-neur, I don’t blame them for doing so. It beco-mes a problem when you look only at the price

“We want to make it aseasy as possible ”The 6th TV Effectiveness Day will take place on5 May in Frankfurt am Main. In the lead-up tothis event, Backstage spoke with Martin Krapf,Managing Director of IP Deutschland, about theeffectiveness of advertising and about sellingadvertising airtime in economically difficulttimes.

Martin Krapf


and ignore other important effectiveness para-meters. Take Deutschland sucht den Superstar(Idols) for example: week after week, it drawsaround five million viewers to their screens. Andfor one single reason – the programme offersthem an experience that gets them emotional-ly, deeply involved. This also reinforces theimpact of advertising, as the results of cogniti-ve research show. We’d like to be able to showthis increase in impact in an effectivenessindex. Specifically, this would mean that if, say,Who Wants to be a Millionaire boosts the effectof commercials by 25 per cent, then the pricefor a spot in this environment should actuallybe 25 per cent higher.

Speaking of effectiveness, the aforementio-ned 6th TV Effectiveness Day will be takingplace two weeks from now. What exactlydoes advertising effectiveness, or adverti-sing impact, mean and how is it measured?Advertising effectiveness is what the custo-mers want to achieve. It results in increasedproduct sales, or increased brand or productvalue. There are different ways of measuringresponse to advertising, for instance brainresearch allows us to examine the activation ofcertain areas of the brain, or you can test theeffect on product sales in test markets.Effectiveness is seen in the success of theadvertised product.

Are there differences in how the variousforms of advertising work?Certainly. TV advertising allows you to reachmany viewers at once – it is a mass mediumthat makes an emotional appeal to severalhuman senses simultaneously. There is no

other medium that can do this, andthere won’t be another one anytimesoon. Those who advertise on theInternet can enter into a dialoguewith their potential customerswithout a media transfer, so webelieve a combination of TV andonline advertising is the mosteffective approach. In the UnitedKingdom, the two modes of actionare already united in televisionthanks to the extensive penetrationof digital TV.

How has the advertising marketdeveloped over recent years– especially in relation to newgrowth markets such as videoadvertising on the Internet or

cross-media campaigns?The online market has grown rapidly in recentyears, especially in the area of video. Thanks toour recognised expertise in this field, we wereable to market our platforms very successfully.But in the end, the choice of media and settingalways depends on the product and the cam-paign goals.

How are advertisers in Germany respondingto sites like RTLnow.de?These sites are very well-received. By servingpre-roll ads before the actual programme, weare following a learned pattern and achieveaccordingly high effectiveness here. Besidesone can assume that the user will be interestedin the format and – if the ads are targeted – theadvertised product. One good example for thisare the daily soaps. The viewing numbers arevery gratifying here, which of course helps us inmarketing them.

Over the course of this year, the measure-ment of TV viewership in Germany is to beexpanded (catch-up/time-delayed TV use).What advantages and disadvantages willthis have for IP Deutschland?I don’t think there will be any disadvantages.We are merely seeing an adjustment of themeasurement method to the users’ actualviewing habits. If you take a look at how, say,the user numbers of magazines are calculated,then television is arguably the medium whereuser figures are computed in the greatest detail– only that in the past, catch-up TV use, guests,and out-of-home use were not counted accura-te enough. So this is not about advantages ordisadvantages, but merely about reflectingactual use.

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Emotional TV: Deutschland sucht den Superstar


Once the use calculation has been adjusted, itwould probably make sense to think aboutadjusting what we call the ‘werberelevanteZielgruppe’, or ‘key commercial target group’as well. The age structure of the population isshifting – we are all living longer. This automati-cally raises the question of why one shouldinsist on the 14 to 49 demographic in Germany.It would most likely be in the interest of ourcustomers as well to adjust the referencedemographic, say to ‘20 to 59’.

Compared with other countries, TVadvertising accounts for a small share of theadvertising pie in Germany. Why is that?I think in Germany we’re traditionally veryfixated on print and that learned patternscannot be changed overnight. It’s very likelythat TV advertising is underdeveloped when itcomes to its share of the advertising market– this will, however, improve when we start tofocus more on effectiveness and performance.

What advantages does your affiliation withthe international RTL Group give you?We regularly network with our RTL Group col-leagues, which lets us access knowledge thatmay not have reached us yet. In some areas,we can draw on experiences gained in othercountries – in other words, we don’t have toreinvent the wheel and can avoid certain

mistakes from the beginning. One goodexample for this is generic marketing for TVadvertising – our TV Effectiveness Day. Theevent is modelled on UK’s ‘Thinkbox’. Beforeorganising it, we spoke intensively with ourcolleagues at Five and were able to benefitfrom their experiences. Another example isproduct placement: In the Netherlands this hasbeen permissible for some time now, so whenwe are trying to explain to market partners orpoliticians how it works and how peoplerespond to it, we can refer to ‘real’ data.

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How is the price for a 30-secondcommercial calculated?

In calculating the price, the market struc-ture, for example one’s position vis-à-visthe competition – provides the framework.The specific pricing within this frameworkdepends on the expected number of vie-wers, which is why the price varies bybroadcaster and programme. Demand isanother factor to be considered: whatprice will the market bear? Since ratingsand demand are constantly changing, soprices are continually reviewed and adjus-ted as well.

TV Wirkungstag / TV Effectiveness Day5 May 2009 – Frankfurt am Main

Several experts share the latest insights from TV neurophysiology research and on the combinedeffectiveness of the television and online media. Two lectures will focus on creativity and itsimportance in the effectiveness of TV campaigns. All partners – among them IP Deutschland –share the goal of underscoring the importance of TV in the Mediamix, using recent proof ofeffectiveness and are expecting over 1,000 guests to attend.

The TV Wirkungstag schedule at a glance:Keynote on the role of the key medium TV from a psychological standpoint How brands and consumerism shape our society The latest insights from TV neuropsychology TV & Online: Better Together Advertising effectiveness from a creative professional’s point of view The seven inner Yeses. Why ideas work better The effectiveness mechanisms of television as a supplementary medium

More information about TV effectiveness and a selection of studies are available from Wirkstoff.tv.

For more information see:

Wirkstoff.tv


A sneak preview inBelgiumA statistical study has revealed that advertisingon RTL-TVI is 42 per cent more efficient thanadvertising on its main public-service rival LaUne (RTBF1).Belgium - 23 April 2009

On Tuesday 21 April, RTL-TVIGeneral Manager Freddy Tachenyand RTL Belgium MarketingDirector Xavier Huberland, invitedjust four journalists and Backstageto RTL House in Brussels to givethem a sneak preview of a methoddevised by Belgian and US statisti-cians from the market researchcompany Synovate. The method inquestion makes it possible to mea-sure nothing less than the efficien-cy of TV channels’ advertising, surelythe Holy Grail for channel bosses eve-rywhere. How does it do this? By isolating fromsix set variables the variable corresponding tothe broadcaster in question (here the TV chan-nel) and measuring so-called BroadcasterAdvertising Efficiency (BAE). It’s not an entirelynew idea, and seems simple, but is actually farfrom easy to apply in practice. Yet Synovaterolled up its sleeves and duly cracked the pro-blem.

In this respect, the presentation of the studywas a real first, and right from the outsetFreddy Tacheny stressed just how original itwas. At last there is mathematical method forproving how a broadcaster influences theeffectiveness (and from advertisers’ view effi-ciency) of an advertising message. This raisessome key questions. For instance, does an adaired on RTL-TVI have the same impact on thesame individual as the same ad shown on LaUne? And can advertisers expect the sameresults from an ad broadcast on RTL-TVI or LaUne?

Xavier Huberland reiterated thatthe impact of one and the samemessage will differ, depending onwhere it is broadcast. In factit’s even a 60-year-old law,harking back to the ShannonWeaver model of communication.According to conventional theoriesof communication, the impact of amessage depends both on its reci-pient (the audience), the messageitself (its content and form)

and its source (the broadcaster).Accordingly, to take one example, the

order to evacuate a building won’t have thesame effect if uttered by a six-year-old child orby a fireman. With respect to research into TVadvertising, numerous analyses have been per-formed regarding the recipients (viewers) andthe form and substance of the message, butonly few studies have focussed on the specificcontribution of the broadcaster towards theimpact of a message. And this was why at theend of 2008 RTL-TVI asked Synovate’sMarketing Sciences Department to conductresearch exclusively on this subject.

What holds true for a message also applies toa programme. Xavier Huberland cited theexample of the cooking docu-reality showUn dîner presque parfait, that recently made itsdebut on Belgian TV screens, firstly onPlug RTL, which targets a young audience, andthen on its big sister RTL-TVI. As it turned out,the audience doubled on RTL-TVI, proving thatthe choice of channel directly impacts on a pro-gramme’s success. And since that has been

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Freddy Tacheny, RTL-TVI General Manager

Xavier Huberland, RTL Belgium

Marketing Director


demonstrated for and is accepted as applyingto TV programmes, it is tempting to ‘cross theRubicon’ and extrapolate this finding to adver-tising messages.

By publishing The Broadcaster Study – Le rôlede l'émetteur on Tuesday, RTL Belgium has justshown that advertising efficiency varies fromone broadcaster to another. To succeed in cal-culating this efficiency quotient (which is easyto talk about doing but far harder to realise inpractice), a statistical model has to neutralisethe effect of six other variables. In fact, astatistical model enables the broadcaster’scontribution to be isolated from the otherfactors that can affect the efficiency of theadvertising message.

For the 10 ad campaigns analysed at the end of2008, the net indicator of advertising efficiency,or celebrated BAE, proved to be 42 per centhigher for an ad seen on RTL-TVI than for thesame ad watched on La Une. This difference inimpact is directly linked to the broadcaster ofthe message following the neutralisation of theother variables involved.

Freddy Tacheny says: “I’ve been convinced,and anyone who knows us will also know thatwe’re not in the habit of publishing studies thataren’t thorough”. Once again he reiterated theonly stars the company has are its public.Tacheny assured that audience satisfactiongoes hand in hand with the satisfaction of com-mercial partners, who are extremely important

because, as he reminded the invitedjournalists, the group owes its conti-nued existence to advertisers.

The conclusion, then, is that onRTL-TVI viewers aren’t botheredby advertising, which is taken toconstitute an expected pause thatmakes sense. During the quantita-tive study in which 1,000 peoplewere interviewed (the statistics expertHans Raemdonck told that a qualitativestudy is deemed reliable from upwards of 250interviewees), 71 per cent of the respondentssaid that the advertising on RTL-TVI fits its pro-grammes, underscoring the correspondingdegree of public acceptance of advertising onRTL-TVI. One interviewee even said that“advertising is part of the show”. So FreddyTacheny’s conclusion is that “the advertisingmarket is our territory and this natural allianceis recognised by the audience”.

The Broadcaster Study has enrichedknowledge about the medium of television, notjust by quantifying the intrinsic value of the TVchannel for the advertiser’s brand, but also byrevealing the precious lessons learned aboutthe how TV is consumed and the resulting atti-tude vis-à-vis adverts. The study highlights thegreater or lesser balance and intimate rela-tionship between the rationale behind the adand the image of the respective TV channelsand shows that this applies to several targetgroups.

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Read the related press

release on:

Backstage


Super Nanny builds awarenessThe new season of Die Super Nanny began on RTL Television on 15 April, and DeutscheKinderhilfe has since praised the many positiveconsequences of the docu soap. Germany - 20 April 2009

According to a report of the German news wireDPA published on 16 April, DeutscheKinderhilfe (German Children’s Aid) chairmanGeorg Ehrmann said: “We need new ways ofdoing things, given the huge number ofoverburdened parents and the consequentneglect of children. Super Nanny builds aware-ness for parenting issues across all of society,and doesn’t erect any social and educationalbarriers.”

The programme meets “society’s need for gui-dance on raising children” and encouragesparents to take advantage of professional help,he added. Kinderhilfe cited the results of a “TVSuper Nannys” research project at theUniversity of Vienna in 2006, which confirm thepositive consequences of the programme:Super Nanny does increase parents’willingness to seek professional advice onparenting. At the same time it increases thegeneral awareness of child raising issues. Thestudy also showed that the programme reachesprecisely those parts of the population whichtend to be sceptical about professionalcounselling for parents.

The first episode of the new season on 15 Aprilwas watched by a total 3.22 million viewers,2 million of them in the 14 to 49-year-old range– the equivalent of an 18.6 per cent marketshare in the target audience of young viewers.

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Katia Saalfrank, also known as Die Super Nanny


Vox to goInterested viewers can now get information about Vox while on the go. The channel makes its online content available to mobile phones via Vox Mobil. Germany - 16 April 2009

The mobile portal, developed inclose cooperation with RTLInteractive, automatically optimi-ses its view settings for all com-mon types of mobile phones, andprovides users with the TV listingsas well as interesting informationabout such wide-ranging topics asVox’s cooking shows, travel desti-nations and the latest automobilenews. Additional features such as news fromaround the world, the weather and accessto the recipe archives of Vox’s cookingprogrammes make Vox mobil a handy everydaycompanion – not just for Vox fans.

Robert Fahle, Head of Mobile atRTL Interactive, says: “Vox’snew mobile portal is extre-mely easy to use. Theviewing of its contentand services is auto-matically optimisedfor the user’s device,from beginner devi-

ces through to iPhones.For RTL Interactive, Vox Mobil isan important element in theMediengruppe RTL Deutschlandmobile portal network, as mobile contentis becoming increasingly popular among users.Growth in this area means more and moreopportunities for our advertising partners aswell.”

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Visit Vox’s mobile portal at:

Mobil.vox.de

Demand for mobile advertising on the riseThe advertising sales unit IP Deutschland expands its mobile advertising portfolio.Germany - 22 April 2009

In the past, IP Deutschland already met thedemand for mobile advertising by marketingads on the RTL Mobil, Clipfish Mobil and N-TVMobil mobile sites. Now, it has added VoxMobil and Kochbar Mobil to its portfolio. Thenew marketing cooperations not only serve toreach additional mobile demographics, but willalso open the door to the mobile world forsome advertising customers. “The Internetis increasingly becoming an ‘always on,everywhere you go’ media,” says Frank Herold,Interactive Sales Director at IP Deutschland.“Various studies have confirmed this, includingthe BVDW’s (German Digital EconomyAssociation) Mobile Meter, which indicates thatone of three Internet users accesses the mobi-le Internet at least occasionally. This is also

borne out by the rapidly increasing reach ofmobile video sites. This makes mobile phonesan attractive partner in advertising, as theadvertising message is delivered to the user inperson, so to speak, via their mobile phone.”

The variety of Vox’s programming has beenaccessible to users on the go since mid-April,when the broadcaster followed up on thelaunch of Kochbar Mobil in January 2009.These two platforms are important elements inMediengruppe RTL Deutschland’s network ofmobile sites. Advertising customers canchoose between mobile banners and mobiletextlinks as ‘Standard Ads’ or mobile sponsor-ship and mobile specials in the ‘Special Ads’category.

Screenshot Mobil.vox.de


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Incontestable number oneWith 10 million programmes watched in March 2009 and 1.5 million unique visitorseach month, M6 Replay confirms its success and reinforces its incontestable numberone position in catch-up TV in France. France - 20 April 2009

Among the shows getting an overwhelmingvote by Internet users, Nouvelle Star and Undîner presque parfait come in ahead as themost watched shows, counting 1.7 million and1.4 million viewings respectively in the month ofMarch.

At the beginning of the month, M6 Replay wasvoted best advertising medium on the Internetby Aegis Media Expert. Since the launch of theservice, Internet users have watched more than90 million videos. M6 Replay allows Internetusers to watch M6 flagship programmes(excluding films and sporting events) for sevento 15 days after the broadcast for free.

M6Replay.fr


L’Expédition RTLin ChinaEach month, a journalist from the station headsout to spend an entire week covering a story on a place in the world where some of our future isat stake – this time in China.France - 22 April 2009

On location, the reporter witness how peopleare facing, managing and adapting to the trans-formations taking place on our planet. For itsseventh expedition, “au chevet d’une planètequi change” (at the sickbed of a changingplanet), RTL Radio France went to China.

Special correspondent Xavier Yvon and RTLRadio France’s China correspondent JulieCaldéron led the enquiry from 15 to 20 Aprilwith the objective of recording the level ofpollution and observing the ways the inhabi-tants react and adapt to it.

Pollution in China is related to air as well as towater. China is the most highly populatedcountry in the world: one out of five inhabitantsof our planet is Chinese. China is also thecountry that pollutes most – a result of therampant development. In Beijing, the govern-ment is aware of what is at stake, but on theground there remains much to be done.

The first stop of the expedition was Beijing:eight months ago, during the Olympic SummerGames Beijing was the World capital of sports.Since then, the Chinese capital with its 18 mil-lion inhabitants has resumed its frenetic pace.Each day sees three million cars on the roadand there are 1,000 new registrations everyday. Even though the measures enforcedduring the Olympic Games have been eased,the Chinese capital hopes to spearhead ananti-pollution fight. A young generation ofBeijing environmental activists is also about torise.

L’Expédition RTL next went to Fujian, thecoastal province in Southeast China, and to

Xiping, with its 4,000 inhabitants and itschemical factory. There, Xavier Yvon met theimplacable villagers who continue to resist thepolluters that are ruining their crops and theirhealth. Last year, Italian journalists were drivenback by the local authorities, who were littleinclined to express their feelings on theproblem of the dangers present at the factory.RTL Radio France’s microphone was literallypounced upon by villagers who denouncedtheir living conditions.

RTL Radio France also went to investigateShanxi, the “coal province”, where some of themost polluted cities in the world are locatedand where the coal that supplies almost 80 percent of China’s energy needs is extracted. In30 years of economic development, the rate ofillnesses and death due to pollution has increa-sed by 30 per cent.

The high point of the operation came onMonday 21 April, when RTL Radio France dedi-cated its airwaves to this subject with com-mentary by Jean-Luc Domenach, the sponsorof the expedition to China, a renowned specia-list in Chinese affairs and the author of Chinem’inquiète (China worries me). Thanks toreports throughout this special day, RTL RadioFrance listeners could follow the journey ofXavier Yvon and Julie Caldéron and ask themquestions.

The first expeditions took RTL Radio France’sspecial correspondents to Alaska (globalwarming), Mali (desertification), India (waste),New Caledonia (the coral reef), Kazakhstan andUzbekistan (the drying up of the Aral Sea) andJapan (intensive fishing).

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Vaporised water to lay down the dust – one of the anti-pollutionmeasures of the city of Linfen


Smiling in the face of adversityIn times of crisis, all good initiatives are welcome. RTL-TVI, Bel RTL and RTLinfo.beare honouring these initiatives by launching “RTL Positif”.Belgium - 21 April 2009

A company that is hiring, a sports enthusiastwho wins, a solidarity initiative, an insti-tution that is investing, prices that aredropping, an invention that makeslife easier, a gesture of generosity,an original way to economise…These and many other ideas arebeing taken up and passed alongby the TV, radio and Internetteams of “RTL Positif”.

With “RTL Positif”, RTL-TVI, Bel RTLand RTLinfo.be invite all viewers, liste-ners and Internet users to demonstrate thatin spite of the crisis we can continue to smileand, no matter what, we will always get throughit somehow. Since the beginning of February,RTL Belgium’s three media outlets have beco-me “spokespersons” for any ideas, approachesor innovations that make life a little more posi-tive.

And so, every evening at 19:35, after the news,RTL-TVI broadcasts a short video sequence ona positive initiative that succeeded. Bel RTLlisteners will also discover a daily sequence onthe radio. Along the same lines, the websiteRTLinfo.be is asking Internet users to choosethe most positive Belgian figure among the 14personalities. The results of this positive pollwill be unveiled on Wednesday 29 April on BelRTL Soir spécial Positif.

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Watch the trailer on

Backstage


Giving a voice to politicsand keeping the publicinformedRTL Lëtzebuerg, is offering its audiences com-prehensive coverage of the 2009 elections inLuxembourg.Luxembourg - 21 April 2009

On 7 June, Luxembourg will elect the60 members of the Chamber of Deputies aswell as its six European deputies. On the occa-sion of the 2009 legislative and European elec-tions, RTL Lëtzebuerg is setting up a specialmultimedia campaign (TV, Radio, Web) to coverthe 2009 political event of the year.RTL Lëtzebuerg will give the country’s politicalfigures their chance to speak and RTL journa-lists will analyse what they have to say.

This extensive programme is designed to ensu-re the widest coverage possible of the electoralcampaign, with a sizeable investment of morethan 20 hours of television programming. Theentire editorial team will be mobilised to explainto Luxembourgers of all ages what is at stake inthe elections and to satisfy their need for news– news that the editors hope will be quick,complete and critical – in short: thorough.

On RTL Télé Lëtzebuerg, programmes dedica-ted to the elections will start on 1 May and willalternate interviews, one-on-one discussionswith the party leaders and in-depth debates.Programming will also be made more accessi-ble to young voters and will be adapted to theirlanguage and style in a show normally reservedfor younger audiences: 20 vir spezial Wahlen.

This plan of action will find its match on the air-waves of RTL Radio Lëtzebuerg, which for thisoccasion will be broadcasting special program-mes starting in April, throughout the electoralcampaign and until voting day.

RTL.lu will rally to fully complement TVand radio programming for thisevent. RTL’s web site will spare noeffort in meeting the needs ofInternet users: a maximum num-ber of TV and radio programmeswill be available on the site, aswell as a database of all party lea-ders and other candidates withtheir photo and mini bio. Onlinechats will also be organised betweencandidates and Internet users. In collabo-ration with the University of Luxembourg,RTL.lu is offering Internet users another originalresource: the chance to respond in the “SmartVote”, a questionnaire of Swiss origin that willlet them find out which candidates’ answersare closest to their own.

Coming to the high point of its special “Wahlen2009” campaign, RTL Lëtzebuerg will devoteits airwaves on the afternoon and evening ofSunday 7 June to live coverage of the firstassessments and then the final results from theRTL News Center in Kirchberg. The grand elec-toral evening will start at 19:00 on RTL TéléLëtzebuerg with a first national assessmentcarried out by TNS-ILRES and Psephos.Poised on alert, RTL Lëtzebuerg’s editorialteam will be ready to leap into action to inter-view the political leaders who are present onthe Kirchberg plateau or at their parties’ centraloffices and to cover their immediate reactions.

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Visit:

Wahlen.rtl.lu


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Absolute leaderThe latest wave of the Médiamétrie survey, for the period January through March 2009,shows that RTL Radio France is maintaining its uncontested number-one position in allaudiences. Its sister station RTL 2 attained a new record with an accumulated audienceshare of 4.9 per cent.France- 17 April 2009

Shining highOn 14 April, Nouvelle Star saw its highest rating among viewers age 4 and up and was also number one with viewers under 50: 4.3 million viewers tuned in, representing a total audience share of 20.5 per cent.France - 16 April 2009

Third anniversary, second chance On 17 April, to mark the third anniversary of La Ruleta de la Suerte, three candidates who went home without winning a single euro in the past got another chance at success.Spain - 17 April 2009

New: On joue le matchRTL Radio France and Française des Jeux are breaking new ground with the first radioprogramme dedicated to sports betting. The first episode was aired on RTL Radio on 17 April 2009.France - 17 April 2009

Here come CheronaStarting 20 April, Super RTL’s Das Star-Tagebuch (Star Diary) will once again follow young talents on their path to chart success: Cherona.Germany - 20 April 2009


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Happy birthday!M6’s decorating programme D&Co celebrates its third year on 26 April at 18:50.France - 22 April 2009

A good start On 20 April, the debut of N-TV’s new business debate Agenda 09 – Werte und Märktewith Sabine Christiansen scored a market share of 1.4 per cent among adult viewers 14 and older.Germany - 22 April 2009

Universum Film now on iTunes Movies and TV formats distributed by Universum Film are now available for sale or rentthrough the iTunes Store in Germany. Meanwhile, Universum-distributed Crank 2 – HighVoltage, which opened in German theatres on 16 April, soared to number one in theGerman blockbuster charts.Germany - 21 April 2009

Best listener figures in five years In the latest EGM survey, Onda Cero, a Grupo Antena 3 radio station, achieved a total of2.3 million listeners, 170,000 listeners more than in the previous survey, and the station’sbest result in five years. Spain - 23 April 2009

In tune with modes of consumption On 21 April, Fun Radio launched an iPhone application that can be downloaded free andoffers several functionalities such as listening to Fun Radio live with the name of the songdisplayed, listening to a selection of the station’s best podcasts and consulting Fun Radio’smusic news as well as its programme schedule and frequencies.France - 23 April 2009


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People

Expanding the NewMedia teamLuxembourg - 16 January 2009

RTL Group announces the appointment ofPatricia Fragoso as a research analyst. Patriciawill report to Ian McClelland, Head of NewMedia.

In her role, she will be in charge of analysingand documenting market developments, com-petitive positioning and trends in emergingmedia markets and technologies, as well ascommunicating these to the rest of RTL Group.

Patricia (born in 1986) was educated in a num-ber of countries including Switzerland, France,Japan and England. She obtained a MEng inMechanical Engineering from Imperial Collegein London. Prior to accepting her new positionat RTL Group, Patricia worked for SpectrumValue Partners, a media and telecoms strategyconsulting firm. In her role as a business ana-lyst, she worked on a number of projects ran-ging from DTT regulation in Chile to STB launchstrategies for a Malaysian pay TV provider. Shealso worked on technical projects such as theIPTV platform launch in Istanbul. Whilst atUniversity, she completed a number ofinternships including a placement at the MINIfactory in Oxford and a placement at Calyon’sLondon office.

Patricia Fragoso

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

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