RHYTHM IN THE BLOOD Celebs shake a leg on Let’s Dance
United KingdomTV drivesword-of-mouth
SpainAntena 3 sells Los Protegidos to China
GermanyIP Deutschland offers full service
IndiaBig RTL Thrillextends its reach
week 13 / 28 March 2013
RHYTHM IN THE BLOOD Celebs shake a leg on Let’s Dance
United KingdomTV drivesword-of-mouth
SpainAntena 3 sells Los Protegidos to China
GermanyIP Deutschland offers full service
IndiaBig RTL Thrillextends its reach
week 13 / 28 March 2013
Think before you print
CoverMontage with the hosts of Let’s Dance,
Sylvie van der Vaart and Daniel Hartwich
PublisherRTL Group
45, Bd Pierre FriedenL-1543 Luxembourg
Editor, Design, ProductionRTL Group
Corporate Communications & Marketing
backstage.rtlgroup.com backstage.rtlgroup.fr backstage.rtlgroup.de
QUICK VIEW
One, two, three, four...RTL Televisionp. 4–6
TV is the most effective driverof word of mouth Thinkboxp. 8–9
Big RTL Thrill strengthens
its reach Big RTL Thrill
p. 11
Los Protegidosgoes to China
Antena 3p. 12
Raising awarenessabout a difference
RTL Radiop. 10
Full service for advertisersIP Deutschlandp. 7
Big Picturep.13
SHORTNEWS
p. 14–15
4
Paul Janke Jorge Gonzalez, Motsi Mabuse and Joachim Llambi (from left to right)
Marijke Amadao Jürgen Milski
ONE,TWO,
THREE,FOUR...
Germany – 28 March 2013
RTL Television
Ten celebrities with a case of dance fever, hot dances
full of ardour, captivating choreography and a new jury
member. From 5 April, RTL Television is putting on
its dancing shoes again.
5
Disco, foxtrot, quickstep, cha cha cha, and waltz: terms that many of us only know from dance school – if at all. For ten celebrities they will be their main mission in life in the next few weeks. Paul Janke, model, actor and Bachelor from the 2012 edition of that format, says: “I always wanted to take dance classes, but was too busy with football, and am a complete beginner. So I really see it as a challenge to learn something on Let’s Dance and perhaps be able to dance a bit by the end.”
In nine live shows from 5 April at 20:15, Sylvie van der Vaart and Daniel Hartwich host the stars’ exciting and emotional dance-offs. The couples begin their dance training about four weeks before the fi rst show. Each couple trains for at least 45 hours before the shows start. The professional dancers take the lead, each of them teaching their celebrity dance partners and developing the choreography for all the dances. The ‘pairings’ stay together throughout the shows, with the respective professional dancer always appearing with their celebrity.
Presenter Marijke Amadao, best known fromthe Mini Playback Show, says: “I always loved the quickstep. The tango is super sexy, but I never found the right partner for it. Perhaps that’ll happen now. I also love the waltz: a bit like ‘Sissi’ where you dream and are immersed in a wonderland.”
Pop singer and presenter Jürgen Milski is confi dent about his appearance on the show: “There are formats you can embarrass yourself on – and there are formats where you can’t embarrass yourself. I see Let’s Dance as one of the latter. The show is very challenging and I believe that all the participants have the ambition to go pretty far – I defi nitely do! And if it’s not enough in the end, that’s no disgrace on this TV format.”
The new three-member jury consists of Motsi Mabuse, a professional dancer and certifi ed adjudicator, the most dreaded dance judge Joachim Llambi, and a new member: Cuban catwalk trainer Jorge Gonzalez. “I am rumba, I am salsa, I amfrom Cuba,” said Gonzalez. “Rhythm and joie de vivre are in my blood. And Let’s Dance is the perfect show and I love rumba, salsa and mambo.”
For the dance-off the stars have little time to learn the dances, which change from show to show. In between the glamorous shows they have to rehearse at least one new dance a week. For the participants it’s all or nothing with each show,
because the jury’s scores as well as calls and text messages from viewers decide who is allowed to stay in the dance contest – and whose efforts in training have not been enough, so that they have to drop out.
Sylvie van der Vaart: “Of course by the fi rst week we’ll already be able to see who has a bit more talent, but it all depends on how much discipline, ambition and diligence in training the contestants put in on the day – and who has the most stamina.I know from my own participation in the third season that I wasn’t the biggest dance talent at the start, but I had ambition, discipline and the desire to practice. And that’s what took me all the way to the fi nals.”
So now the time has come for the stars to learn their dance steps, rehearse their choreographies and put on a good dance show to impress the judges and viewers. Jorge Gonzalez has a tip for contestants: “Chicas y chicos – always dance with the heart. We want to see emoción and pasión. So let’s have lots of emotion and then technique is just a question of practice.”
During the grand fi nale on Friday 31 May 2013 at 21:15 only the best will fi nally face each other and dance for the title. The show is about the waltz, tango, rumba and many other wonderful dances – but also about providing perfect entertainment for the audience! Who will light a fi re on the dance fl oor? Who exudes the most eroticism during the Rumba? Who takes us to a dream world with the waltz and who will be ‘Dancing Star 2013’?
Next >
Hosts of Let’s Dance: Sylvie van der Vaart and Daniel Hartwich
6
The jury: Jorge Gonzalez, Motsi Mabuse and Joachim Llambi (from left to right)
DID YOU KNOW?
Let’s Dance is an adaptation of the popular BBC format Strictly Come Dancing. In Germany the first season of Let´s Dance ran in spring 2006. The first season attracted an average 22.0 per cent of the 14 to 59 age group, and Wayne Carpendale became ‘Dancing Star 2006’ – the only man to do so to date.
The second season in spring 2007 was also very popular, with an average audience share of 20.3 per cent market share among viewers aged 14 to 59. Susan Sideropoulos won the ‘Dancing Star 2007’ title.
The third season of Let’s Dance in spring 2010 achieved an average audience share of 18.8 per cent among the 14 to 59 age group. Sophia Thomalla won the ‘Dancing Star 2010’ title with a wafer-thin lead after 14 weeks of dance training, eight live shows and 12 choreographed dances.
In the fourth season Maite Kelly impressed the viewers and was elected ‘Dancing Star 2011’. The fourth season averaged an audience share of 20.0 per cent among viewers aged 14 to 59.
Magdalena Brzeska danced her way to the title of ‘Dancing Star 2012’ in the fifth season, watched by an average 16.4 per cent of the 14 to 59 viewers. At its peak, as many as 6.94 million viewers watched the show live on RTL Television.
7
IP Deutschland expands its service package with a new offer for advertisers and takes the next logical step in responding to the market’s demands.Germany – 22 March 2013
IP Deutschland’s new Full Service package includes the supervision and execution of the entire process of creating a campaign – from conception and creative to media planning, placement and reporting. “Our Full Service product delivers both effi ciency and effectiveness,” says Michael Dorn, Head of Online Sales atIP Deutschland. “IP Deutschland’s Full Service gives market partners one-stop comprehensive media solutions. This lets clientsand agencies operate more effi ciently as it cuts down on the coordination and time needed. At the same time the brand message gets more attention because of the special presentation.” An IP team supports the campaign across all steps, starting with the design and creation of the ad through to production, hosting and reporting.
In particular, the Full Service offer encompasses unusual in-page and in-stream advertising solutions. In-stream in particular revolves around interaction with the target audience. At its launch, Full Service will feature several versions of the Interactive Video Ad that differ signifi cantly in their function, their creation, and fi elds of application. The fi rst advertising customer to sign up for Full Service is the tyre company Hankook Reifen Deutschland GmbH. Using the customer slogan “Be one with the road” Hankook will score a lot of attention in the tyre-changing month of March, in all of the IP network’s auto and sports environments.
FULL SERVICE FOR ADVERTISERS IP Deutschland
Michael Dorn, Head of Online Sales at IP Deutschland
8
Bruce Daisley
Katherina Munford
The meeting in London
Ed Keller
Neil Mortensen
A new study provides proof that television considerably enhances the sales and marketing of the advertised products – through the social interactions triggered by TV. The study was presented in London on 20 March.United Kingdom – 22 March 2013
‘Fertilizer’ for brand awareness and customer loyaltyAs part of its publication of the research results Thinkbox, the British TV network marketing that carried out the study together with the consulting fi rm Data 2 Decisions, hosted a symposium examining the infl uence of television on word of mouth. “Word of mouth is a ‘fertilizer’ for brand awareness and customer loyalty,” said Neil Mortensen, Research & Planning Director at Thinkbox, pointing out the importance of social interaction for advertisers in his welcoming address. Mark Earls, author and former Chief Planning Offi cer at Ogilvy & Mather, then spoke about how there are infl uencers and ‘infl uencees’ in all decision-making processes – and as an infl uencing force, the medium of television is a signifi cant trigger of word of mouth, which can ultimately lead to purchasing decisions.
Social media are made by users, not technologies Ed Keller, CEO of Keller Fay Group and a noted expert in the fi eld of word of mouth, spoke about the immediate fi nancial impact of word of mouth on products and brands. More than half of all exchanges on brands and products come about because consumers became aware of the product through marketing and advertising – and the vast majority of this on television, both in commercials and through product placement or sponsorship of TV series and shows. Keller concludes that new Internet-related technologies don’t immediately lead to greater or more effective exchanges about products and brands – consumers, not the new media, are the social element. And consumers are still best reached through television advertising – by a wide margin.
TV IS THE MOST EFFECTIVE DRIVEROF WORD OF MOUTH
Thinkbox
Next >
9
POETIC- The infl uence of television on ‘paid, owned and earned media’
Katherine Munford, Director of Marketing Consulting Data2Decisions, went on to present the new study in detail. It confi rmed much of what had been said and provided an underpinning of accurate data. The study clearly illustrated the relationship between Paid media (adver-tising), Owned Media (brand and product websites, Facebook pages, Twitter accounts) and Earned media (word of mouth).
Television has always been the true social mediaBruce Daisley, Director of Twitter UK, then demonstrated that the content environment in which ads are served is crucial for the level of word of mouth, using selected Twitter interactions. TV content is most effective. Finally, the panel discussion between Mark Earls, Katherine Munford, Ed Keller and Neil Mortensen came to the conclusion that TV has always been the true social media – as once more clearly confi rmed by the study presented at the event.
KEY FINDINGS
51 per cent of brand word of mouth comes from TV advertising; the distance to the second most important contributor, PR and event marketing (19 per cent) is huge
95 per cent of word of mouth still happens offline
TV advertising is remembered the longest and has the longest-term effect when it comes to brands and products being talked about, often going on for several months
TV advertising is the most important driver for the traffic generated on ‘Owned Media’, accounting for 47 per cent of the additional traffic across all channels of the product or brand
TV advertising is responsible for 52 per cent of positive corporate reputation and brand awareness, PR and events are again a distant runner-up here (24 per cent), while corporate pages on Facebook are in last place (2 per cent)
10
RTL Radio in France helped to mark thesecond World Down Syndrome Day witha special guest on Le choix d’Yves Calvi:Laura, a 19-year old woman with Down’s syndrome. France – 22 March 2013
To help raise awareness among the general public about this chromosomal anomaly, Yves Calvi ceded his interviewer’s seat to the young woman and sat in the guest’s chair on 21 March. “She arrived as all my guests do in the RTL lobby. I was a little anxious and then I saw a blonde fi gure and a smile that immediately reassured me,” said Yves Calvi. “Laura has a freshness and a spontaneity that put me at ease, because this time it was my turn to be the guest. The time passed incredibly quickly, as Laura was very present and had really done her job. I met someone who left a deep impression on me.”
Laura also talked about this experience. “I was impressed by Yves Calvi’s answers to my questions. I saw that he was relieved and at ease right away. I congratulate him for succeeding in this role that he was asked to play. I also succeeded, and I’m happy that I did it. The red microphone was impressive, with all these little things to be checked. The memory will remain in my heart forever.”
RAISING AWARENESS ABOUT A DIFFERENCE RTL Radio
Laura interviewing Yves Calvi
The interview with Laura and Yves Calvi can be
listened to in its entirety on the RTL.fr website
ABOUT WORLD DOWN SYNDROME DAY
On this day, activities are organised around the world with and on behalf of people who have the Down Syndrome, with the goal of raising public awareness and creating a single global voice for advocating the rights, inclusion and well being of people with Down Syndrome. The date of 21 March was chosen in reference to the triplication (trisomy) of the 21st chromosome in the cells of people with Down Syndrome and which is the cause of the disability.
11
After launching in Uttar Pradesh in November 2012, Big RTL Thrill will soon be available on digital distribution platforms in Mumbai and Delhi, extending its reach by 6.5 million households.India – 23 March 2013
Big RTL Thrill has achieved strong ratings within just a few months after its launch in Uttar Pradesh, beating regional male-targeted news channels as well as other male action entertainment channels. In the cities of Mumbai and Delhi, the channel has signed deals with Indigital, Hathway, Digicable, 7 Star, JPR Spacevision, ABS, Siticable, Home Cable and Star Broadband enabling it to expand its coverage to reach out to over 6.5 million households across both cities. This move is in line with its business plan of reaching audiences in cities with populations of over 1 million in the Hindi-speaking markets in a phased manner.
Andreas Rudas, Executive Vice President Regional Operations & Business Development CEE and Asia, at RTL Group, says: “Big RTL Thrill has quickly won over its viewers. In Uttar Pradesh, already more than 15 per cent of male viewers aged 15 to 44 watch the channel at least once a week. With the extended distribution to Mumbai and Delhi, Big RTL Thrill now reaches 25 million Indian households.”
Tarun Katial, CEO Reliance Broadcast Network, says: “Big RTL Thrill has performed excellently in the regional market of Uttar Pradesh, consistently delivering strong numbers. The channel, with its distinctive international dubbed content has already outperformed other regional male-targeted channels and now is poised to enter the metros of Mumbai and Delhi. We are confi dent that the channel will continue to deliver value to both audiences and marketers.”
Indian Action stars Arhaan Behll (left) and Vidyut Jamwalat a Big RTL Thrill press event
BIG RTL THRILL STRENGTHENS ITS REACH Big RTL Thrill
12
Antena 3 and Boomerang are selling Los Protegidos to the Chinese broadcaster CCTV. This is the fi rst time a Spanish series is being sold to China. Spain – 27 March 2013
The deal includes all three complete seasons of the series, which were broadcast to good ratings on Antena 3. The broadcaster had aired the last episode of the series in June 2012. Los Protegidos also won numerous awards, including the Premio del Festival de Televisión de Vitoria Gasteiz 2010 for Best Series, and the Festival de Cine Fantástico de la Costa del Sol 2012 award for Best Fantasy Series.
Los Protegidos combines family serial entertainment with the fantasy genre. A group of young people have superpowers: some can become invisible, read minds, or move objects with their minds. They are being hunted by an agency that wants to capture and control them because of their skills. The young people unite in the Castillo Rey “family” to face the danger together. Los Protegidos is also broadcast in Portugal and France to date, and there are options for the production of an adaptation in Italy, Russia and the United States.
The season 3 Los Protegidos cast
In Los Protegidos the protagonists...
...have superpowers
LOS PROTEGIDOS GOES TO CHINA Antena 3
RTL 2 treats its listeners to ‘M’
On 25 March, the pop-rock singer Mathieu Chedid – known by his the stage name ‘M’ – was in the RTL2 studios in France for a Un concert très très privé.
Aired on the station, this concert marked the beginning of his tour with RTL 2 as a partner. Being invitation only, just a lucky few were able to attend
the event – an opportunity to strengthen the relationship between the audience, artists and the radio station.
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14
RTL Radio awards its literary prizeRTL Radio
The Grand Prix RTL-Lire 2013 was awarded to Jeanne Benameur for Profanes (Editions Actes Sud). The author received her trophy in the presence of Christopher Baldelli, Chairman of the Management Board of RTL Group’s French radio stations.France – 25 March 2013
Köln 50667 to be continuedRTL II
RTL II has commissioned 130 more episodes of the format Köln 50667, which launched in January, thereby ensuring production through the end of 2013.Germany – 25 March 2013
Deutschland sucht den Superstar reports strong social media traffi cRTL Interactive
Since Saturday 16 March, the RTL Inside team has accompanied Deutschland sucht den Superstar (DSDS), in a bid to bring DSDS fans even closer to the live shows.Germany – 26 March 2013
The wackiest family in the United States comes to 6ter 6ter
Since 26 March 2013, 6ter airs new series Raising Hope, a hit from Fox television guaranteed to elicit laughter from viewers of all ages.France – 26 March 2013
SHORT NEWS 1/2
15
“RTL’s morning show is far ahead of news television” RTL Radio
Laurent Bazin, at the helm of the morning show on RTL Radio in France since last September, was the guest on Buzz Média Orange-Le Figaro. During the interview, he talked about the programme’s success as well as the competition from the television news channels.France – 27 March 2013
Teamworx productions win Grimme Awards Teamworx
The two Teamworx productions Der Turm (The Tower) and Der Fall Jakob von Metzler (The Case Of Jakob Von Metzler) will be honoured at the 49th Grimme Awards.Germany – 28 March 2013
Global TV viewing time hits record high in 2012 Eurodata
A Eurodata study indicates that TV consumption has increased worldwide. It shows that TV viewing has hit a new worldwide high. Average viewing time increased by one minute to 197 minutes per day in 2012. The European region led the growth with an average 235 minutes per day, up seven minutes on the previous year. France – 28 March 2013
Nicolas de Tavernost hails TF1’s reaction to the Koh-Lanta tragedy Groupe M6
At a lunch organised by the Association des journalistes médias (AJM) on 26 March 2013, Nicolas de Tavernost expressed his support for Nonce Paolini, CEO of Groupe TF1. France – 28 March 2013
SHORT NEWS 2/2
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