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US News Media Industry: New content, new corporate color: RTL says goodbye to the Trash TV

13:40  15 june  2021
13:40  15 june  2021 Source:   handelsblatt.com

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Germany boss Bernd Reich type explains the new attitude of the TV Group. For this, RTL adapts its program, starts a news-offensive - and exchanges moderators.

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The TV Group RTL gives up new colors. This not only includes the optical appearance, but also the content offer. Path from the Trash, this is unofficially the direction of RTL, which belongs to 75 percent of the family business Bertelsmann .

The industry event Screenforce Days gave Germany chief Bernd Eichart on Monday an insight into the new strategy of the listed TV group, which is one of the two large providers in Germany , in addition to pro seven Sat 1.

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The repositioning has a reason: global streaming providers like Netflix, Amazon Prime Video and Disney Plus move more and more users to their platforms. For example, market leader Netflix is now more than 200 million paying subscribers worldwide.

locally operating TV companies such as RTL ("RTL", "VOX" and "N-TV") must be stronger than ever their advantages - both the users and the advertising companies.

So Plant RTL Plant to expand the time of information formats for two hours a day. For this, the company has recruited two well-known newspapers from public broadcasting: Pinar Atalay and Jan Hofer. For example, "point 12" will be extended by an hour to 15 o'clock, afternoon another issue of "RTL current" is planned.

Parallel to the news offensive, for which RTL has also hired a reporter of the "mirror", set "positive entertainment" as the company calls itself. Insulting scenes, as they were conventional to "Germany seeks the superstar", should belong to the past. For this reason, DSDS Juror Dieter Bohlen did not find room more in the company, it says in Cologne.

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More Hape Kerkeling, Less Dieter Bohlen

instead, RTL highlights life-affirmed shows like "Let's Dance" praising, whose finale has experienced a peak in the history of the format this year with a market share of 27 percent. For example, RTL plans more formats with the Entertainer Hape Kerkeling. More Kerkeling, fewer planks - this is the new impact direction.

How Gruner + Year could find in this repositioning place, RTL Germany Chief Eichtart was not the same on Monday. The traditional publishing house, also a daughter of Bertelsmann , is to be merged according to the will of the leading manager with RTL. This summer is expected to make a decision.

"In the course of our new brand strategy, we bundle our strength and transform Europe's most famous media brand," said Rich Type on Monday. "With a new compass and strong content, we gradually leave the boundaries of media genres behind us."

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The realignment is accompanied by a renaming. Simplified: Everywhere in the future "RTL" should be. From the Luxembourg-based RTL Group, RTL becomes RTL Plus from the streaming provider TV Now.

It becomes more complicated in the new corporate color - that is colorful. Suppose: The colors of the new logos are customizable. Depending on the user, format or partnership, they look different. This should "reflect the variety of contents and people at RTL" is in a message from RTL.

advised was the company conducted by Bertelsmann-CEO Thomas Rabe in Personnel Union, from the former telecom manager and today's transform consultant Caroline Seifert.

In the year 2021, RTL started with a turnover minus : The total proceeds fell by 4.2 percent to 1.4 billion euros, above all due to currency effects and company sales. Organically, however, there was an increase of 3.9 percent - "and though the Lockdown measures led to lower TV advertising revenues," as Raven explained in early May.

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