Photo: rtl / ProSieben / Michael de Boer
RTL and ProSieben attack ARD and ZDF in a new cycle – experts see it as “too risky”
The surprise was remarkable when RTL was in the middle of the current DSDS season at the end Dieter Bohlin Advertise in the transmitter. In the cast as well as in “Das Supertalent” he will not be a member of the jury. But the decision against the stern jury gradually turned out to be part of a complete change of course for the station. Officials say they want to become more family friendly in the future.
This also suits RTL Hape Kerkeling newcomer, which was announced shortly after Bohlens-Aus. It won’t be used for casting shows, but the broadcaster is planning a series as well as other formats with him.
And RTL isn’t the only broadcaster that’s realigning itself. ProSieben has also taken a more serious path for some time. Radio Munich recently showed its first exclusive Interview With Chancellor’s Green Candidate Analina Burbock. It remains to be seen if the conversation was particularly successful. But the message is clear: We want to keep up with the great political talk from public broadcasters.
RTL and ProSieben change course
This is not ProSieben’s only endeavor towards more seriousness and knowledge transfer. The broadcaster recently endorsed his program for a seven-hour nursing documentary started by Goku and Class. In return, the broadcaster gave up completely Advertising.
Image: dpa / –
Last but not least, it is now also announced that Tageschaw spokeswoman Linda Zarvakis will be getting her own live broadcast on ProSieben – with Matthias Obdenhoffel. A true coup that also needs to be understood as an attack on ARD and ZDF – and primarily on RTL as well. Because it was there, in turn, that Jan Hoover – also a former face of “Tageshaw” – was secured for a fresh news format.
So it appears as though the route changes of private broadcasters will be deliberately at the expense of the public broadcasters. Media and PR experts see this as a departure from their core competencies Ferris Buhler As a “very high risk” Watson says.
Photo: Thomas Buchwalder
RTL has always looked confidently at its young advertising-related target group and has been successful in its formats for decades, “If Jan Hoover, Happy Kirkling and their partners were to replace Dieter Bohlin, I find that risky,” says Buehler.
RTL lose its DNA
Because if RTL is less offensive with its protagonists and formats and produces less headwinds in public, the “DNA that has shaped RTL for decades” is also lost, says Buhler. “Soft and gentle family fabric conditioner TV for everyone Family RTL will be mine Opinion After that never ”The expert explains.
Photo: TVNOW / Stefan Gregorowius
One point, which is likely to be a lot more decisive for the reorganization, is the financial one, as Buehler explains:
He sees that, too Lutz Fruitbrot, Professor of Specialized Journalism at the University of Würzburg, similar. “Private TV broadcasters are not in an easy position. Younger audiences are increasingly turning to video streaming platforms in the US. Here they’re trying to counter that with TVNow and Joyn – so far the older viewers have succeeded. By using it mostly in common law,” Watson explains. .
Frühbrodt says that private broadcasters have “largely neglected the” old “for decades,” because they were much less important to their advertising income, which is mainly funded by RTL and Co., than people between the ages of 14 and 49. ” Frühbrodt explains: “To make matters worse, private media libraries are less developed than ARD and ZDF libraries, so people have not prepared well for the era of nonlinear media usage”: “The private sector is now forced to act quickly.”
RTL secures the ARD image
Actions are taken by trying to attract the elderly, that is, the ordinary audience of public broadcasters. As a result, the program is drastically adapted in some cases. However, whether this is the correct method is another matter. Buhler criticizes the strategy at least:
In my opinion, the strategy of “doing one thing and not leaving the other” would be wiser, for example to reach a target group across generations and sometimes somewhat older using formats such as “let’s dance” and then continue to rely on the successful reality formats of the target group. Young viewers can also consume their shows on on-demand shows or a media library for broadcasters if they don’t like line television. That way, as a broadcaster and media brand, you can continue to be with your target group of young people, because you will need it later. ” .
Photo: dpa / Joshua Sammer
RTL increasingly relies on trash formats on its TVNow online platform. There are now many reality shows produced exclusively for this purpose. For example, “Ex on the Beach” or “Temptation Island”. Sometimes programs arrive on TV afterward, like “Prince Charming” on Vox. However, it is this approach that shows most clearly that the RTL Broadcast Group is intentionally changing its primary audience. Young adults are allowed to watch online, while older adults are allowed to watch online TV.
Whether RTL will succeed in winning over ARD and ZDF audiences is another question. Nevertheless, it is clear that they, together with Jan Hoover, brought on board an absolute figure of the public sector, identified by the older, ordinary audience. Buehler says that might actually attract one or two viewers: “It might be nice if this or the other viewer follows his favorite presenter and reaches for the remote control – even if it’s just seeing the side that the hero is showing in the competition.”
RTL skips the audience
But he does not see RTL as a true competitor to ARD and ZDF, as the average, older audience is “extremely loyal and loyal”. Additionally, the RTL change doesn’t necessarily seem credible. “RTL has acquired an established position for a tremendous number of years and has made that profit very profitably. If instead of Jungle camp Suddenly he wants to rely on investigative newscasts, this is unreliable and is produced by the public. After all, I don’t go to McDonald’s for a gourmet dinner eitherBuhler criticizes.
Professor Fruhebrot strongly doubts the reliability of this change of course. It is believed that it is impossible to turn the lever like this:
“There is a well-established corporate culture and a certain way of doing business. In this case, how to do television. Sure mostly through clever storytelling, but it’s often also exciting, very overrated and sometimes slippery. It’s hard to put toothpaste back into the tube. Therefore, credibility must be built, especially as information is transmitted, over a long period of time. “
In this case, ProSieben has a clear advantage over RTL. Because the informative and entertaining knowledge program “Galileo” has been a part of prime time there for over 20 years. “New informational magazine that fits perfectly with the situation and the mix of programs”Says media expert Ferris Buehler.
Photo: ProSieben / Benedikt Müller / Benedikt Müller
Ultimately, however, it is not just individuals who want change. ARD and ZDF are also working on their software. However, she wants to get younger. For this purpose, Giovanni Zarrella was brought in as presenter in addition to RTL face Sonja Zietlow. It is likely that the reason for this change is the general orientation of common law. Because they should exist for all demographics, as explained by media experts Frühbrodt and Bühler.
Media experts see ARD and ZDF in debt
“If the average age is 60 or older, then there is therefore a structural problem. With the youth program ‘funk’, ARD and ZDF have addressed this challenge with great success for very young viewers between the ages of 14 and 29. However, in people between the ages of 30 and 60, I still cannot see a truly convincing solution to the problem. So there is still a big gapFrühbrodt says.
Buehler also sees ARD and ZDF as obligated to meet younger target groups. “If we consider current changes to be ‘anti-aging’ measures, Sonja Zietlow’s commitment to showing dogs is of course just a superficial skin lift. But for regeneration in general, both ARD and ZDF have to go deeper,” he says.
It is not yet possible to determine who ultimately took the best course. But one thing is for sure: In all of its efforts to attract older viewers, RTL in particular should not intimidate its regular audience that has formed over many years.