PressTV at its lowest point

 
Television With PresseTV, publishers are on the defensive against their negotiating partner SRG. Also because viewers are running away from them.
 
The figures for the publisher television channel PresseTV (PTV) on SF 2 are disappointing: last year, the first broadcasts of almost all programs fell by 10 to 34 percent. Not for the first time: Gesundheit Sprechstunde (GES) and konsumTV have lost around 50 percent of their viewers since 2003, and the situation is not much better for other programs. Café Bâle was therefore canceled in mid-2007. Only the Standpunkt programs were able to maintain their previous level. They have been the most stable value in the PTV portfolio for years. Another thought-provoking fact: while the SF2 channel as a whole reduced its market share last year by 1.5 percentage points to 8.2 percent, GES and konsumTV lost at least 2.4 percentage points, meaning that all PTV programs are below the SF2 average. (To be fair, it should be mentioned that SF2 without sports programs is also lower). Conclusion: 13 years after the launch of PTV, the publisher programs are at their lowest point.
Internet can make gains "In purely numerical terms, we have never been in such a bad position," confirms PTV Managing Director Hans Jürg Deutsch. Here and there he puts things into perspective or makes adjustments. NZZ Format, for example, is viewed by fewer people, but more intensively, he says. Other programs, such as GES, are only losing in terms of initial broadcasts, but are gaining in terms of reruns. There has also been an increase in the use of internet offerings. "But I don't want to make excuses: None of this makes up for the losses," says Deutsch.
He sees several reasons for the audience erosion. Firstly, there is the programming strategy of SF director Ingrid Deltenre: Since she brought audience-strong programs such as Musicstar, Pisa, Traumjob or Schweizer Hits into the SF1 program on Sunday evenings, parallel PTV programs have had a harder time. "We have our fixed time slots and were unable to react to viewer needs," says Deutsch. But he is also self-critical: "We at PTV have not been too innovative in recent years and have brought little that was new."
However, the meagre overall PTV balance sheet comes at the worst possible time for the publishing houses involved (including NZZ, Ringier, Axel Springer Schweiz and Basler Zeitung Medien). This is because the contract between them and SF expires at the end of the year. And never before has PTV been called into question to such an extent. On the one hand, SF Director Ingrid Deltenre has repeatedly indicated that she finds the PTV broadcasts annoying. In addition, SRG has had a new concession since the beginning of the year which, unlike before, no longer obliges it to cooperate with publishers (see box). Today, they are left as supplicants. "We are actually in a weaker position today than before," admits Deutsch. In addition, the loss of viewers is also sapping motivation within PTV. Nevertheless, none of the publishers seem to be thinking of quitting. "We want to continue making television in cooperation with SF," says Deutsch, who also speaks for Ringier. It sounds similar from Basel and at the NZZ.
The first negotiations have recently taken place. Neither the publishers nor SRG are revealing their cards. Both sides say they have agreed not to disclose anything about it.
Offer will probably be thinned outHowever, it is not difficult to imagine the possible scenarios. In addition to the end of PTV as a last resort, there are the following possibilities: PTV tries to get more suitable slots for the individual programs, while SF will only make concessions for those where it sees development potential.
Flexibilization in exchange for a performance mandate is probably the SF motto. The result: the PTV offer will probably be thinned out.
Another option: SF offers publishers the SF info repeat channel, which currently has a 1.2 percent market share, as a playground. Especially as advertising and sponsorship are now permitted there. Publishers would thus also be made more accountable in terms of communication.
Ultimately, however, it will all depend on the money. PTV currently receives an annual payment of CHF 4.5 million from SF. A further lump sum of CHF 7.5 million flows to the publisher from the SRG marketer Publisuisse, which acquires all advertising in the vicinity of PTV broadcasts. However, it cannot be assumed that SRG will pay the same amount of money as before. However, if less money flows in, one or other publisher will throw in the towel. This would also change the PTV shareholder base.
Markus Knöpfli
 
 
 
 
SRG has the longer leverageThe basis for the current cooperation negotiations between PressTV and SF is the new RTVA, as well as the new SRG concession that has been in force since January 1, 2008.
Article 25 paragraph 4 of the RTVA contains an optional formula. It literally states: "The SRG may offer individual programs in cooperation with other broadcasters." However, the cooperation agreements must be approved by the Uvek.
The new SRG concession also does not oblige SRG to do anything, but sounds more binding. Article 19 reads as follows: "SRG shall endeavour to continue cooperation with other Swiss broadcasters on its channels if this can increase the diversity of its offering (...) and does not incur any additional costs."
This creates a completely new situation for publishers (and also for the church-based Alphavision). According to Article 2c of the previous license, SRG was "obliged" to "grant broadcasting slots to licensed broadcasters" on its second transmitter chain. There is no such provision in the new license. (mk)