KonsumTV ends its balancing act
Press TV RingierTV gives its program konsumTV in a more positive direction and finds a new main sponsor in Coop. However, a consistent multimedia strategy.
Press TV RingierTV gives its program konsumTV a more positive slant and finds a new main sponsor in Coop. However, Ringier is holding off on a consistent multimedia strategy, whether with Cash, Gesundheit Sprechstunde or al dente, Ringier is expanding its cross-media offering with print, TV, Internet and mobile. The goal is always the same: consumers should be able to access content at any time and from any place. And advertisers should be able to address consumers via the various channels in as many different situations as possible. konsumTV is a television program in which Ringier is still driving its multichannel strategy with the handbrake on. Not that Ringier is neglecting its fortnightly Sunday evening program, on the contrary. It too is being rebuilt and its concept changed, most recently a year ago. At that time, the program on PresseTV was given a pair of co-hosts in Eva Camenzind and Marc Caprez, viewer participation in the studio was expanded and new sections were added.
Completely renewed appearanceOn October 1, 2006, the next renovation is already imminent. Hannes Britschgi, program director at RingierTV for the past year, speaks of a "completely renewed appearance". Visually, the new Frame eleven logo and a studio decor designed by set designer Carlo Angelini (sternTV and TV total) catch the eye.
But there is also a conceptual break: "Instead of critically examining what can go wrong in the world of consumption, konsumTV now provides information about trends and new products, gives tips for the home, leisure and hobbies and advises on money matters," says Britschgi. There are two reasons for the new magazine's more positive and entertaining approach: The live studio program is intended to stand out more from Kassensturz on SF 1. They have a smaller budget for product tests anyway.
Another difficulty: konsumTV is financed by sponsorship. "Whether justified or not - we always had a credibility problem. We now want to put an end to this balancing act," says Britschgi, who once worked at Kassensturz.
Despite the realignment, konsumTV will not be completely overhauled: the team of co-presenters will remain, as will the home and garden, hobby, multimedia and money sections. Furthermore, there will still be one auction per show, the proceeds of which will go to a charitable organization.
It remains to be seen how viewer numbers will develop. Today, the live studio show has around 170,000 viewers and a market share of nine percent. Britschgi is confident: "Our market research shows: The Sunday evening slot is well received. The show will therefore continue to find an audience."
The new concept meets with a positive response: Coop joins as the main sponsor on October 1. The number two supermarket chain sees its involvement in konsumTV as "a contribution to open and useful information on all those topics that are closely linked to our consumers' quality of life", as stated in a press release. Britschgi, for his part, praises Coop as a discussion partner "with a lot of experience" that makes its laboratories and expertise available when required.
However, a consistent multichannel strategy is still a long time coming at konsumTV. "Internally, such a strategy has already been discussed, but we have put it on hold due to the relaunch," says Britschgi. In the print sector, however, the media partnership with the CoopZeitung can be relied upon. "This is already a new dimension for us." And what will happen with the quarterly, eight-page free magazine konsumTV (circulation 260,000 copies)? The RingierTV program manager does not want to change anything here for the time being.
Markus Knöpfli
Completely renewed appearanceOn October 1, 2006, the next renovation is already imminent. Hannes Britschgi, program director at RingierTV for the past year, speaks of a "completely renewed appearance". Visually, the new Frame eleven logo and a studio decor designed by set designer Carlo Angelini (sternTV and TV total) catch the eye.
But there is also a conceptual break: "Instead of critically examining what can go wrong in the world of consumption, konsumTV now provides information about trends and new products, gives tips for the home, leisure and hobbies and advises on money matters," says Britschgi. There are two reasons for the new magazine's more positive and entertaining approach: The live studio program is intended to stand out more from Kassensturz on SF 1. They have a smaller budget for product tests anyway.
Another difficulty: konsumTV is financed by sponsorship. "Whether justified or not - we always had a credibility problem. We now want to put an end to this balancing act," says Britschgi, who once worked at Kassensturz.
Despite the realignment, konsumTV will not be completely overhauled: the team of co-presenters will remain, as will the home and garden, hobby, multimedia and money sections. Furthermore, there will still be one auction per show, the proceeds of which will go to a charitable organization.
It remains to be seen how viewer numbers will develop. Today, the live studio show has around 170,000 viewers and a market share of nine percent. Britschgi is confident: "Our market research shows: The Sunday evening slot is well received. The show will therefore continue to find an audience."
The new concept meets with a positive response: Coop joins as the main sponsor on October 1. The number two supermarket chain sees its involvement in konsumTV as "a contribution to open and useful information on all those topics that are closely linked to our consumers' quality of life", as stated in a press release. Britschgi, for his part, praises Coop as a discussion partner "with a lot of experience" that makes its laboratories and expertise available when required.
However, a consistent multichannel strategy is still a long time coming at konsumTV. "Internally, such a strategy has already been discussed, but we have put it on hold due to the relaunch," says Britschgi. In the print sector, however, the media partnership with the CoopZeitung can be relied upon. "This is already a new dimension for us." And what will happen with the quarterly, eight-page free magazine konsumTV (circulation 260,000 copies)? The RingierTV program manager does not want to change anything here for the time being.
Markus Knöpfli
