Fighting spirit, creativity, and spectacular cinema: screen-up 2026 defies the storm clouds

More than 700 industry guests flocked to the sold-out Halle 622 in Zurich-Oerlikon to celebrate the upcoming programming highlights together with more than 40 broadcasters. The event featured a screening marathon that impressively demonstrated what «Total Video» means in practice: It’s no longer just about the device itself, but rather about an unwavering focus on excellently produced content of the highest caliber—from captivating storytelling to visually striking fiction and emotionally charged shows, all the way to uncompromising quality journalism.

Especially at a time when skepticism toward fleeting, algorithm-driven social media snippets is growing in the advertising market, the synergy between a compelling visual and compelling content proves its true value. When technically brilliant storytelling meets genuine emotion, it creates those “campfire moments” that combine reach with lasting impact and guarantee brands a trustworthy, safe environment. It was precisely this spirit—a determined blend of optimism, creative innovation, and big content—that screen-up 2026 embodied from the very first minute to the very last.. A glimpse from the front lines—between the stage, the backstage camera, and the Bavarian Oktoberfest atmosphere.

The Kickoff: «Total Video» and Acting Standards

The event kicked off with the two CEOs of the hosting organizations, Frank Zelger (Admeira) and Alexander Duphorn (Goldbach Media). Immediately afterward, at the first Goldbach Screening, Duphorn delivered a brilliantly performed, almost theatrical masterpiece, as usual: In the «Den of the Advertising Lions,» he sought the formula for maximum advertising impact—and found it on the big screen.

Under the tagline «TV is Total Video» Duphorn made it unmistakably clear where things are headed: linear television, replay ads, and online video are converging on a measurable level. With TV+, Goldbach offers convergent campaign measurement across all platforms. Later, during a backstage discussion, a visibly pleased Duphorn summed up the situation:

«The general consensus today was: It's all about content. And that content is no longer limited to TV—it's available on many platforms. But everyone delivered and presented blockbuster shows.»

RTL: A big box, the dance floor, and a 10 from Llambi

With tremendous self-confidence, RTL Deutschland then moved forward: The stage was transformed into a live studio for «Let’s Dance». Led by Oliver Schablitzki (EVP Channels, Windowing & Planning), the dreaded head judge Joachim Llambi and the legendary voice-over Patrick Linke, there was fast-paced infotainment.

On the subject of fiction, Schablitzki announced his passion project, «Heidi» – a major co-production with SRF for spring 2027, in which 13-year-old Néea Hefti plays the title role. Also featured is the unconventional Goethe-Schiller «bromance,» *Goethe vs. Schiller*», the eternal bachelor Paul Janke («Paul’s Second Chance») and all the excitement of sports, from the Bundesliga to the NFL.

The emotional highlight came from professional dancers Renata and Valentin Lusin, who swept across the dance floor with a rousing live performance. During the m&k backstage talk that followed, the RTL duo was in high spirits: While Joachim Llambi jokingly compared Swiss coffee prices to the cost of a potential move to Zurich, Oliver Schablitzki emphasized the central importance of the live segment:

«Of course, sports are very important to the program.". Now also in partnership with Sky. People want events; people want to experience live sports. We offer all of that—not just soccer, Formula 1, or MMA."

RTLZWEI: The Swiss Alps and Social Depth

Immediately afterward, it showed Thorsten Braun, CEO of RTLZWEI, said that his network covers the full spectrum from trash to depth: While eight celebrities work up a sweat on a Swiss alp in the new show «Working on the Alp—Cows, Cheese, and Hard Labor», the network tackles the taboo subject of euthanasia with the Swiss production «Auf Wiedersehen Leben».

CH Media: Rebranding, Swiss Identity, and Family

Under the motto «We are Family,» CH Media set off a spectacular fireworks display. She hosted the event in her usual professional, warm, and confident manner Christa Rigozzi the slot. With Florian Wanner (Head of Regional Electronic Media and Entertainment) spoke about the Wanners' responsibility as a family-owned business.

In an m&k interview backstage, Wanner highlighted the strategic balancing act:

«CH Media Mind is strongly focused on marketing concepts. We make full use of our entire range of media and are the only media company that truly offers all genres. The combination of regional relevance and national entertainment is our strength.»

On stage, they presented Malte Probst (Head of National TV) the 20th anniversary of 3+, while Martin Bloch (Head of Channel Management & Analytics) highlighted the recent rebranding of the entire network under the umbrella brand 3+. The new host of «Sing meinen Song» gave the audience goosebumps Stefanie Heinzmann and singer-songwriter Eileen Alister, former regional editor-in-chief Oliver Steffen and producer Abbie Ramakrishnan introduced the «#Street SMART» format. The drag queens Nicoletta and Hardila Lalove provided a colorful finale.

SWISS1: 360 seconds at full throttle and the Schwyzerörgeli

SWISS1 followed with sharp wit: Comedian Sven Ivanić got the audience fired up with a traditional accordion quiz and had them guess the radio stations. Backstage, m&k met Alexandra Kronshagen, Chief Commercial Officer at SWISS1:

«We are one of the top 3 private broadcasters in Switzerland". Our goal is right there in our name: We want to be number one. We’re all about working those laugh muscles, feeling good, and providing the best entertainment – From Schwingen to comedy."

All the sports and entertainment action on blue

Seven.One: A Tour of the Entertainment Factory with Pufpaff

After the first intermission, the stage belonged to the Seven.One Entertainment Group. Janitor Sebastian Pufpaff guided us through the multi-story «Entertainment Factory» in his inimitable, mischievous, and over-the-top style». Supported by Marc Rasmus (Joyn SAT.1 Network President) and the «Celebrity Big Brother» icons Marlene Lufen and Jochen Schropp, we went through the Reality, Factual, and Show sections.

Hannes Hiller (Head of Joyn at ProSieben) presented shows such as «Catch Us» and the long-running hit «Germany’s Next Topmodel». The Swiss head of state Andrea Haemmerli proudly announced local Joyn original productions such as «Hype Kitchen». Backstage, Haemmerli explained:

«Brands become part of the story. At Hype Kitchen, we integrate sponsors organically into the plot rather than just tacking them on at the beginning.» 

The young prospect wrapped up the segment ILKO («The Voice Kids») with a powerful vocal performance.

From French-speaking Switzerland came Catherine Schofer (M6) and Emmanuel Maze-Sencier (TF1) Strong signals for the advertising market in Western Switzerland—TF1 is launching, among other things, its TV series and movie spin-off, TF1 Séries-Films, in Switzerland. In the interview, Maze-Sencier emphasized the importance of the Swiss screen-up for direct communication with advertisers.

SRG: «Mission SRG» and a Strong Commitment

The SRG, under the direction of Admeira, delivered what was arguably the most spectacular and dramatically intense segment to close the show. In a tongue-in-cheek parody of «Mission: Impossible,» the host Nik Hartmann in a tuxedo on «Mission SRG» – conceived and produced by the producer Marc Schippert.

Sports kicked things off with Annette Fetscherin and the player with the most national team appearances Ana Maria Crnogorčević, who looked back on the year in sports and the Women's European Soccer Championship. After that, we headed to the news section to meet the «Tagesschau» anchor Cornelia Boesch, which underscored the indispensable value of reliable, high-quality journalism in the age of disinformation.

Things took a serious turn and became highly relevant to the industry during the impromptu «Gredig direkt»: Urs Gredig interviewed the new SRF director Roger Elsener On Transformation, Cost-Cutting Measures, and Digital Transformation. In a backstage interview with m&k, Elsener came across as combative:

«I'm incredibly proud of the team—that was a great job. Next year's lineup is packed with highlights across all genres. We make television from Switzerland for Switzerland—and linear reach remains a major pillar, while we continue to grow steadily in the digital space.»

The fact that television can also be physically demanding was subsequently demonstrated by Rainer-Maria Salzgeber and former triathlete Jan van Berkel: They raced each other on two exercise bikes to figure out the melodies of Swiss hits (including songs by Bligg and Baschi)—coached by Salzgeber’s daughter Cloé, in which he appears on camera for a celebrity special of «Game of Switzerland». Salzgeber narrowly lost the match 1–2—much to his daughter’s glee, as both confirmed with a laugh in the backstage video.

Following a performance by Nicole Berchtold and the Landfrauen («SRF bi de Lüt») introduced the new national head of fiction Gabriela De Gara outlined the upcoming series milestones—including the international Sherlock Holmes adaptation and the co-production «Heidi». A fashion-related side note: To match her appearance at the Locarno Film Festival, she wore sneakers with a striking leopard-print design.

Conclusion: The campfire is blazing

When Frank Zelger and Alexander Duphorn returned to the stage together after nearly four hours of entertainment to send the audience off to the legendary After-Show-Wiesn, the relief and excitement in the hall were palpable.

Admeira CEO Frank Zelger aptly summed up the mood backstage:

«This has clearly underscored the importance of in-depth content, credibility, and quality. That is exactly what the advertising market is looking for: trustworthy environments where brands can shine without hesitation.»

Outside in the Wiesn foyer, amid pretzels, beer, and Schlager music, people talked and partied late into the night. screen-up 2026 proved it: Moving images are alive and well; they’re changing rapidly, yet their pulse is stronger than ever. An industry has shown its passion—and made a strong statement about the future of Total Video.

m&k Service

Here is a structured overview of the formats presented, organized by networks and network groups. This overview is not intended to be exhaustive.