"Playing along costs something"
With Star Games, Paul Grau aims to drive the multimedia sector forward across Europe
With Star Games, Paul Grau wants to promote the multimedia channel throughout EuropeBy Daniel Schifferle Paul Grau is fully committed to interactivity with his new program Star Games. The program, which will be broadcast throughout Europe via satellite, is scheduled to go on air by summer 2003 at the latest. However, Grau is not expecting any advertising revenue for the time being.
There is a crisis. Now of all times, you are announcing a game channel. Is this really the right time for such a hedonistic and narrowly focused offering?
Paul Grau: We are not primarily interested in video games. We want to further develop digital interactive television. The television of the future will be digital and interactive. Our aim is to develop the necessary know-how for this. Why did we choose the world of video games? Gamers are not afraid of new technologies.
What TV future will Star Games lead us into?
Grau: We want to take interactive television a big step further. If we can get the game application to work the way we want it to, it will also work with any other interactive television. In other words, we will be able to upgrade any other content with interactive services. If we succeed, Star Games will have achieved its goal.
The program project appeals to an extremely narrow target group: The majority of gamers are likely to be under 20, with a tight consumer budget to boot. As an advertising platform, Star Games will not make a name for itself.
Grau: As far as age is concerned, the statement is only true for the past. When the Sony Playstation was launched seven years ago, it was initially all very young people who were playing. But today, the range of games is much more diversified. There are now offers for a much broader age group. Today it goes up to 50.
What role does advertising revenue play in your budget?
Grau: In the start-up phase, we didn't plan any commercial breaks. The reason is as follows: if you have commercial breaks, you immediately have to work with clear program structures. But we don't want that, because the start-up phase should also be an experimental phase, from which we want to break new ground and gain experience. This phase will last up to twelve months. Only then do we want to move forward and make offers to the advertising industry.
Can you say a bit more about the program structure?
Grau: The games track will certainly be the main focus. We will also set up an e-commerce channel. People will be able to order games and other multimedia products here. Program content that goes with games will also have an important place. For example, we will be transferring our multimedia program, which runs on Fridays on Star TV, to Star Games. Around half of this program already consists of video game presentations.
Star Games will hardly be able to count on an overly large budget. Surely lower than that of Star TV, which has six million francs a year at its disposal?
Gray: It will be deeper. But that's all I'll say about that.
Who bears the costs? Is the TME Group, your technical partner in the development of Star Games, involved in the channel?
Grau: The TME Group is involved. But I can't give any details at the moment.
You don't count on advertising revenue, so how do you refinance the program?
Grau: There are two areas in particular: E-commerce, i.e. the sale of DVDs, video games and other multimedia products. The other source of income: playing along costs something. This means that the caller to an interactive story dials a chargeable number. But sponsoring partners are also welcome at Star Games.
Playing does not need a local connection, nor does it know borders. In terms of subject matter, such a channel would be perfect for turning it into an international platform. That was actually the plan for Star TV, but it hasn't been realized yet. Is that still to come?
Grau: That is exactly what we are now doing with Star Games. We will broadcast the program throughout Europe via satellite. We have to implement the will to go abroad where we are most successful. With Star Games, we are on the right track. As far as Star TV is concerned, this program is less suitable as an international platform. It has too much local content, such as our cinema channel, which has a national focus.
When you think of the millions in license fees that the local TVs will receive in a few years, but Star TV as a national broadcaster will go away empty-handed: Do you get nostalgic or angry or both?
Grau: The fact that Star TV will go away empty-handed is not yet set in stone. For me, it's like a court decision that can be contested. First you have to explain to me why regional language channels should be excluded. That is undemocratic.
How will you proceed?
Gray: Give me some time.
Interactivity with Star Games
There is a crisis. Now of all times, you are announcing a game channel. Is this really the right time for such a hedonistic and narrowly focused offering?
Paul Grau: We are not primarily interested in video games. We want to further develop digital interactive television. The television of the future will be digital and interactive. Our aim is to develop the necessary know-how for this. Why did we choose the world of video games? Gamers are not afraid of new technologies.
What TV future will Star Games lead us into?
Grau: We want to take interactive television a big step further. If we can get the game application to work the way we want it to, it will also work with any other interactive television. In other words, we will be able to upgrade any other content with interactive services. If we succeed, Star Games will have achieved its goal.
The program project appeals to an extremely narrow target group: The majority of gamers are likely to be under 20, with a tight consumer budget to boot. As an advertising platform, Star Games will not make a name for itself.
Grau: As far as age is concerned, the statement is only true for the past. When the Sony Playstation was launched seven years ago, it was initially all very young people who were playing. But today, the range of games is much more diversified. There are now offers for a much broader age group. Today it goes up to 50.
What role does advertising revenue play in your budget?
Grau: In the start-up phase, we didn't plan any commercial breaks. The reason is as follows: if you have commercial breaks, you immediately have to work with clear program structures. But we don't want that, because the start-up phase should also be an experimental phase, from which we want to break new ground and gain experience. This phase will last up to twelve months. Only then do we want to move forward and make offers to the advertising industry.
Can you say a bit more about the program structure?
Grau: The games track will certainly be the main focus. We will also set up an e-commerce channel. People will be able to order games and other multimedia products here. Program content that goes with games will also have an important place. For example, we will be transferring our multimedia program, which runs on Fridays on Star TV, to Star Games. Around half of this program already consists of video game presentations.
Star Games will hardly be able to count on an overly large budget. Surely lower than that of Star TV, which has six million francs a year at its disposal?
Gray: It will be deeper. But that's all I'll say about that.
Who bears the costs? Is the TME Group, your technical partner in the development of Star Games, involved in the channel?
Grau: The TME Group is involved. But I can't give any details at the moment.
You don't count on advertising revenue, so how do you refinance the program?
Grau: There are two areas in particular: E-commerce, i.e. the sale of DVDs, video games and other multimedia products. The other source of income: playing along costs something. This means that the caller to an interactive story dials a chargeable number. But sponsoring partners are also welcome at Star Games.
Playing does not need a local connection, nor does it know borders. In terms of subject matter, such a channel would be perfect for turning it into an international platform. That was actually the plan for Star TV, but it hasn't been realized yet. Is that still to come?
Grau: That is exactly what we are now doing with Star Games. We will broadcast the program throughout Europe via satellite. We have to implement the will to go abroad where we are most successful. With Star Games, we are on the right track. As far as Star TV is concerned, this program is less suitable as an international platform. It has too much local content, such as our cinema channel, which has a national focus.
When you think of the millions in license fees that the local TVs will receive in a few years, but Star TV as a national broadcaster will go away empty-handed: Do you get nostalgic or angry or both?
Grau: The fact that Star TV will go away empty-handed is not yet set in stone. For me, it's like a court decision that can be contested. First you have to explain to me why regional language channels should be excluded. That is undemocratic.
How will you proceed?
Gray: Give me some time.
Interactivity with Star Games
By summer 2003 at the latest, Star-TV will launch Star Games, a new channel focusing on interactivity. In addition to the main program, an additional channel with interactive games and services will be operated. The project manager is Gregory Turkawka.
With Star Games, viewers can take part in collective video games on the screen from their living room via telephone or the Internet. According to legal clarifications by Star-TV, the legal conditions for a three-year license "for trials with new technologies" have been met. Star Games is being developed by Star-TV in collaboration with the TME Group, Schlieren, which is responsible for technical coordination. The aim of the new channel is to give viewers access to interactive services, including information, entertainment and commerce content.
Because the new channel will benefit from synergies with Star-TV, the number of staff can be kept low. The existing multimedia editorial team is to be expanded by a maximum of twelve people (dse).
