Slim makes customers more fun
With the Zap-in 03, IP Multimedia launched its alternative to Screen-up
With Zap-in 03, IP Multimedia launched its alternative to Screen-upBy Daniel Schifferle Following the demise of Screen-up, IP Multimedia went it alone for the first time in presenting new TV offerings. There was no shortage of stars at Zap-in 03: all the channel bosses had traveled in person from Germany and France to present their program innovations.
Over 1500 visitors flocked to the fourth and final edition of Screen-up in September 2001. The new IP Multimedia (Switzerland) telefair was nowhere near able to keep up with this number of visitors. However, the organizers are satisfied with the 250 to 300 visitors counted at Zap-in 03. "The smaller setting allowed us to respond better to our customers," said IP Multimedia CEO Michi Frank.
With Zap-in 03, the marketer of the advertising windows of RTL, RTL2, Pro7, Kabel1 and Vox went it alone again for the first time in five years in the presentation of new programs. Publisuisse, the local channels and Sat1, which is marketed by RMB, had to stay outside this year.
However, the success of the screen-up, which was driven forward with great enthusiasm at the end of the 1990s, quickly became its biggest problem. With the integration of Publisuisse and the local TV stations, the number of presenting stations and marketers had exploded to 29.
Too many to give each offer enough time and attention, the organizers stated in unison. The costs, which were deemed too high, only proved to tip the scales when last spring saw the surprising end to the
Screen-up came.
Despite the low tide, Schmalhans is not in the program kitchen
Concentrating resources on what is necessary is the motto today. In order to minimize "scatter loss", the list of invitees to Zap-in 03 was deliberately limited to the circle of industry representatives involved in media in the narrower sense. However, there was no skimping on the celebrities invited: all the station managers of the advertising windows marketed by IPM had come in person to present the program highlights of the coming year to those present. Before the official launch of Zap-in 03, they were on hand to answer journalists' questions.
The crisis has been a particularly big talking point, especially as German TV broadcasters have been hit incomparably harder than the Swiss. Surprisingly, however, the Swiss advertising windows share the general
Not a downward trend. "We haven't had any decline in sales of our advertising windows," says Michi Frank. The end of Tele 24 and TV 3 has helped to keep demand for advertising space high. Frank is also optimistic about the future of advertising windows. "There is undoubtedly additional potential for television advertising in Switzerland."
These prospects seem downright luxurious compared to the advertising slump that German TV stations are struggling with. None of the station bosses present dared to predict when the crisis might be over. RTL boss Gerhard Zeiler merely allowed himself to say: "It will hardly go much further down." Despite the slump in advertising sales, however, the company will not start cutting back on programming now. "Although we are looking closely at the environments, we are wary of cutting back on relevant broadcasting slots. Because then viewer numbers would fall and we would only be cutting ourselves in two," added Kabel 1 boss Andreas Bartl.
The TV rates for next year, which IPM does not want to announce until mid-October, are still open. Frank also does not yet want to answer the question of whether this smaller-scale form of the Telemesse is already the definitive recipe for the future. The only thing that is certain is that the TV presentation will once again be organized on its own next year. Not least because of the costs. "We spent significantly less money on Zap-in 03 than we did last year for Screen-up," he says.
Over 1500 visitors flocked to the fourth and final edition of Screen-up in September 2001. The new IP Multimedia (Switzerland) telefair was nowhere near able to keep up with this number of visitors. However, the organizers are satisfied with the 250 to 300 visitors counted at Zap-in 03. "The smaller setting allowed us to respond better to our customers," said IP Multimedia CEO Michi Frank.
With Zap-in 03, the marketer of the advertising windows of RTL, RTL2, Pro7, Kabel1 and Vox went it alone again for the first time in five years in the presentation of new programs. Publisuisse, the local channels and Sat1, which is marketed by RMB, had to stay outside this year.
However, the success of the screen-up, which was driven forward with great enthusiasm at the end of the 1990s, quickly became its biggest problem. With the integration of Publisuisse and the local TV stations, the number of presenting stations and marketers had exploded to 29.
Too many to give each offer enough time and attention, the organizers stated in unison. The costs, which were deemed too high, only proved to tip the scales when last spring saw the surprising end to the
Screen-up came.
Despite the low tide, Schmalhans is not in the program kitchen
Concentrating resources on what is necessary is the motto today. In order to minimize "scatter loss", the list of invitees to Zap-in 03 was deliberately limited to the circle of industry representatives involved in media in the narrower sense. However, there was no skimping on the celebrities invited: all the station managers of the advertising windows marketed by IPM had come in person to present the program highlights of the coming year to those present. Before the official launch of Zap-in 03, they were on hand to answer journalists' questions.
The crisis has been a particularly big talking point, especially as German TV broadcasters have been hit incomparably harder than the Swiss. Surprisingly, however, the Swiss advertising windows share the general
Not a downward trend. "We haven't had any decline in sales of our advertising windows," says Michi Frank. The end of Tele 24 and TV 3 has helped to keep demand for advertising space high. Frank is also optimistic about the future of advertising windows. "There is undoubtedly additional potential for television advertising in Switzerland."
These prospects seem downright luxurious compared to the advertising slump that German TV stations are struggling with. None of the station bosses present dared to predict when the crisis might be over. RTL boss Gerhard Zeiler merely allowed himself to say: "It will hardly go much further down." Despite the slump in advertising sales, however, the company will not start cutting back on programming now. "Although we are looking closely at the environments, we are wary of cutting back on relevant broadcasting slots. Because then viewer numbers would fall and we would only be cutting ourselves in two," added Kabel 1 boss Andreas Bartl.
The TV rates for next year, which IPM does not want to announce until mid-October, are still open. Frank also does not yet want to answer the question of whether this smaller-scale form of the Telemesse is already the definitive recipe for the future. The only thing that is certain is that the TV presentation will once again be organized on its own next year. Not least because of the costs. "We spent significantly less money on Zap-in 03 than we did last year for Screen-up," he says.
