Mentioned only in passing
Private TV and radio stations in the Golden Triangle are in Tamedia hands
Via the acquired LH-Holding and its subsidiary Medag, Tamedia markets not only Radio Basilisk, but also Tele Basel. Medag is the exclusive booking office for advertising on Tele Basel. However, Tamedia is currently acting as if this aspect of the Basilisk deal is unimportant or has almost escaped its attention. At the press conference a week and a half ago, not a word was said about it. And when asked about it, Tamedia spokesman Peter Hartmeier played the matter down: Tele Basel? - Oh yes, it had been mentioned once in the group management, but only in a subordinate clause. Incidentally, not even Tele Basel considered this aspect worth mentioning in its reporting.
Financially, this aspect of the Basilisk deal is hardly worth mentioning (yet), but strategically it is. Medag in Basel, Belcom in Zurich and Conradio in Berne have two things in common: they each market one of the local radio stations as well as local private TV, and are either wholly owned by Tamedia or - in the case of Conradio - 49 percent owned by Tamedia. What applies to marketing also applies to a lesser extent to the media themselves: Tele Züri, Radio 24 and Radio Basilisk are wholly owned by Tamedia, and the Zurich-based company has a stake in ExtraBern and Tele Bärn via its 49 percent share in Berner Zeitung. Only Tele Basel is largely independent because its owner is a foundation. However, Tamedia is represented on the seven-member foundation committee by the Chairman of the Board of Directors of LH, Hans-Ruedi Ledermann. In short, the media group will in future have a major say in the electronic media in the Golden Triangle or even determine their fate.
That is the current situation. But why should it stay that way? Hartmeier says openly that Tamedia is interested in expanding at least the radio division with acquisitions. Rumor has it that talks are already underway with the Berner Zeitung with the aim of leaving Radio ExtraBern or Conradio entirely to Tamedia. "If that were the case, I wouldn't tell you," says Hartmeier when asked. And when told that this is not a denial, he replies: "Tamedia and Espace Media Groupe (EM) traditionally have a good relationship."
No comment was available from Bern. However, from EM-Groupe's point of view, a sale of at least Conradio would make sense. If the entire marketing of electronic media in the Golden Triangle were to be in one hand in future, synergies could be better utilized and joint offers could be developed more easily (pool, combination with 20 Minuten...). Hartmeier emphasizes that Tamedia wants to bring more professionalism, predictability and reliability to the radio industry in the future. In fact, centralization would give a strong boost to the ailing private radio and TV industry and a kick in the butt to the quarrelling marketers Radiotele and IP Multimedia. This would guarantee that financially ailing radio stations such as ExtraBern (WW 21/02) would get back on their feet or that TV deficits such as that of Tele Bärn (CHF 15 million) would be reduced.
Rosier times for Tele Basel
A new marketing agreement (without sponsorship) has been in place between Tele Basel and Medag since January 2002 - just in time for the change of ownership at Medag. The managing director of Tele Basel, Willy Surbeck, describes the difference as follows: "Medag previously had enormous exclusivity, but was not forced to provide any services in return." Although Medag remained the exclusive booking agency for Tele Basel, it was not the only acquirer. Previously, third-party acquirers were practically excluded, but today they receive almost as much as Medag. And the larger the volume of a third-party acquirer, the smaller Medag's handling share becomes - also in absolute figures. In addition, the new three-year contract can be terminated at any time if Medag fails to meet the agreed sales expectations.
This is already bearing fruit: Medag now has twice as many people working for Tele Basel as it did last year - and, according to Surbeck, its turnover is twice as high as in the first five months of the previous year. Added to this is the turnover of other acquisition companies.
This awakens the old suspicion that Medag had previously directed advertising streams primarily to Radio Basilisk and undernourished Tele Basel. "We already had such suspicions, but with the new contract we have dispelled them.
has now been eradicated," confirms Heinrich Löffler, Committee Chairman of the Tele-Basel cable network foundation.
