New dress for the bride sold
Tamedia aims to revitalize the local station Tele Züri and turn it back into a strong brand
Tamedia wants to make the local channel Tele Züri a strong brand again after a makeoverBy Markus Knöpfli Back to the original concept - that is the Tamedia motto for Tele Züri. Jürg Wildberger is implementing this consistently, combined with a gentle redesign of the entire station's appearance.
"The combination with Tele 24 has resulted in a dilution of the Tele Züri brand. We now want to stop this. Tele Züri should become a strong brand again," says Jürg Wildberger, who is responsible for TV 3 at Tamedia and is now also Chairman of the Board of Directors of Tele Züri.
But how is the station, which has fallen from a market share of around 7 percent to less than 5 percent among 15 to 49-year-olds in the Zurich area in the last two years, to regain its former greatness? Wildberger says: "With a clear program structure: news on the hour, talk on the half hour." In fact, the program has been freed of everything "superfluous": What has remained are the programs "ZüriNews" (daily), "ZüriInfo" (weekdays), "Lifestyle" (Fridays), "Swiss Date" (Saturdays) as well as "TalkTäglich" (Monday to Thursday) and "SonnTalk" (Sundays). Most of the presenters have stayed on - with the exception of Roger Schawinski and Markus Gilli. Wildberger and program director Peter Röthlisberger are still looking for one or two new faces in the talk segment.
The basic concept of Tele Züri has not changed significantly. Wildberger describes it as follows: "Tele Züri makes regional television with a trenchant tabloid profile. Emotions, surprise and proximity from the local and supra-regional area as well as from abroad are relevant. What is important is what interests the people of Zurich, not where the geographical borders of the broadcasting area lie." Nevertheless, the focus will once again be placed more on people from the Zurich region, especially when it comes to talk show guests.
Tamedia's own TV stable now has two horses that are by no means identically positioned (see graphic). Not much is set to change in this respect, as alignment is neither desired nor possible in terms of the concepts, says Wildberger.
In order to give the new start under the Tamedia banner a touch of a new beginning, the Tele Züri logo has been refreshed. The Zurich design agency Frame Eleven was commissioned (see also page 10). The agency is also responsible for the designs of the programs "TalkTäglich", "SonnTalk", "ZüriNews" and "ZüriInfo", among others.
Combination with Radio 24
"The combination with Tele 24 has resulted in a dilution of the Tele Züri brand. We now want to stop this. Tele Züri should become a strong brand again," says Jürg Wildberger, who is responsible for TV 3 at Tamedia and is now also Chairman of the Board of Directors of Tele Züri.
But how is the station, which has fallen from a market share of around 7 percent to less than 5 percent among 15 to 49-year-olds in the Zurich area in the last two years, to regain its former greatness? Wildberger says: "With a clear program structure: news on the hour, talk on the half hour." In fact, the program has been freed of everything "superfluous": What has remained are the programs "ZüriNews" (daily), "ZüriInfo" (weekdays), "Lifestyle" (Fridays), "Swiss Date" (Saturdays) as well as "TalkTäglich" (Monday to Thursday) and "SonnTalk" (Sundays). Most of the presenters have stayed on - with the exception of Roger Schawinski and Markus Gilli. Wildberger and program director Peter Röthlisberger are still looking for one or two new faces in the talk segment.
The basic concept of Tele Züri has not changed significantly. Wildberger describes it as follows: "Tele Züri makes regional television with a trenchant tabloid profile. Emotions, surprise and proximity from the local and supra-regional area as well as from abroad are relevant. What is important is what interests the people of Zurich, not where the geographical borders of the broadcasting area lie." Nevertheless, the focus will once again be placed more on people from the Zurich region, especially when it comes to talk show guests.
Tamedia's own TV stable now has two horses that are by no means identically positioned (see graphic). Not much is set to change in this respect, as alignment is neither desired nor possible in terms of the concepts, says Wildberger.
In order to give the new start under the Tamedia banner a touch of a new beginning, the Tele Züri logo has been refreshed. The Zurich design agency Frame Eleven was commissioned (see also page 10). The agency is also responsible for the designs of the programs "TalkTäglich", "SonnTalk", "ZüriNews" and "ZüriInfo", among others.
Combination with Radio 24
Together with Radio 24, Tele Züri offers a so-called Züri package. There is a two-week and a four-week version of this package. The two-week package costs CHF 20,000 net. For this, Tele Züri broadcasts a 30-second spot eight times on each of seven days, while a 20-second spot is broadcast three times on each of six days on Radio 24. Without the combined discount, this would cost CHF 27250. The four-week version has twice the power and costs CHF 40,000 (without the combined discount: CHF 5,4320). Tele Züri is also a member of TeleNewsCombi.
