Edipresse drops TV celibacy
Tibère Adler, head of Edipresse Online, sees the future in crosspromotion
Tibère Adler, head of Edipresse Online, sees the future in crosspromotionThe western Swiss media group Edipresse is taking a 30 percent stake in Star-TV through its subsidiary Edipresse Online SA. The private station for film, lifestyle and entertainment, 50 percent of which is owned by CEO Paul Grau and 20 percent by media consultant Walter Bosch, targets an audience between 15 and 34 years of age. It reaches about 1.6 million households in German-speaking Switzerland. Tibère Adler, head of Edipresse Online, explained to WerbeWoche why his company suddenly has an appetite for TV.Until now, Edipresse had nothing to do with TV. Why now the participation in Star TV?
Tibère Adler: A few months ago, Walter Bosch asked us if we wanted to participate. We said yes and subscribed to a 30 percent stake because we gain know-how in dealing with the moving picture and sound at Star-TV. We are not acting under pressure and could have waited. But this is an opportunity.
But for a long time, the Edipresse Group swore on high and holy that it did not want to be active in TV, and it was only in a conversation with WerbeWoche three months ago that Lamunière opened the door a bit and declared the TV chastity vow invalid as soon as it came to special interest TV. Why this change?
Adler: Of course, the founding of Edipresse Online has changed a few things. But beware: We don't want to make classic TV. Once again, we want to learn more with Star TV.
Does this mean that Edipresse will not take on any operational tasks at Star-TV - in contrast to the previous principle of only taking on shareholdings if you are the strong partner?
Adler: Correct: We will not be operationally active, but it is planned that we will have a seat on the Board of Directors.
Edipresse has hardly shown any interest in the German-speaking media market. Should the channel also become active in French-speaking Switzerland?
Adler: It already is in the form of a window for certain local TVs, for example TVRL (TV Lausanne). We will work towards Star TV becoming a full cable TV channel. It would be the first truly national channel...
...but then you would have to become active in Ticino as well...
Adler: ...right. So let's say: We would be the first Swiss-German station.
When will this change to the first station crossing the Röstigraben happen?
Adler: We are talking about months, not years. It should be ready by the end of the year.
Why is the investment managed by the Edipresse Online subholding? What does Star-TV have to do with online?
Adler: TV and online are growing together more and more. There are plans to couple Star TV with a website. This website can offer information, but also become active in e-commerce.
A concrete example?
Adler: Star TV makes a program for snowboarders, among others. It would be possible for the site to offer specialized material for boarders. We are aiming at cross-promotion and cross-fertilization. It's also possible that Star-TV could one day do interactive TV, although we don't know exactly what that would look like yet.
As a subholding of the Edipresse Group, Edipresse Online has a prominent position in the organization chart. How many people do you actually employ at the moment?
Adler: There are about thirty people, including Edicom (Edipresse site).
Edipresse obviously has high hopes for the online sector. Do you think it's possible that in three years' time this subholding will generate sales equivalent to a third of the Group's total?
Adler: We want to grow quickly. But this seems a bit much to me.
But the investment in Star TV is just the beginning of a forward strategy, isn't it?
Adler: Sure...
And is it conceivable that Edi-presse will also work with major publishers like Ringier?
Adler: We already do that to some extent, for example at SwissClick. But we are practicing "low profile" when it comes to communicating such activities. But I will tell you this: Certainly, a good part of our growth will take place together with partners. In that respect, the Star TV investment is really just a start. Interview: Christophe Büchi
Tibère Adler: A few months ago, Walter Bosch asked us if we wanted to participate. We said yes and subscribed to a 30 percent stake because we gain know-how in dealing with the moving picture and sound at Star-TV. We are not acting under pressure and could have waited. But this is an opportunity.
But for a long time, the Edipresse Group swore on high and holy that it did not want to be active in TV, and it was only in a conversation with WerbeWoche three months ago that Lamunière opened the door a bit and declared the TV chastity vow invalid as soon as it came to special interest TV. Why this change?
Adler: Of course, the founding of Edipresse Online has changed a few things. But beware: We don't want to make classic TV. Once again, we want to learn more with Star TV.
Does this mean that Edipresse will not take on any operational tasks at Star-TV - in contrast to the previous principle of only taking on shareholdings if you are the strong partner?
Adler: Correct: We will not be operationally active, but it is planned that we will have a seat on the Board of Directors.
Edipresse has hardly shown any interest in the German-speaking media market. Should the channel also become active in French-speaking Switzerland?
Adler: It already is in the form of a window for certain local TVs, for example TVRL (TV Lausanne). We will work towards Star TV becoming a full cable TV channel. It would be the first truly national channel...
...but then you would have to become active in Ticino as well...
Adler: ...right. So let's say: We would be the first Swiss-German station.
When will this change to the first station crossing the Röstigraben happen?
Adler: We are talking about months, not years. It should be ready by the end of the year.
Why is the investment managed by the Edipresse Online subholding? What does Star-TV have to do with online?
Adler: TV and online are growing together more and more. There are plans to couple Star TV with a website. This website can offer information, but also become active in e-commerce.
A concrete example?
Adler: Star TV makes a program for snowboarders, among others. It would be possible for the site to offer specialized material for boarders. We are aiming at cross-promotion and cross-fertilization. It's also possible that Star-TV could one day do interactive TV, although we don't know exactly what that would look like yet.
As a subholding of the Edipresse Group, Edipresse Online has a prominent position in the organization chart. How many people do you actually employ at the moment?
Adler: There are about thirty people, including Edicom (Edipresse site).
Edipresse obviously has high hopes for the online sector. Do you think it's possible that in three years' time this subholding will generate sales equivalent to a third of the Group's total?
Adler: We want to grow quickly. But this seems a bit much to me.
But the investment in Star TV is just the beginning of a forward strategy, isn't it?
Adler: Sure...
And is it conceivable that Edi-presse will also work with major publishers like Ringier?
Adler: We already do that to some extent, for example at SwissClick. But we are practicing "low profile" when it comes to communicating such activities. But I will tell you this: Certainly, a good part of our growth will take place together with partners. In that respect, the Star TV investment is really just a start. Interview: Christophe Büchi
