Initiator with a sense for stars
Silvia Affolter is expanding with CityGuide TV. This is now also to become interesting for media agencies and national players.
Silvia Affolter is expanding CityGuide TV. The end of the Swiss program window of RTL/Pro 7 after only seven months annoyed her massively. But the unexpected release also gave her the idea for an even brighter future: "What's the point?" She was always being brought in to do setup work for a new station as a front woman. Because she is probably "a Gschaffigi". But even at Schweiz 4 and S Plus, after a few months, it was just "thank you and goodbye" for the presenter. Then Silvia Affolter said to herself defiantly: "I'm not interested in continuing to help out without responsibility and involvement. So why not mobilize my energies for a project of my own? "This fall, the result is already flickering across the screens of more than 40 luxury hotels for the fourth year. "CityGuide TV, my own television station, is on the first channel of all receivers everywhere."
Admittedly, the launch of this "first comprehensive hotel television in Switzerland" was almost thrown into the abyss at the last minute. Copies of the pilot program were delivered to the first twelve Zurich hotels on September 11, 2001. The day after, tourism worldwide collapsed. "Fortunately, we already had enough signed advertising contracts," Affolter recalls of that anxious beginning.
Advertising and info for the clearly defined target group of business people and tourists who "still" stay in luxury hotels is Silvia Affolter's business idea. CityGuide TV offers a 15-minute "highly positioned" hotel TV with an entertaining mix of editorial tips and paid info. The program comes as a loop from a DVD and is usually already on when the guest enters his room. According to measurements by pay TV providers, 98 percent of guests unpack their bags with the TV on. With an own market research Affolter let find out that their hotel television can be certain thereby an attention of 15 minutes. CityGuide TV uses this time for an editorial sequence with five topics, each interrupted by short commercials. In order to address the viewers not only anonymously, the hotel channel presents its content with sympathetic and elegantly styled female presenters. For the shows in Zurich, Lucerne and Gstaad, New Zealand-born ex-Miss Switzerland Mahara McKay perfectly guides the English-language version. Christina Surer welcomes viewers to the German program. For the newly acquired hotels, the search is currently on for a French figurehead.
"I'm in a hotel and only find out on the third day that there's another swimming pool or squash hall on the roof." Countless business people have already made this painful experience. In the first thematic block, CityGuide TV therefore presents a film about the hotel's infrastructure that is as inviting as possible for each individual address. The director's personal word of welcome should also be included.
The second chapter presents "the musts and a few insider tips" from the hotel's tourist environment. "We advertise the region free of charge," says Affolter. She can count on Jürg Schmid, Director of Switzerland Tourism, and Urs Heller from Ringier's "GaultMillau" on the "Quality Advisory Board" for her company.
"Culture," "Shopping" and "Going Out" are the names of the programs in which Affolter's editorial team provides tips that it has researched itself, as well as paid addresses. The hotel TV shows a new program on October 1 and April 1.
The service is only offered in 5-star and 4-star hotels like "Widder", "Baur au Lac", "Hilton Zurich Airport", "Bürgenstock Hotels & Resorts" or soon "Palace Hotel Gstaad". Each issue is carried by a few main advertising investors such as Bucherer, Swiss Casinos, Bank Hoffmann or BMW. The rest is largely editorial. "We don't want to offer the guest an unwanted sprinkling, but an exclusive service." Nevertheless, Affolter is naturally pleased that she is the only one with her idea who is not only allowed in, but even welcome in the rooms that are otherwise declared off-limits for advertising. "The hoteliers have recognized that they have a win-win situation with us."
Thanks to such hoteliers, CityGuide TV can now "grow fast". In the initial phase, this was not always so easy, because hoteliers were "flooded with requests every day" from sauna manufacturers, wine merchants or other suppliers who wanted to do business in this segment, explains Silvia Affolter.
Silvia's partner Siro Barino has also been working on the goal of becoming a "luxury television station for the whole of Switzerland" for six months. The former media spokesman for Swissair and Credit Suisse Group has set up his own business and, as deputy managing director, is responsible for the further expansion of CityGuide TV, "so that we also become interesting for media agencies with national campaigns," says Affolter.
The miss, actress and presenter, who has advanced to the position of managing director, and who used to want to make television above all, is now increasingly having the filming for her features carried out by about ten freelance professionals. For this, the sale of advertising is a matter for the boss. "A project like this can only be sold if you treat the project like your own baby."
With so much commitment, there's not much time for hobbies in her private life, and she mainly devotes herself to her son Noël, who is now seven years old. But that works, because she is "cruelly organized," says the woman who now finally can't be zapped away from the TV business so easily.
Silvia Affolter targets business people and tourists with her hotel TV.
Andreas Panzeri
Admittedly, the launch of this "first comprehensive hotel television in Switzerland" was almost thrown into the abyss at the last minute. Copies of the pilot program were delivered to the first twelve Zurich hotels on September 11, 2001. The day after, tourism worldwide collapsed. "Fortunately, we already had enough signed advertising contracts," Affolter recalls of that anxious beginning.
Advertising and info for the clearly defined target group of business people and tourists who "still" stay in luxury hotels is Silvia Affolter's business idea. CityGuide TV offers a 15-minute "highly positioned" hotel TV with an entertaining mix of editorial tips and paid info. The program comes as a loop from a DVD and is usually already on when the guest enters his room. According to measurements by pay TV providers, 98 percent of guests unpack their bags with the TV on. With an own market research Affolter let find out that their hotel television can be certain thereby an attention of 15 minutes. CityGuide TV uses this time for an editorial sequence with five topics, each interrupted by short commercials. In order to address the viewers not only anonymously, the hotel channel presents its content with sympathetic and elegantly styled female presenters. For the shows in Zurich, Lucerne and Gstaad, New Zealand-born ex-Miss Switzerland Mahara McKay perfectly guides the English-language version. Christina Surer welcomes viewers to the German program. For the newly acquired hotels, the search is currently on for a French figurehead.
"I'm in a hotel and only find out on the third day that there's another swimming pool or squash hall on the roof." Countless business people have already made this painful experience. In the first thematic block, CityGuide TV therefore presents a film about the hotel's infrastructure that is as inviting as possible for each individual address. The director's personal word of welcome should also be included.
The second chapter presents "the musts and a few insider tips" from the hotel's tourist environment. "We advertise the region free of charge," says Affolter. She can count on Jürg Schmid, Director of Switzerland Tourism, and Urs Heller from Ringier's "GaultMillau" on the "Quality Advisory Board" for her company.
"Culture," "Shopping" and "Going Out" are the names of the programs in which Affolter's editorial team provides tips that it has researched itself, as well as paid addresses. The hotel TV shows a new program on October 1 and April 1.
The service is only offered in 5-star and 4-star hotels like "Widder", "Baur au Lac", "Hilton Zurich Airport", "Bürgenstock Hotels & Resorts" or soon "Palace Hotel Gstaad". Each issue is carried by a few main advertising investors such as Bucherer, Swiss Casinos, Bank Hoffmann or BMW. The rest is largely editorial. "We don't want to offer the guest an unwanted sprinkling, but an exclusive service." Nevertheless, Affolter is naturally pleased that she is the only one with her idea who is not only allowed in, but even welcome in the rooms that are otherwise declared off-limits for advertising. "The hoteliers have recognized that they have a win-win situation with us."
Thanks to such hoteliers, CityGuide TV can now "grow fast". In the initial phase, this was not always so easy, because hoteliers were "flooded with requests every day" from sauna manufacturers, wine merchants or other suppliers who wanted to do business in this segment, explains Silvia Affolter.
Silvia's partner Siro Barino has also been working on the goal of becoming a "luxury television station for the whole of Switzerland" for six months. The former media spokesman for Swissair and Credit Suisse Group has set up his own business and, as deputy managing director, is responsible for the further expansion of CityGuide TV, "so that we also become interesting for media agencies with national campaigns," says Affolter.
The miss, actress and presenter, who has advanced to the position of managing director, and who used to want to make television above all, is now increasingly having the filming for her features carried out by about ten freelance professionals. For this, the sale of advertising is a matter for the boss. "A project like this can only be sold if you treat the project like your own baby."
With so much commitment, there's not much time for hobbies in her private life, and she mainly devotes herself to her son Noël, who is now seven years old. But that works, because she is "cruelly organized," says the woman who now finally can't be zapped away from the TV business so easily.
Silvia Affolter targets business people and tourists with her hotel TV.
Andreas Panzeri
