"Bar set pretty high"
What was the most important reason for relaunching Tele?
What was the most important reason for relaunching Tele? Klaus Kriesel: If you are the market leader, you have to offer more than just a facelift. With the relaunch, we want to remain very strong in the younger target groups. We have set the bar quite high because the magazine should set a European standard. That was important when choosing the agency. did you also look in Switzerland?
Kriesel: We made a pitch with one Swiss and two German agencies. In the end, we opted for Media Group Berlin. It is managed by the Austrian Lukas Kircher. His agency has also worked for the Frankfurter Allgemeine Sonntagszeitung and Financial Times Deutschland.
Is the relaunch of the Tele a reaction to the new TR7?
Kriesel: No. Our direct competitor is TV Spielfilm, which already has 300,000 readers in Switzerland.
Does Tele feel threatened by low-cost TV channels?
Kriesel: No. We have to stay ahead of the competition so that people don't buy a cheaper magazine.
There are more and more TV channels. Which ones do you focus on?
Kriesel: The list covers exactly what can be found in most cable networks. The often-announced future with 300 or more channels is unlikely to come any time soon. Our weighting is a combination of viewing habits and market share. Our core target group is 20 to 45-year-olds and even younger people who read the magazine very intensively. Nevertheless, we don't want to turn it into a youth magazine.
So you are squaring the circle thanks to new media? Kriesel: All interesting programs are presented. Our readership also makes very active use of the new media. The 15-year-old who is interested in DVDs or music CDs will find just as much information in the new Tele as the 60-year-old film connoisseur looking for classics (pan).
Kriesel: We made a pitch with one Swiss and two German agencies. In the end, we opted for Media Group Berlin. It is managed by the Austrian Lukas Kircher. His agency has also worked for the Frankfurter Allgemeine Sonntagszeitung and Financial Times Deutschland.
Is the relaunch of the Tele a reaction to the new TR7?
Kriesel: No. Our direct competitor is TV Spielfilm, which already has 300,000 readers in Switzerland.
Does Tele feel threatened by low-cost TV channels?
Kriesel: No. We have to stay ahead of the competition so that people don't buy a cheaper magazine.
There are more and more TV channels. Which ones do you focus on?
Kriesel: The list covers exactly what can be found in most cable networks. The often-announced future with 300 or more channels is unlikely to come any time soon. Our weighting is a combination of viewing habits and market share. Our core target group is 20 to 45-year-olds and even younger people who read the magazine very intensively. Nevertheless, we don't want to turn it into a youth magazine.
So you are squaring the circle thanks to new media? Kriesel: All interesting programs are presented. Our readership also makes very active use of the new media. The 15-year-old who is interested in DVDs or music CDs will find just as much information in the new Tele as the 60-year-old film connoisseur looking for classics (pan).
