3+ is not (yet) a TV superstar
Commercial TV: After two months, the commercial broadcaster 3+ has achieved an average prime-time market share of 2.3 percent. But these are average figures.
Private TV After two months, the private channel 3+ has achieved an average market share of 2.3 percent in primetime. But these are average figures: the target was set so modestly that it was easily achieved: Two months after the start of broadcasting, 3+ has an average market share of 2.3 percent among 15 to 49-year-old viewers in primetime between 8 and 10.30 pm. This figure is higher than predicted at the start of broadcasting, but is only in the range of the viewer figures achieved by SuperRTL, the smallest of the German private channels in Switzerland. By way of comparison, Tamedia's TV 3 achieved a market share of around 4 percent in the first month after the start of broadcasting in the fall of 1999, with individual programs such as the in-house production "Superstar" with the indestructible Chris von Rohr as a juror also boosting the average figures. "On average, we had 51,200 viewers for the first three first broadcasts of 'Superstar'," says media spokeswoman Claudia Wintsch. This corresponds to a market share of 4.9 percent among the 15 to 49-year-old audience. Because the average age of the viewers was low, it was even 7 percent in the target group of 15 to 34-year-olds.
The "Victoria's Secret Fashion Show" purchased in the USA, in which models present the latest underwear creations, achieved an even higher market share in this target group.
Not all promises keptThe attribute "young", which 3+ gives itself, can at least be fulfilled by the private channel: At just over 40, the average audience age measured by Telecontrol is significantly lower than that of Swiss television. The viewers of SF 2, which positions itself as a program for the young audience, are also around three years older on average.
3+ has not yet kept all the program promises that were announced in advance. Cheaply purchased canned US series such as "CSI" and the Bond flick "Goldeneye", which will be repeated for the third time next Saturday, dominate primetime. The credo of 3+ Managing Director Dominik Kaiser seems to be to expand gradually.
In-house productions plannedAfter "Superstar", "Switzerland's next Supermodel" will start in February next year, hosted by ex-model Nadja Schildknecht. Further in-house productions are planned for spring 2007: This is when the Swiss "Supernanny" is to be launched, and the start of a cooking show is also planned for this date. "We are currently developing these programs together with customers," says Dominik Kaiser without obligation.
There are also plans for a knowledge magazine that has already been announced. Kaiser is still keeping a low profile on further plans: "We are currently in the process of buying various new US top series and blockbusters."
The creative award for the best product placements and customer integrations in broadcast formats is still only an announcement: "As soon as we have more in-house productions on the channel, we will award it," says Kaiser.
SF in clinch with 3+Sauer aufgestossen
Swiss Television (SF) has been annoyed by 3+'s cheeky description of itself as "young Swiss television". As SF director Ingrid Deltenre has said at every opportunity in recent weeks, this has led to numerous calls from confused TV viewers who believe that 3+ is an additional SF service. As the parent company of SF, SRG SSR has therefore now taken legal action: As a precautionary measure, it has filed a request with the Zurich Commercial Court to prohibit 3+ from using the term "Schweizer Fernsehen" because there is a "blatant risk of confusion". 3+, on the other hand, argues that as a private entertainment television channel, it is positioned quite differently from SF. At the hearing, the single judge recently tried to persuade both parties to reach a settlement. This has not yet been successful. If no agreement is reached within thirty days, the commercial court will have to make a decision.
Adrian Scherrer
The "Victoria's Secret Fashion Show" purchased in the USA, in which models present the latest underwear creations, achieved an even higher market share in this target group.
Not all promises keptThe attribute "young", which 3+ gives itself, can at least be fulfilled by the private channel: At just over 40, the average audience age measured by Telecontrol is significantly lower than that of Swiss television. The viewers of SF 2, which positions itself as a program for the young audience, are also around three years older on average.
3+ has not yet kept all the program promises that were announced in advance. Cheaply purchased canned US series such as "CSI" and the Bond flick "Goldeneye", which will be repeated for the third time next Saturday, dominate primetime. The credo of 3+ Managing Director Dominik Kaiser seems to be to expand gradually.
In-house productions plannedAfter "Superstar", "Switzerland's next Supermodel" will start in February next year, hosted by ex-model Nadja Schildknecht. Further in-house productions are planned for spring 2007: This is when the Swiss "Supernanny" is to be launched, and the start of a cooking show is also planned for this date. "We are currently developing these programs together with customers," says Dominik Kaiser without obligation.
There are also plans for a knowledge magazine that has already been announced. Kaiser is still keeping a low profile on further plans: "We are currently in the process of buying various new US top series and blockbusters."
The creative award for the best product placements and customer integrations in broadcast formats is still only an announcement: "As soon as we have more in-house productions on the channel, we will award it," says Kaiser.
SF in clinch with 3+Sauer aufgestossen
Swiss Television (SF) has been annoyed by 3+'s cheeky description of itself as "young Swiss television". As SF director Ingrid Deltenre has said at every opportunity in recent weeks, this has led to numerous calls from confused TV viewers who believe that 3+ is an additional SF service. As the parent company of SF, SRG SSR has therefore now taken legal action: As a precautionary measure, it has filed a request with the Zurich Commercial Court to prohibit 3+ from using the term "Schweizer Fernsehen" because there is a "blatant risk of confusion". 3+, on the other hand, argues that as a private entertainment television channel, it is positioned quite differently from SF. At the hearing, the single judge recently tried to persuade both parties to reach a settlement. This has not yet been successful. If no agreement is reached within thirty days, the commercial court will have to make a decision.
Adrian Scherrer
