Everything that is allowed
Private TV The new Swiss German channel U1 advertises itself as a platform for all forms of advertising that are not expressly prohibited by law.
Private TV The new Swiss-German channel U1 advertises itself as a platform for all forms of advertising that are not expressly forbidden by law, but it was clear from the start that a new TV channel in the small Swiss-German market cannot be refinanced with spot advertising and a little sponsorship alone. The failed TV 3 and Tele 24 had to experience this painfully. U1, which was officially launched on March 1, has drawn the conclusion from this. Without a massively expanded commercial platform, there could be no success, the new channel repeatedly stated during the run-up phase. This means that, in addition to traditional spot advertising, U1 is also letting its creativity run wild in the area of special advertising formats and telephony. The new station has a whole range of new tools and opportunities in store for commercial partners.
The philosophy: advertising should be integrated into the programs themselves wherever possible. "The advertising messages should disturb viewers as little as possible," explains Sandra Tuttlies, Head of Sales & Marketing at U1 and the partner station in Munich. There is only one taboo. The news program "U1 News" remains untouchable for commercial communication. Otherwise, however, "everything is possible at U1 that is permitted by law". "Advertisers can talk to us about all other programs," says Tuttlies.
There is a wide range on offer. The programs have one thing in common: their short duration. The content on U1 is only 15 to 30 minutes long.
Aggressive start pricing
The procedure is as follows: "We go through the customer's target group and communication goals with them," explains Tuttlies. "Then we look at which broadcasting vehicle is best suited to meet these requirements." The frequency of the broadcasts is also determined individually. Anything is possible, from a one-off booking for a single broadcast to a package of any duration.
For spot advertising, U1 is starting with competitive prices. The station has defined six timeslots for the various tariff levels (see below right). The cheapest (6 a.m. to 12 a.m.) offers a 30-second spot for as little as 120 francs. But even the most expensive offer (8 p.m. to 10 p.m.) keeps the entry barrier low at CHF 1080. Another treat to sweeten the "test drive" with U1: During the four-month introductory phase (March to June), "two for one" applies. This means that every spot booked will be broadcast a second time free of charge.
Start-up aid for advertising customers will come to an end from July. A new pricing system will then apply, which is based on empirical values of the actual viewer numbers achieved.
Everything for 1 franc - except sex
However, viewers also have to contribute to making U1's cash register ring via chargeable telephone numbers. To this end, the station has set up various interactive formats. One of these is the "Game Disc Quizshow", a question and answer game whose launch has been postponed until May 1. For this game, the viewer needs a tool in CD form, which has a keyboard similar to that of a pocket calculator. If a player guesses the correct answer, a telephone number appears on the CD to which the answer must be given. Cost per call: 1 franc. The same standard price applies to other interactive formats such as "Astrologos", "Heisse Draht" or "A+O-Dating". Viewers can also take part in various competitions by telephone for the same amount. "We don't say how much of this franc U1 gets," explains Tuttlies.
The comparatively low standard fee is intended to be easy on the audience's wallet. "We don't want our viewers to get into trouble because of high telephone bills." The second reason: "The telephone costs should be the same as the price of an A postcard. Instead of a phone call, all answers can also be sent by postcard," says Tuttlies.
The low call costs definitely stop after midnight, when the five-hour erotic line goes below the belt. That's when telephony prices go up. Anyone who picks up the phone for "ChatStation", the erotic chat show between midnight and 2 a.m., will be asked to pay CHF 4.23 per minute.
"Inside Switzerland" about culture, the scene and going out: can also be used as a stage for event PR.
Oliver Al Liebl: News, guaranteed ad-free.
Thommy Rüegg's consumer magazine: A velvet pawed checkout.
Program grid (left): news, talk, fun. And commercials at a bargain price (right): From 120 francs.
Short programs and many repeatsU1 is characterized by an easy-to-remember program grid. Apart from a few exceptions, the programs are scheduled daily and always at the same time. Repeats on the same day are also the rule for individual formats.
U1's basic recipe is short programs that start on the hour or half hour. Only in the main evening program is this pattern broken up with individual programs each lasting a quarter of an hour.
start before the full hour.
"Especially in the start-up phase, when viewers don't know us yet, there is a great need for regularity," explains U1 Marketing Manager Sandra Tuttlies (pictured).
However, only the official viewer figures from Publica Data will show how regularly and how intensively the audience watches U1. The Schlieren-based broadcaster intends to proceed with this service in two stages: "Between March and June, we will publish initial figures that provide information on the use of U1." Things will then really get going in July. "From then on, we plan to be integrated into Publisuisse's Media Optimizer," says Tuttlies. (dse)
Reception area continues to be expandedCurrently, U1 is connected to the entire Cablecom and Balcab network with a total of around 1.2 million TV households. This means that all of the larger German-speaking Swiss conurbations are already covered. However, there are still gaps in reception in rural areas. U1 is planning to be switched on in a further 500,000 TV households this year. "Negotiations are currently underway with the relevant cable networks," says Sandra Tuttlies. (dse)
Daniel Schifferle
The philosophy: advertising should be integrated into the programs themselves wherever possible. "The advertising messages should disturb viewers as little as possible," explains Sandra Tuttlies, Head of Sales & Marketing at U1 and the partner station in Munich. There is only one taboo. The news program "U1 News" remains untouchable for commercial communication. Otherwise, however, "everything is possible at U1 that is permitted by law". "Advertisers can talk to us about all other programs," says Tuttlies.
There is a wide range on offer. The programs have one thing in common: their short duration. The content on U1 is only 15 to 30 minutes long.
Aggressive start pricing
The procedure is as follows: "We go through the customer's target group and communication goals with them," explains Tuttlies. "Then we look at which broadcasting vehicle is best suited to meet these requirements." The frequency of the broadcasts is also determined individually. Anything is possible, from a one-off booking for a single broadcast to a package of any duration.
For spot advertising, U1 is starting with competitive prices. The station has defined six timeslots for the various tariff levels (see below right). The cheapest (6 a.m. to 12 a.m.) offers a 30-second spot for as little as 120 francs. But even the most expensive offer (8 p.m. to 10 p.m.) keeps the entry barrier low at CHF 1080. Another treat to sweeten the "test drive" with U1: During the four-month introductory phase (March to June), "two for one" applies. This means that every spot booked will be broadcast a second time free of charge.
Start-up aid for advertising customers will come to an end from July. A new pricing system will then apply, which is based on empirical values of the actual viewer numbers achieved.
Everything for 1 franc - except sex
However, viewers also have to contribute to making U1's cash register ring via chargeable telephone numbers. To this end, the station has set up various interactive formats. One of these is the "Game Disc Quizshow", a question and answer game whose launch has been postponed until May 1. For this game, the viewer needs a tool in CD form, which has a keyboard similar to that of a pocket calculator. If a player guesses the correct answer, a telephone number appears on the CD to which the answer must be given. Cost per call: 1 franc. The same standard price applies to other interactive formats such as "Astrologos", "Heisse Draht" or "A+O-Dating". Viewers can also take part in various competitions by telephone for the same amount. "We don't say how much of this franc U1 gets," explains Tuttlies.
The comparatively low standard fee is intended to be easy on the audience's wallet. "We don't want our viewers to get into trouble because of high telephone bills." The second reason: "The telephone costs should be the same as the price of an A postcard. Instead of a phone call, all answers can also be sent by postcard," says Tuttlies.
The low call costs definitely stop after midnight, when the five-hour erotic line goes below the belt. That's when telephony prices go up. Anyone who picks up the phone for "ChatStation", the erotic chat show between midnight and 2 a.m., will be asked to pay CHF 4.23 per minute.
"Inside Switzerland" about culture, the scene and going out: can also be used as a stage for event PR.
Oliver Al Liebl: News, guaranteed ad-free.
Thommy Rüegg's consumer magazine: A velvet pawed checkout.
Program grid (left): news, talk, fun. And commercials at a bargain price (right): From 120 francs.
Short programs and many repeatsU1 is characterized by an easy-to-remember program grid. Apart from a few exceptions, the programs are scheduled daily and always at the same time. Repeats on the same day are also the rule for individual formats.
U1's basic recipe is short programs that start on the hour or half hour. Only in the main evening program is this pattern broken up with individual programs each lasting a quarter of an hour.
start before the full hour.
"Especially in the start-up phase, when viewers don't know us yet, there is a great need for regularity," explains U1 Marketing Manager Sandra Tuttlies (pictured).
However, only the official viewer figures from Publica Data will show how regularly and how intensively the audience watches U1. The Schlieren-based broadcaster intends to proceed with this service in two stages: "Between March and June, we will publish initial figures that provide information on the use of U1." Things will then really get going in July. "From then on, we plan to be integrated into Publisuisse's Media Optimizer," says Tuttlies. (dse)
Reception area continues to be expandedCurrently, U1 is connected to the entire Cablecom and Balcab network with a total of around 1.2 million TV households. This means that all of the larger German-speaking Swiss conurbations are already covered. However, there are still gaps in reception in rural areas. U1 is planning to be switched on in a further 500,000 TV households this year. "Negotiations are currently underway with the relevant cable networks," says Sandra Tuttlies. (dse)
Daniel Schifferle
