"SRG should focus on its strengths".

The only private, regional-language entertainment channel on the analog network has been on air for ten years. Right from the start, 3+ achieved high viewing figures with in-house productions such as "Bauer, ledig, sucht..." and "Der Bachelor" and is now the regular market leader in the so-called "advertising-relevant target group" with its programs. In an interview with the Sonntagszeitung, station boss Dominik Kaiser explains the success by saying that - in contrast to foreign stations - they don't show people up and make fun of them, but treat them warmly. This presumably refers above all to flagship shows such as "Bauer, ledig, sucht..." or "Bumann der Restauranttester". But even in the foreign shame format "Liebesglück im Osten", the aim is "never to be nasty", but to address the "clash of two cultures".

Mixed calculation works

There is one disadvantage to the station's successful crowd pullers: they have always been loss-making. For Kaiser, the calculation still works out. The in-house productions shape the external perception of the stations and keep them in the conversation on all channels - which in turn brings new viewers to the entire program. This in turn increases relevance for advertising customers, who also book advertising blocks around series and feature films. The mixed calculation makes sense, says Kaiser. In fact, the calculation seems to work out: The station has been profitable since 2007, according to the station boss. And: "Today we earn much more". Exactly how much, however, is not revealed.

SRF: Promote news, reduce entertainment

As SRF head of programming, Kaiser would strengthen those programs that run best and cut those that are not well received. Specifically: significantly expand current affairs and news, cut back on entertainment and programs that are also shown on other channels. In contrast to the entertainment segment, the 3+ founder does not want to attack SRG in its core competence: "That's stupid. We won't be making news in the near future."

The situation is different in sport. Kaiser wants to show football matches "that move Switzerland". No more Europa League, but national team matches. A bid was therefore submitted to Uefa, which it took seriously. This had already been attempted before the de Weck era, whereupon the SRG spoke of a "nuclear war". "Nati matches are obviously sacred for SRG," Kaiser concludes from the reaction.

Public service for all

Kaiser's latest idea is also interesting: he wants to open up the public service to all broadcasters. According to this concept, the broadcasts of the various sectors would be put out to tender and awarded to the broadcaster that makes the best offer. Even though he considers his proposal to have "no chance politically", Kaiser wants to present his idea to the National Council committee. As the concept is unlikely to meet with much approval, the 3+ boss wants to take the first step of campaigning for the SRG's fee expenditure to be more strictly regulated: A focus on news production on the one hand, plus a systematic repetition of top programs such as "Der Bestatter" on the other. The money saved should be invested in Swiss productions instead of US series. Kaiser is also calling for the SRF archive to be opened up so that private broadcasters could take over programs for a fee. Last but not least, he is aiming for a Swiss video-on-demand platform on which all stations could offer content. "These ideas would move the industry forward," Kaiser is convinced. "The SRG would not be weakened, the private broadcasters would have more space." (hae)

Photo: 3+