S1 to make a profit as early as 2016
According to Schweiz am Sonntag, S1 wants to be in the black in three years - with a mini-budget, Publigroupe money and an older target group.
Four months ago, Schweiz am Sonntag made the TV plans of Hardy Lussi and Mike Gut public (Werbewoche.ch reported). Now the newspaper is publishing Further background information for the planned launch of S1.
The aim is to target the growing, affluent "50+" target group, which, unlike younger sections of the population, is TV-savvy. According to the TV makers, their competitors are SRF and Sat 1. Every weekday evening there is a theme - feature films, documentaries, cooking - or comedy on Sundays, as a direct attack on SRF's market share with "Giacobbo/Müller". In the afternoon, children's programs, sales shows and cooking formats are shown. From 5 to 6 pm, the popular helicopter camera flights over Switzerland will be shown, as they used to be on SRF ("Swiss View"). For cost reasons, news and political programs will be omitted - with the exception of Filippo Leutenegger's "Politarena".
According to research by Schweiz am Sonntag, two million francs are to be provided by Publigroupe and Publicitas in the form of a loan. The share capital is only 250,000 francs. According to a projected income statement, a profit of 850,000 francs is already expected in 2016. According to the newspaper, industry experts consider this to be "very ambitious", if not "utopian". Looking to the future, S1 is expected to generate a profit of 6.3 million francs in 2018 - with 13.4 million francs in advertising revenue from TV commercials. Costs are currently being kept low: The low-cost broadcaster currently employs nine staff (SRF: 1600). (hae/SaS)
