LikeMag Media House has been brought on board as a media partner to support the Miss Switzerland organizers in the social environment. "We are very pleased to be able to accompany the candidates during the remaining time until the election evening and also in the time after the big show and to make their stories and backgrounds accessible to the community in the social networks," says Metin Senler, Head of Campaign Management and account manager of Miss Switzerland.
In addition to providing media support, LikeMag Media House will also take over the channel management of the company's own social media channels and enter into discussions with the community.
Bauknecht PremiumCare stands for the ultimate in gentle laundry care and is thus a perfect fit for the topic of fashion and for washing and drying delicate garments. The cooperation with Miss Switzerland is therefore a logical next step to make Bauknecht PremiumCare known especially in the world of fashion.
"Miss Switzerland embodies a busy young society that flexibly combines work, leisure and housework at all times," explains Yves Schneuwly, Head of Marketing at Bauknecht in Switzerland, in a statement. He added that Bauknecht supplies the technologies to make this everyday life as efficient, uncomplicated and simple as possible. "Together with the future Miss Switzerland, we want to approach the topic of laundry care with humor and benefit from the nationwide impact of our new laundry care ambassador."
With Miss Switzerland, Bauknecht supports an organization that offers young women a springboard into the fashion and acting industries and into politics, as various past examples have shown, the company writes.
As recently as last August, the new owners of the Miss Switzerland Organization - Angela Fuchs, Iwan Meyer and Andrea Meyer - announced a collaboration with Swiss private broadcaster 3+ (Werbewoche.ch reported). After a long time, the election was to be a major TV event in four parts. The plan was for 3+ to lavishly produce and broadcast three one-hour casting shows and the big live show.
Then in December the break: As the news portal Nau wroteThe termsheet with 3+ was therefore terminated, said Miss Switzerland managing director Fuchs. The term sheet never led to a contract - only a declaration of intent is said to have existed. Upon request, 3+ expressed its "surprise" at the termination reported by the other party. The cooperation, which had been quite promising, came to nothing.
Now there is a salvation for this year's pageant after all - and hope for reigning Miss Switzerland Lauriane Sallin to finally have a successor. Sallin was crowned in 2015 and has held the office ever since. SonntagsBlick reports that an agreement has been reached with the Swiss offshoot of the German private broadcaster Sat.1: The final of the election will be held as planned on March 10 in Baden and broadcast on Sat.1 Switzerland, Blick and Teleclub.
Thus, the election returns to its roots: In the show, the finalists will again be seen in lingerie and evening gowns, among other things. Until then, the candidates will go through various preliminary selections and a camp, where they will undergo catwalk, moderation and influencer training, among other things.
Sat.1 Schweiz will also be a "familiar" partner for the election: The station already broadcast the election in the past, after it was dropped from SRF's programming at the end of September 2011. (hae)
At the Swiss TV day screen-up, the Prosieben-Sat.1 Group announced that it would launch the format "Switzerland's Next Topmodel" in Switzerland (Werbewoche.ch reported). The show is produced by RedSeven Entertainment - the company that already successfully underwrites its successful counterparts in Germany and Austria.
Who will be the prominent figurehead in Switzerland, the responsible persons still left open - because they are still looking for it themselves. How the Switzerland at the weekend has learned, there could be a crucial difference here in Switzerland compared to the formats in neighboring countries: "We're currently holding talks, and it's entirely possible that a man will even present the show," Andrea Haemmerli of SevenOne Media Switzerland told the newspaper.
Numerous Swiss models, ex-mistresses and bloggers were traded as female Klum counterparts in the media last week.
In addition to the media interest in the show, the first candidates also seem to be interested in "Switzerland's Next Topmodel. The first requests for applications have already arrived, says Haemmerli - but casting will not start until next spring. Recording will take place in summer, and the show will be broadcast in fall 2018.
In terms of the battle for viewer interest and attractive sponsors, the new model show is likely to compete directly with the Miss pageant. The latter is to new on 3+ for ratings and also consists in part of castings. (hae)
After a long time, the election will once again be a major TV event in four parts. 3+ will produce and broadcast three one-hour casting programs and the big live show. The candidates will be accompanied on their way to their big dream - from the casting and catwalk training to the big decision on election night.
The new owners of the Miss Switzerland Organization - Angela Fuchs, Iwan Meyer and Andrea Meyer - are looking forward to working with 3+. "We are looking for a strong personality with charisma who represents Switzerland with warmth, down-to-earthness and openness. 3+ is the ideal TV partner for the Miss Switzerland contest," says Angela Fuchs. 3+ station manager Dominik Kaiser is also looking forward to the cooperation. "For Miss Switzerland to be successful as a TV format, new ideas and a new concept are needed. We are very happy that we can develop and implement such a new concept with new ideas with the new Miss Switzerland organization and breathe new life into one of Switzerland's most popular brands."
Kaiser had already expressed interest in the competition in the past. However, his idea of Miss Switzerland did not coincide with the charitable concept of former Miss Switzerland owner Guido Fluri. Kaiser criticized the way it was done at the time as "no longer in keeping with the times" (Werbewoche.ch reported). As early as 2011 - after the Exit from SRF - said the 3+ boss: "We would be delighted to show the Miss Switzerland competition on our channel in future".
Women who want to become the new Miss Switzerland and thus Lauriane Sallin's successor can now apply for a short time on Miss.ch. (pd/hae)
On Saturday evening, Swiss television showed the Switzerland-Austria soccer test match and the Miss Switzerland 2007 pageant at the same time. In the run-up, there was speculation about which of the two shows would achieve higher ratings. Now the figures are in: 464,000 people watched the soccer match on SF 2, which corresponds to a market share of 24.4 percent. The Miss Switzerland contest on SF 1 was watched by 856,000 viewers. This corresponds to a market share of 44.6 percent. So the contest for the most beautiful Swiss woman clearly won the ratings battle.
The Swiss film "Die Herbstzeitlosen," broadcast on Sunday evening, also achieved a large audience share. 1,340,000 people watched the film, which corresponds to a market share of 58.2 percent. This made the film the highest audience share ever for a Swiss production, according to a statement.
"Die Herbstzeitlosen", produced by Catpics Zurich on behalf of Swiss Television, ran as part of the "Publikumpreis SF Schweizer Film mit Bluewin".
]]>The decision was made together with those responsible for television in French-speaking Switzerland and Ticino after this year's election last weekend. This was announced by SRF on Friday. Last but not least, the negative trend in ratings and the declining acceptance of the audience contributed to the decision.
The election of 20-year-old Alina Buchschacher from Bern interested just 25.7 percent of all those sitting in front of the TV in German-speaking Switzerland last Saturday. In other words, over 70 percent of viewers preferred to spend their evening on a different station than SF zwei.
The Mister Switzerland contest has also already been tipped from the program. Swiss television decided in May to stop broadcasting the show, as the market share of this year's edition plummeted to just 26.3 percent. Private broadcaster 3+ then granted the handsome men asylum and signed a three-year contract with the Mister Switzerland organization. The Misters thus continue to have a platform and 3+ the first big Saturday evening show in its program.
Whether the choice of the most beautiful woman will also flicker across the private channel in the future has not yet been determined. However, according to SDA, 3+ boss Dominik Kaiser was open to the idea. "We would be happy to show the Miss Switzerland contest on our channel in the future," he said.
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Guido Fluri, under whom Miss Switzerland was transformed into an overall charitable product, has sold the brand to Angela Fuchs, Iwan Meyer and Andrea Meyer. As Switzerland wants to know at the weekend, "well over half a million francs" are said to have flowed in the process.
The three new owners told the newspaper that more than 1,000 young women had already applied for the upcoming election - and that they were in talks with several TV stations.
Which broadcaster is guaranteed not to be among the interviewees: SRF. SRF spokeswoman Eva Wismer told Schweiz am Wochenende that a new entry is not an issue, as the content is "a typical program for a Swiss private television station. The reason for SRG's exit in 2011 was the declining viewer interest in the former ratings guarantor (Werbewoche.ch reported). In 2001, more than a million people tuned in to the election, and in the following years, too, the number of viewers was well over 800,000 on five occasions.
Fluri's success away from the public eye
After SRF went out of business, Guido Fluri, a real estate multimillionaire from Zug, took over the brand and for years put a lot of money into the project of making Miss Switzerland a permanent charitable ambassador. Although this did not increase public interest in the brand, which was so powerful in the nineties and noughties, Fluri nevertheless put his vision into practice with some success. Over the past two years, for example, the organization and its ambassadors have been able to save the lives of numerous children through donation-financed heart operations.
However, the election has not been broadcast on television since 2016, because Fluri had had enough of the "superficial" live broadcasts that were aired with mediocre ratings on Sat.1 Switzerland following SRF's exit from the market (Werbewoche.ch reported). And Fluri could not find common ground with 3+ boss Dominik Kaiser. What Kaiser envisioned as a successful pageant production had little to do with Fluri's vision. In addition, Kaiser wanted the sponsorship money for himself - a financial no-go from the point of view of the former brand owner. (Werbewoche.ch reported).
"Away from the total do-gooder image".
Kaiser, who is obviously interested in working with the Miss Switzerland organization, could now get back into the game. Because after Fluri's withdrawal and SRF's unchanged disinterest, the door is wide open for an attempt to help the Misses regain their former glory according to Kaiser's vision. If the 3+ founder has his way, the entire concept must be consistently geared to the medium of television and "thought of as a TV format." Kaiser wants "real people to touch," drama and emotion. He couldn't do anything with Fluri's "unapproachable do-gooders.
This is entirely to the taste of the new co-owner Angela Fuchs. They want to "get away from the total do-gooder image," she tells Schweiz am Wochenende. Above all, Miss Switzerland should be a brand ambassador. The fact that this intention is "very well received," according to Meyer, comes as little surprise.
So it's quite possible that the Miss Switzerland brand will be associated with the 3+ station group in the future and will increase in value again. Because Kaiser has long since proven that he knows how reality TV works, with numerous formats and steadily rising ratings. (hae)
The Mister Switzerland contest has been at a standstill since it was last broadcast in 2012. Only 45,700 people watched the show on 3+ back then.
Miss Switzerland is also fighting for survival. Owner Guido Fluri invests six-figure sums every year to continue the transformation from beauty event to charity event. His vision: Miss as an ambassador for a better world.
Now, for the first time, 3+ founder and reality TV king Dominik Kaiser is joining the discussion. "The Mister and Miss Switzerland elections are no longer appropriate in their current form," he tells Schweiz am Sonntag. The two brands would have to be consistently thought of and conceived as a TV format in order to have a chance of success again.
Kaiser says he himself has made the Miss Switzerland organization several offers in this regard - among other things, they would have taken over the costs for the TV broadcasts completely themselves. So far without success.
One reason: Kaiser's concept clashes with Fluri's charity vision. Kaiser is convinced that "focusing a Miss Switzerland on an aloof do-gooder" wouldn't work on TV. He wants "real people to touch," drama, emotions - not protagonists.
Another reason: According to Gudio Fluri, the Miss organization would have had to cede the sponsorship income to 3+. And thus a large part of the income that is necessary to finance the Miss salary, the administration and the election event.
According to rumors quoted by Schweiz am Sonntag, Fluri's "fondest wish" was to bring the election back to SRF. But initial talks with those responsible had already failed.
Whether a 3+ deal will be struck with publisher Jürg Marquard, owner of the battered Mister Switzerland brand, is an open question. Mister spokesman and managing director Ralf Huber has no comment on the matter. (hae)
Picture Dominik Kaiser: 3+ Group, Crown: Miss.ch
According to Schweiz am Sonntag, Fluri, who saved the Miss Switzerland pageant four years ago with private money, has had enough of the "superficial" live broadcasts. The Zug real estate multimillionaire wants to invest the approximately CHF 800,000 production costs for the election show more sensibly in the future. There will continue to be several TV shows in which Miss is selected - but the grand finale, which once generated ratings in the millions and has fallen out of favor in recent years, will be dropped.
Fluri's first show of 2014 on Bern's Bundesplatz managed to lift ratings slightly from last year's all-time low (Werbewoche.ch reported), but was marked by mishaps and criticism in the public perception. In 2015, the Miss Switzerland organization rejected a significant quota increase However, this was due to a different survey method (net reach) compared with previous years.
Unsurprisingly, Fluri now seems to have had enough and is saying goodbye to the traditional Miss procedure altogether. The pageant remains a beauty contest - the jury criteria are half appearance and half personality. However, the finalists and the title holder are now expected to be even more self-sacrificing and media-effective in their efforts on behalf of less privileged people. The winner receives a fixed salary and donates her earnings to charity.
Fluri's vision - the transformation of Miss from glamour starlet to ambassador with a heart - seems to be working despite headwinds. Even though the two previous titleholders were repeatedly accused in the media of being too lazy in their charitable commitment, the organization has evidently been able to save the lives of numerous children in the past two years through donation-financed heart operations. For example, Corelina, the Foundation for the Children's Heart, and Terre des Hommes, with the support of the Miss Switzerland organization, have been involved for a year in the construction of a children's heart center in Morocco. A project that is now being implemented, as shown on Miss.ch can be read. The ambassador of Corelina is Miss Switzerland Lauriane Sallin, the face of Terre des Hommes ex-Miss Laetitia Guarino. (hae)
Last week, for example, the Miss Switzerland organization reported that the ratings were 30 percent higher than in the previous year, writes Schweiz am Sonntag. At first glance, this sounds rosier than reality looks. With 240,000 viewers, it is still a long way from the "golden times" of years gone by. Even the last show broadcast by SRF in 2011 still reached 400,000 viewers - in 2001, over a million people still tuned in to the election.
The ratings development of the Miss Switzerland pageant since 2001
The Bernese PR professional responsible for the show, Claudio Righetti, told Schweiz am Sonntag that the event must be "sustainably improved" despite the 30 percent increase. For example, the candidates should have more say.
However, Guido Fluri, owner of the Miss Switzerland brand, denies the exit plans he expressed in an interview with the business magazine Bilanz last week (Werbewoche.ch reported). The title does not reflect the content of the interview and the exit is not an issue. (hae)
Image: Keystone
Fluri took over the pageant in 2012 and saved it from going out of business. However, he sees his vision of giving the "Miss Switzerland" brand a charitable orientation in danger. In an interview with the business magazine Bilanz (21/2014, October 17), he notes that the media preferred to focus on negative elements instead of mentioning the positive ones. For example, he says, the donation of a 250,000 Swiss franc grant to the Corelina Foundation for children with heart disease was hardly discussed. The Miss Switzerland brand as a charitable organization would have to be supported by the population, otherwise the election would lose its justification in his eyes. "I don't want to go on convulsively when the vast majority doesn't want Miss Switzerland as a charitable ambassador," Fluri said.
The wealthy real estate investor with an eventful past - SRF recently dedicated a "Reporter"-film - states that there are potential buyers, as the attention of the event is enormous. This could even be increased if one would lower oneself to a "Bachelor" format. But that would not be in his mind, as the social orientation is important to him - but only if it is also accepted by the Swiss population. (hae)
Images: Keystone