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From street to stardom - RTL Group
11 June 2009

                                                           week   24

From street to stardom
How the Idols format produces pop star careers
worldwide and brought Carrie Underwood to the
Country Music Hall of Fame
Belgium                      Germany
Philippe Delusinne elected   Introducing HDTV
new ACT President

Belgium, Luxembourg          France
New cooperation protocol     M6       viewers’ favourite
From street to stardom - RTL Group
COVER:
Montage with Mark Medlock, Kelly Clarkson, Carrie Underwood and Jennifer Hudson

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                                                     Where stars are born
                                                     The Idols format has produced a number of
                                                     exceptional stars worldwide, including Carrie
                                                     Underwood, who is being honoured this week
                                                     with an exhibition at the Country Music Hall of
                                                     Fame in Nashville.
                  Carrie Underwood                   United States - 11 June 2009

There is hardly another format that can boast
as long a list of successes as Idols. In the US
alone, American Idol, which runs on the Fox
Network, draws well over 25 million viewers to
their TV screens week after week. In the eighth
season, which recently ended with Kris Allen’s
victory, the show averaged 26.3 million vie-
wers, cementing American Idol’s status as the
by far most popular entertainment programme
in the US. In Germany, Deutschland sucht den
Superstar was named the most successful TV
format of the 2008/09 season by the industry
publication Kress a few weeks ago – ahead of
Ich bin ein Star – Holt mich hier raus! and the
perennial German hit Wetten, dass..?. In
France, Nouvelle Star, which is broadcast by
M6, generates new audience records week by
week: the final broadcast on 9 June attained up
                                                                              Carrie Underwood at the audition back in 2004
to 4.9 million viewers when the winner Soan
was announced.                                       Carrie Underwood, the winner of season four of
                                                     American Idol, is one of America’s biggest
“Idols has now travelled to 43 territories across    superstars. During the competition, the show’s
all five continents and I believe it draws people    co-creator and judge Simon Cowell predicted
in all around the world because it engages           that she would win and that she would outsell
them directly with the contestants’ journey and      all of Idol’s previous winners. He was right on
they audience eventually becomes part of the         both counts. Carrie’s debut album, Some
story through the interactivity of the format,”      Hearts, is the biggest-selling American Idol
says Rob Clark, President Worldwide                  album to date, shipping more than 7 million
Entertainment at FremantleMedia. “Whether            records in the US alone. The album was the
that journey takes place in India, Germany,          fastest-selling debut country album in Nielsen
South Africa or America – it’s the universality of   SoundScan history. Carrie Underwood also
taking someone from the street to stardom and        wrote a new page in RIAA record books when
creating your pop idol in your territory.”           Some Hearts earned the all-time fastest double
                                                     platinum certification of a debut country album.
But the success of the format cannot be mea-         Released in 2005, it has been the best-selling
sured by ratings alone. A look at the careers        female country album of 2005, 2006 and 2007.
that began with American Idol clearly shows          Carrie was the first American Idol artist to win a
that this is truly a show where stars are born.      Grammy in the category “Best New Artist” in
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2007 and won the Grammy in the “Best Female         In Germany, Mark Medlock has stood his
Country Vocal Performance” category in 2007,        ground in the music business since winning the
2008 and 2009 as well as a host of trophies         fourth season of Deutschland sucht den
from the Country Music Awards, People’s             Superstar in Jahr 2007. His two albums to date
Choice, Billboard and others over the years.        – Mr. Lonely and Dreamcatcher – have both
Her latest album Carnival Ride, released in         shipped platinum, which in Germany means
2007, has held strong in the Billboard Top 200      more than 200,000 units sold. His latest album
for 85 weeks.                                       Club Tropicana is currently at number three in
                                                    the German album charts.

            Country Music Hall of Fame logo
                                                                                 Mark Medlock

Under the heading Carrie Underwood: All
American Girl, the Country Music Hall of Fame
and Museum honours Carrie Underwood with a
spotlight exhibit that will open on 11 June 2009
in Nashville. The centrepiece of the exhibit is
the merlot silk taffeta dress Underwood wore
during the 2009 Academy of Country Music
Awards in Las Vegas, performing her single
I Told You So. She was named “Entertainer Of
The Year” and “Top Female Vocalist” at the
awards show. The Hall of Fame exhibit runs
through the end of the year.

Kelly Clarkson, the winner of the very first sea-
son of American Idol, has become a global                                        Guy Sebastian
superstar, selling more than 10 million albums
in the US alone – her debut album Thankful
shipped double platinum; her sophomore relea-
se Breakaway from 2004 shipped platinum six
times over. In 2006, Clarkson got the Grammy
in the “Best Female Pop Vocale Performance”
category and “Best Pop Vocal Album”.
Clarkson’s latest album All I Ever Wanted ente-
red the Billboard charts at number one and in
less than two months sold nearly 600,000 units
in the US. So, even seven years after her
triumph on American Idol, Kelly Clarkson is
anything but old news.

                                                                                 Kelly Clarkson
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In Australia, Guy Sebastian won the first
season of Australian Idol in 2003. His debut
Just As I Am was released in 2003 and was
certificated six times Platinum in Australia and
two times Platinum in New Zealand. The two
successors were both certified Platinum by the
Australian Recording Industry Association. In
November 2007, he released The Memphis
Album, a cover album that was among the Top
Ten best selling albums in 2007, despite having
only six weeks of selling counting. In total, the
album shipped three times Platinum.
                                                                    Jennifer Hudson                       Julien Doré
In March 2009, Nouvelle Star 2007 winner
Julien Doré received two awards at the 24th
edition of the Victoires de la musique for his
first album Ersatz and the video clip of Les
Limites. After Amel Bent in 2006, Miss
Dominique in 2007 and Christophe Willem in
2008, Julien Doré is the fourth artist discovered
on Nouvelle Star to be recognized by the
Victoires de la musique. These prizes award the
talent and originality of the artists highlighted
on Nouvelle Star, thus contributing to the deve-
lopment and revitalisation of music in France.

And the winners of Idols aren’t the only ones
who go on to success – the show’s other fina-
lists make their path in the music business as
well. Like Jennifer Hudson, who placed the
seventh from season three of American Idol.
Hudson went on to win a Golden Globe Award
for Best Supporting Actress for her performan-
ce in the 2007 musical road movie Dreamgirls.
                                                                             Soan, winner of Nouvelle Star 2009
In February 2007, she won the Oscar for Best
Supporting Actress. In March of the same year,      As previously mentioned by Thomas Valentin,
she became the third African-American celebri-      Vice-President of the Management Board of
ty and first African-American singer to grace       Groupe M6 in charge of the stations and
the cover of the US lifestyle magazine Vogue.       content, Nouvelle Star will continue in 2010 for
Her debut album Jennifer Hudson, released in        an eighth season. According to a recent
September 2008, rose to number two in the           interview on the Journal du Dimanche, the
Billboard Top 200, sold over 700,000 units, and     panel of judges was excellent, and better than
shipped gold. In 2009, Jennifer Hudson sang         last year, and Virginie Guilhaume surely made
the U.S. national anthem at the Superbowl – in      viewers forget her predecessors.
front of nearly 100 million viewers in the US.
                                                    “The Idols’ story is a testament to
Ended on 9 June 2009, season 7 of Nouvelle          FremantleMedia’s ability to work with great
Star, presented by Virginie Guilhaume, drew an      creative partners, such as 19 Entertainment, to
average of 4.2 million viewers, an audience         produce the sort of top quality entertainment
share of 18.2 per cent of viewers age 4 and         experience exemplified in all the local
over. With a 26.9 per cent audience share, this     versions,” Rob Clark concludes. “But the
season’s Nouvelle Star once again scores an         success story is not just about the format, it’s
excellent rating among housewives under 50.         also about how we work commercially to build
The show also gained 200,000 viewers over the       the brand through ancillary rights activity such
previous season. Out of 16 shows in the             as merchandising and licensing right through to
Nouvelle Star adventure, 13 posted audiences        unique projects such as the ‘American Idol
in excess of 4 million viewers.                     Experience at Disney’.”

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Albums by Idols candidates peaking at number one (excerpt)

                Kelly Clarkson: Thankful (2003)                                           Mark Medlock: Mr. Lonely (2007)
                American Idol Winner                                                      Deutschland sucht den Superstar Winner
                2x Platinum

                Kelly Clarkson: All I Ever Wanted (2009)                                  Thomas Godoj: Plan A! (2008)
                American Idol Winner                                                      Deutschland sucht den Superstar Winner
                More than 500,000 sold - not certified yet

                Carrie Underwood: Carnival Ride (2007)                                    DSDS Allstars: United (2003)
                American Idol Winner                                                      Deutschland sucht den Superstar Cast
                2x Platinum                                                               5x Platinum

                Clay Aiken: Measure of a Man (2003)                                       DSDS Allstars 3: Love Songs (2006)
                American Idol Runner-Up                                                   Deutschland sucht den Superstar Cast
                2x Platinum

                                                                                          Christophe Willem: Inventaire (2007)
                Chris Daughtry: Daughtry (2006)                                           Nouvelle Star Winner
                American Idol Candidate                                                   3x Platinum in France
                4x Platinum                                                               Platinum in Belgium
                                                                                          Gold in Switzerland

                Ruben Studdard: Soulful (2003)                                            Christophe Willem: Caféine (2009)
                American Idol Winner                                                      Nouvelle Star Winner
                Platinum

                Alexander Klaws: Take your Chance
                                                                                          Will Young: From now on (2002)
                (2003)
                                                                                          Pop Idol (UK) Winner
                Deutschland sucht den Superstar Winner

                Alexander Klaws: Here I Am (2004)                                         Will Young: Friday’s Child (2003)
                Deutschland sucht den Superstar Winner                                    Pop Idol (UK) Winner
                                                                                          5x Platinum

                                                                                          Guy Sebastian: Just as I am (2003)
                Tobias Regner: Straigt (2006)
                                                                                          Australian Idol Winner
                Deutschland sucht den Superstar Winner
                                                                                          6x Platinum in Australia
                                                                                          2x Platinum in New Zealand

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Damien Leith: The Winner’s Journey
                                                                        Boris Titulaer: Rely on me (2004)
(2006)
                                                                        Idols (NL) Winner
Australian Idol Winner
4x Platinum

Damien Leith: Where we land (2007)                                      Raffaëla Paton: Raffaëla (2006)
Australian Idol Winner                                                  Idols (NL) Winner
Platinum

Shannon Noll: That’s what I’m talking
                                                                        Ari Koivunen: Fuel for the fire (2007)
about (2004)
                                                                        Idols (Finland) Winner
Australian Idol Runner-Up
                                                                        2x Platinum
Platinum

Shannon Noll: Lift (2005)                                               Ari Koivunen: Becoming (2008)
Australian Idol Runner-Up                                               Idols (Finland) Winner
Platinum                                                                Platinum

Anthony Callea: Anthony Callea (2005)                                   Monika Brodka: Album (2004)
Australian Idol Runner-Up                                               Idol (Poland) Winner
2x Platinum

Paulina Curuenavuli: One Determined
                                                                        Anna Dabrowska: Samotnosc                po
Heart (2004)
                                                                        zmierzchu (2004)
Australian Idol Candidate
                                                                        Idol (Poland) Candidate
Platinum

Kurt Nilsen: I (2003)                                                   Anna Dabrowska: Kilka historii na ten
Pop Idol (Norway) Winner                                                sam temat (2006)
                                                                        Idol (Poland) Candidate

Kurt Nilsen: Rise to the Occasion (2008)                                Anna Dabrowska: W spodniach czy w
Pop Idol (Norway) Winner                                                sukience (2008)
                                                                        Idol (Poland) Candidate

Jaydee Bixby: Cowboys and Cadillacs
(2008)
Canadian Idol Runner-Up

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New cooperation protocol
Belgium’s French Community and the Grand Duchy of Luxembourg signed
the Audiovisual Media Services Protocol of Cooperation.
Belgium / Luxembourg - 5 June 2009

In the presence of CLT-UFA Directors Philippe
Delusinne and Vincent de Dorlodot, Fadila
Laanan, Belgium’s Minister of Culture and
Audiovisual Services for the French
Community,       and     Jean-Louis     Schiltz,
Luxembourg’s Minister of Communications,
have signed a cooperation protocol, valid to the
end of 2020. Minister Fadila Laanan describes
it as a “sensible solution” to “an old problem”
that led Belgium’s State Council to side with
RTL Group and cancel the penalty called for by
the Belgian Audiovisual High Council against                 Fadila Laanan, Jean-Louis Schiltz, Philippe Delusinne and
RTL-TVI and Club RTL. The decision of the                              Vincent de Dorlodot (from left to right)
State Council recognised the validity of the        those that aim to harmonise and organise the
Luxembourg concessions made by the RTL              resolution of problems of delocalisation and
Belgium networks in accordance with the             intra-European audience targeting. That is
European Television without Frontiers Directive.    precisely the case in the French Community,
                                                    which has adopted legal standards stricter than
Article one of the cooperation protocol signed      the European legal administration and that do
on Thursday 4 June sets forth that “the parties     not exist under Luxembourg law.
recognise that the RTL-TVI, Club RTL and
Plug RTL services fall under the jurisdiction and   The outline of the Protocol states the decision
exclusive supervision of the Grand Duchy of         of CLT-UFA to particularly commit to pursuing
Luxembourg and consequently Belgium’s               its policy of investing in co-productions of
French Community holds no jurisdiction over         theatrical films, films for television and docu-
the aforementioned services with respect to the     mentaries with producers, directors, writers,
regulations in Directive 89/552/CE, the applica-    actors and audiovisual technicians in the
tion of these regulations being exclusively         French Community. Likewise, CLT-UFA is com-
incumbent upon the authorities of the Grand         plying with the ban on inserting advertising,
Duchy of Luxembourg.”                               home shopping, autopromotion or product
                                                    placement in children’s programmes. CLT-UFA
The Audiovisual Media Services Directive,           will also enact measures aimed at preventing
adopted into law by the French Community by         minors from actively participating in home
the decree of 5 February 2009, authorises the       shopping or call TV programmes.
adoption of national standards stricter than

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                                                    New President
                                                    The Association of Commercial Television
                                                    announced that Philippe Delusinne has been
                                                    elected President of the association.
                 Philippe Delusinne
                                                    Belgium - 10 June 2009

The election was held during the Annual             Outgoing ACT President Nicolas de Tavernost
General Meeting on 9 June. Philippe Delusinne,      said: “I am delighted to be handing over to
CEO of RTL Belgium, takes up the post for a         Philippe and wish him every success in his
period of two years. CEOs of commercial             mandate. I have always believed that the
channels from all over Europe welcomed the          commercial television sector needs to engage
decision.                                           not just on regulatory issues but must also do
                                                    more to communicate the many strengths of
In his acceptance speech, Delusinne said: “I        our sector to European decision-makers.”
am looking forward to my new responsibilities.
At a time of fast technological change and a        Ross Biggam, Director General of the ACT,
challenging economic environment, coopera-          commented: “I would like to take this opportu-
tion and joint action among commercial broad-       nity to thank Nicolas de Tavernost for his active
casters on policy suggestions coming out of         and successful engagement as ACT President
Brussels are of ever greater importance. We are     for the last six years. At the same time I would
confident in our business models but call on        like to welcome our new President, Philippe
policy-makers for regulatory relief so that our     Delusinne. In light of the political changes in
sector will be able to prosper in an increasingly   Brussels this year, we will need more than ever
competitive market environment, in particular       to engage with politicians and policy-makers
when compared to our publicly-financed              and be an active player in the debate about
competitors who are much less affected by the       European media policy. In all future policy
crisis.”                                            discussions around content and infrastructure
                                                    regulation, competition policy, copyright
Philippe Delusinne succeeds Nicolas de              protection or media pluralism, it should not be
Tavernost, Chairman of the Management Board         forgotten that our member companies offer
of Groupe M6, who had served as President of        choice and variety to the European viewer on a
the Association of Commercial Television (ACT)      daily basis.”
for the last six years. Philippe Delusinne, born
in 1957, started his career in 1982 in the adver-
tising business after an academic background
in Law and Marketing. After 20 years of expe-
rience managing local and international adver-
tising accounts and participating in the media
business revolution, Philippe Delusinne was
appointed Chief Executive Officer of TVI SA in
Belgium (today RTL Belgium) in March 2002.

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                                                    Introducing HDTV
                                                    From autumn 2009, RTL Television and Vox will
                                                    be additionally available as HDTV via satellite.
                                                    Germany - 5 June 2009

This is made possible by SES Astra’s new HD+        HDTV is a broadcasting technology which
offering, via which the two Mediengruppe RTL        differs from conventional Standard Definition
Deutschland channels’ programming will be           Television in that it yields a better-quality
disseminated. The HDTV (High Definition             image: much higher resolution and better
Television) signals are encoded with MPEG4,         picture colour. HDTV enables much greater
encrypted and broadcast using the 1080i for-        detail in TV images, and HDTV images appear
mat.                                                much sharper and more vivid than in conven-
                                                    tional TV. HDTV signals are needed in order to
Viewers can then choose between the new             make full use of the HD enabled flat screens
HD+ offering – digital free-to-air featuring High   already on the market.
Definition image quality and the accustomed
PAL-adequate image quality – and conven-
tional reception of the analogue satellite signal
(PAL standard). RTL Television und Vox’s
programmes will be broadcast as a High
Definition Simulcast, which to begin with will
feature programming highlights such as films
and series in real HD. The share of native HD
material will be gradually expanded over the
next few years.

Andre Prahl, a Member of the CBC
Management Board and responsible for
Mediengruppe RTL Deutschland’s programme
distribution, says: “We believe that HD repre-
sents an added value that many viewers would
like to enjoy. That is why Mediengruppe RTL is
investing in this project despite the tense
economy, in order to increase the appeal of TV
for viewers and, by extension, for advertisers.”

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                                                     The viewers’ top choice
                                                     RTL Television’s formats earned top scores for
                                                     viewer numbers in this year’s analysis of the
                                                     TV season 2008/09 by the industry website
                                                     Meedia.de.
                  Ich bin ein Star...
                                                     Germany - 11 June 2009

Meedia had calculated the average daily viewer       In the news category, RTL Television’s
ratings for the period from 1 September to 31        RTL Aktuell average was the clear leader with
May, not including any one-off shows or films:       an average 1.53 million viewers among 14- to
only shows of which at least six instalments         49-year-olds – ahead of the public broadcas-
were broadcast during the period of analysis.        ters’ Tagesschau. In this demographic, as last
                                                     year, the RTL II News was more popular even
Like last year, the docu soap Bauer sucht Frau       than Heute, the main news show of the public
(Farmer Wants A Wife) was among the Top 3 in         broadcaster ZDF. RTL Aktuell’s total audience
terms of total audience share, which was out-        share puts it at number three after Tagesschau
watched only by the two public-TV formats            and Heute.
Wetten dass...? and Tatort. In all, Cologne-
based RTL Television placed 18 formats among
the Top 50 total audience favourites, including
Wer wird Millionär? (Who Wants To Be A
Millionaire?) and Rach – Der Restauranttester,
which scored 5.76 million viewers in this
demographic, a 30.6 per cent increase year on
year.

“Naturally, RTL dominates the Top 50 among
14- to 49-year-old viewers,” writes the industry
service. RTL Television contributed eight of the
Top 10 favourites in this demographic, and in
fact hogged the first four slots with Ich bin ein
Star – Holt mich hier raus! (I’m A Celebrity – Get
Me Out Of Here), Deutschland sucht den
Superstar (Idols), Bauer sucht Frau and Dr.
House. The veteran show Wetten dass...?
recorded a historic low during the analysis
period, only scoring fifth place in this demogra-
phic. In the overall ranking, RTL Television and                                  Christian Rach

Vox together accounted for 33 of the Top 50
formats. The biggest winners were Einsatz in
vier Wänden – Spezial as well as Rach – Der
Restauranttester as both improved their ratings
by approximately 20 per cent year on year.
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A cry for help
On Friday 5 June, Bel RTL hosted a giveaway as part of its World Environment Day
activities. The broadcasts of the film on N-TV and Club RTL were also popular among
TV audiences.
Belgium / France / Germany - 8 June 2009

The Belgian radio station wanted to make this
impressive testimony of “the beloved face of
our Earth” available to an even wider audience.
“On 5 June we all have a date with our Earth,”
to quote the slogan by Yann Arthus-Bertrand.
In Home he has produced an artistic activist
film which was broadcast worldwide to warn
people about the threat to our climate.

Bel RTL picked up on the author’s message.
During a press conference, he had said that it is
“too late to be pessimistic”. This prompted the
broadcaster to do its part by giving away books
and DVDs to its viewers. To round off the
campaign, Club RTL in Belgium and N-TV in
Germany broadcast Home on 5 June. In
Belgium 390,500 people watched, a 22.5 per
                                                                               Yann Arthus-Bertrand
cent total audience share. N-TV reached up to
740,000 viewers, for a market share of 2.3 per      On 9 June, Yann Arthus-Bertrand was a guest
cent among viewers aged 14 to 49.                   on the show RTL Midi and talked about his film.

Le Parisien pointed out in its Saturday 6 June      After the success of the Ecology party in the
edition that Home cost EUR 12 million, a rare       European elections, he was approached for a
sum for a documentary. But that’s the cost of       government post. The photographer put an end
shooting for two years in 54 countries.             to the speculations on RTL Radio France. “It’s
Financing the project was also something new.       not my thing at all and I would be incapable of
With the first canvassing, documentary film         negotiating (…) It’s a definite ‘no’”, he said. He
producer Denis Carot gave EUR 1 million,            also mentioned that Jean-Louis Borloo is “a
France 2 spent EUR 1 million. Luc Besson said,      very good Minister of the Environment,” before
“’OK’ in 10 minutes,” to guarantee its distribu-    recognizing that his film had influenced voters.
tion and to be involved in the adventure.
François-Henri Pinault, President of the PPR        In Les auditeurs ont la parole, moderated by
group (Pinault, Printemps, la Redoute),             Jérôme Godefroy, Yann Arthus-Bertrand
invested EUR 10 million and his wife, Salma         discussed his documentary with viewers after
Hayek, provided the voice-over for Latin            the screening. The film was not only enthu-
American countries. Luc Besson is already           siastically received, but also created
contemplating a Home 2: “So that everyone           awareness of the fact that we have to pull
shoots with their little camera whatever looks      ourselves together to save our planet.
good or not so good. We’ll help with the
editing,” he promises.

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An overwhelming vote in the opinion poll
Voted the favourite channel of the French, M6 came out on top in the Harris
Interactive opinion poll carried out at the end of May concerning the image of the
terrestrial channels.
France - 9 June 2009

For each of the questions asked, the public       Staying tuned to viewers’ concerns, M6 has
voted overwhelmingly for M6. 30.8 per cent of     made a name for itself as the family channel
the French and 41.3 per cent of viewers under     above all others. The Harris Interactive opinion
50 consider M6 their favourite channel.           poll was carried out with 1,000 individuals over
According to 31.1 per cent of the French and      the age of 15 who were representative of the
37.9 per cent of viewers under 50, M6 is also     French population. It took place between
the channel that has best evolved over the        Tuesday 26 May and Thursday 28 May and
course of the last 12 months. Finally, for 31.1   focused on France’s four major television
per cent of the French and 43.2 per cent of       channels: TF1, France 2, France 3 and M6.
viewers under 50, M6 is the channel with which
they most identify.

“Number two football channel”
RTL 7 secures broadcasting rights for UEFA Europa League matches for
the next three years.
Netherlands - 8 June 2009

When the new season starts at the end of the      the Dutch U-21 national team. This line-up
summer, RTL 7, a channel catering primarily to    makes us the number-two football channel in
male audiences, will broadcast the first          the Netherlands.”
matches in the new European football tourna-
ment – previously known as the UEFA Cup.          In previous years, UEFA Cup matches involving
                                                  Dutch teams have attracted between 1.2 mil-
RTL 7’s Programming Director Peter Lubbers is     lion and 1.4 million viewers, with ratings pea-
delighted: “In the upcoming season, RTL 7’s       king at 2.3 million viewers when Ajax
football package includes the UEFA Europa         Amsterdam played Olympique Marseille last
League matches, the Dutch Cup (KNVB Cup),         season.
the Jupiler League (Dutch Second Division) and

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                                                             Radio workshop on
                                                             election coverage
                                                             RTL Radio Deutschland and the RTL
                                                             Journalistenschule organised a two-day
                                                             radio workshop on election coverage
     Politicians Heiko Senebald (left) and Stefan Hennewig
                                                             at the end of May in Berlin.
                                                             Germany - 8 June 2009

How can informative, compelling coverage of                  Platforms like Twitter, MySpace, Facebook,
state, European and federal elections be                     Wer-kennt-wen have become crucial elements
integrated in regular radio programming? This                in campaigning, yet the parties still place much
question was tackled from a variety of angles                less of a priority on them than on conventional
and served as the basis for animated discus-                 media. This was demonstrated in lectures
sions.                                                       about the parties’ online campaigning
                                                             strategies given by Markus Beckedahl,
Andreas Heine, Editor-in-Chief at Radio MK                   Netzpolitik.org and co-founder of Newthinking
and a staff member at Hoerfunker.de, a site                  Communications, and Joachim Radünz,
operated by the Federal Office for Political                 Director of RTL Audiotainment RCB Berlin.
Education, demonstrated how home stories                     Although all parties now sustain various types
featuring politicians, a review of promotional               of online presence, they haven’t achieved the
gifts, a test for first-time voters, or an election          kind of mobilisation that Barack Obama
comedy can serve as interesting content                      attained in the US election campaign.
beyond news programming. Heine stressed the
importance of systematically featuring the                   Lutz Meyer, CEO of Scholz and Friends
elections in the programming, in order to                    Agenda, and Peter Matuschek, Head of
counter the trend toward declining voter                     Political and Social Research at Forsa, provi-
turnout.                                                     ded further food for thought. Meyer presented
                                                             the EU-wide campaign on the European
The examples were rounded off with a plea for                elections developed by his agency, while
the medium of radio, delivered by Stephan                    Matuschek elaborated on the instruments used
Offierowski, programming director for                        in opinion and election research. He explained
Hit-Radio Antenne Niedersachsen, and with                    the factors and mood barometers that allow
background talks with representatives from the               him to forecast who would be elected if an
political sector. Despite their different party              election were to take place next Sunday.
platforms, the politicians agreed on one major
point: social media is one of the buzzwords for
future election campaigns.

                                                                                                                14
the RTL Group intranet
                                                              week 24

Leader in the electoral evening
Viewers in Belgium’s French Community relied on RTL-TVI’s teams to keep them
informed of the results of the national and European elections of Sunday 7 June,
with 335,000 viewers tuning in on average.
Belgium - 9 June 2009

Immediate boarding for travellers heading to…
Throughout the summer, Sandrine Corman will be on Bel RTL with an all-new show,
Last Minute, dedicated to holiday travel. Listeners can win a trip and report from
their destination.
Belgium - 10 June 2009

License agreement
FremantleMedia Enterprises is taking care of the licensing business of the new ZDF
children’s television series The Elephant Princess.
United Kingdom - 11 June 2009

El Internado beats them all
Antena 3’s popular series El Internado set another season record on 9 June, with
an average 3.4 million viewers tuning in – a total audience share of 18.7 per cent.
Spain - 11 June 2009

Gaming with Five
The agreement Party Gaming has signed with Five aimes to create a Five-branded
bingo and casino e-gaming service targeting the UK market.
United Kingdom - 9 June 2009

Selective erasure
Sebastian Fitzek, Deputy Programme Director at 104.6 RTL, published his new
thriller Splitter last week.
Germany - 9 June 2009

                                                                                      15
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