ProSiebenSat.1 programs generate ratings that go beyond the company’s own channels. Stations from all over the world buy content from the European TV Group. Jens Richter is responsible for the international marketing of shows, series and movies.

Why is it so much more difficult to sell a show than a film or series?

When a customer buys a series or movie, he gets a finished product: a tape that he can dub and broadcast right away. When a station buys an entertainment show like “Schlag den Raab,” it gets an idea that then needs to be produced in-house. Of course, we want our customers to be as successful as possible, so we provide them with support and consultation, usually right up to the broadcast date.

What does this involve?

Many TV shows are so complex that it would cost customers a whole lot more money if they didn’t have access to the knowledge of the station that developed the idea and has successfully broadcast the show. Support ranges from the studio architecture to detailed market analyses for shows like “Schlag den Raab.” You can find it all in what we call our program bible, which also provides cost estimates for the show, so that customers know how much money they must spend on production. We are then happy to answer any further questions the customer may have. This saves them a great deal of development work — and ultimately money as well. After all, two things are paramount in our industry: time and quality

How much do foreign stations change the shows for their local markets?

Our customers stick to the original as closely as possible. After all, they are buying an idea because it already worked so well in the original market and enjoyed high ratings. This is an advantage for us as well, since we want to reinforce brand recognition. If you happen to be in Italy or the Czech Republic and click through the channels, then come upon “Clever” or “Schillerstraße,” you will have no trouble recognizing the Sat.1 shows.

In the U.K., on the other hand, ITV will broadcast a British adaptation of “Schlag den Raab,” which differs quite a lot from the German original.