German Free TV launches "FEM TV" the only special interest channel for women
Unterfoehring, November 9, 2009. The German Free TV Holding, bundling the German channels of the ProSiebenSat.1 Group, will launch a special interest channel for women in the second quarter of 2010: FEM TV will be unique in its positioning in Germany. "We are closing a gap in the German market. In addition, the new Free TV channel is a perfect extension of our current portfolio of SAT.1, ProSieben, kabel eins and N24", explained Andreas Bartl, Executive Board Member for German Free TV of ProSiebenSat.1 Media AG. Katja Hofem-Best (39) will be the Channel Manager of FEM TV. "I am delighted that I could win a successful TV Manager like Katja Hofem-Best for this job", said Andreas Bartl.
With FEM TV, the ProSiebenSat.1 Group expands its international network of special interest channels for women, which already consists of stations such as "NET5" in the Netherlands, "vijfTV" in Belgium and "FEM" in Norway.
The program will include formats covering the topics lifestyle, music, beauty, food, travel and health. These will be complemented by extended formats of the German Free TV stations such as "POPSTARS - Das Magazin" and successful programs of the Groups international channels (e.g. "S1ngles", NL). Woman-affine US-series will also be crucial for the FEM TV program some of them will even have their premiere on German free TV, among them "Gossip Girl", "Hope & Faith", "Brothers & Sisters", "Melrose Place" or "Ugly Betty". Of course, German events and TV movies and will also be part of the program.
"We have analyzed the German print market and we realized that there are more than 100 different magazines for women in Germany. This supports our decision: There is a demand and in the future we would like to meet this demand with a TV offer in a targeted way", said Andreas Bartl. What is more, FEM TV is completely convergent with fem.com. The TV offering will thus consistently expand and broaden the existing Online offering. While for the latter the main target audience are women between 19 and 39 years of age, it will be extended to 14 49 years on TV.
In the first place, the marketing model of FEM TV will be focused on customers who have not placed advertising on TV yet. Andreas Bartl: "A closer look on the broad offering of print products for women shows that many advertisers there do not use TV at all and we want to change this!" The SevenOne AdFactory will approach companies that have not been able to identify appropriate TV environments for their products with custom-made advertising concepts. "FEM TV is the ideal starting point for non-TV-customers. Here we can test creative ideas jointly with the advertisers and break new grounds", said Bartl.
The new free TV channel is going to be distributed digitally. This way, FEM TV will have a technical coverage of approx. 40 per cent for a start which shall be extended to over 60 per cent in the long run. According to this coverage, we are aiming for a market share 2 5 per cent in the female target group (14 49y.) in the medium term.
The future Channel Manager Katja Hofem-Best, who was born in Aalen and studied Political Science, has been working at Discovery Networks Germany, which she was recently responsible for as General Manager (since 12/2007). Before that, she developed and positioned the channel DMAX as Managing Director and Vice President Channels. In that position, she was also responsible for the Pay TV business and for the development of new channels (10/2006-11/2007). In 1998, she joined RTLII as a freelancer for entertainment. In late 1999, she took over the management of the entertainment desk, and in 2002 the strategic program planning as well as the complete budget responsibility for program / entertainment were added to her responsibilities. From 2004 to 2006, she eventually led the departments of strategic program planning, marketing, press and on-air promotion. "After RTLII and the development of a successful TV brand for men, I am very happy to be able to establish a unique channel for women in Germany within the German channel family of the ProSiebenSat.1 Group ", said Katja Hofem-Best.
Contact:
German Free TV Holding GmbH
Petra Fink
SVP Kommunikation/PR
Sprecherin
Tel: 089-9507-1176
Petra.Fink@ProSiebenSat1.com