Whiff of reality hits Cologne
Exex lament saturation; quality over quantity
"Past experience shows that you don't succeed by copying a trend or trendy format, but you succeed by adjusting your programs to the broadcaster's individual profile," said Nicolas Paalzow, CEO of commercial web ProSieben, at a discussion on TV formats sponsored by Pearson Television.
A format might be a big hit in one territory, but that doesn't mean it will take off in another, he added, pointing to "Big Diet" as a good example. The show, which Paalzow described as "a 'Big Brother' format for fat people," scored high ratings in Holland but failed miserably on ProSieben's sister web Sat 1.
CBS exec Fred Cohen said formats are important to any broadcaster, but quality fiction, newsmagazines and other genres are indispensable.
Much to the frustration of local producers and actors, German broadcasters have all but turned their back on fiction this past year, relying instead on cheap gameshows and a slew of reality programs. Having now estranged viewers who, according to local surveys, are fed up with almost daily doses of such content, broadcasters look set to beef up on the fiction side. Paalzow said broadcasters need to especially tap local talent.
Speaking to Daily Variety, Helmut Thoma, director of the Cologne Screenings and former boss at German web RTL, warned that, with zero shelf life, reality fare cannot become the sole fodder of a web -- a mistake for which RTL 2 is now paying, he said.
