Feeling Latin heat

Telenovelas set Teutonic ratings alight

By ED MEZA

BERLIN -- Viewers are welcoming the return of scripted fare to German TV after years of high-profile reality formats.

Instead of imitating U.S. programming, however, German broadcasters have adopted that quintessential Latin American format, the telenovela, with impressive results.

Sat.1's new daily skein, "That's Life" (Verliebt in Berlin), based on hit Colombian telenovela "Yo soy Betty la fea" (I am Ugly Betty), has regularly attracted 4 million viewers since going on air in February. It has a 20% market share among the 14-49 demo, putting the squeeze on rival RTL's prime access magazine show, "Explosiv."

Sat.1 execs say the ratings have exceeded all expectations.

The original skein and localized versions have already wowed auds in Latin America, the U.S. (mostly among Latinos) and India, where "Jassi jaisi koi nahin" (There's No One Like Jassi), airing on Sony Entertainment TV, has its own postage stamp.

While following the staple formula of telenovelas -- an ordinary young woman overcomes extraordinary obstacles to get her boss to fall in love with her -- the skein offers viewers a familiar setting, says Sat.1 managing director Roger Schawinski.

" 'That's Life' is a close representation of daily life in a company," he says, with problems both interpersonal and economic.

At the recent Mip TV market in Cannes, parent group ProSiebenSat.1's international sales arm, SevenOne Intl., showcased "That's Life" along with its high-profile miniseries and event movies.

Equally successful, pubcaster ZDF's afternoon telenovela "Bianca" has been garnering a 20% market share.

"That's Life" and "Bianca," are produced by RTL-owned Grundy UFA TV Prod.

At E80,000 ($105,000) per 45-minute episode, ZDF's "Bianca" is seen as a bargain at a price usually reserved for talkshows and other non-scripted fare.

ZDF has increased the series' number of episodes from an initial 200 to 224.

Although ZDF's sales division, ZDF Enterprises, was reportedly keen to handle international sales for "Bianca," RTL Group subsid Fremantle Intl. Distribution nabbed rights to the skein at Mip.

ZDF, meanwhile, has already commissioned Grundy for its follow-up to "Bianca" -- "Julia," set to air next year.

Fellow pubcaster ARD has jumped on the bandwagon and commissioned Grundy to develop and produce historical telenovela "Braut wider Willen," which also premieres next year.

The telenovela may be relatively new to Grundy, but the company has plenty of experience churning out most of Germany's hit soaps, including RTL's long-running "Good Times, Bad Times," "Unter uns" and female prison series "Hinter Gittern," as well as pubcaster ARD's "Verbotene Liebe."