BUDAPEST At one time, HBO Central Europe was viewed as a quintessential American export, subscribed to by local viewers hungry for western blockbuster movies, series and concerts.
But no longer. Underscoring the growing complexity of new Europe's TV markets, HBO Central Europe is focusing more and more energy on producing original programming, which it is airing at home and exporting abroad.
In making original programs, HBO is focusing ondocumentaries. They can spell big profits, and producing them in Eastern Europe for local, regional and international distribution makes sense because they are a cinematic form with a long tradition in the region, says HBO Central Europe CEO Linda Jensen.
Plus it's cheaper to make in the region.
Long before "Fahrenheit 9/11," Hungarian, Czech and Polish filmmakers like Jan Sverak were championing the cinematic form. This directing talent, combined with the cost-effectiveness of the medium means "we can make more fascinating documentaries than Discovery Channel that is bound to have an impact on people," Jensen says.
HBO Central Europe's documentary program started a year ago with plans to make 40 a year. HBO Poland, which is leading the region's documentary production, produced seven top-rated documentaries: "The Warrior," the story of the rise and fall of Polish kickboxer Marek Piotrowski; "Silesia Strips," about sex trade in the Silesia coal mining area; "Existence," revolving around the final days of Polish and Hollywood actor Jerzy Nowak; "User Friendly Death," centered on a day in the life of a Czech crematorium; "Homo.pl," a profile of the life and hardships of four Polish gay couples; and "Parents' Circle," the story of a group-therapy clinic in Israel that brings together Israeli and Palestinian parents who have lost children in the conflict.
HBO Central Europe provides services to 11 countries in the region: Hungary, Czech Republic, Slovakia, Poland, Romania, Bulgaria, Moldova, Slovenia, Croatia, and Serbia/Montenegro.
HBO Poland views the genre as an "excellent tool for defining our brand values, emphasizing our cutting edge attitude, and help differentiate HBO from other TV stations and services," says Aleksander Kutela, HBO Central Europe senior vice president.
These films are even more popular in the region among viewers mobilized by international tension.
"Documentaries can be more compelling than scripted format because it's a real story," Jensen says. "I feel this new interest is an antidote to reality TV, which is far from reality. It's the difference between commercial reality and real reality."
HBO is not squeamish about its content. "The Existence," written and directed by Marcin Koszalka, describes Polish actor Jerzy Nowak's reflections and preparations for his impending death. But it is also catering to the lowest common denominators, with HBO Hungary's program "Born Losers," recently renewed for six episodes, which offers mini-documentaries on fascinating and bizarre deaths across Europe.
Morbidly scintillating rather than cerebral, "Born Losers" attracts a young demographic, Jensen says, and has also created impressive participation in HBO's online chat rooms, which the paybox is hoping can boost buzz.
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