Eyes & Ears eNews 01-2014
Interview with Nico Wohlschlegel and Ole Türck about the new Disney Channel
This past Friday, the new free-TV DisneyChannel went on the air. Eyes & Ears of Europe had the opportunity tointerview the persons responsible for the marketing of this new channel, NicoWohlschlegl, Director Marketing & Creative, Disney Channels GSA, and OleTürck, Head of On Air.
To start a new free-TV channel presentsopportunities as well as challenges. Where do you see those?
Wohlschlegel: German free-TV is a highly competitivemarket, but we have strong differentiators to position ourselves successfully.With the launch of the Disney Channel on free-TV, we offer a station that isavailable nationwide, with which we create a central access to all Disneycontent and enable children, families and adults to use Disney quality programmes. Therefore, we increase ourpresence on the German free-TV market and make a lasting contribution to increasingthe popularity of the Disney brand and our characters.
Was there a launch campaign for the newfree-TV channels? If so, what is the content and key visual of the campaign,and through what media has it been spread?
Wohlschlegel: Yes, the launch of the free-TV DisneyChannel was supported by an attention-grabbing and widespreadcampaign that can be seen on TV, in print, out of home, radio, digital andsocial media. The unifying element of the campaign is the promise of the qualityof the Disney signature and the colour code purple as well as the clear message"Disney for all of us" or "The Disney Channel now onfree-TV".
What other marketing activities areplanned to draw attention to the new channel?
Wohlschlegel: For a couple of weeksnow, we have been using our own diverse communication channels, e.g. on socialmedia, online or trade, to draw attention to the new channel.
Then, on January 15, the broad media campaign started with televisioncommercials on channels like ProSieben and SAT.1, Citylight posters in allcities with over 50,000 inhabitants, advertisements in over 40 print titles, anational radio campaign and digital advertising on over 150 websites.
We also work closely with internal and external partners of the Walt Disney Company – e.g. REWE, Shell, Egmont Ehapa – which help us tostart the channel in many different ways.
And of course, the press work, where we have placed astrong focus on TV guides, women's and family magazines, is an importantcampaign module.
Are promotions planned on the Web orsocial web?
Wohlschlegel: In addition to the channels alreadyestablished, such as Disney.de, our Youtube channel and Facebook, we havelaunched a Twitter channel and work together with various bloggers. To namejust a few activities, Kermit the Frog mentioned the launch and the Muppet Showin his New Year's address. Disney fans were able to express their excitementabout the launch by sharing their own magical Disney moments on Twitter:#DisneyMoment. Under the motto "Zweinachten", the Disney Channelcounted down the 24 days from Christmas Day to January 17 on differentcommunication channels. And of course our 1.2 million Disney fans on Facebook were the first to get information aboutthe new programme.
What about the appearance? Does thecorporate design of the new free-TV channel draw on the design of the formerpay-TV channel?
Türck: The graphic design of the new Disney Channelwas developed from scratch and for the local market in Germany, cannot be takenfor granted aith a global group like disney. It is based on the idea of apersonal promise of quality in the form of the signature of Walt Disney, apromise that all audiences respond to.
What was the briefing for the design package for the new Disney channel?
Türck: The design package of the new Disney Channel derives from the Disney brand and should reflect the specific brand values of the new channel – imaginative, touching, amusing, connecting, optimistic. It was important that the design package inspire children and families during the day, as well as adults in the evening, especially women. We wanted a consistent visual identity for the station, one whose appearance is slightly more ambitious in the evening, but always with the optimistic tone that stands for Disney.
What is the central idea of the new design package?
Türck: The core idea is the "Gesture", that is, the movement of the signature with which we transfer the quality promise of Walt Disney to the broadcast content. The "Gesture" shapes all elements such as logo animation, end pages, navigation elements, but also the off-air communication. To strengthen the brand value of the new channel especially in the beginning, special idents were shot that show Magic Moments in the life of our target group – special moments that you like to remember – just like a good Disney movie.
That all sounds like a lot of work. How long was the whole process – from idea to conception and implementation to the start on January 17, 2014?
Wohlschlegel: We have been working on the development and implementation of the channel and communication concept for the German market since December 2012.
Who implemented the design and marketing for the new Disney Channel?
Wohlschlegel: The design was developed in close collaboration with Phillip Wundt and Tim Finnamore of the Munich agency BDA - Bruce Dunlop & Associates. In marketing, we also had strong support from Henning Patzner and the team from Serviceplan.
Last Friday the new Disney Channel went on air. Are you happy with the results so far?
Wohlschlegel: We are very excited about the ratings of the first day, which exceeded our expectations. The successful launch shows that the Disney brand also retains its enormous appeal on Free-TV and our campaign worked brilliantly. More important than individual results however, are the continuous coverage and awareness building. We are looking at the long-term and tehrefore don't think in weeks or months.
Thank you. We wish you lots of success and most of all fun in establishing the new Disney Channel.
SUPER RTL lets children be programme directors
What audience wouldn't like to decide foritself what's on TV? SUPER RTL had the same question and therefore has been appointing children as programme directorssince the end of January. Under the motto "Totally TOGGO, totally m1ne!",young viewers of the Cologne-based kids andfamily channel have the chance to choose which series isbroadcast Monday through Friday at 4:15 pm. For four weeks, they can vote at www.toggo.de. The choice of formatsincludes 'Angelo!', 'Dragons – Die Reiter von Berk', 'Woozle Goozle' and 26more. The children are not only encouraged to puttheir favourite shows on the screen. With the help of interactive elements,they can customize the entire TOGGO programme. The youngviewers can create their own bumpers and send in personal greetings viainternet that will be aired on TV. Also for the weekend, SUPER RTL has come upwith something special. Since January 11, fans can send in questions for the nineTOGGO-hosts on www.toggo.de. SUPER RTL will showthe answers on air on Saturday and Sunday morning. With the 'Show Quiz',children can show how familiar they are with their favourite programme.Questions are asked shortly before the beginningof the show, the answer come afterwards. With a little luck and the rightanswer, there are great prizes to be won. More information at www.toggo.de
Personnel note: Johannes Fischer
Since 14 January 2014, TV journalist Johannes Fischer(68) has been supporting the editors at'Guten Abend Österreich'. For a limited time, he will focus entirely on thedesign of the information flagship of the Austrian private station. Most recently, Fischer served as chief editor ofthe ORF Magazine. Fischer about his upcoming task: "For such an excitingproject that is basically an entirely new news show in the evening, I'll gladlylend my expertise."
Exhibition tip: ‘comicleben_comiclife’
Until 4 May 2014, the Museum für Kunst und GewerbeHamburg will be showing the exhibition'comicleben_comiclife'. In the previous century, the cartoon began to be recognised as an independent andversatile form of art between newspaper, illustration andliterature – oscillating between high and pop culture. The exhibition focuses on six people whohave been involved with comics in various ways. In the process, the comic isconsidered from the point of view of its producers and its readers. Serb-German comic artist Marko Djurdjevicrepresents the American superhero comics such as Spiderman and Co.; Austrianillustrator Ulli Lust stands for the graphic novel and author's comics. Germanpublisher Dirk Rehm represents the alternative publishing scene with its solidEuropean network. Dealer and galleryowner Carsten Laquaspecialises in early American newspaper comics. The portrait of the famouscomic researcher Prof. Dietrich Grünewald focuses on early forms of the comicwhich were role models for the classic American comic (including pictorialbroadsheets from the late 19thcenturyand Wilhelm Busch). The costumes and dolls of the cosplayer Nicole S. offer aninsight into a fan culture that calls Manga characters to life, re-enactingtheir stories. More than 300 exhibits will be on view, including drawings,graphic works, large-format prints, comics, merchandising products and webcomics. The exhibition is being taken over from the Museum Europäischer Kulturen – Staatliche Museen zu Berlin. It wasadapted for the Hamburg venue in collaboration with the Hochschule fürAngewandte Wissenschaften Hamburg. 'comicleben_comiclife', until 4 Mayat the MKG, Steintorplatz, 20099 Hamburg: Opening hours: Tuesdays, Wednesdaysand Fridays through Sundays from 1 am to 6 pm, Thursdays from 10 am to 9 pm, closedon Mondays. Further information at http://www.mkg-hamburg.de/en/exhibitions/current/comicleben-comiclife.html