« back
Channel profile - TV Markiza - Slovakia
January 15, 2008, C21Media
Top Slovak channel TV Markiza maintains its market dominance across a broad range of local and acquired fare. Channel head Martina Liskova speaks to Gün Akyuz about the channel's recent successes and ongoing priorities.
Slovakia's leading channel since its launch in 1996, CME-backed TV Markiza has held the top slot in the territory on a diet of increasingly localised content, supplemented by top acquired fare.
Targeting a broad audience (12 years-plus) and a core of 12- to 54-year-olds, the channel pulled in an overall 39.5% primetime share and all-day share of 35.5% in 2007. Its fall season (fourth quarter) generated its most successful primetime results of the year with a 43% share, despite a 2.5% drop in viewer ratings in the market in 2007 overall.
These results continue to leave TV Markiza well ahead of its two other rivals, pubcaster STV (19%) and TV Joj (16.9%), in share terms both overall and in primetime. Multi-channel penetration is around 54% and an additional 25% audience share is collectively claimed by around 200 cable and satellite stations and neighbouring Czech and Hungarian channels.
TV Markiza's channel head Martina Liskova (left) says these results are down to its successful programming strategy and power of the TV Markiza brand. The generalist channel airs local shows on four out of seven evenings, supplemented by foreign European and US acquisitions.
A key scheduling pillar includes its long-running 19.00 news and the station's highest-rated programme, which has consistently attracted over a 70% viewing in its 11 years run. On the back of this continued success, in May 2007 the channel launched a second news show, First News, at 17.00, which has performed above average on a 45% share. The channel also airs a number of local current affairs and magazine shows, including magazine Reflex, its live interactive Morning Show, current affairs formats Fire and Complaint Office, and the political talkshow Under the Skin.
Local fiction is also making its mark. Alongside its twice-weekly medical drama series Rose Clinic (airing Tuesdays and Thursdays, 46.21% share), in 2006 TV Markiza also launched local sitcom The Neighbours (left). Scheduled on Mondays at 20.00, the sitcom generates up to a 58.7% share of viewers. Liskova says that the sitcom has also proven an unbeatable ratings weapon against the competition, even in re-runs.
Mondays, Fridays and Saturdays are also home to a range of locally originated entertainment shows. Monday is also home to VILOmeniny, a gameshow on air since 2002, featuring both celebrities and members of the public from different Slovak regions (44% share); and To Err is Only Human, launched in 1997, a humorous take on people's knowledge of the Slovak Nation (45.2%). Saturdays, meanwhile, feature On the Roof (below), the channel's popular talkshow, which takes place on a roof terrace overlooking Bratislava (38.5%).
Headline entertainment-driven foreign formats have also proved key schedule drivers on Sundays at 20.00. Among these are local versions of Pop Idol, Strictly Come Dancing, Dancing for a Dream and Test the Nation. A third season of Pop Idol aired in fall 2007, generating an average 23.6% rating and 54.9% share of all viewers (12 years-plus). In spring 2007, the channel aired the Televisa format Dancing for a Dream (Bailando), which attracted an average of 49% share of viewers during its run, from April to June 2007.
Among TV Markiza's event programmes is Test The Nation, which is coproduced with its sister channel TV Nova in the Czech Republic, and tests viewers from both nations. Airing on November 11 in the fall, the event generated a 22% rating and 52.3% share of viewers.
TV Markiza's top-performing adapted format in this slot so far has been Strictly Come Dancing, attracting a 59.6% share in fall 2006. Liskova says: "Adapted dancing and singing formats appealing to a wide range of audiences (Strictly Come Dancing, Pop Idols, Dancing for a Dream) have proven their popularity on Markiza over other genres such as reality or gameshows."
While a second season of Strictly Come Dancing is due to return this spring, Dancing for a Dream is also set to return to Markiza as an international event Dancing Around the World. The show, which took place in Mexico, gave finalists of the Slovak show, Bailando, a chance to dance and compare their talents in front of a wide audience with winning pairs from Mexico, Costa Rica, Panama, Equador and Romania, among others.
In addition, Liskova says plans are underway for a new mega show for fall 2008, although details remain under wraps.
TV Markiza's main goal of 2008, says Liskova, will be to maintain its lead through news, entertainment, and local and foreign fiction. Launching soon is a brand new local crime series, City of Shadows, which joins its local fiction line-up, The Neighbours and Rose Clinic. Also planned are a new sitcom for this spring and a new daily soap, although air dates have yet to be announced.
TV Markiza's primetime schedule is 70% local and Slovak law requires TV Markiza to air 51% European works in its schedules. "Acquisitions are gradually being replaced by local programming due to stronger competition and the demands of our viewers," says Liskova, "and where local dramas and sitcoms tailor-made for our audience's taste gradually replace foreign series."
However, the channel still needs to acquire content. According to Liskova, the main focus is currently on commercially attractive and high-quality features, series, miniseries and TV movies for primetime, to help TV Markiza retain its position as a market leader.
The station needs romantic movies on Wednesdays; movies on Fridays, alternating with reruns of local sitcoms; and blockbuster movies on Saturdays, all for primetime slots.
TV Markiza's acquisitions library spans a variety of genres, including new blockbusters and series from the US and Europe. Current successes on the channel include action comedies, martial arts movies and European crime series and romantic movies.
While Liskova says that the channel does not necessarily prioritise programming from certain countries, in practice, both US and European shows play an important role its schedule. The channel strikes both package and volume deals with all the major studios, and has established long-term relationships with most distributors in Germany, France, Italy, UK, Russia, Romania and the Czech Republic.
The channel's blockbuster movie slate, for instance, includes new features around action comedies, thrillers and adventure genres licensed from major studios (Troy, Collateral, Miss Congeniality, Mission Impossible III, Pirates of the Caribbean) as well as independent distributors (Bandidas, Hostage, Prince and Me 2).
TV Markiza also airs new Czech and Slovak features, old classic movies and fairytales, which are very popular among viewers, says Liskova, especially on weekends or holidays. As an example she cites Three Nuts for Cinderella, which aired on December 24, generating a 28% rating and 57.8% share.
German TV movies featuring in its romantic weekday primetime slot include Rosamunde Pilcher and Inga Lindstroem movies. It also airs Ugly Betty. Elsewhere in primetime, the channel airs mainly crime and action genres, including US and French crime thrillers such as Commissar Rex, Alarm Fur Cobra, Cold Case, Heroes and Criminal Minds.
For additional information, please contact:
Romana Wyllie
Vice President of Corporate Communications
Central European Media Enterprises
Krizeneckeho nam. 1078/5
152 00 Praha 5
Czech Republic
+420 242 465 525
romana.wyllie@cme-net.com
