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Interview Alexandr Tkatchenko: ”1+1 Will Get a New Experienced Face“
January 20, 2009, Fakty and AiF
In the exclusive interview of “AiF” – the first one of the New Year – Alexandr Tkatchenko,director general of the 1+1 group, speaks about the basic tendencies of world television, changes that will be made on the channel in 2009, and the new shows and serials TV viewers can expect.
What will happen with 1+1 in the New Year? How will the channel change?
The channel will get a new face having been recently fragmented to such an extent that it was complicated for the television viewer to understand what to expect of «1+1». When the project started, its mission was clear – it was a Ukrainian-viewer-oriented channel making discoveries in its own domestic market: persons, programmes, and western films in Ukrainian. In the course of time this tendency became washed out with the advent of an incidental programme product and, finally, it resulted in the fact that on the channel it is possible to expect whatever you like, except for bright premieres. Undoubtedly, this must have been shown in the channel’s indices, while the competitive channels, on the contrary, were reinforcing their positions, looking for and finding their viewers. The case in point is now the fact that the channel will get a new experienced face, and every broadcasted project shall work for it.
What will the face be like?
Bright and pretty. Young and active. Not without a touch of romance and innovation – in a number of projects we want to be the pioneers in Ukraine. Above all, the channel has to be Ukrainian in terms of its character as well as technology. For example, there will be a lot of home production here, made on the basis of original ideas and without reliance on imported products from Russia: it becomes profitable under the circumstances where the purchased product prices are comparable to the budget of launching of own production. Furthermore, at least two other important elements exist here too. Firstly, it enables the barest necessity for the product focused on local topics and colouring to be satisfied. Secondly, it enables new gifted persons to display their talents, which is always interesting. 1+1 must become a leading channel not only in terms of ratings and incomes, but also in terms of the brand and quality content.
What audience will the new 1+1 be reckoned on?
We are focused on active people. The channel has lapsed into the sale of commercials for the audience of 18-54 – undoubtedly, it is the most attractive audience in terms of the commercials.
Is it possible to say that the channel will be more entertaining?
Certainly. If the news of the BBC format and intellectual interviews seemed to be new for the viewers 10 years ago, now entertainment and relaxation are required. The point now is the quality of the entertainment product we are ready to offer. The news in the infotainment format is, undoubtedly, a unique offer for the market, and this fact is supported by ratings. As early as in the spring an entertainment show, new for Ukraine, with national colouring will appear on the air. For the autumn we have planned one more original format and at least two serials, one of which – a 100-part series involving only Ukrainian actors – is going to be put into production as early as in January. Furthermore, by the spring we will launch a new dance project.
And what about information broadcasting, is it going to be reduced in 1+1?
Only the morning block and the daily publication are goingtobereduced. The other ones will remain.
Don’t you see the necessity of keeping Snidanka (Breakfast)?
Not at this time. For entirely economical reasons: we have spent a significant amount of money, but did not earn what we had expected.
What is infotainment for you?
During my work in television the audience’s preferences have changed 4 or 5 times. Now the infotainment format is extremely popular in the West. The new format that both entertains and informs has been developed for the last 7-8 years there. In Ukraine the movement in this direction started not long ago, however, it can be already stated that the news in the
infotainment format is very much in demand in our country – for example, TSN is now the most popular news in the country. As for infotainment in other genres, we will experiment actively in this segment. A line of documentary projects in the style of Russian Pervyi Kanal (Channel 1) or British Channel 4 is being prepared to be launched. We will lay special stress on what is important and topical for every viewer – from the financial crisis to advices on how to behave on the road in the case of an accident involving a company car.
And what about love?..
The serial that we are putting in production is called Tolko Lubov (Only Love). The script was written in Romania, but it has been already successfully realized in the Czech Republic and Slovakia. Here it is important to note that the formats from Ukraine and Russia arouse an active interest and have been already bought by our colleagues from Eastern Europe. The formats, especially romantic stories, migrate well and are adapted very easily. We consider projects from Poland, Germany, Russia and Ukraine. I can see nothing bad in selecting the best things. Talent is the more appreciated the more international it is. Well, it is time to get used to the fact that we live and compete in the world market.
Will the crisis have an influence on TSN’s spirits?
Recently we started analyzing the news and we will pay much more attention to it next year. It cannot be said that the news is ideal, but the format itself is right. As far as the news spirit is concerned, brighter and more interesting topics may appear there, but it does not mean that the news must be joyous – we will not think up anything that does not exist.
Now the company is undergoing reorganization. What is it concerned with?
Two issues have coincided here – appearance of the crisis in the world economy and a well-grounded necessity for reorganization, which was planned before. A strange combination of a kind of modern approach to television, but with Post-Soviet manners, existed on the channel, such as irrational use of talents: a huge number of people were really involved in projects for 2-4 months a year, the rest of the time they were waiting. The actual structure of the television channel presumes the existence of the basic subdivisions: programme service, marketing service, production order service, news and technical maintenance. It is not our know-how – that is the way it works all over the world. I had the opportunity to work for some time in Moscow where the form of cooperation settled down and worked on the conditions of production companies – small and large – based on a contract. It enables an environmentofprofessionalstobe established,who know what production is and who are specialized in subjects in which they have the best results.
1+1 has refused to cooperate with the sales-house Prioritet and declared its transfer to an independent sale of the commercial time, for which a separate service has been established. What is the difference between its functions and the functions of the commercial department that existed before?
Until now the channel’s commercial service was engaged particularly in one important, but not main segment of the sales budget – sponsorship and product placement. As regards the independent sale, it is not only the СМЕ strategy in all markets where the company acts, but also certain logic. When the sales-team works within the channel in cooperation with the marketing service and programming, it is possible to speak about entering into other relations with advertisers – more flexible and individually oriented. Furthermore, in this case the sales-team can respond to market fluctuations much more effectively, which is, frankly, especially important under the crisis conditions.
What are the possible risks at that?
There is only one risk – there is still the question of how the market and our colleagues from other channels will act. Under the crisis conditions a number of clients will insure themselves against risk, even at the expense of the placement of commercials. Based on the experience of many of our colleagues from other countries, channels have to communicate with their clients adequately, and not use the language of ultimatums when the clients declare that their sales have allegedly fallen by 40% and it means that the commercial price should be decreased. It is a dead-end way that will throw the commercial market 3-5 years back, and everybody will feel its consequences for the next 8-10 years. We are categorically against such a play on reduction: we treat all our advertisers with respect; however, we want them to understand us too. You know, although we fly in different planes, the sky is the same for everybody.
В: What about the Kino channel? Is any mutual integration of 1+1 and Kino intended?
Certainly. We have already started work in this direction and particular measures will be taken after the New Year.
You have not been engaged in television for a long time. Do you not feel that you have missed or omitted something?
I have rather gained many things. Besides the experience of a journalist and television manager I have learnt what television and cinema production is – and, as you know, it is like one large television station.
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
