Although earlier special-interest “theme” channels on German television have yet to prove themselves, TM3, a channel targeted for women, has just gone on air.
Launched to coincide with the opening of Berlin’s International Consumer Electronics trade show this week, the channel limited its program to a one-hour magazine TM3–“Das Magazine,” an in-house production scheduled for prime time Sunday to set the tone for the target group.
The ceremonial launch included an introduction outlining the broadcaster’s aims from programming director Anna Doubek.
Under the slogan, “television from, for and about women,” TM3 went on the Eutelsat’s satellite Hotbird 1 nationwide on Monday on an 18-hour schedule.
But because Germany’s cable systems are bursting at the seams, the TeleMuenchen/Bauer Verlag publisher’s joint venture will only be on cable initially in three German states, Bavaria, Hesse and North-Rhine Westphalia.
In its initial phase, the special-interest channel will only be received by about eight million of Germany’s 32 million TV households. According to managing director Jochen Kroehne, the channel will strive for a household penetration of at least 50 percent, which could enable it to capture a 3-percent market share.
Doubek and Kroehne are pinning their hopes on a selection of programming not too intellectually demanding but designed to “reach the masses,” as Kroehne told the Sueddeutsche Zeitung.
Doubek, who had her TV baptism of fire at the hapless Vox network, which was forced into liquidation after its highbrow programming failed to catch on with viewers, noted that women prefer love films, fashion, family and doctor series, “a fact which we should not ignore.”
Because German media regulations don’t allow newscasts on special-interest channels, the Munich-based TM3 will broadcast no newscasts. Although permissible, the service won’t offer sports or economic coverage, either.
Instead, TM3 will focus on such programs as “Kinderella,” a magazine for parents, a half-hour talk show “for women of all ages,” and “Heart Attack,” a pop and talk show aimed at teenage girls. The channel will air a mid-morning “infotainment” magazine with shopping tips, game shows, gossip and a fitness program.
As a channel targeted for women, TM3 will feature soaps based on the fashion industries such as “Model Academy” and “Rich and Beautiful.”
About 30 percent of TM3’s programming will be in-house productions or commissioned works, aimed at giving the channel a distinct profile.
One of the partners, TeleMuenchen, is owned 50 percent by ABC-Capital Cities, which will supply TM3 with U.S. programming. TeleMuenchen also has programming agreements with CBS and MGM.
But with its budget earmarked at $54 million and its limited reach, TM3 will obviously have a long haul before it hits the profit zone, if ever. The idea behind special channels is to limit overhead and offer programming to select target groups and to lure advertisers whose products court the same consumer groups.
TM3 will keep costs down with a staff of only 30, most of whom are women. NM1
