The TV offshoot of “Bild”, which was launched with great fanfare last summer, is bobbing around in the absolute low ratings after six months. Why is that and what does the broadcaster have in mind?
Two large image TV satellite antennas (Source: ©BILD/Parwez)
- Bild TV started a good six months ago on August 22, 2021.
- A quota record was achieved in February, but at an extremely low level.
- What does the broadcaster intend to do to combat the stagnation in audience interest?
“In the month of February 2022 [erzielt wir] an average market share of 0.2 percent in the advertising-relevant target group aged 14-49, the highest value since the start of the channel,” said BildTV last week. The information sounds damn little what it is.
Even if the channel were given a certain baby bonus because of its youth: the concentrated power with which an Axel Springer publishing house should be able to penetrate the TV realm due to its market power does not do justice to this value in the slightest. After six months, one certainly hoped for more than a 0.2 percent market share.
In August, the then Bild editor-in-chief Julian Reichelt trumpeted: “We show what is real. I hope that we will become on television what we have been on paper and digitally for decades, the voice of the country”. What became of Mr. Reichelt is well known. The unplanned resignation of the driver of the TV project is perhaps one of several reasons why Bild TV does not really want to move forward.
Reichelt leaves his “baby” and nobody cares
One of the measures taken in the post-Reichelt era, for example, was to move the “quarter past eight” format to 11:15 p.m. – a joke! Not even the long-standing Radio Bremen talk format “3nach9” allows itself such a large discrepancy between the title and the broadcasting time (note: the “3” originally referred to the number of presenters present and not to the time). Three hours is definitely a lot.
After all, YouTube still broadcast the format on time. But what do you want to convey to the viewers? For example, is Google’s video platform seen as a more suitable environment than its own TV station. If that were the case, the future of the channel would probably not be looking particularly good shortly after its launch. Allowing this reading at all borders on a PR fiasco.
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