Germany’s second public broadcaster, ZDF, is to rebrand its ZDFDokukanal as ZDFneo. From November 1 the documentary channel will target young families and viewers between 25 and 49 years old. The broadcaster said the new branding is part of a strategy to better serve their viewers with digital thematic channels.
“When one can no longer succeed with a single channel to reach all viewers, the success lies in offering a strong family of channels reaching different audiences under the umbrella of ZDF,” said director Mark Schächter in a statement.
For the new look channel ZDF is planning a mix of factual entertainment formats, information programmes, documentaries, music programmes, movies, international TV series and brand new comedy programmes.
On the ZDFneo chnanel, prime time will only start at 21.00, reflecting the lifestyle of the targeted audience, the broadcaster said. ZDF also hopes to test new formats on the channel. “With its focus on young viewers, ZDFneo should also serve as an innovator for the main ZDF channel,” said programme director Thomas Bellut.