In the third of a series of interviews with leading broadcasters and production and distribution companies in Central and Eastern Europe ahead of this year’s NATPE Budapest, Broadband TV News speaks with Isabella Carmu, Channel Manager, Antena 1, Romania.
Can you provide us with some brief background about Antena 1? Where, for instance, does it sit in the portfolio of channels operated by the Intact Media Group? What is its target audience and viewing share?
Spanning a history of over 22 years dedicated to local entertainment, Antena 1 is the flagship channel of Intact Media Group’s TV division. With a programming structure addressed to the 18-49 urban public, Antena1 has the largest family of TV stars and the most substantial number of live programmes for a generalist channel in Romania. Q1 2016 saw Antena 1 delivering a market share of 14.6 during the whole day and 14.4 during prime time (source: Kantar Media, Target: 18-49 urban). This translated, in March, into a growth by 7% in audience share in the primetime slot compared to the same month last year, while the market share of the station appreciated by 17%.
What are currently the most popular programmes shown by Antena 1 and are they produced in house or by outside companies?
We produce our shows in house based on international formats or local ideas. The main shows in this spring season include the formats Your Face Sounds Familiar (talent show), Game of Chefs (cooking show), Next Star (kids talent show), In Puii Mei, iUmor (comedy).
Does Antena 1 place a lot of emphasis its own programming or is it happy to coproduce with other parties?
We aim to entertain our viewers and offer them an engaging TV experience. Any idea that is relevant for them is evaluated and tested in any form, be it coproduction or internal production.
Is Antena 1 programming watched outside Romania – on, for instance, the Intact Media Group channel Antena International?
Yes, the local shows are re-packaged for the international feed. On the other hand, www.antenaplay.ro is the group’s on demand platform, featuring live streaming of Antena channels but also key dedicated content.
What is Antena 1’s online strategy?
We have developed our own online platform where the simulcast of channels can be found alongside special extra content or previews of shows. Antena Play.ro has over a million organic accounts and features over 100.000 hours of content.
In your view, does the Romanian TV viewing public differ from those in other European countries in terms of its tastes, preferences, etc?
It does not necessarily differ, but their taste, their viewing habits depend on how the market is structured, on how the programmes are produced and where they are played.
Are those tastes/preferences changing?
Of course they are. TV genres in Romania have their own life cycle, like in any other market. If ordinary people shows scored big numbers a few years ago, talent shows are in high demand nowadays.
Looking ahead, how do you see Antena 1 evolving in the next few years in what is a highly competitive TV market?
Antena 1 will continue to invest in its own production, in local ideas and building multi seasonal brands.