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What is the key to developing a new TV station?
KATJA HOFEM: It begins with the concept — and a convincing business model. Once that has been approved, it all depends on finding a skilled and experienced project manager. Our best man is a woman. After the launch of sixx in 2010, she wrote us a “manual for launching a station” — that really was worth its weight in gold, including for SAT.1 Gold! (Laughs.) Then, once you have found a name and you see the new logo for the first time, awesome. Then the idea begins to live.
How do you find the right target group?
KATJA HOFEM: For SAT.1 Gold, that was not too difficult at all. It was clear to us that demographic reality could not be denied any longer in the TV business either — already 43% of people in Germany are over 50 years old. And women in particular see this stage of life positively. They want to enjoy it consciously. This was also confirmed in a large living world study that we commissioned . After that at the latest, we knew it was about time for a corresponding channel! With exciting, self-produced magazine formats, the nicest series, movie classics … that’s why our slogan is so appropriate: Uns geht’s Gold (Go for Gold). We are like our viewers: Fun-loving, warm-hearted, easy-going — and young at heart. However, men are also allowed to feel attracted to this, of course. There is no watching ban for them!
How can a new station establish itself in the German market — which, after all, is actually considered to be saturated?
KATJA HOFEM: As I said before, you need a crystal-clear target group approach, you need to know exactly your target group’s attitude towards life and cater to it precisely … and from this develop a sexy brand. However, a new station cannot simply be established “in the middle of nowhere”. You need a large and well positioned TV company with successful programs, backed by digital and content expertise.
After sixx, that is already your second station launch at ProSiebenSat.1. Does it become addictive?
KATJA HOFEM: Actually, we are currently working at full speed on the launch of the new men’s channel ProSieben Maxx, which is planned for 2013. And I cannot imagine any nicer job. But don’t worry, there’s life without TV for me as well. Preferably in the mountains — with my husband and my dog.