TF1 put a lot on the program "Masterchef"
No rest for the old. While DTT channels are moving from combat during the summer, the chains historical benefit to regain control.
This is precisely the timing TF1 out the heavy artillery. "Masterchef" is the event of the fall. In the absence of being the first cooking program (M6 has innovated "Dine With Me" and "Top Chef"), "Masterchef" combines the superlatives. It's the biggest competition amateur cooks, with 6000 participants selections, 100 candidates will compete in the largest kitchen in France located in a warehouse of 10,000 m2. After a marathon ten weeks, the winner will receive 100,000 euros and a six-month training with top chefs.So, TF1 also hopes that the hearings will deserve a superlative.
"I am surprised that TF1 chose August 19 as the launch date, a period still marked by the holidays," asks Philip Nouchi, director of media expertise of Reload (Publicis Group). It is true that before the end of August hearings are low and the advertising market still lackluster. "Rather it is a great opportunity to create the event and launch this program that should excite the entire family until October," replies Fabrice Bailly, Associate Program Director of TF1. As for advertisers, "they have largely responded to the call," says Laurent Solly, CEO of TF1 Publicité."Masterchef" is sponsored by Carrefour, Beghin Say and Alinea, and TF1 proposed advertisers investments coupled television and Internet, because the program is available on the Web.
The first private channel set wholesale "Masterchef". It launched its largest advertising campaign with 6000 panels 4 × 3 in France. But the risk is calculated for "Masterchef" already has a fine pedigree. The program is produced by Shine, the company of Elisabeth Murdoch, daughter of magnate Rupert Murdoch. Launched in Britain on BBC2, the show has been a great success and the second season was aired on BBC 1. The concept has been exported to Australia on Ten, the first commercial channel in the country, and has held twelve weeks in prime time daily. This Australian format, more theatrical, that TF1 has purchased. Shine So opens the doors of the French market.And to land in the big leagues, Shine has handed the reins of its French subsidiary to Thierry Lashkar, former Executive Vice President of Endemol France.
Love and sports
After starting a whirlwind summer with the World Cup, TF1 had eased off after July 11th. In turn, its rival M6 and France Televisions had rushed into the breach. Monday, August 16, with the final "Love is in the meadow" followed the day after the documentary on couples bucolic trained under this program, M6 has won the perfect leader twice in prime time with 5.3 million viewers on Monday and 4.6 million on Tuesday. A record for the chain. Other podium, those won by the French athletes in athletics and swimming. They have boosted the audience of France Televisions late July and mid-August.The European Athletics championships have allowed France Televisions to achieve an average 18.8% audience share over the 4 years and over, peaking at 26.6% or 5.5 million viewers August 1. In the aftermath, the French swimmers have captured 17.9% of viewers present in access prime time (6:00 p.m. to 7:00 p.m.). They managed the feat of making the shadow "Secret Story" on TF1. This reality TV show has had to settle for an average audience share of 19.20%.
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