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»The goal for our Entertainment business is ONE Entertainment.«

Eun-Kyung Park, Chief Digital Officer Entertainment

Inspire people with our content - anytime, anywhere and on any device. In short: ONE Entertainment. This is the goal Eun-Kyung Park has set herself in her position as Chief Digital Officer Entertainment. In the interview, she explains why it is so important to measure the reach of formats across all channels and the importance of the streaming platform JOYN for her work.
In the newly created position as Chief Digital Officer entertainment, your goal is to closely connect the Group’s digital and linear content offerings. what does that exactly mean?

 The goal for our Entertainment business is clearly ONE Entertainment. In other words, we are systematically integrating our TV and digital offerings. All our efforts are motivated by our desire to delight audiences. And to do that, we have to be on all the platforms viewers frequent. Our show “Promi Big Brother” is a case in point: For a number of years now, we have not only aired the show on TV, but also on our own apps and websites. With the most recent season, we even went a step further and also made the content available on YouTube, Instagram and similar channels. Initial fears of cannibalization were ultimately never borne out. Quite the contrary, the sixth season of the show captured an impressive market share of 16.8 percent among 14- to 49-year-olds, making it the most successful since 2015. And that wasn’t just true of TV: The more than 25 million video views recorded across all digital platforms represent an increase of 143 percent over the previous year.

What is behind the idea of “total reach”?

 The name says it all: It refers to the overall reach of our shows. At the end of the day, it does not matter whether audiences view our content on TV or online — just that they are tuning in. All viewers are equally valuable, irrespective of whether they are watching on their TVs at home or on a smartphone in the subway. Essentially, total reach means we no longer measure success in solely linear terms; instead, we look at reach across all channels. Our successful format, “Germany’s Next Topmodel” shows that audiences already access up to 25 percent of this content via digital channels.

In which way the online inventory of ProSiebenSat.1 will be expanded?

"We are launching a video platform with offerings that cannot be found in this form anywhere else in Germany."

Our online inventory developed far beyond expectations in 2018. We increased our digital reach by 60 percent — a real achievement! Which is not to say we plan to stop there. We have a lot in store for 2019. Firstly, we aim to extend our TV content’s reach even more systematically in the digital world. On top of that, we have set out to produce additional content for young target Groups as well as products that are completely independent of the TV universe. Our new live quiz app Quipp is a good example of this. Quiz fans can use it to put their knowledge to the test. And, of course, the joint venture with Discovery Communications will be one of the major projects in 2019: Together we will launch JOYN, a station-independent, aggregated video platform whose offering in this form is unique in Germany.

You will find more information about JOYN here