3 Plus TV

World Screen Weekly, December 11, 2008

CHANNEL: 3 Plus TV

COUNTRY: Switzerland

LAUNCH DATE: September 2006

OWNERSHIP: Dominik Kaiser, Torsten Prenter, Matter Group AG, Martin Schäfer

DISTRIBUTION: Free TV with a reach of 5 million

DESCRIPTION: As the sole commercial broadcaster in Switzerland, the network targets males and females 14 to 49 with the best in Hollywood entertainment, blockbuster movies and high-end documentaries.

SENIOR MANAGEMENT:


CEO: Dominik Kaiser


Executive VP: Torsten Prenter


Head, Entertainment: Christina Noel


Head, Production: Martin Schaefer


Head, Licensing & Development: Jan Tibursky

PROGRAMMING STRATEGY: Launched just a little more than two years ago, the German-language network is the only commercial broadcaster in Switzerland, reaching 80 percent of the country’s population. "We are trying to build up a national network that the people can relate to," says Jan Tibursky, the head of licensing and development for 3 Plus. "In our country, we have some of the hardest competition imaginable, because not only can you watch Swiss public broadcaster SF, but also all German broadcasters and the ORF. You can see the programs mostly twice or three times." Yet still, as of October, 3 Plus notched up an average prime-time market share ahead of Kabel 1 and RTL 2.

"We stand out from our competitors by offering Swiss local productions, first-run features and series that are the ‘best of’ mixture of all other competitors, so that you only have to watch one channel," says Tibursky. A little less than half of the network’s schedule is comprised of acquired fare, which comes from "all U.S. majors and all other big distributors. We get documentaries from Discovery and National Geographic, and formats from Channel 4, 2waytraffic, Eyeworks and others." Top performers for the network have been the CSI franchise, ER, Bones, Monk, Crossing Jordan, Criminal Minds and features like the James Bond films and Spider-Man 2.

Tibursky says that what it comes to in-house productions, the network "has to be very careful, because we cannot afford mistakes. We only produce shows that we feel will be very successful, such as Supermodel, Supernanny, Farmer Seeks a Wife or Superstar. Sometimes we try to raise our profile with more edgy shows like Silent Library."

Local productions are actually streamed on the network’s website as well. Also found online are trailers for series, background information and a programming grid that lets viewers know what’s on and when. There is also on area where viewers can pick up merchandise, including apparel, toys, cameras and lamps.

WHAT’S NEW: In the coming months, a number of new series will join 3 Plus, including the hit competition game show Wipeout. Also set to air on the network are Hells Kitchen, Lipstick Jungle, Knight Rider, Dirt and Samantha Who? Movies to be featured in the months ahead include American Gangster, Smokin Aces, Evan Almighty, X-Men 3 and Eragon.

WEBSITE: www.3plus.tv

—By Kristin Brzoznowski