Programmer Profile: TVN’s Bogdan Czaja

June 21, 2011 World Screen
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PREMIUM: Bogdan Czaja, the deputy programming director for Poland’s TVN, tells World Screen that while the channel’s strength lies in local productions, acquisitions are used to fill certain slots.

What age groups do you target?
 
As a general-entertainment channel, we target viewers age 16 to 49.
 
We are looking for new productions and limit library acquisitions, which are much less in demand for our audience and available through numerous thematic channels.
 
There are, of course, different target groups depending on audience availability in certain slots, but there are no clearly defined target-specific blocks.
 
What are some of the acquired programs that have performed particularly well?
 
In general, TVN’s strength lies in local production rather than acquired shows, so I’d say our most important acquisitions are formats rather than ready-made series. In terms of acquired programming, I think family-oriented films are the best performers in recent seasons—the likes of Shrek or Madagascar. Action movies aren’t as attractive for the viewers as they used to be. Foreign series have long ago been relegated to off-peak or off-season slots, although we have introduced The Mentalist to late prime time last fall, which does reasonably well in the 10:30 p.m. Monday slot.
 
What genres are you acquiring?
 
I think despite a noticeable ratings decline, feature films are still an important part of the schedule, so they’re always drivers of the acquisition deals. Drama is mostly daytime and low-season alternatives. Other stuff (ready-made reality shows, sitcoms, etc.) rarely make their way into TVN’s schedule. They are, however, an important part of acquisitions when it comes to thematic channels.
 
What are you on the lookout for right now?
 
We focus on feature films and TV movies, especially package deals with independent distributors.
 
What percentage of your channel is acquired, and what percentage is original productions?
 
Looking at the current high-season schedule (spring 2011), its acquired programming is just above 25 percent of prime time (mostly feature films). This shifts towards more acquired shows for the winter and summer schedule. Statistically, the split has been 70/30 in favor of local shows in 2010.
 
How is the market in general for acquisitions right now?
 
License fees for free-TV rights are generally going down because of local production growth. It’s different with basic-cable rights—strong competition between the channels drives the license fees up.
 
It’s easier for buyers and more difficult for sellers. I think the buyers are much more selective facing the reduced number of slots for acquired shows and their declining ratings.
 
Are there any overall trends that you’ve noticed?
 
I think it’s pretty much the same trend everywhere, with thematic channels eating up bigger chunks of the market. This means there’s growing demand for movies, series and documentaries from the satellite and cable channels. For channels like TVN, though, acquired shows are of less value than they used to be. Foreign films and series hardly ever premiere on TVN—you’ve seen them before, not just on pay channels, but probably also on AXN, Comedy Central, FOX Life, etc. Not too long ago, even feature films were cornerstones of the prime-time schedule; right now they need to be led in by local shows to deliver decent ratings.