Programmer Profile: TVP’s Maria Nadolna

June 16, 2011 World Screen
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PREMIUM: Maria Nadolna, the international affairs director for Telewizja Polska (TVP), discusses the strategies for casting a wide net when programming for the Polish pubcaster’s two channels.

What age groups do you target?
 
Telewizja Polska has two universal channels, which altogether constitute one-third of the total TV market in Poland. Based on telemetric data, both channels’ demographics tend to attract a consumer 35-plus years of age, coming from small towns and villages, with moderate to low education. However, our program and marketing objective is to target a younger, better educated consumer, coming from bigger cities. One of the best examples of a successful launch towards the target audience was last season’s hit with the Polish adaptation of the Canadian series The Parents. 
 
Are there any target-specific programming blocks that you must fill?
 
Telewizja Polska as a public broadcaster is obliged to address its programs to the audience often ignored by commercial broadcasters, especially disabled people living in difficult situations; Telewizja Polska offers special programs for them.

On Telewizja Polska channels there are programming blocks for children and young people; Telewizja Polska adopts a particular vital responsibility to meet the needs of children and young people, to prepare them for independent life in society and participation in culture. The Polish public broadcaster takes into account the needs of national minorities and ethnic groups, and promotes social integration of persons with disabilities.

Only on Telewizja Polska channels the audience can find religious programs and programs for people interested in art and culture, and programs directed to special occupational groups, such as farmers. Telewizja Polska tries to show in its programs a broad spectrum of Polish society.

What are some of the acquired programs that have performed particularly well?

Name That Tune (Jaka to melodia?), Don’t Forget the Lyrics! (Tak to leciało!) and Clash of the Choirs (Bitwa na głosy).

What genres are you acquiring?
 
American movies, animation for children and foreign series. 

What percentage of your channel is acquired, and what percentage is original productions?

On TVP1, the first nationwide channel, our own production amounts to 62 percent of the whole first-run output. On TVP2, the second nationwide channel, first-run broadcasting hours consist of 74 percent of in-house productions.

How is the market in general for acquisitions right now?

Competitive, dynamic and accessible due to new technologies and creative professionals.

Are there any overall trends that you’ve noticed?
 
To maintain a high market share, we invest in our own production, which is 36 percent of Telewizja Polska programs. Acquired licenses comprise 25 percent of total airtime. Aside from broadcasting rights, Telewizja Polska acquires other exploitation fields. We develop new-media program offers and create specialized channels.