Thomas Valentin

October 2007

In the 20 years it has been on the air, M6 has built up a loyal viewership by offering a mix of imported series and homegrown hits. It has often been the first among the French terrestrial networks to try something new. One such example is Loft Story, the first French venture into reality TV. It came out back in 2001 and was a huge success. M6 has always made it a priority to offer viewers new ideas and new programming formats. Today it is firmly ensconced among the leading French terrestrial networks and has launched its own bouquet of digital channels. Thomas Valentin, the deputy chairman and head of TV channels and content, reveals the strategies that have led to M6’s success.

TV EUROPE: What are the strengths of M6’s program schedule?

VALENTIN: M6 has become a network capable of gathering a large audience around very popular programs, whether they are entertainment, news, sports or fiction. In 20 years, M6 has reached adulthood and has earned its place among other major networks. More and more people watch M6 more and more often. M6 has become a real genuine entertainment channel providing viewers with a complete program offering. And its success has been across all genres: entertainment shows like Nouvelle Star (Pop Idol), U.S. series such as Prison Break and NCIS, French fiction such as Les Bleus and Kaamelott, magazine shows like D&CO and Vive la cantine, and TV events like Pékin Express or Incroyable Talent.

M6 has become stronger in the last few years. We have concentrated our efforts on improving our prime-time programs. And these efforts have paid off. In 2006, M6 was the only national network to see its overall audience share increase. Over a period of ten years, in a TV landscape that has become more and more fragmented, M6’s audience share among viewers 4-plus has increased from 11.9 percent to 12.5 percent. In the first six months of 2007, during the first half of prime time [approximately 9 p.m. to 10:30 p.m.], M6 was the only network to see its audience increase, up by 100,000 viewers to reach a total average audience of 3.6 million. The number of strong nights on M6 continues to grow: 79 evenings with more than 4 million viewers in the first half of 2007 compared to 65 evenings during the same period in 2006. In the second half of prime time [roughly 10:30 p.m. to 12:30 a.m.], M6 is one of the only major networks whose audience has increased during the first half of 2007, reaching a total of 1.7 million viewers, an increase of 100,000 viewers over the same period in 2006. This growth in prime time confirms the strength of the channel.

TV EUROPE: How has M6 become a favorite destination for young viewers? What do viewers expect from the network?

VALENTIN: In 20 years, M6 has grown with its audience, but we maintain a privileged relationship with young viewers. Over the years, we have developed a real know-how with our target demographic. We offer them the kind of programming they find appealing, such as series, top entertainment shows and music shows such as Hit Machine.

The young, as all of our viewers do, expect from M6 first and foremost innovation and creativity. M6 has in its DNA a love for taking risks and for innovation. In each of its new shows, M6 offers a voice and a personality that are unique, as is seen in the success of 66 Minutes, Capital or Zone Interdite.

This is what our viewers expect: a channel that knows how to surprise and astonish. We are one of the French networks that premieres the most new ideas each season.

TV EUROPE: How do imported programs, such as American series, work in the schedule?

VALENTIN: During the past 20 years, M6 has built a part of its identity by airing the best of American series. M6 is known for its very strong promotion of U.S. series. The X-Files, Charmed, Ally McBeal, Alias and Sex and the City have been part of our history. In 1997, we were the first network in Europe to schedule three episodes back-to-back in prime time with our Saturday trilogy.

More recently we have created events with Prison Break, for which we composed a French-language opening-credits song that became the number one single in France in 2006, and with Desperate Housewives and NCIS we continue to offer the best series to our viewers.

TV EUROPE: What is the general programming strategy of M6’s bouquet of digital channels? How do they complement each other?

VALENTIN: We own a family of nine digital channels, each with its own identity and each complementary to the M6 offering, which in its totality is able to provide viewers with the best content. Among these channels is W9, a channel we launched on digital terrestrial television (DTT) two years ago. W9 is a mini general-entertainment channel with a particular focus on entertainment and music. Paris Premiére is a culture-and-arts channel, while Téva targets a female audience.

We are very pleased with the success W9 has had on DTT—since the second quarter of this year [April to June], W9 has become the number one channel on DTT. This performance is reminiscent of M6’s early days: a different, innovative channel that is specifically focused on a young audience.

TV EUROPE: What plans do you have for launching more channels?

VALENTIN: We evolve within a highly regulated TV landscape. According to a law adopted by the French Parliament this past February, in 2011 the existing historical networks [TF1, France 2, France 3 and M6] will be given a new channel in exchange for financing dual distribution in analog and digital.

TV EUROPE: In what ways can M6 increase its market share in the competitive French TV market?

VALENTIN: In 2006, M6 did very well in prime time. We need, however, to increase our audience in access prime time. In the 2007 fall season, M6 will strengthen its access prime time with several new shows, such as Are You Smarter Than a 5th Grader?, which will appeal to viewers of all ages, and talent shows, such as Popstars or Top Model.

TV EUROPE: What impact will DTT have on the French TV market?

VALENTIN: The development of DTT has been very rapid. Seventeen percent of the French population is already equipped with DTT, and at the same time, the penetration of high-speed Internet has moved just as quickly. Last year, cable, satellite and DTT channels together accounted for 13 percent of the total TV audience. Today they represent 17 percent. In order to remain up to date, M6 has invested in its digital channels and has developed its programming strategy with the support of the entire M6 group.

TV EUROPE: Is there room in the French market for terrestrial TV, pay-TV, cable and satellite and DTT?

VALENTIN: In a few years, France will be a strong multichannel market just like other European countries. There are already 100 French domestic channels. There will be very limited space for more.

TV EUROPE: How is M6 using new media, such as broadband and mobile phones, to strengthen the connection with viewers?

VALENTIN: We were at the forefront of the mobile-phone market when we launched a mobile offering with the operator Orange. This offering is a success—it targets young consumers and reaches more than a million customers. M6 is riding the wave of the digital revolution as a true multimedia group. From now on, it will be our business to edit content so that it can be exploited on as many TV channels as possible, and on as many digital platforms as possible: online, mobile phones, and portable devices. M6 is very active online and is already the second most popular media website in France.

TV EUROPE: What are some of the highlights on M6 for the coming TV season?

VALENTIN: For the 2007–2008 season, M6 wants to continue to innovate, and to get even closer to the tastes of its viewers; inform them in a different way, entertain them, and tell them stories of unknown people or of celebrities. Several new shows will premiere.

After covering the FIFA World Cup to critical acclaim and high ratings, we continue our leadership in sports and will broadcast half of the matches of next year’s European football championship, Euro 2008, next June.