Exclusive Interview: M6’s Thomas Valentin Spotlights Original Programming

PREMIUM: M6 Group’s Thomas Valentin tells TV Europe how original and commissioned shows have been the building blocks to the French commercial channel’s success.

Ever since its launch in 1987, the French commercial channel M6 has resonated with viewers, especially the younger demos. It has become the home of cutting-edge, innovative shows in all genres and today M6 is the second most-watched channel in France among viewers under 50. M6 has not only distinguished itself with its own original productions, it is the number one channel every Friday evening with NCIS; Criminal Minds has also scored high ratings—a testament to M6’s openness to imported shows.

In recent years, M6 has distinguished itself in news as well. As French viewers have tired of traditional evening newscasts, M6 has responded with Le 19:45, whose more contemporary and fast-paced presentation of the day’s top news have garnered high ratings.

Thomas Valentin, the vice-chairman of the executive board and head of TV channels and content at M6 Group, the parent company of M6, has spearheaded the channel’s success from its early days. Valentin is keeping M6 true to its commitment to innovation, while finding ways to satisfy viewers on digital platforms.

TV EUROPE: What factors have led to M6’s continued success over the years?
VALENTIN: M6 is now a major channel in the French TV landscape, able to gather a large and loyal viewership thanks to a complete program offering.

During its first 25 years, the channel focused on developing innovative, strong and sustainable program brands, in line with its values of remaining close to its viewers, providing relatable and accessible content, always remaining up to date and maintaining a deliberately positive tone.

TV EUROPE: What kind of creative environment do writers and producers find at M6?
VALENTIN: At M6, writers and producers find a partner that listens to their talent. M6 has always searched for originality and uniqueness in an effort to create a strong identity within the French television landscape. This strategy has always been well received by creators who have seen in M6 a space of freedom where they can express themselves in a contemporary manner and push boundaries.

TV EUROPE: What is your strategy for original and commissioned programs? What dramas, comedies and formats fit the M6 brand?
VALENTIN: M6 created brands that have set the standard in all genres of programs: entertainment shows (France’s Got Talent, Come Dine with Me), TV events (Farmer Wants a Wife, Top Chef, Peking Express), magazine shows (D&CO, Selling Houses, E=M6, 100% Mag), news magazines (Capital, Zone Interdite) and local fiction (Scènes de ménages, Victoire Bonnot).

The latest successful challenge of M6 was to develop a benchmark news program that would comply with our standards of excellence and be very popular with viewers. Le 19:45 was launched in September 2009 and has been growing tremendously since then. In 2011, Le 19:45 was the only TV newscast to increase its ratings. Since October 2011, from Monday to Friday, Le 1945 has been the most watched TV news program by housewives under 50 and it enables M6 to [frequently] be the leader among the 15-to-49 target demo.

M6 gained the viewers’ trust by offering a range of programs that meet their expectations. In 2011, with an audience share of 10.8 percent among 4-plus (compared to 10.4 percent in 2010), M6 is the only major channel to increase its viewing share in a market that has never been more fragmented.

In terms of fictional programs, M6’s original productions are regularly awarded at festivals and have allowed us to discover new talent and establish enduring brands that create buzz and become must-see programs.

Three of M6’s original French series were among the top ten most-watched programs in 2010, attracting an average of 4.7 million viewers, Victoire Bonnot, Ma femme, ma fille, deux bébés, which earned 35.5-percent share among households under 50, and L’Amour Vache.

In 2011, there were more successes for M6’s original series. For example, Dans la peau d’une grande, which garnered 4.4 million viewers.

Demonstrating a continued desire to innovate, in the last ten years, M6 successfully launched a new form of television storytelling: short-form fiction. The first was Caméra Café, which attracted an average of 3 million to 4 million viewers each evening, and gave way to two feature-length films and was adapted in some 60 countries. Kaamelott aired after Caméra Café. It scored just as impressive ratings and gave way to spin offs in prime time that performed very well.

Short-form fiction continues to become more successful each year, despite fierce competition, thanks to Scènes de Ménages, loosely adapted from the Spanish series Escenas de Matrimonio. Each evening, more than 4 million viewers follow the daily lives of four couples.

In the next two years, in addition to producing our own long-running series and short-form fiction, we will also embark on international co-productions. Two examples of projects already in production are XIII, a 26×52-minute series adapted from the cult comic series of Jean Can Hamme, and Le Transporteur, a 12×52-minute series based on the hit movies of Luc Besson (with international partners such as RTL in Germany and HBO in the U.S.).