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Poland: Programmers offer up variety in lieu of election coverage

Mipcom 2005: Territory report

WARSAW — The largest Polish TV stations — state-run TVP, and privately owned TVN and Polsat — continue to slug it out for viewers and advertising coin.

Their positions seem to be firmly entrenched. The three state TVP channels combined to attract some 50% of viewers, with Polsat second at 17%, and TVN a close third at 15%. The genres that are currently generating the most heat include soaps, dramas, variety and reality.

Strategy-makers must have judged this autumn to be exceptionally somber, with both parliamentary and presidential elections taking place. Hence, programmers rolled out tons of entertainment to counterbalance news, current events and electoral coverage.

This year is ushering in a record crop of new series and soaps. The TVP, which over the last seven years has dominated the ratings with “Family,” “Zlotopolscy” and “For Good and for Bad,” remains on top with “L Like Love” and new addition “Witches.”

TVN launched three new soaps and Polsat two. All its stations offer variety and reality shows. TVN has the highly popular “Dance With the Stars,” where professional dancers do the tango — and other dances — with celebs.

Polsat added series “At Any Cost,” an American import about boxing from Sylvester Stallone; “MTV Behind the Scenes,” a contest to become an assistant to the popular Sistars band; and “Boarders of Fear,” focusing on extreme sports.

“At Mipcom I’ll be on the lookout for films and programs to round out our (schedule),” says Polsat’s Waldemar Dziki. “I’m particularly interested in feature films and entertainment formats, but we are planning to open a window with European films.”

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