Territory report: Hungary
The global resurgence in U.S. programming became clear in Hungary at the end of August.
Former regional network Viasat 3 earned 14% ratings for the 18-49-year-old demographic, and became Hungary’s second most-watched network behind RTL Media-controlled RTL Klub.
Viasat 3, owned by Sweden’s Modern Times Group, specializes in foreign series, and according to Viasat 3 programming exe Niki Ross, Hungarian viewers’ newfound taste for “CSI,” “CSI: NY,” “CSI: Miami” and “Without a Trace” underscores the network’s recent success.
Some reality programs, such as RTL Klub’s “Gyozike” (its answer to “The Osbournes”), and homegrown soaps like RTL’s “Baratok Kozt” remain strong. But RTL Klub programming director Peter Kolosi agrees that U.S. series continue to make a powerful comeback. So much so that RTL Klub has top “Lost,” “Prison Break” and “Supernatural” leading its primetime lineup three nights of the week.
Foreign series are so hot in Hungary that series such as Warner Bros.’ “Invasion” have performed better here than in the U.S. market, where it premiered and was canceled after one season. Kolosi tells Variety that the RTL Klub team will be on the lookout for more foreign series at Mipcom.
Even Hungarian public broadcaster Magyar Televizio (MTV) is embracing foreign programming, says MTV’s acquisitions manager Gizella Takacsi. According to Takacsi, MTV is attempting to enrich its profile and programming to be a “real public broadcaster.”
TOP 3 SHOWS
- “Gyozike,” RTL Klub
- “Dancing With the Stars,” RTL Klub
- “All az Alku,” TV2