New 24-hour net targets auds with H'wood fare
BERLIN — Swiss youth will soon have another choice for Hollywood product.
Dubbed 3+, the 24-hour web will target the country’s key 15-49 demo with Hollywood hits like “Spider-Man 2,” “Tomorrow Never Dies” and “The Legend of Zorro” as well as entertainment formats such as “Superstar” and “Switzerland’s Next Super Model.”
Set to launch in September, 3+ will be available in analog and digital to some 1.5 million German-speaking households over Swiss cabler Cablecom, giving it a reach of 75%.
3+ will be managed by Dominik Kaiser, former managing director of German musicvid web Viva Plus, who founded the channel through his Elevator TV media company.
Thorsten Prenter, former head of programming at Germany’s RTL II, will serve as 3+’s programming chief and co-managing director.
Web will acquire product from all U.S. majors as well as German content dealers, per Kaiser. In addition to blockbuster films and popular formats, Kaiser plans to draw viewers with Swiss event productions, docu soaps and hit series and is looking to achieve a market share of more than 3% by the end of next year.