Swiss TV3 sked shows local focus

Country's first private commercial station to launch Sept. 6

TV3, the first private commercial TV station in Switzerland, unveiled Thursday in Zurich the schedule for its Sept. 6 launch.

The lineup strongly emphasizes locally produced programming with a smattering of U.S.-made fare.

Highlights of the sked include the country’s first locally originated talkshow, “Fohrler Live,” and the first reality show, “Alarm,” as well as quiz shows, drama series and some features never before aired in the territory.

Jurg Wildberger, general manager of the station, said TV3 will launch with the credo “Swiss Television With a New Face” beginning at 6 a.m. Sept. 6 with an initial penetration of 1.5 million German-speaking Swiss households.

The station hopes to obtain a 10%-15% market share within three years of its launch. To do so, it is investing heavily in a number of shows hosted by well-known national personalities, including former ZDF star Michelle Hunziker, who will host a lifestyle program called “Cinderella,” consumer advocate Hans Raz, who will host his own discussion show; and comics Beat Schlatter and Lea Hadorn, toplining a hidden camera series. “We are emphasizing local productions and news supported by the very best package of entertaining TV series and never-before-seen feature films,” Wildberger said.