A brawl over slices of the increasingly splintered ad pie in the Netherlands is likely to spill over onto the Croisette this Mipcom.
The pint-sized territory of just 6.7 million TV households now has 10 outlets dependent on ad coin and will get its 11th in the second quarter next year, courtesy of Dutch media mogul John de Mol’s second TV venture, under his outfit Talpa Media Holding. Ad pie in Holland rose 9% in the first six months of this year, but that’s mainly off the back of Olympics and World Cup coverage and not expected to hold.
Talpa is keeping details of its second go-round under wraps but new net is expected to be skewed toward men 20-49. Buyers are likely to be on the hunt for format and pic deals for both Talpa ventures. While money is apparently no object, leverage is, and Talpa programming manager Remko van Westerloo admits the second channel is needed at the negotiating table when it comes to big studio deals.
SBS Broadcasting’s Dutch channels are the strongest in the pan-Euro group, but Eric Van Stade, programming director of SBS’ three channel Dutch contingent, says launch of the second Talpa channel will be no picnic for SBS or other competitors.
“Talpa spends money like crazy,” he adds, but SBS Broadcasting’s senior VP of acquisitions, Bart Soepnel, knows how to pick up the chips as well. Major deals are usually completed by the time he gets to the Croisette but Soepnel often has one or two surprise deals up his sleeve.
RTL Netherlands has lost its previous shyness about dealing out dosh for big studio and other deals. Recent pacts include Monarchy/New Regency for 60 titles, including “Mr. And Mrs. Smith,” and that’s in addition to the four-year deal with two-year option it inked with Universal.
Expect more than a bit of cloak-and-dagger Dutch doings at Mipcom when it comes to crime shows. Cop show “Baantjer,” which has been pulling top auds in the territory since it launched in 1996, will end this year after its 12th season.
TOP 3 SHOWS
- “Idols,” RTL 4
- “Baantjer,” RTL 4
- “Good Times, Bad Times,” RTL