All Murmi, or what?
Children's programs Eleven stations broadcast "Murmi" week after week - and the number is growing. No other Swiss children's program flickers across Swiss TV screens as frequently.
Children's programs Eleven stations broadcast "Murmi" week after week - and the number is growing. No other Swiss children's show flickers across Swiss TV screens so frequently. "Hello Murmi, I think you're just great," Simon wrote in the guestbook on the murmi.ch website. And Justin complains that he has never received a letter from Murmi. Without a doubt, Murmi, the shaggy, bright orange giant marmot with a St. Bernard look, has found many little fans in his first five years on TV. Understandable, since it has an almost immense TV presence: since its launch on Tele M1 and TeleTell, nine other stations, including all the major broadcasters (with the exception of TeleZüri, which does not broadcast children's programs) have already aired the 25-minute program (see box) four to 28 times a week, depending on the station, which adds up to around 150 broadcasts. Murmi Production GmbH in Oberentfelden states that 5,300,000 people a week watch the entire program. But this number is one year old and was only "estimated" based on a cut-off date at Tele M1 and TeleTell with a daily rating of 87000 viewers. But this is probably based on a confusion of terms. According to more recent figures from the two stations, "Murmi" had a maximum weekly rating of 90600 viewers there this year.
Numbers or not, the broadcasters are well aware of Murmi's popularity. "It's enormous what 'Murmi' triggers in children," says Peter Schwager, Managing Director of Tele Ostschweiz, who has already produced "Murmi".
live performances at trade fairs and corporate events. That's why it's clear to him: "'Murmi' belongs on the channel." Marc Friedli from TeleBärn also attests that the "Murmi" producers have "a lot of intuition" for the target audience. And Florenz Schaffner, managing director of Tele M1 and TeleTell, adds: "The character has become a cult." Murmi Production promotes the latter with products such as plush "Murmis," CDs, videos, "Murmi" ointment, "Murmi" cherry stone sacks, "Murmi" sweaters and more. These products are launched more and more often with the help of company partnerships.
For the TV viewers of tomorrow
Murmi Production cooperates with a partner for each of "Murmi's" adventures, which then also becomes the subject of a weekly show. The costs for this: 4900 francs including script, production and broadcast. Alternatively, one or two moderators are also possible (1000 to 2000 francs). The same applies to the news section. No money flows between Murmi Production and TV stations; both sides benefit from each other. Peter Schwager puts it this way, "With 'Murmi' we get to the TV viewers of tomorrow. And to their mothers."
Who owns the advertising time between the two formats is regulated differently: Sometimes the station acquires advertising, sometimes Murmi Production.
The company generates "a seven-figure annual turnover," says its sole owner and founder Thomas Widmer. He generates 50 percent of this with advertising, commissioned productions and presenting, 35 percent with events and the rest with merchandising. As a whole, the company is now self-supporting, but the first year and a half would not have been possible without Widmer's second company, the juggling troupe "Pajazzo," which has been around for 15 years. Depending on the show, Widmer still draws on his crew of artists today.
Murmi" is popular with companies, and demand for commissioned productions is greater than capacity, according to Widmer. That's why, starting in 2004, he will deliver two broadcasts a week and cut the number of broadcasts per show in half. Widmer also has his eye on the radio medium: the first "Murmi" radio plays on Radio Ri have already been realized, and now he wants to start talks with other stations.
Expansion abroad is not taboo either: the first stops are likely to be Turkey, Spain or Portugal. And finally, it looks like Widmer will be able to realize his dream - a "Murmi" land - by the end of 2005. An investor with land in Switzerland has already offered, says Widmer, who is generally interested in further partnerships.
The show with "Murmi "A "Murmi" show consists of two formats: "Murmi's Adventures" (20 minutes) and "Murmi News" (six minutes), interspersed with "family-friendly" commercials. In the first part, Murmi and his
human friend Geri new things, following the pattern of the "Sendung mit der Maus". The only difference is that Murmi's "experiences" are usually based on the wishes of his paying clients. Thus Murmi is introduced to the culinary offerings at the Europapark as well as to the production of sweets. The script was written by Thomas
Widmer, who tries to translate the wishes of the client into a
story that children will also enjoy. The "Murmi News" in the second part offers a contest, a studio guest and hints on new "Murmi" products as well as on "Murmi's" upcoming
Live performances, for example at McDonald's, Möbel Pfister or Amag. (mk)
"Murmi" producer Thomas Widmer with a shaggy companion: Thanks to product placement, the producer is in the black.
Soon foreign kids will be happy: "Murmi" at a children's festival.
Markus Knöpfli
Numbers or not, the broadcasters are well aware of Murmi's popularity. "It's enormous what 'Murmi' triggers in children," says Peter Schwager, Managing Director of Tele Ostschweiz, who has already produced "Murmi".
live performances at trade fairs and corporate events. That's why it's clear to him: "'Murmi' belongs on the channel." Marc Friedli from TeleBärn also attests that the "Murmi" producers have "a lot of intuition" for the target audience. And Florenz Schaffner, managing director of Tele M1 and TeleTell, adds: "The character has become a cult." Murmi Production promotes the latter with products such as plush "Murmis," CDs, videos, "Murmi" ointment, "Murmi" cherry stone sacks, "Murmi" sweaters and more. These products are launched more and more often with the help of company partnerships.
For the TV viewers of tomorrow
Murmi Production cooperates with a partner for each of "Murmi's" adventures, which then also becomes the subject of a weekly show. The costs for this: 4900 francs including script, production and broadcast. Alternatively, one or two moderators are also possible (1000 to 2000 francs). The same applies to the news section. No money flows between Murmi Production and TV stations; both sides benefit from each other. Peter Schwager puts it this way, "With 'Murmi' we get to the TV viewers of tomorrow. And to their mothers."
Who owns the advertising time between the two formats is regulated differently: Sometimes the station acquires advertising, sometimes Murmi Production.
The company generates "a seven-figure annual turnover," says its sole owner and founder Thomas Widmer. He generates 50 percent of this with advertising, commissioned productions and presenting, 35 percent with events and the rest with merchandising. As a whole, the company is now self-supporting, but the first year and a half would not have been possible without Widmer's second company, the juggling troupe "Pajazzo," which has been around for 15 years. Depending on the show, Widmer still draws on his crew of artists today.
Murmi" is popular with companies, and demand for commissioned productions is greater than capacity, according to Widmer. That's why, starting in 2004, he will deliver two broadcasts a week and cut the number of broadcasts per show in half. Widmer also has his eye on the radio medium: the first "Murmi" radio plays on Radio Ri have already been realized, and now he wants to start talks with other stations.
Expansion abroad is not taboo either: the first stops are likely to be Turkey, Spain or Portugal. And finally, it looks like Widmer will be able to realize his dream - a "Murmi" land - by the end of 2005. An investor with land in Switzerland has already offered, says Widmer, who is generally interested in further partnerships.
The show with "Murmi "A "Murmi" show consists of two formats: "Murmi's Adventures" (20 minutes) and "Murmi News" (six minutes), interspersed with "family-friendly" commercials. In the first part, Murmi and his
human friend Geri new things, following the pattern of the "Sendung mit der Maus". The only difference is that Murmi's "experiences" are usually based on the wishes of his paying clients. Thus Murmi is introduced to the culinary offerings at the Europapark as well as to the production of sweets. The script was written by Thomas
Widmer, who tries to translate the wishes of the client into a
story that children will also enjoy. The "Murmi News" in the second part offers a contest, a studio guest and hints on new "Murmi" products as well as on "Murmi's" upcoming
Live performances, for example at McDonald's, Möbel Pfister or Amag. (mk)
"Murmi" producer Thomas Widmer with a shaggy companion: Thanks to product placement, the producer is in the black.
Soon foreign kids will be happy: "Murmi" at a children's festival.
Markus Knöpfli
