"We have costs under control and will not make a loss"
Starting in 2013, Basler Zeitung Medien (BZM) is stepping up its involvement with Presse TV (PTV). Werbewoche spoke with Chairman of the Board Filippo Leutenegger about the reasons for this TV expansion, about the costs and about advertising law pitfalls.
Werbewoche.ch: BZM doubles its shareholding in PTV to 20 percent and also wants to make a follow-up show for Gesundheit Sprechstunde. Why this commitment?
Filippo Leutenegger: We want to expand the topic of health in the Baz, and it is interesting from a journalistic point of view to implement this in the newspaper and at the same time with a health program. By doubling our share, we are picking up where we left off about twelve years ago: At that time, BZM already held 20 percent of PTV, but then ceded half to Jean Frey Verlag, which I represented as CEO at the time.
How will the Baz strengthen editorial services on health?
The desire to do so also came from Editor-in-Chief Markus Somm. How this is then implemented in terms of journalism is his responsibility. But one thing is clear: If we focus more on health in our journalism, we will also be closer to Basel.
Because of the pharmaceutical industry in the region?
No, quite simply because health is also a big issue in Basel.
What will the show be called in the future, who is responsible for it and who will produce it?
It is called "Health Today. And Jeanne Fürst, who already edits and presents the program, is responsible. The experienced director and producer Helmuth Heim is responsible for production.
Is there any change in the concept and sponsors?
No, we are continuing the successful concept and the existing sponsors are staying on board. That is very pleasing
Ringier has repeatedly had legal problems with "Gesundheit Sprechstunde" due to violations of advertising guidelines. This seems to be particularly sensitive in the health sector. What are you doing about it?
The past was indeed unpleasant in this respect. But if the journalistic work is done cleanly, I have no fear of having more problems than with other magazine forms.
Ringier has exited PTV for reasons of economy: The PTV commitment has been "loss-making for a long time," it said in May. BaZ also has to make savings: It is currently cutting 25 jobs in the publishing house and reducing photographers' fees. Doesn't the expansion of the hardly lucrative PTV engagement seem a bit out of place?
No. Why? We have the costs under control and will not make a loss. All in all, it's a publicity boost that won't put any additional financial strain on us. We have sponsors and we will receive the same compensation as before from PTV. We also have experience with TV and with broadcast budgets.
Interview: Markus Knöpfli
Teaser image: Keystone
