Quality Programming and Media Planning

Monday, June 9, 14.00–19.00 hrs

in co-operation with KPMG Germany

Germany is considered the world’s most competitive market for TV-advertising. The influence of advertising and media planning on TV programming is increasing worldwide. At the same time, audiences tend to hop channels when there are too many commercials. The seminar will discuss the latest trends and developments in the world of TV-advertising and sets out to explore the interrelations between advertising strategies, media planning and TV-programming.

Host: Peter Strahlendorf, Journalist, Hamburg

14.00-14.30 hrs
Programming: The Responsibilities of the Advertising Industry
Reinhard Springer, Managing Director, Springer & Jacoby, Hamburg/London
Norbert Schneider, Director Landesanstalt für Rundfunk, Düsseldorf

14.30-15.00 hrs
Germany: Advertising in the World’s Most Competitive TV-Market
Andreas Kühner, Head of Communications, IPA-Plus, IP Germany, Kronberg

15.00-16.00 hrs, Panel
Coventional Arithmetics of TV-Advertising: Ratings, Market Shares, Measurement
Thomas Koch, Managing Director, TKM, Düsseldorf
Jürgen Kindervater, Head of Corporate Communication, Deutsche Telekom, Bonn
Michael Darkow, Head of TV-Research, GfK, Nuremberg
Bernd-Jürgen Martini, Media Journalist, Hamburg

16.00-16.15 hrs, Coffee Break

16.15-16.45 hrs
Global Deals. The International Advertising Market
Peter Setterington, Media Research Manager, Saatchi & Saatchi, London

16.45-17.30 hrs, Presentation
Desperately Seeking Target Groups: Strategies for Mediaplanning
Robert McIntosh, Media Director, Western International Media, London
Christophe Meyer, International Media Director, Optimedia, Suresnes
Frank R. Klockenhoff, Managing Director, Zenith Media, Frankfurt

17:30-17:45 hrs, Presentation
Viewtime. A New Tool for Programme Optimisation
Thierry Tacheny, Managing Director, Peaktime, Neuilly-sur-Seine

17.45-18.00 hrs, Coffee Break

18.00-18.15 hrs
The Harald-Schmidt-Show. Another Advertising Story.
Fred Kogel, MD, Head of Programmes, SAT 1, Berlin

18.15-19.00 hrs, Panel
Programmes as Commercials: Does Mediaplanning Prevent Quality?
Thierry Tacheny, Managing Director, Peaktime, Neuilly-sur-Seine
Fred Kogel, MD, Head of Programmes, SAT 1,Berlin
Dietmar Pretzsch, Dep. Head of Marketing, ARD, Munich
Rudolf Markus Reischl, Managing Director, RTL 2, Grünwald