Television is constantly exposed to vociferous, blanket criticism. Whatever horrible things are happening around the world, it’s sure to be blamed on television. Germany’s Minister of Family Affairs Ursula von der Leyen once said - and on a TV talk show, no less: “We all know that television makes you fat, stupid, sad and violent.” From this point of view, just about everything on TV is suspect and must continue to be regulated down to the last detail - from TV advertising to coaching formats to entertaining talent shows.

In this connection, the new RTL Group brochure devotes itself to the social value of the medium, delivering information, arguments and viewpoints rather than taking the defensive.
 
RTL Group CEO Gerhard Zeiler had already spoken on the value of television at the NRW Media Forum in June. In the editorial of the new brochure, he says: “Television entertains, informs and demands attention. Great ratings and good business are one
side of the story. Yet, every now and then, it’s important to remember the contribution that television has made to our society. This brochure deals precisely with these contributions, and the social value of television.”

The new brochure is not about positioning RTL Group vis-à-vis other media, but is a form of ‘genre marketing’. It looks much like a magazine: interviews, photo spreads and essays provide a careful and versatile readers’ guide to the subject. Viewers, renowned journalists, TV experts and scientists all have their say.

Oliver Herrgesell, Executive Vice President for Corporate Communications & Marketing at RTL Group, explains: “There is no reason for makers of television to take the defensive – after all, they have good arguments. We’ve simply compiled them, and hope that this matter-of-fact-approach will be welcomed.”

As befits a TV company, the brochure begins with an entertaining photo spread in which viewers from three European capitals share their TV habits and favourite shows. Another collection of pictures shows well-known TV backdrops from which the protagonists have been removed - and still by force of habit readers will recognise the set of Who Wants to Be a Millionaire? or the famous living-room couch from The Simpsons. The publication recalls milestone events of past decades - events like the moon landing or the fall of the Berlin Wall, which were always major TV events as well.

The brochure serves up a generous helping of hands-on information as well: two double-page spreads featuring diagrams, facts, figures and anecdotes offer multi-faceted views of the world of TV - from the different viewing habits and licence fees found in Europe to the importance of television as an economic factor. In interviews with experts, Matthias Müller, a professor in Leipzig, explains why television doesn’t shut down our brain, but actually stimulates it, and media executive Hans Mahr discusses the importance of TV as an information medium in the Digital Age. An article by the business journalist Ralf Grauel explores the reasons why TV advertising continues to be so effective.

Finally, the publication is rounded off with two essays: “Television gives us what we need to understand the modern world” is the core message of the essay ‘Magic in a Box’ authored by the award-winning writer Peter Glaser. Steven Johnson, a US media theorist, argues that television has become much more complex and sophisticated in the past 20 years, based on the example of TV series.

The brochure ‘TV or Not To BE’ may be downloaded in the Press Kit section or ordered free of charge from RTL Group’s Corporate Communications & Marketing department. Please send your requests to: webmaster@rtlgroup.com

RTL Group, Luxembourg