Seeking attention
Polish TV stations are pouring huge sums of money into their autumn programming as they prepare for a fierce battle for advertisers, according to market insiders.
"There have never been such large investments in programming," the president of TV4, Piotr Fajks, told WBJ.
Given the huge interest of advertisers in television, the fight is shaping up to be a brutal one, especially between Poland's four main TV stations: Polsat, TVN, TVP1 and TVP2.
When it comes to entertainment programming, Poles will have several contest shows to choose from, such as yet another edition of "Taniec z Gwiazdami" (Dancing with the Stars), by TVN, or "Taniec na Lodzie" (Dance on the Ice) by TVP2. Still, given that the formula of such programs is well-worn, the risk of their failure is high, according to Rafał Wielomiejski, business-development director at media house Initiative. He said that the stations' offer of movies could make for more interesting viewing. A particularly intense fight will take place between TVN and Polsat, Wielomiejski said, pointing to the rapid success of Polsat, which made high-profile investments in new faces.
While the entertainment offer of public stations TVP1 and TVP2 may be weaker than that of the private players, they will retain their audience thanks to the political programs and sports events, said Wielomiejski.
The X factor this season may turn out to be TV4, which, contrary to expectations, found success with its scheduling of Big Brother. The first episode aired two weeks ago and was watched by 1.2 million people - 7.87 percent of all viewers according to Wirtualnemedia.pl.
Fajks is happy with the result. "Why should something that keeps bringing profit around the world fail to work here?" he said.
Fajks expects that although not as revolutionary as it was when TVN first aired Big Brother in Poland six years ago, the program will boost his station's audience share.
Which station comes out on top will only be known when the ratings figures come out a few weeks from now. "Meanwhile, the TV stations should pray for rainy weather," concluded Wielomiejski.
