Entgegen aller Unkenrufe scheint der Kinder-TV-Markt von der allgegenwärtigen Krise wenig zu spüren. So freut sich Branchenprimus Super RTL nach eigenem Bekunden schon jetzt über ein Rekordjahr. Um sechs bis zehn Prozent werde der Gewinn steigen, verkündete unlängst Super RTL-Geschäftsführer Claude Schmit. Im November seien erstmals alle Werbeflächen ausgebucht und auch für den Dezember scheinen die Kölner guter Dinge. Doch woher rührt der Erfolg des Senders, der sich seit nunmehr 10 Jahren Marktführer nennen kann?
Neben der überaus treffsicheren Auswahl reichweitenstarker Kinderformate ist es wohl vor allem die überaus imposante Angebotsvielfalt, die die Köllner auszeichnet. Man denkt hier nicht nur in einzelnen Sendungen, nicht nur in Werbeflächen und Kampagnen, man denk weiter.
“Dank seiner erfolgreichen crossmedialen Strategie hat sich Super RTL zum stärksten Promotion-Motor im Kinderbereich entwickelt. Im letzten Jahr wurden die Aktivitäten im Merchandising-Bereich folgerichtig erheblich intensiviert. Wie keine andere Lizenzagentur in Deutschland ist SRTL in der Lage, seine Lizenznehmer durch crossmediale Aktionen zu unterstützen – im Fernsehen, im Internet und auf Events.” heißt es in einer Selbstdarstellung.
Diese “crossmediale Strategie” erlaubt es, die mediale Verwertungskette von Lizenzgeschäften weiter zu führen, als andere Kindersender es könnten. Dass dieses Konzept aufgeht, belegt unter anderem, dass SuperRTL in diesem Jahr gleich in zwei Kategorien den LIMA-Award der deutchen Lizenzbranche gewinnen konnte. Prämiert wurden durch die LIMA Mitgliedsunternehmen “herausragende Leistungen im Lizenzhandel und Merchandising in Deutschland”. SuperRTL konnte sich als “Agentur des Jahres” sowie mit “Thomas & seine Freunde” als “Promotion des Jahres” durchsetzen.
Die Schlacht wird abseits des Fernsehprogramms geschlagen. Im Internet, im Einzelhandel und auf der Straße. Die kostenpflichtigen Web-Angebote für Kinder im Vorschulalter und auch Ältere seien wohl die einzigen weltweit, die sich auch rechnen, so Schmit. SuperRTL geht dorthin, wo die jungen Kunden sind, wird greifbar und erlebbar. Die TOGGO Tour besucht alljährlich von Mai bei September Deutschlands Großstädte und erreicht so zigtausend Kids. Immer im Gepäck: Die Stars der Serien, die Partner und natürlich Lizenznehmer.
Schon 23 Prozent des Umsatzes werden nicht mehr durch klassische Werbung erzielt. Es gibt kaum ein Geschäftsfeld, auf dem sich die Kölner nicht tummeln. Und das offenbar recht erfolgreich. So wurden sie in diesem Jahr sogar mit dem deutschen Tourismuspreis (3. Platz) für das TOGGO Sommercamp in Titisee ausgezeichnet.
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