Es war eine Qual. Immer wieder. Oliver Pocher, einst als Geheimwaffe der ARD zur Eroberung des jungen Publikums gefeiert, war ein Rohrkrepierer. Von Anfang an. Kein Niveau, kein Witz, keine Quote. Doch die ARD hielt dessen ungeachtet stoisch am Konzept “Schmidt und Pocher” fest. Altersstarrsinn. Endlich ist es vorbei. Die Sendung läuft nach eineinhalb Jahren im April aus, wie Produzent Fred Kogel gegenüber dem “Spiegel” unlängst bestätigte.
Wir erinnern uns: „Oliver Pocher steht für eine junge Zielgruppe und wird der Sendung neue Impulse geben können“, so die frisch gebackene WDR-Programmdirektorin Verena Kulenkampff noch im Mai 2007. Experiment gescheitert.
Kogel, Produzent von Harald Schmidt und Geschäftsführer der gemeinsamen Firma “Kogel & Schmidt”, konnte sich nun einige Seitenhiebe gegen Pocher nicht verkneifen. “Schmidt spielt im Duo sein Potential nicht aus.” Das saß. Aber Kogel hat recht. Sicher konnte auch Harald Schmidt nicht immer glänzen, wirkte oft blass, schläfrig und unvorbereitet. Doch Pochers Auftritte verdienten noch ein anderes Prädikat: Sie waren peinlich.
Im Spiegel-Interview stichelte Kogel weiter: Es gehe darum ” … die Comedy-Latte wieder höher zu legen in Richtung Anspruch und Intellekt …”. Gern, aber warum hat man Pocher seinerzeit überhaupt verpflichtet? Schon sehr früh war klar, dass Pocher kein Garant für steigende Marktanteile in der jungen Zielgruppe ist. Ganz im Gegenteil: Nach der Rückkehr aus der Sommerpause erreichte die Sendung die meisten Zuschauer in der Altersklasse der Über-50-Jährigen. So waren es 12,0 Prozent bei den 50- bis 64-jährigen sowie 11,9 Prozent bei den über 65-Jährigen. Richtig schlecht lief es dagegen bei den ach so begehrten 14- bis 49-Jährigen: Bescheidene 8 Prozent Marktanteil. Soviel zur “Wunderwaffe“.
Doch warum hat die Jugend nicht mitgespielt? Nun, es reicht eben nicht, einen x-beliebigen Protagonisten, der der Zielgruppe nahe steht, in ein angestaubtes Konzept zu pressen, deren Inhalte in keinem Zusammenhang zu den Interessen der jungen Zielgruppe stehen. Content is King. Auch im TV. Jugendgerechte Themen, peppig aufbereitet und zur richtigen Sendezeit präsentiert werden funktionieren. Pocher als Pausenclown holt keinen Teenager um 22.45 Uhr vor die Mattscheibe. Ein wenig Marktforschung und minimale Grundkenntnisse im Jugendmarketing hätten der ARD viel Geld und uns so manchen peinlichen Witzversuch Pochers erspart.
Nun trennen sich die Wege des “Altmeisters” und seines Lehrlings. So Mancher spricht gar von einem Rauswurf Pochers. “Schmidt haut Pocher raus” titelte der Berliner Kurier. Neben anhaltend mieser Quoten dürfte auch Pochers mehr als peinlicher Auftritt zum Empfang der deutschen EM-Mannschaft in Berlin den Ausschlag gegeben haben. Nach der Osterpause wird Schmidt also wieder allein seine Vorstellung geben. Nun gut, denn schlechter kann es kaum werden. Doch was wird Pocher tun? Die Einen spekulieren über einen Wechsel zu RTL, andere sehen ihn gar in einer Show mit Dieter Bohlen. Was für eine Drohung.
Eine dritte Fraktion, zu der ich mich offen bekenne, könnte gut und gerne völlig auf Herrn Pocher verzichten.
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