We see no slowdown in spending of advertisers

The TF1 group organized yesterday evening its cocktail of re-entry at the palais Brongniart. New grid, regulatory change... Round-up with its CEO Nonce Paolini.

Series, reality TV... For this re-entry, TF1 changing somewhat its fundamentals of grid. Don't you be afraid something to wear

I will answer with a question: why change a winning game A policy of programs which renewed many formats has developed two or three years. In particular, we introduced a revival in French fiction. This has been a great site that now bears its fruit. On Monday, box devoted to comedy now attracting 6.8 million viewers, or 800,000 more than a year ago, with a youthful audience. Series and characters were also created to emerge Heroes which will tomorrow be the identity of the string. It is not fair to say that the grid of TF1 is based exclusively on the US and the reality TV series. The chance is to have eight of the ten most popular American series. But the richness of our offer is its diversity: TF1 seeks to apply to all audiences and bring together the largest number.

The part of the hearing from more than 30 in May 2007, upon your arrival at the head of the one, 24-25. What impact this has on the economic model of the chain

First, remember that the hearing of TF1 had already reduced from 42 to 31 in the previous ten years. And in a stable landscape with 5 channels in the clear. Since then, there has been a very rapid rise of 12 additional strings, with the spread of terrestrial digital television, which is now received by 93 of French households. The decline of our audience was, in this context, inevitable. But on the merits, it does not change: TF1 remains an exception in Europe, with exceptional performance. The challenge for us is to remain leader in now a differential very hard with competing chains to attract advertisers. This is the reason that has led us to invest massively in the programs broadcast between 18 and 24 hours - the time that collects the most advertising - and resolve 12 hours-14 hours. In contrast, our program grid is a little more efficient on the rest of the day.

Will the erosion of the hearing of TF1 continue

Who can say But if you explain the decrease in the hearing of TF1, also mention our competitors! France 2, France 3, M6, all large generalist channels have seen their audience back. In the coming months, we will have our destiny in the hands since the rise of the TNT will be completed. The fight will be then every day on the quality of the programmes, the exclusive... Necessarily, TF1 will face stronger than in the past fluctuations of hearing.

Are you still looking to reduce your cost of grid

Last year, we achieved 35 million of recurring savings and the aim now is to stabilize the cost of grid to an average level of EUR 980 million for the period 2010-2012. I would remind you that TF1 is the only European broadcaster to obtain a decrease in the price of sporting rights. For example, the amount of the contract of the France of football team was renegotiated down 18.

How is the end of the year on the advertising plan

Back to we is not of particular concern. We see no slowdown in spending of advertisers. We always expect an increase of 7 of the consolidated net sales this year, as we announced it late July.

Change to the maintenance of the day on France television advertising, since towards a moratorium of two years

I do not think the moratorium. I am convinced that this will settle permanently. Yet, just look at the accounts of France television to see that the group is in a resplendent form with revenues increased from EUR 2.6 billion to 2.8 billion, while those of TF1 and M6 have parallel come 1.7 billion to 1.42 billion for the first and $ 650 million to $ 606 million for the second. Since January 1, 2010, the duration of advertising on the antennas of the public group before 20 hours increased by 51 to an increase of 12 on TF1 and 21 on M6. France television broadcast before 20 hours in 2010 more than in 2008 on advertising throughout the day. And at the same time, public television has practised a policy of dumping. The point of hearing before 20 hours is sold in crude 60 cheaper than that of the private channels. This is the current balance of trade policy of France television. Of course, the downside in a market such as ours, is pulling prices down. I would add that, at the same time, gross proceeds from sponsorship after 20 hours on France televisions increased by 33. It is imperative to establish a new economic balance.

Are you going to ask counterparties

We request a deletion of the France television tax, since it is France television which has the effect of boon. If the public service should not have commercial activity after 20 hours, it remove the sponsorship in all these forms. Stringent measures must be taken to avoid the continuation of a tariff policy that destabilizes the sector, reflecting for example on a limitation of the advertising time during the day. Finally, must be open to the private channels some sectors still banned television advertising.

The public powers seek new financial resources. Are you worried to costs

The authorities on several occasions expressed their wish to have strong audiovisual groups. If we want to give a chance to the sector, should think differently the taxation system that strikes our turnover. Currently, 100 euros, 38 euros are collected by the national Centre of cinematography, France television, the press and associative radio stations and our investment obligations in fiction and film production.

What do you expect from TMC and NT1 integration within the Group

The interest of these two strings is to operate on a market in full development, with a very strong potential, especially on NT1. They provide - in accordance with our commitments to the authority of competition and the CSA - the opportunity to use our stocks of programs, and therefore to reduce losses and waste. The cost of certain emissions of TF1 - like series, for example - will be optimized as well. For their part, advertisers will find opportunities to reach more audiences on TF1. All this gives us very important assets, which will still be reinforced in 2011 by the allocation of compensatory canal, which, I repeat, is the counterpart of the 158 million euros that has cost us switching from analog to digital. The group will then four channels in the universe of free television. What is very interesting for the future.

Apple and Google to invite to the screen, connected TVs arrive... How will TF1 to cope with this new competition, that of the content from the Internet

I do not think a massive risk to come with these players here. In the past, in fact, Apple TV was a commercial failure. Do not forget! We must return to the fundamentals: television consumption continues to increase, while the Internet is also developing. The major studios are not ready to forego revenue from major television networks. However, if Google or Apple, for example, come play in our field, need to ensure that they contribute to the creation and the French taxation as much as we.

What is your main challenge today

It is undeniably the execution of our road map. Our strategy is clear. We need the complete in a triptych creativity-quality-profitability, with the ambition to be number one in the heart of the French.

Find the entirety of this interview on Lesechos.fr