Mediengruppe RTL is starting a new TV channel: Vox up launches on December 1 as part of an innovation campaign around the successful Vox brand, and features a mix of free-to-air TV premieres, original productions, and popular Vox programs.
Mediengruppe RTL is starting a new television channel: Vox up launches on December 1 as a spin-off of the channel Vox, which is particularly popular with women. The program lineup includes extended showcases of popular Vox shows such as “The Perfect Dinner” and “Shopping Queen,” high-quality U.S. fiction series, and original productions right from the start. Viewers can also look forward to a reunion with “Ally McBeal,” the iconic 1990s series. “For years Vox has been showing, like no other channel in Germany, just how innovative and inspiring television can be, especially also for a younger audience,” says Stephan Schäfer, Managing Director Content & Brands at Mediengruppe RTL Deutschland. “Now we want to expand on this success story with Vox up. We’re convinced that this is the right time for a new TV channel.”
Innovative marketing model
Mediengruppe RTL is offering a premiere for advertising customers: For the first time in the German TV market, a linear channel’s advertising breaks will be systematically linked with those of another linear channel: Vox and Vox up run the same commercials at the same time. Matthias Dang, Managing Director of the Ad Alliance: “With the launch of Vox up, we’re simultaneously achieving two aims: We are quenching our advertising customers’ great thirst for high net reach and more environments at Vox’s typically high level of quality. And we’re also underlining our claim to be the innovation leader in ad marketing. The Ad Alliance is bringing the model of systematically coupled broadcasting of commercial breaks to the German advertising market.”
The channel is currently in the licensing process. It will be headed by Oliver Schablitzki, who is already responsible for Nitro and RTL plus. Both of these channels have been unparalleled success stories of rapid growth and performance enhancement since their launch. In the most important target groups, Nitro is currently Germany’s most successful third- and fourth-generation free-to-air TV channel. Vox up will initially be broadcast via the Astra satellite, and Mediengruppe RTL is also aiming for cable and IPTV network distribution.
Latest addition to a strong family of channels
After RTL, Vox, N-TV, Nitro RTL plus, Super RTL, Toggo plus, and RTL II, Vox up will be Mediengruppe RTL Deutschland’s ninth free-to-air TV channel. Mediengruppe RTL says its channels grew their audience share by 0.8 percentage points year-on-year in the first eight months of this year, to 27.3 percent among 14- to 59-year-old viewers. Among viewers aged 14 to 49, the broadcasting group even increased its share by 1.2 percentage points to 29.7 percent, making it the clear number one in Germany’s viewer market.