INTERNATIONAL: MEDIUM OF THE MONTH - EuroNews revamped its design and content to handle future TV challenges, Martin Schrey says

At the end of October, the European news channel, EuroNews, had a face-lift. It donned a new visual identity and revamped its programming schedule. The aim was to improve the programming and the advertising revenue potential.

At the end of October, the European news channel, EuroNews, had a

face-lift. It donned a new visual identity and revamped its programming

schedule. The aim was to improve the programming and the advertising

revenue potential.



The change was launched by the British news production company, ITN,

which has a 49 per cent stake in the channel.



The new screen design, developed by Lambie-Nairn, is more accessible

than the previous layout and helps the viewer follow the

programming.



The schedule provides a continuously updated, concise and visual summary

of news, sport, weather, business and features.



Campaign readers in the UK probably don’t know much about the channel:

only 1.2 million British homes can receive it. But across Europe,

EuroNews is available in more than 94 million homes in 43 countries.

Distribution continues to grow, with expanded coverage through RTE and

access to the digital TV platforms in France and Spain making EuroNews

the largest distributed pan-European TV channel.



The editors, based in Lyon, France, have access to enormous programming

resources: EuroNews receives news feeds from Eurovision, APTN and

Reuters.



But its most important and unique resource is its quick access to

published and unpublished news material from its shareholders, CyBC of

Cyprus, RAI, France 2 and France 3, YLE of Finland and ITN.



EuroNews, like CNNI and BBC World, targets European business people.



Its positioning as ’Europe’s own news channel’ is supported by the fact

that it transmits news and features in local languages, which are

produced by national TV channels for domestic audiences. In terms of

advertising, the channel offers spot ads, sponsorship and internet

activities.



National TV will remain the essential medium across Europe for mass

brands, although pan-European TV in general will be a selective/tactical

medium for mainstream products. The future of some pan-European channels

is questionable in view of the concentration of ownership and content

and the increase in transmission capacities with digital TV which will

result in greater competition and clutter.



EuroNews’s revamp has been an essential step in the channel’s

development.



In the long term, a broad appeal or specific relevance will win - after

all, content is key.



EURONEWS FACTS

Audience:                  Countries               43

                           Homes                   94m

Owners:                    ITN                     49%

                           19 Euro companies       51%

Ad rates for 30-second     Morning                 pounds 1,000

weekday spot:              Offpeak                 pounds 730

                           Evening                 pounds 1,600

                           Night-time              pounds 1,100