Screenforce Days is the leading event for TV advertisers in Germany, Austria and Switzerland. Usually held as a virtual event over several days, this year, Screenforce Days announced a new concept: A live Screenforce Festival in Düsseldorf on 13 June, alongside an official partnership and its own Future TV stage at DMEXCO in Cologne on 18 and 19 September.

As Germany’s national media champion, RTL Deutschland presented its content highlights and advertising innovations during a spectacular live show. With cross-genre, must-see content that entertains and informs every target group, RTL Deutschland’s goal is clear: to remain number one in the market. RTL Deutschland plans to do this by boosting the development of RTL+ as the country’s largest local streaming service while protecting the strength of its linear channels. Moreover, technology, data and AI will be expanded across all genres together with various partners.

Stephan Schmitter, CEO of RTL Deutschland, says: “We are starting the season and going into the future with a lot of energy. At the Screenforce Festival, everyone could feel how dynamic our company is. We are not resting as the largest linear broadcaster in all target groups up to the age of 59 and the largest local streaming provider in front of and behind the paywall. Quite the opposite: Our aim is to help shape developments and set new trends. With our RTL power, we want to continue to ensure that our content inspires people around the clock and on all technical fronts. This promise applies both to our audience and to our many loyal partners and advertising customers.”

Talk of the town: Must-see content and a one-brand strategy

RTL Deutschland’s key strength is its must-see content, which is made available using a one-brand strategy. Viewers of all ages and target groups are offered linear TV on RTL and the entire world of streaming on RTL+ under the same RTL brand – something that is unique internationally. This means that RTL Deutschland can boost streaming reboots on linear TV – or the other way around. On RTL+, viewers can access their favourite formats at any time and even enjoy the latest episodes in advance. This August, for example, Ich bin ein Star – Showdown der Dschungel-Legenden (I’m a Celebrity – Showdown of the Jungle Stars) will always be available a day earlier on RTL+.

Inga Leschek, Chief Content Officer at RTL Deutschland, says: “Our superpower lies in the unique combination of the strength of our best brands, the incredible diversity of our programming and the continuous interplay between non-linear and linear. We have strong programme brands in all genres that have been inspiring our audiences across generations for years. With a targeted strategy for both playout channels, we bring our great content to our audience wherever and whenever they want it. This increases our visibility and boosts usage in times when every contact counts." 

In the world of sport, in which RTL Deutschland regularly reaches audiences of millions, RTL, Nitro and RTL+ offer the biggest live football broadcasts (including the UEFA EURO 2024), exclusive NFL games, and legendary motorsport races from Nürburgring and Le Mans. Thanks to a partnership with Sky Deutschland, Formula 1, the English Premier League and matches from the second Bundesliga are also added to RTL Deutschland’s sports portfolio, alongside Berlin Marathon.

On linear channel RTL, big productions have been driving success for 40 years. Highlights of the upcoming season inlude the long-awaited boxing match Der Clark Final Fight – Stefan Raab vs. Regina Halmich, alongside Ich bin ein Star – Showdown der Dschungel-Legenden, and the 25th anniversary edition of popular quiz show Wer wird Millionär? (Who Wants to Be a Millionaire?)

All-inclusive entertainment app RTL+ remains the home of reality, with a total of 20 reality formats available to stream throughout the year. Highlights include the newly launched Die Reality Queens – Auf High Heels durch den Dschungel (The Reality Queens - On high heels through the jungle) alongside exclusive RTL+ show Golden Bachelor – a popular US format which is coming soon to M6 and M6+ in France. Die Verräter - Vertraue Niemandem! (The Traitors), another popular format which was originally created by RTL Nederland, is also returning to RTL+ in Germany this year.

Vox – the clear number two among private broadcasters with a strong first quarter in 2024 – will premiere popular reality format The Piano in autumn, which is distributed by Fremantle and was also launched in the Netherlands this year. Toggo – the long-standing market leader among children – is launching new youth series Uferpark - Gute Zeiten, wilde Zeiten this autumn.

Big-screen revolution: Addressable reach and cross-channel solutions

Advertising is also undergoing a transformation towards cross-genre contact and impact, aided by technology and data. In this field, RTL Deutschland relies on strong partnerships – such as the recently launched cooperation with ProSiebenSat.1, which aims to establish an end-to-end ad-tech stack combining linear and digital. This solution, which is aimed at broadcasters and publishers across Europe, represents a real alternative to international tech providers.

Frank Vogel, CEO of Ad Alliance, says: "Our CrossOver Evolution project aims to make the complex simpler. We do this through creativity, technology and data by developing convergent products that bundle video contacts and thus the different types of use on the big screen. Together with ProSiebenSat.1, we are creating an independent cross-media and data-protection-compliant technology that promotes efficiency, scalability and innovation – our vision of #AdTechMadeInEurope."