Posted on Oct. 13, 2021, 7:02 p.m.
Unity is strength. In an attempt to weigh in an audiovisual landscape in full reconfiguration and better monetize their digital audiences, the alliance of five publishers of regional daily press (PQR) in television begins to take shape: Le Télégramme, La Voix du Nord, Sud Ouest and The New Central West Republic will be joined by Ebra, the Crédit Mutuel subsidiary which brings together several titles in eastern France (“Le Progrès”, “L’Est Républicain” …) within a company, Territoires TV, which is based on PQR’s 366 control room. Ebra is the only one among these large regional press groups not to own a television channel, but this group operates several online video platforms.For these PQR editors historically present in the video, the challenge is to counter BFM after the decision taken by the Altice subsidiary to expand its territorial coverage. In the past, some PQR groups had explored the possibility of joining forces with TF1, but without success. Suddenly and for lack of alternative, they form a united front. “They have been discussing this alliance for several years, for them it is very important” comments Francis Morel, senior advisor at McKinsey and who supervised for the Safa group. the three Azur TV channels (Marseille, Toulon, Nice) and their sale to Altice. “For a chain in Brest or Bordeaux, in terms of advertising, it is very difficult to reach national advertisers. To have an advertising and editorial development, having a national channel is a necessity. ”On the content side, the first fruits are there. Since the spring, this local television partnership has produced the weekly magazine “Extra Local”. Initially recorded by Mediawan and now co-produced with Public Senate, this program will offer an interview with a political figure every week during the presidential election campaign and will be hosted by journalists from regional media. Other programs are in the works, such as “Tous des chefs”, which should begin airing in November.
The ambition is to produce or share more and more common video content to then broadcast them on all the screens of the group’s local channels and at the same time do delineation distribution by taking advantage of the audiences of the websites of the regional dailies. “We want to increase the audience for our local televisions by widening the distribution channels, particularly on the Web,” explains Hubert Coudurier, director of information at Le Télégramme. Territoires TV is chaired by Patrick Venries, head of Groupe Sud Ouest, and the alliance includes a total of a dozen television channels. Le Télégramme owns Télé Bretagne Ouest (Tébéo) and Télé Bretagne Sud (TébéSud), Sud Ouest has TV7 and TVPays, La Voix du Nord has Wéo channels, etc.
Currently, the channels of this alliance represent less than 0.2% of the audience when added together at the national level, a low level due in particular to technical issues (initialization of TV equipment), but each in its territorial basin has higher audiences, says Gilles Camouilly, number 2 of Territoires TV. The objective is to try to double the national audience each year by aggregating more linear local televisions and especially by integrating the digital platforms of the PQR, he indicates.