TF1 makes symbolic but strong changes

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It’s war at TF1. Challenged, like other networks, by the steady growth and stronger ratings of new DTT channels, the first French network is counter-attacking, trying to keep its lead in the new multi-platform environment even if that means changes to its traditional news line-up (pictured, left).

The arrival of new CEO Nonce Paolini coincided with a few managerial changes at the head of content divisions. Now the shuffling has reached TF1’s emblematic and more visible symbol, its news edition. Anchorman Patrick Poivre d’Arvor (PPDA), on the left in the above photo, the French Dan Rather who has been presenting the 8pm news since 1976, has been led to exit.

Last November, TF1’s ratings went below the 30% audience share threshold, and the news edition followed the same trend passing from 38.4% to 36% audience share. Next September, Poivre d’Arvor will be replaced by glamourous Laurence Ferrari, formerly working on Canal+.

Autumn will also see the arrival of a new head of news, Jean-Claude Dassier. Replacing Robert Namias, the current boss of news channel LCI will take in charge the news division of all TF1 Group. All these pieces of news might have no interest but in a people magazine, if they didn’t concern TF1, whose goal is today to catch up its lost positions.

However, to many media observers, PPDA’s eviction is also symbolic of Nicolas Sarkozy’s influence on his friend Martin Bouygues, Chairman and CEO of Bouygues Group, TF1 mother company. Following former Sarkozy’s Chief of Staff Laurent Solly’s nomination to the Director-Generalship of TF1 Digital, and the forthcoming arrival of Sarko-closed Jean-Claude Dassier, PPDA appears as the other one to get rid of. Nicolas Sarkozy reproached him for a few direspectful remarks done in the course of interviews. As for Laurence Ferrari, she appeals to Sarkozy.

In the general trend of current TV reforms including the public service advertising ban and the project to favour a new ad break on private networks, TF1’s lobbying is strongly active.

Source: Rapid TV News