France Télévisions supplying Ludo
French pubcaster France Télévisions is strengthening its global media strategy with the planned launch on December 19th of its new unique youth brand Ludo, dedicated to the 5-12 age group, and families.
More specifically, it means that targeted offers for pre-schoolers on France 5 (Les Zouzous) and for the 6-12 demo on France 3 (Toowam), will disappear to become a unique family brand on TV and off-TV. The idea is to keep young viewers loyal from the early ages to the teenage years, and France Télévisions also wants to compete differently with its rival private network's narrow-targeted youth slots and the new digital usages developed by youngsters.
At the same time, DTT channel France 4 will open daytime daily slots to youth programming, with 1,000 hours announced a year. FTV's contribution to youth programming will then grow 2,500 hours each year to 3,500 hours
The new strategy also comprises off-TV developments especially based on the creation of a family-dedicated web portal. www.ludo.fr, and which will gather all of FTV youth offerings, as well as web TV, and other specific contents and VOD activity.