RTL II repositioned

Jörn Krieger

German commercial broadcaster RTL II wants to reposition itself as a fun channel, using the motto, "It's fun" in a new channel re-vamp to be promoted in a print, radio and TV advertsing campaign commencing on 28 June.

Additionally, the Munich-based broadcaster will adopt a new corporate identity. "It's fun" aims to promote a happy spirit even in the midst of the worst financial crisis in decades. "We want to position RTL II clearer and more positively", managing director Jochen Starke told German financial newspaper Handelsblatt. "Fun is especially needed in times of crisis. Our new claim stands for confidence."

The new slogan was, however, not passed without dispute internally, but in the end the English wording was adopted and Starke is confident that it will be understood by a German audience. RTL II is backed by Bertelsmann subsidiary RTL Group, publishing house Bauer, Tele München Gruppe and Walt Disney. "All partners support the new positioning", said Starke.

RTL II has been thrifty in its expenditure for the move. "We haven't forked out millions for the new corporate identity. Good things don't have to be expensive", explained Starke.