The director of programs and antennas of the audiovisual group wants to broaden the audience.
France Télévisions is in good shape. In January, the group posted an audience share of 29.4%, up 0.7 points over one year. The vast reorganization which saw the disappearance of the channel bosses three years ago, in favor of cross-cutting thematic directions, has borne fruit. “The better complementarity of our different antennas allows us to display these good audiences and to use our resources more efficiently”, indicates Stéphane Sitbon, the director of programs and antennas of France Télévisions.
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The flagship France 2, for example, stabilized its grid by strengthening in the morning and during the afternoon. Result: the channel regained audience levels comparable to 2012. “It allows us to be bolder in prime time.” The only downside: even if France 2 is regaining market share among those under 50 during the day, the average age of viewers is… 61 years old. “That a large base of our audience is made up of older viewers…
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