Monday 14 June 2021
TVNOW becomes RTL +
RTL bundles power with a new brand identity
More information in the program and a new brand identity – the RTL family, which also includes ntv, is breaking new ground this summer. The most striking feature is a new logo. Access by top-class journalists sharpen the profile. The streaming portal TVNOW has also been given a new name.
From the TV station brand to the entertainment provider in TV, streaming and audio: With a new (brand) identity, Europe’s best-known media brand RTL is being led into the future. Mediengruppe RTL Deutschland, together with its parent company RTL Group, presented the repositioning and new design of its core brand RTL today. The comprehensive renovation will strengthen RTL as the leading entertainment brand in Germany and Europe and gradually harmonize the brand architecture of Mediengruppe RTL Deutschland – from corporate and station brands to format and audio brands – across all digital platforms. The focus is on the common RTL brand, which bundles its charisma and stands for positive entertainment, independent journalism as well as inspiration, energy and attitude.
As part of the transformation, Mediengruppe RTL Deutschland will operate under the name RTL Deutschland from September and the fast-growing TVNOW streaming service will be renamed RTL + at the end of the year. The linear TV station brand RTLplus will soon be given a new name. RTL Deutschland remains a brand association in which VOX, ntv and NITRO continue to appear as successful family members as their own brands.
The new multi-color logo from RTL is unique in its variety of colors in the European media landscape. The innovative modernization of the three-color, rectangular logo from RTL Television follows a simple rule: the content defines the brand. The colors of the new logo can be customized to highlight different topics and partnerships in different contexts, thus reflecting the diversity of content and people at RTL.
“Range meets individualization”
RTL’s new brand identity was presented to employees, advertisers, partners and journalists today at Screenforce Days, Germany’s largest annual TV event. Bernd Reichart, CEO of Mediengruppe RTL Deutschland, said: “As part of our new brand strategy, we are bundling our strengths and transforming Europe’s best-known media brand. We use technologies to individualize our offers and thus open up attractive future markets. With a new compass and strong, own We are gradually leaving the boundaries of media genres behind us and creating an entertainment experience full of inspiration and diversity. “
Stephan Schäfer, Managing Director Content & Brands Mediengruppe RTL Deutschland, adds: “We are leading the RTL brand into the future by reloading it. With a positive attitude, RTL stands for diversity and relevance, for cohesion and sustainability. We therefore offer even more in terms of programming Information and positive entertainment, full of responsibility and joy. “
Matthias Dang, CEO Ad Alliance and Managing Director Marketing, Technologie & Daten Mediengruppe RTL Deutschland: “With our innovative advertising technologies and data-driven products, we can make our audience very individual and tailored offers. In the mix with the high reach of our channels and digital offers this is a highly attractive combination for users and advertisers: maximum reach meets maximum individualization. “
The rollout of the new branding will start in the second half of 2021 at Mediengruppe RTL Deutschland and RTL Group. The repositioning of RTL was developed jointly by the marketing teams of Mediengruppe RTL Deutschland and RTL Group with the support of transformation consultant Caroline Seifert. The new design was created in close cooperation between the design team of Mediengruppe RTL Deutschland and AKQA, Agency for Design and Innovation (Great Britain / Sweden).
New highlights in the program
The new brand strategy is accompanied by a new program direction. This is how the television station becomes RTL expand its extensive range of information by a further two hours a day and add top journalists such as Pinar Atalay and Jan Hofer. In addition to the new edition of “RTL Aktuell” at 4:45 pm, there will be another edition of “Explosiv” at 5 pm from August 2nd. In addition, the lunchtime journal “Punkt 12” will be extended by one hour to 3 pm on July 5th. A new news format starts on August 16 in prime time – live from Berlin. With a new addition Felix Hutt, who is moving from “Spiegel” to RTL, another investigative reporter strengthens the area of investigative research, which has so far been largely from “Team Wallraff” is coined.
In addition, RTL is relying on even more positive entertainment: The broadcaster is bringing in the popular comedian, presenter, entertainer, actor, singer and author Hape Kerkeling back to the screen. So far, a series with him in the lead role and two other entertainment formats for TVNOW as well as RTL and VOX are planned. Production of the series will start this fall.
RTL is consistently developing existing hit shows and expanding its range of family entertainment: there will be a feature on July 16 and 17 “The RTL Summer Games” a new sports event, moderated by Laura Papendick and Daniel Hartwich. More than 30 sports-loving celebrities compete in two primetime live shows. Star power in series promises as part of the fiction offensive of TVNOW (RTL +) the new event series “Herzogpark”, for which the shooting started in Munich. In the star-studded social comedy stand among others Heike Makatsch, Lisa Maria Potthoff, Antje Traue and Felicitas Woll starring in front of the camera. The series will be available on TVNOW in autumn and then seen on RTL.
Also VOX has numerous brand new highlights with heart, attitude and the very own VOX signature in its luggage: from the new primetime show “Mälzer & Henssler deliver!” about the new school experiment “A school against racism” and the daily updated VOX short format “#VOXVoice” up to “Guidos Wedding Race “ with VOX viewer favorite Guido Maria Kretschmer.