Transformation Of The RTL Brand
RTL Group and Mediengruppe RTL Deutschland are jointly developing a concept for transforming the RTL brand nationally and internationally. The idea is to join forces and to collaborate more closely in the face of growing competition, and to focus more on audiences. In Germany, this will involve changing the name of the TV Now streaming service to RTL+, among other measures.
As part of the “RTL United” project, RTL Group and Mediengruppe RTL are currently developing a concept to redesign and reposition the RTL brand, both nationally and internationally. Our colleagues in Luxembourg and Cologne report that this mainly concerns the current brand architecture, which consists of many different RTL brands across the Group. The idea is to join forces and to collaborate more closely in the face of growing competition, and to focus more on audiences than ever before.
As Thomas Rabe, CEO of Bertelsmann and RTL Group, wrote in RTL Group’s Annual Report 2019: “More than 90 per cent of the population in our key European markets are familiar with the brand RTL – it stands for our promise of high-quality entertainment, independent information and always being close to the audience. In times of massive audience fragmentation and growing disinformation, this is both a competitive advantage and a responsibility for all of us at RTL. To underline our brand promise and to express that we are one RTL, we have started a review of our brand architecture, and will strengthen and harmonize the RTL branding across the Group.”
The word from Luxembourg and Cologne is that this will affect all brands within RTL Group – from the corporate brands to the channel and format brands, and across all digital platforms. The focus is on an RTL brand that stands for positive entertainment and independent journalism, as well as inspiration, energy and attitude.
TV Now to be renamed RTL+
The roll-out is planned for the second half of 2021, starting with RTL Group and RTL Deutschland and then gradually across the other European RTL families of channels. As part of this transformation in creating a strong consumer brand, the German streaming service TV Now will become RTL+. RTL United is far more than just a redesign, according to the group. “It is our response to the changes in the media and competitive landscape, in society, and to technological innovations and opportunities. Because cohesion, a common appearance and a clear purpose are more important today than ever before.”
Stephan Schäfer, Managing Director Content and Brands at Mediengruppe RTL Deutschland, will lead-manage the project in Germany. The positioning was developed by a team led Oliver Fahlbusch, Executive Vice President Communications and Investor Relations at RTL Group; and Julian Weiss, CMO at Mediengruppe RTL Deutschland. The new design was created in teamwork with the branding and tech agency AKQA (London / Gothenburg), whose clients also include Nike and Netflix.
