Are you one of those people zapping mindlessly from one boring TV channel to another, complaining that there’s nothing on? Do you find yourself online more and more because you are becoming addicted to online video? Then the Sanoma Magazines project ‘Television 2.0’ might just be right up your sleeve! Currently we are exploring our opportunities in ‘moving images’. Village asks Sanoma’s own ‘Mister TV’ Arno Laeven for clarification. Arno is Sanoma Magazines’ strategy advisor who is in charge of Television 2.0.

What is the objective of Television 2.0?
“Television 2.0 aims to identify the opportunities for Sanoma Magazines in ‘moving images’. In several countries we have started initiatives that have something to do with TV. In Hungary for instance our own cable channel Story TV was launched. And we televised Story Supernova in Croatia a few years ago, which is an Idols-like TV-contest linked to Story magazine. But also several of our websites now offer short videos as well. That’s why the Management Board asked whether we, as a magazine company, could play a role in a changing TV landscape.”

And the answer is?
“The answer is: yes, we see three distinct areas where Sanoma Magazines could become active. First, there are thematic TV channels like Story TV. We think that digital thematic channels could add profit to our Division. Then there’s online video. Think of the tremendous success of YouTube: online, video is becoming very important. People that visit our sites want to watch videos, and we could also start dedicated video sites. And finally we believe that we could play a role in TV production. That’s one of the reasons we have acquired the Belgian production company Jok Foe for instance.”

Does this mean that we will start Libelle TV or Nök Lapja TV?
Maybe. Of course we would be foolish not to use our strong magazine brands if it helps to build a TV business or if it reinforces the brand. But starting Femeia de azi TV for instance would never be a goal in itself, the underlying theme is the most important. Right now we are considering the potential of Automotive, Home/deco, Parenting and Travel. These topics could attract a substantial audience. Because of the strong position we already have with our magazines focused on these topics we could have an added value.

This all sounds very exciting, but why would a magazine company even start to flirt with ‘moving images’?
“For several reasons actually. You as a consumer are surrounded by several screens. You probably have a mobile phone, but you might have a PDA as well, or an iPod video. Those screens are increasingly used to watch moving images. You could say that our media behavior is changing that way. This means that advertisers will follow, and therefore so will we. Another reason is that we already occupy prime market positions online that we are trying to extend. Since we believe online video is an important traffic generator, we would like to incorporate this into our sites.”

Aha! But what would ‘Television 2.0’ deliver?
“The first stage of the project was meant to familiarize ourselves with current developments. As a result we have pinpointed three areas where we believe Sanoma Magazines could play a role. Now we are developing concrete business cases for the Netherlands and the Czech Republic for instance. These need to be ready in May 2008 already. Before you know it, Sanoma might have reinvented TV!”