The guys from Today Inside couldn’t stop talking about that Christmas promo from SBS 6. It was all so much fun, crammed into that car. “But was this it? This cost two tons!”
The Christmas promo of SBS 6 was widely discussed at the table at Today Inside, but in the end it was quite disappointing. In the run-up to and during the Christmas holidays, we occasionally saw some channel stars sharing a Christmas-themed car, but was this worth all the fuss? TV authority Tina Nijkamp certainly doesn’t think so, she writes analysis channel.
‘Was this it?’
Tina puts the Christmas promo first on her list of the most overrated TV things of the year. “One: the Christmas promo of SBS 6. Was this it? Day after day, the recordings to be made were discussed by Wilfred, Johan and René in VI and then this,” she writes.
Than what? “A few close shots of all kinds of people sitting in a car that is too small? What a disappointment. You didn’t actually see anything, but it must have been very expensive, all the SBS 6 stars were so busy with it.”
Two tons
How expensive is such a Christmas promotion? Tina should know as a former channel boss of SBS 6. She estimates the costs at around 200,000 euros. According to Dennis van den Berg, marketing director of Talpa Network, it was really very important: “An atmospheric promo, in which we visualize what SBS6 stands for, is important for clarifying our identity.”
Well, what is the identity of SBS 6? Isn’t that channel built around the men of VI, with Peter Gillis knocking out a random object somewhere in between? Or, as Dennis puts it: “This rich collection of program formats leads to a channel profile that is not always clear.”
Positive attitude
According to Dennis, it is well worth the money. “In very concrete terms: this Christmas campaign must ensure that viewers have a positive attitude towards SBS 6, but above all feel ‘at home’ with the channel. Home is one of the domains we want to claim as a brand. At home you relax and at home you watch television together.”
Channel manager René Oosterman is also very satisfied. “It feels good to see all the presenters having fun together.”
Christmas fun
The Christmas fun of the SBS stars: