Orange or MSN might intervene as operators

Since October 2007, Virginie Calmels took the reins of Endemol France ("The children of TV", "Secret's Story", "Star Ac'"...), largest producer of France flux emissions and first holder of formats in the world. At the end of a bitter battle, Endemol world was resumed in May 2007 by the Mediaset - John de Mol - Goldman Sachs trio. The decision of Virginie Calmels to stay or to leave was anything but easy. Its former CEO wanted her two no.1 companion in his new adventure. But Endemol was gentle eyes. In fine, it preferred to impose as a competitor rather than as a partner of his former boss, Stéphane Courbit. Since then, a creeping war against stream emissions giant Banijay, new audio-visual production of the latter company. The two groups want to consolidate their positions on a ultrafragmenté market. Virginie Calmels explained on its strategy and its relations with its ex-patron.

Last Friday, the 8th edition of "Star Academy" on TF1 ended on a hearing record rather mixed. Will we see a 9th opus

No decision will be made before end of January: must be able to take the time to analyze, to understand what happened. In addition, it was not was cata industrial strophe, since each prime time brought averaging 5 million viewers. And then all the newspapers at length extended on the loss of speed of the "Star Academy" have forgotten to specify that the second edition of "Secret's Story" had exceeded the first and that "The children of TV" had reached 40 market share. To put an end to this controversy, I will repeat the formula of Talleyrand: "What is excessive is insignificant."

You just buy the company for the production of Jean-Luc Reichmann: is this the beginning of a long series

With Jean-Luc Reichmann, our approach is very targeted: a game designed in partnership with TF1, broadcast 365 days a year, each midi, with to the joysticks "host preferred French." But Endemol France is looking for new talent of new production companies. Our priority is first centred on the know-how and not size, since we are leaders. In this sense, Stéphane Courbit and Endemol are not competitors: we are not pursuing the same strategy and do not have the same objectives.

The rumor claimed that you would have left you in quite bad terms...

Please, not give too much importance to rumours.

Reference was made to the threat of a criminal complaint filed by Endemol against its former President

To close the different does it is a history methods Today I am personally not persuaded by its acquisitions strategy. But I loved working with someone as fast and dynamic.

Is that you have to stay within the Endemol group

If I had left Endemol France, my choice could be motivated by a desire for radical change in the sector. However, in the production sector, Endemol is the world leader. Why go for something less well

How did then society

Moderately. Since 2005, year of expiry of the "earn-out" Editor's Note: percentage calculated on the amount of profits made by the company due to Stéphane Courbit and Arthur, Endemol France revenues were down. And 2007 coincided with the arrival at end of many other contracts, such as that of Marc-Olivier Fogiel, were not necessarily renewed... The challenge was to inject a new dynamic to reverse the trend.

In concrete terms, what is the major axis of your strategy

The diversification of our activities. The fiction was non-existent, reality TV much less present than in 2004 and 2005, and, in General, the volume of production declined. We have implemented a unit comprising, in addition to pure fiction, magazines and documentaries. Today, our turnover is divided up to 50 in the games, 30 in the entertainment and 20 in reality TV. Term, i.e. by three to five years, I would like that two activities hitherto absent fiction and our declensions new media reach each 20 of the total. But, already, the net result of Endemol grew between 2007 and 2008. We diversified by types, we will also diversify our customers. Already, Endemol France product "May tree", docu-fiction on may 68, France 3 and 5 France.

A way less dependent of TF1, your largest customer

Do not think in terms of dependency. Simply, there is a quite natural tendency doing that the leader is working with the leader. Just as it is logical that our strong products, realizing large hearings, found on TF1. But do not forget that Endemol France is the leading provider of DTT channels: we produce approximately 800 for Hertzian channels and 500 hours for new strings.

Where are you be exactly with new media

We are working with the Agency DDB and Bouygues Telecom client on a set of 12 episodes broadcast on the Web and never called "without my directory. At the same time, we develop with Publicis a comedy fiction to 20 episodes of 8 minutes, also broadcast on the Internet, with a staged in a mythical place. Orange or MSN might intervene as operators.

Will you then emulate your feature on the model of the American series "Sex in the City", where Absolut Vodka was featured in an episode

We are not yet here, but rather at the stage of learning, first steps: the products should therefore be directed used as protagonists in the action. Do not forget that even if the application of the European directive should eventually impose the placement of products on television, it remains for the time being exclusively allowed on the Internet.

This product placement should rather intervene as the "James Bond"

Yes, even if the proliferation of products staged in the "James Bond" was eventually do something a little bit grotesque...

How many mounts such fiction

It is difficult to quantify because the cost is shared between the advertisers of Publicis which wish to participate to the adventure, the Agency, the operator and producer.

What is the interest of Endemol France to participate in this type of adventure, not necessarily very rewarding

First, when it is leader in the creation of content, cannot ignore this type of operation. It is also and above all the opportunity to develop new expertise.