The world’s leading festival for television entertainment is preparing to reposition its brand with a relocation to Lucerne. After 43 years in Montreux, catering exclusively for an industry clientele, the Festival is now planning additional events with a wider audience appeal.
Following a detailed appraisal, the organisers of the Festival, Bigger Pix AG, realised this strategic shift also required changes in infrastructure and venue, and have taken the decision to hold the Festival Rose d’Or in Lucerne as of 2004.
“The advantages are obvious” says Georges Luks, Secretary
General of the Rose d’Or. “Lucerne is the ideal partner: an attractive tourist destination, with extremely modern facilities, and the infrastructure necessary to professionally coordinate the many different services we want to provide” He added “A move like this is always difficult – going from good memories to new experiences.
However we are convinced that we can keep the strong tradition and reputation of the Festival alive, while adding attractive new elements,and†offering something fresh to the industry and a wider public.”
The KKL (Culture and Congress Centre) in Lucerne, the work of the outstanding French architect Jean Nouvel, is a spectacular new structure on the lakeshore, counterpointing the beauty of the landscape and the historic city, some of which dates back to the early 14th century. The first Festival Rose d’Or Lucerne will be held there from 13th -18th †April, 2004.
The traditional Festival retains as its centrepiece the most important
and prestigious international competition for television
entertainment, which annually attracts some 600 programme
producers and entertainment executives from all over the world. Now new television events are being planned alongside it, to attract a general audience.
The organisers are greatly encouraged by viewing figures for ‘The Golden Rose’ programme broadcast two weeks ago in the German speaking territories by Pro7. †More than 2.17 million viewers ( a 14,6 % share of 15-49 ) watched the show, presented by Anke Engelke and featuring the competition highlights. The year-on-year increase in the programme’s profile demonstrates that the Rose d’Or has a much broader audience appeal.
The Festival’s conference and master class programme has been expanded in recent years, confirming the Rose d’Or‘s status as an agenda-setting event and the perfect platform for content providers and new developments in international media. Now Luks wants to open the doors wider. †“I am convinced we have the know-how to create a forum for decision-makers from politics, commerce, science, culture and the media to share ideas and compare notes” he says “With strong, relevant partners, from inside and outside the international television industry, we will make these new initiatives happen in Lucerne”