FRED BURCKSEN: “WE ARE BASICALLY A ONE-STOP SHOP FOR GREAT PROGRAMMING”

ZDF Enterprises is a subsidiary of ZDF, one of the biggest and most renowned television broadcasters in Europe, and is responsible for worldwide program sales, the implementation of international coproductions, license purchasing, marketing online rights and the merchandising of the firm’s brands. Speaking to Señal News, Fred Burcksen, President and CEO of ZDF Enterprises, described how the company is dealing with the pandemic and explained why this lockdown will change the way of doing business in the future.

- What new strategies is ZDF adopting to face these times?

“We have really not implemented new strategies, but we have adapted the existing ones to this hopefully once in a lifetime situation. The biggest change for all of us so far is the way of communicating. The markets are important for us to personally meet the clients and business partners. Unfortunately, many of them had to be cancelled. At the same time, the situation pushes us to more contact via video conferences or virtual screenings. I think that is here to stay”.

- How are you shaping your catalogue for this spring?

“The pandemic has not affected our summer/spring catalogue. It might affect our autumn catalogue, of course, because some of the productions are on hold. For the time being, we have a vast offering to meet every client’s needs. My personal favourite is the drama series ‘Freud,’ a co-production from Satel Film and Bavaria Fiction for ORF and Netflix which ZDF Enterprises distributes internationally. ‘Freud’ is a modern crime thriller that follows the revolutionary young psychoanalyst Sigmund Freud as he investigates several gruesome murders”.

- What are clients’ demands during these times?

“We do not see a big shift in demand. Maybe there is a tendency to more feel-good titles, which is only natural in times of crisis. Our clients our buying the same kind of programs, and since we have a large offer of drama, factual and kids programming, we can really cater to that needs”.

- How much has your sales strategy changed during these times of isolation?

“More than the Zoom meetings instead of the face to face, it has not really changed. We always focus on our clients’ needs, try to be as close as them as possible and offer solutions. We have thousands of hours in many languages to fill gaps in broadcasters’ schedules. We are basically a one-stop shop for great programming”.

- Which role does video entertainment play in such a difficult situation?

“Of course, in the current times of lockdown, with people staying at home and little else to do than watching television, video entertainment is important. The numbers of streaming services have increased, and in some cases even dramatically. It is fair to say that VOD and SVOD platforms, and also traditional public television networks that do not depend on ad-sales, are the winners of this crisis”.

- What are ZDF’s plans to stay competitive in the upcoming months?

“We adapt to new situations and try to find creative solutions, ways to be as close to as partners and clients as possible. Honestly, it is in our DNA to embrace changes, and we are focusing on chances rather than negative effects resulting from the pandemic. We are lucky to have a large catalogue with thousands of hours of finish programs, which we can immediately make available to our customers. As far as the future is concerned, I have a rather positive outlook. The pandemic might have an influence in how we do business in the future. Is it really necessary to personally meet our clients regularly and attend to all these markets, or can we switch to more virtual, safe and cost-effective ways of doing business? That is certainly a question that is going to be answered over time”.

By Federico Marzullo