Friedrich Liechtenstein: The TV boss we all need
TELE 5 is probably the TV channel with the most diverse history in Germany. It started in 1984 as the music channel musicbox. In 1988 it became partly owned by Silvio Berlusconi and changed its name to Tele 5. In 1993 the channel transformed into sports net DSF. Tele 5 was resurrected in 2002 by Tele München Gruppe which fully owns it today.
In 2016 the channel which is popular with WWE Raw, Star Trek and international action movies found a manager as diverse as its schedule: in mid-March artist and performer Friedrich Liechtenstein surprisingly announced in the show Boomarama Late Night that he is the new channel manager of TELE 5. Is this a joke or a brilliant marketing strategy? We find out from the man himself.
Friedrich Liechtenstein was on holiday (as a channel manager does), but Iliyan Stoychev managed to get him to answer our questions
Mr. Liechtenstein, thank you for this exclusive interview. Can I call you Chefchen? And actually, are you still Chefchen at TELE 5?
Chefchen is more an attitude than a job description. So: yes, you can always call me "Chefchen". Actually I am not boss of TELE 5 anymore. Our little installation was a successful charming marketing campaign driven by a wonderful idea, making me – known in Germany as entertainer, artist and musician – the boss and Spiritus rector of TELE 5.
How was the idea for the campaign created?
The fantastic thing about TELE 5 is: they create the most creative marketing ideas on their own. A few weeks ago, they came up to me with a proposal that I couldn't refuse: Friedrich Liechtenstein as managing director in residence. Creating TV just as I want it to be, not only the program, but creating a complete look and feel by Friedrich Liechtenstein. The idea and the fact, that they wanted me to act as creative director for the execution of the project was too attractive… I couldn’t say ‚no‘.
What was the purpose of the campaign?
The purpose was to validate the uniqueness of the TV brand TELE 5 that is definitively different from all other TV brands in Germany and to raise awareness.
What are the results of the campaign?
I would say “Mission completed!” Together we achieved great reach of more than 62 million contacts throughout TV, online and print media and the project showed once again, that TELE 5 is more than just a TV station.
What was the reaction of the industry to your Chefchen campaign?
We had mixed reactions: some really believed that TELE 5 boss Kai Blasberg was replaced and were shocked. Some understood the medial satire right away.
Is there a problem with German TV? If you could change one thing in German TV what would it be?
Any kind of entertainment and art should be done with love and more passion. German TV has mostly lost its passion. So my changes in TV business would be definitively more of emotional character.
Is different always better?
Yes. Only change and invention can push us forward. If no one ever had made things different, we'd still live on trees.
What makes TELE 5 different? Should we expect programming shocks from you?
No shocks. But stay prepared for more surprises. That is what makes TELE 5different. They always do the unexpected.
Do you like drama? It is so hot right now.
Yes. I also love drama.
You have done theater, acting, directing, art, music, advertising and now TV. Which one is the best? Which one makes history?
I am a “Flaneur”. Every step I take makes my life richer. I can’t tell which one was best. I can only say that I love what I am doing.
Should other channel heads envy Friedrich Liechtenstein?
If they dare. The channel ARTE for example is currently starting an outstanding project with Friedrich Liechtenstein. And it fits. ▪
Chefchen is more an attitude than a job description. So: yes, you can always call me "Chefchen". Actually I am not boss of TELE 5 anymore. Our little installation was a successful charming marketing campaign driven by a wonderful idea, making me – known in Germany as entertainer, artist and musician – the boss and Spiritus rector of TELE 5.
How was the idea for the campaign created?
The fantastic thing about TELE 5 is: they create the most creative marketing ideas on their own. A few weeks ago, they came up to me with a proposal that I couldn't refuse: Friedrich Liechtenstein as managing director in residence. Creating TV just as I want it to be, not only the program, but creating a complete look and feel by Friedrich Liechtenstein. The idea and the fact, that they wanted me to act as creative director for the execution of the project was too attractive… I couldn’t say ‚no‘.
What was the purpose of the campaign?
The purpose was to validate the uniqueness of the TV brand TELE 5 that is definitively different from all other TV brands in Germany and to raise awareness.
What are the results of the campaign?
I would say “Mission completed!” Together we achieved great reach of more than 62 million contacts throughout TV, online and print media and the project showed once again, that TELE 5 is more than just a TV station.
What was the reaction of the industry to your Chefchen campaign?
We had mixed reactions: some really believed that TELE 5 boss Kai Blasberg was replaced and were shocked. Some understood the medial satire right away.
Is there a problem with German TV? If you could change one thing in German TV what would it be?
Any kind of entertainment and art should be done with love and more passion. German TV has mostly lost its passion. So my changes in TV business would be definitively more of emotional character.
Is different always better?
Yes. Only change and invention can push us forward. If no one ever had made things different, we'd still live on trees.
Making of the Chefchen campaign
What makes TELE 5 different? Should we expect programming shocks from you?
No shocks. But stay prepared for more surprises. That is what makes TELE 5different. They always do the unexpected.
Do you like drama? It is so hot right now.
Yes. I also love drama.
You have done theater, acting, directing, art, music, advertising and now TV. Which one is the best? Which one makes history?
I am a “Flaneur”. Every step I take makes my life richer. I can’t tell which one was best. I can only say that I love what I am doing.
Should other channel heads envy Friedrich Liechtenstein?
If they dare. The channel ARTE for example is currently starting an outstanding project with Friedrich Liechtenstein. And it fits. ▪
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