Péter Kolosi, RTL Hungary’s Deputy CEO for Content, has recently offered an assessment of the network’s 2024 performance and outlined its strategies for this ongoing year. He highlighted the intense competition in the Hungarian television landscape and RTL’s in progress adaptation to evolving consumption habits.
Kolosi expressed satisfaction with RTL’s overall showing in 2024, describing it as a ‘very successful year’, even with some productions not meeting expectations. He noted that the viewership gap between Hungary’s two major commercial broadcasters has narrowed significantly, with the year ending in a near tie. Kolosi clarified that, contrary to some media interpretations, RTL maintained a larger audience than its competitor in 2024, a trend he stated also held true in 2023.
The executive explained that RTL’s viewer base, which includes higher-income segments (D and E categories), tends to consume linear television more selectively and for shorter periods, focusing on specific shows. In contrast, the competitor’s core audience watches more hours of daily television. Kolosi emphasized RTL’s goal of producing content that encourages its audience to return to linear channels, even if they aren’t habitual TV viewers.
In the first half of 2024, RTL attributed its strength to game shows like Ugrás and The Floor, with the latter slated for a return. The exec mentioned this genre is particularly relevant for the network’s new target demographic, 18-59 years old. For the second half of the year, he highlighted the success of the celebrity version of The Traitors and the return of The Masked Singer. He also noted the refreshed format of The X-Factor, which became the year’s most-watched non-sports program, with a key contribution from Péter Majoros (Majka) as a mentor.
Majka, despite a significant music career, has been a central figure for RTL. Kolosi stated that he has been utilized ‘whenever possible’, balancing his television schedule with his musical commitments. Regarding a content-related controversy surrounding one of Majka’s songs, Kolosi asserted that RTL does not interfere with its presenters’ artistic endeavors. Other talents like Joci Pápai have also performed well, while Curtis is not currently involved in house productions.
Content and Audience Strategy Shifts
For news programming, Házon kívül has seen improved ratings and moved to a prime-time slot on Sundays, which Kolosi sees as evidence of demand for informational content there. The network has adapted its strategy for the 18-59 age group, a demographic where news and information, quizzes, and telenovelas hold greater relevance. He also clarified that the shift in the target audience is not a direct response to competition, but rather an adaptation to generational changes and advertiser demands, as most campaigns are already geared towards this age group.
The reintroduction of Híradó in the early afternoon and its integration into the morning show Reggeli aims to cater to a broader audience seeking news throughout the day, including those less inclined to use the internet. However, Kolosi confirmed the transformation of rtl.hu, which transitioned from a news portal to a more magazine-style site focused on marketing support, citing a lack of commercial success in competing with other online news portals.
In streaming, confirmed that broadcasting the UEFA Champions League on RTL+ has boosted subscriptions. Regarding Való Világ, he addressed a recent exclusion due to violence, stating that the situation was handled appropriately and an investigation is ongoing. For Sztárbox, he noted that the 2024 broadcasts did not generate the controversies of 2023 due to adjustments in age ratings and refinements to program elements. He acknowledged that 2024 viewership figures were lower than those of its successful return in 2023 but still considered them strong.
Finally, Kolosi previewed new productions, including the Bróker Marcsi series, which tackles a recent high-profile public case and will premiere on RTL+ in the fall. He reiterated that the network’s most successful productions, such as X-Factor, The Traitors, and Sztárbox, will return, and that RTL will continue to invest in original content to maintain audience engagement across all its platforms.
