Chairman and Chief Executive Officer (PDG), NRJ Group SA
Jean-Paul Baudecroux : « NRJ Group est courtisé par tout le monde »
Le PDG du groupe de radio et de télévision est l'invité du « Buzz Média TDF-Le Figaro ».
About Jean-paul Baudecroux
In a February 2009 presentation, Jean-Paul Baudecroux discussed the performance of NRJ12, stating that the channel had confirmed its third-place position among general-interest channels among new DTT entrants. He reported that its national audience share in 2009 had increased by 50% compared to 2008, reaching an average of 1.5% for the year. Baudecroux attributed the growth of DTT channels in part to the continued rollout of DTT reception in France, noting that over 12 million households received NRJ12 exclusively via DTT and that the upcoming analog switch-off would accelerate this trend. Baudecroux also outlined the group's commercial strategy, emphasizing the importance of the 25-49 age demographic. He stated that this group, which represents 34% of the French population, accounts for 53% of consumption, making it an ideal target for advertisers. He described NRJ's global offering as the leading option for the 25-49 demographic in radio and third on DTT, highlighting the homogeneity of the group's audience across both radio and television.
Transcript (27 segments)
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Interviewer0:07
Jean-Paul Baudecroux, good morning. Welcome to Buzz Media TDF Le Figaro. You are the CEO of Energy Group, the last independent media group in radio, TV, and internet. First, current events: you, like all private media bosses, have sent a petition to Manuel Valls against the return of advertising on France Télévisions after 8 p.m. Is this truly dangerous for private media, or should we leave a little money for France Télévisions?
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Jean-paul Baudecroux0:44
But listen, France Télévisions already receives enormous resources. To be brief: private channels number about 20 and share roughly the same resources as the five France Télévisions channels – about 2 billion euros. So five channels spend as much as twenty private channels while getting far less audience. Is it wise to keep increasing their budget?
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Interviewer1:16
For what reason? To let France Télévisions outbid on American programs against private channels? Couldn't taxpayer money be better used? Are you telling Delphine Ernotte to make more savings rather than ask for more money?
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Jean-paul Baudecroux1:43
Exactly. All private groups have made management efforts in recent years. Why should France Télévisions be any different? The same issue applies to Radio France: always more money, never any reform. And in TV, they spent a little money – it's private money, largely yours. Energie 12 is a DTT channel.
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Interviewer2:14
You then made transfers: you recruited Benjamin Castaldi with 'L'Académie des neuf' and Valérie Damidot will host 'Le Labo'. It started rather averagely. Do you think you finally have the right formula?
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Jean-paul Baudecroux2:35
I called on a great professional, Vincent Broussard. I trust him. Twelve new shows will be launched in the coming weeks. I think several will work. There's a new editorial line, more family-oriented, less reality TV. We are rebalancing. TZ is the NRJ brand, so we must stay true to our DNA.
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Interviewer3:24
How much time do you give him to succeed?
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Jean-paul Baudecroux3:27
The necessary time. In TV, a show needs time to establish itself. It will take as long as it needs.
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Interviewer3:34
And Cherie 25 had trouble starting but now its audience doubled – up 127% in a year, the strongest growth of any channel. Does it have the right formula? Or do you need to reinvest?
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Jean-paul Baudecroux4:00
I'm very optimistic for Cherie. We have a strong promise: a movie every evening in prime time. The benefit for the viewer is obvious.
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Interviewer4:18
The CSA called for applications for one or two new DTT channels. Many filed. TF1 and M6 partnered for a home shopping channel. How many did Energy Group file?
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Jean-paul Baudecroux4:33
We filed two: one for Energie 12 to go from SD to HD, a natural step, and another for Nostalgie HD, a heritage channel for a more adult audience. I believe in it. The problem is whether there will be room on the band, especially with the likely preemption of a frequency for France Télévisions' news channel.
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Interviewer5:43
Which application do you prioritize?
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Jean-paul Baudecroux5:46
Energie HD has a natural preemptive right for existing SD channels. That's the one we are pushing, and Nostalgie as well.
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Interviewer6:06
In radio, Energie lost the lead to RTL. You said you would regain it but didn't. You dropped from 14% to 12%. Will you get back to 14%?
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Jean-paul Baudecroux6:30
Yes. That progression is largely due to the Radio France strike. I'll give you an appointment on November 15 and January 15 – you'll see we become number one again. We haven't lost a single listener compared to other music radios.
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Interviewer7:00
But you dipped to 11.7%. Do you still aim for 14% long term?
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Jean-paul Baudecroux7:42
Yes, always.
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Interviewer7:47
In audiovisual, Number 23 was bought by Next Radio, then Next Radio was bought by Altis. Energy Group remains the only independent group. Can you stay independent? If not, who would buy you – Altis or Bolloré?
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Jean-paul Baudecroux8:17
I've been doing it for 34 years. It's not a fatality. We have a clear strategy with radio, TV, internet. Our app is the 10th most used in France. When large groups have lots of money, they told me the same in radio: face RTL, Europe 1, France Inter, I had no chance, but Energie passed them. The Radio France strike let them pass us, but it's not a fatality. I'm very confident. Being small is a strength. I'm courted by everyone, but I don't swear to anything.
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Interviewer9:40
Who is courting you?
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Jean-paul Baudecroux9:42
By everyone.
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Interviewer9:45
You built this group yourself. Do you think about your succession?
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Jean-paul Baudecroux9:54
Yes, often. I have a very operational team. I remain CEO but focus on long-term strategy, diversification, internet developments. My team is capable of taking over if needed.
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Interviewer10:22
So you've been courted but said no so far.
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Jean-paul Baudecroux10:25
So far I haven't gone further. I'm pragmatic; I never said no to anything.
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Interviewer10:36
Very well, Jean-Paul Baudecroux, thank you. We'll remember the progress of Energie 12 and Cherie, and our adult radios Nostalgie, Cherie FM, and Chanson, especially the two largest which achieved historic audience growth. See you next week. Thank you very much.