En mars dernier le groupe Canal+ présidé par Bertrand Meheut annonçait publiquement la création de Canal 20 la nouvelle chaîne gratuite du groupe, une déclaration qui depuis aura fait coulé beaucoup d’encre.
Depuis le passage au numérique, les chaînes telles que TF1, M6 et Canal+ ont obtenu du gouvernement le droit de créer des chaînes dites bonus pour compenser les frais engendrés par la double diffusion en analogique et en numérique. Une décision sur laquelle a su rebondir le groupe Canal+ en annonçant la création de Canal 20 une chaîne nationale gratuite disponible dès Novembre 2011 sur la TNT. Canal 20 proposera des programmes généralistes et s’inscrira dans la lignée de Canal+ en prétendant à des programmes de qualité supérieure à l’offre gratuite déjà en place.
Tandis que le groupe justifie cette décision par la volonté de se diversifier, de booster et d’enrichir le contenu et la qualité des programmes de la TNT, certains médias le soupçonnent déjà d’adopter une stratégie d’anticipation. Canal 20 serait une manière se faire une place dans l’offre gratuite si la chaîne payante venait à souffrir de la concurrence générée par l’arrivée imminente d’acteurs tels que Google TV, Netflix ou Hulu permettant un accès aux séries américaines.
Les spécialistes s’inquiètent de l’avenir du paysage audiovisuel français et du sort des chaînes TF1 et M6 face à un nouveau concurrent bénéficiant de l’image et de l’assise de Canal+, y’aura-t-il assez d’investissements publicitaires pour contenter tout le monde? Bertrand Meheut les rassure : bien qu’un peu moins élitiste que celui de Canal+, son public se veut différent des chaînes citées précédemment, effectivement la cible publicitaire n’est pas la ménagère de moins de 50 ans mais les CSP+. Mais cet argument ne contente pas l’assemblée, les audiences des deux chaînes sont en majeure partie générées par les séries américaines et, selon Conor O’Shea analyste médias chez Kepler Capital Markets, Canal 20 pourrait de par la force que lui confère Canal+ et son important budget de programmes s’octroyer les droits de diffusion de ces séries. Mais en dehors des effets négatifs cités Canal 20 a surtout ouvert la voie aux autres chaînes, encouragées par l’initiative, elles comptent bien bénéficier de leurs chaînes bonus. Pour preuve quelques semaines après l’annonce de la création de Canal 20, M6 annonçait à son tour la création de WikiTV (au budget équivalent à celui de Canal 20) et de M6 Famille.
Bertrand Meheut, PDG de Canal +
Alors que certains n’imaginaient pas le projet aboutir en termes de faisabilité juridique, mi Mai la nouvelle chaîne a acquis les droits de diffusion de la série américaine « The Borgias » au détriment d’Orange et M6. La concurrence se fait donc déjà ressentir, le groupe Canal+ est confiant quant au destin de cette chaîne qui selon lui s’avèrera rentable, mais a-t-il vraiment pris en compte le risque de cannibalisation, Canal 20 pourrait-elle « piquer » l’audience de Canal+, et de par sa gratuité faire perdre de l’argent au groupe? Pour Bertrand Meheut aucun risque de voir se désabonner la clientèle pour préférer Canal 20. Celle-ci n’aurait pas les mêmes exclusivités sur le sport ni la même temporalité sur le cinéma ou les fictions et ne diffuserait pas toutes les créations originales de Canal+, et non seulement elle ne fera pas perdre d’argent, mais elle en fera même gagner car elle servira de vitrine de l’offre et suscitera l’envie de s’abonner.
Face à tant de certitudes, on peut tout de même émettre des doutes, Canal 20, déjà surnommée par les détracteurs le Canal+ des pauvres, se présente comme un compromis entre Canal+ et M6 ou TF1 par exemple. Un compromis qui en ces temps de crise pourrait s’avérer être un argument de poids pour préférer l’offre gratuite à la payante, autrement dit bénéficier des avantages sans l’inconvénient de devoir passer à la caisse. Verdict prochainement.
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