Roger Elsener named new SRF Director: Who is the man set to lead Swiss television?
It's official: Roger Elsener is the new Director of Swiss Radio and Television. The successor to Nathalie Wappler has been confirmed. But let's be honest: would you have picked him straight away? In the high-stakes game for the most powerful chair at Leutschenbach, the new player is Elsener, Roger Elsener. A murmur went through newsrooms from Bern to Zurich: Roger who? And it's that very murmur that makes this appointment so intriguing.
The 55-year-old isn't a media insider. He's an outsider in the truest sense. For years, he steered auto parts supplier Rieter through turbulent times, and later served as president of the Swissmem industry association. A seasoned manager, no doubt. But a media person? That's where opinions divide. Some, particularly in business circles, whisper: finally, someone who knows how to run an operation, who can manage costs and tighten the belt when advertising revenue drops off. Others – the industry lifers, the veteran journalists – are more sceptical. Word is, he lacks a feel for programming, the instinct for the cultural brief.
Fact is: for most people in Switzerland right now, Roger Elsener is the great unknown. Someone who isn't from the industry, but suddenly holds the reins. The SRF Board of Directors elected him unanimously – that carries weight and shows the decision-makers are solidly behind him. But whether he truly understands the game is something he'll have to prove. It's like footy: a good coach doesn't have to be a former star player, but he needs to have the measure of the team and understand the tactics. Those close to the situation say they're curious to see how he'll handle SRF's often distinct culture.
It'll be a few more months before he officially takes command. But the major challenges awaiting him are clear to everyone. They really boil down to three key issues:
- Program direction: Will he stick with the strong regional roots that define SRF, or push for leaner, more centralised structures, as critics have long demanded?
- The digital wave: How quickly and how radically does he need to shake up the linear channels to even reach the younger generation? The future is Play SRF, and the new boss knows it.
- Political pressure: The debate over license fees has never gone away. How does Roger Elsener plan to steer the organisation through this without things getting seriously heated? They'll be watching him closely in the corridors of Parliament House.
His predecessor shaped the network with a strong focus on society and culture. She leaves it in good shape, but facing massive upheaval. Will Roger Elsener be the gentle reformer, or the hard-nosed turnaround specialist? Perhaps what's needed is exactly that: a mix of solid business management and the necessary sensitivity for this unique organisation. One thing's for sure: it won't be boring. The pressure is immense, and expectations are high. We, the audience, can wait and see what face SRF takes on under his leadership.