RTL was his cherished creation.
Helmut Thoma: The Pioneering Force Behind RTL's Success
Helmut Thoma, the visionary media manager, passed away on his 86th birthday, May 3, in Vienna, following a heart failure. Known for his intuitive decision-making and gut instincts, Thoma was frequently referred to as the "King of Private Television" during his prime.
Having nurtured RTL into a formidable media empire, Thoma treated the station as his "baby." His family recently announced his death to the Austrian news agency APA.
In the 1980s and 1990s, Thoma led RTL to become the most successful commercial television station in Germany, with a dominating presence in the TV landscape. He joined the media industry through an unconventional path, starting as an apprentice in dairy before studying law and working as a legal advisor at the Austrian Broadcasting Corporation (ORF).
Subsequently, Thoma took on roles in RTL's advertising subsidiaries and radio, ultimately becoming the director of German programs for RTL and RTL plus in 1984. As RTL shifted from Luxembourg to Cologne and welcomed Bertelsmann's entry, its rise was set in motion, guided by Thoma as its sole CEO from 1991. Initially, RTL operated with a team of just 25 individuals, as Thoma recalled on his 80th birthday.
Thoma masterfully built a TV powerhouse, recruiting renowned personalities like Thomas Gottschalk, Hans-Joachim Kulenkampff, and Karl Dall. Moderators, such as Ulla Kock am Brink and Hans Meiser, and actresses Hella von Sinnen and Esther Schweins gained popularity due to Thoma's long-term leadership at RTL.
Thoma himself was no stranger to the limelight or bold statements. He once publicly criticized Bertelsmann's digital television plans as "electronic bovine spongiform encephalopathy."
Criticism over trivial, violent, and sexually explicit content in RTL's programming did not deter Thoma. Instead, he delivered high ratings and advertising revenues, with the daily soap "Gute Zeiten, schlechte Zeiten" (GZSZ) and the Formula One broadcasting rights adding to his success record. Simultaneously, Thoma expanded the information offer, addressing potential image problems.
Despite numerous detractors, Thoma was bestowed the title of "Media Man of the Year" in 1989, received the Golden Camera in 1990, and the German Media Prize in 1992. In 1994, he was awarded the Emmy Award from the US National Academy of Television, Arts, and Sciences. Even his competition admired Thoma, with former Sat.1 program chief Fred Kogel referring to him as the "King of German Private Television."
Post-RTL, Thoma served as a media consultant for North Rhine-Westphalia's then-Minister President Wolfgang Clement (SPD). He also held positions on several supervisory boards, remaining a sought-after media expert for various topics.
In 2014, at the age of 75, Thoma ventured into a new endeavor with the TV format "NIX," developed in partnership with NRW-TV in Düsseldorf. The project aimed to re-engage young audiences with live television, but it did not achieve lasting success.
Beyond his professional pursuits, Thoma was an avid media enthusiast, listing watching TV, listening to radio, reading newspapers, and following media politics as his pastimes. A remarkable moment emerged when, at age 80, Thoma decided to take up scuba diving as a new hobby.
Thoma was married multiple times, including to his former assistant, Daniele Milbert, with whom he reconciled in 2004 after separating in 1997. Milbert wrote a book about their marriage titled "My Life with Mr. RTL."
Thoma's passion for media extended beyond his professional life, as he enjoyed watching TV, listening to radio, reading newspapers, and following media politics in his leisure time.
Amidst his various media ventures, Thoma ventured into a new endeavor with the TV format "NIX," developed in partnership with NRW-TV in Düsseldorf, aiming to re-engage young audiences with live television, but it did not achieve lasting success.
