Rodolphe Saadé’s strategy is taking shape. After the takeover of the RMC-BFM group last July by CMA CGM for 1.5 billion euros, BFM Business and La Tribune will converge to “create a powerful economic center”, as revealed by Nicolas de Tavernost in Le Figaro. A strategic step for the group led by Nicolas de Tavernost, vice-president of CMA Media, which is working to structure the economic ambition of its shareholder.
Convergence to strengthen the economy
Under the leadership of Rodolphe Saadé, La Tribune, purchased in 2023, will join forces with BFM Business, the group’s economic channel, in a project of editorial and strategic synergies. The objective: to strengthen the group’s economic offering by combining the editorial expertise of a recognized daily newspaper and the power of a linear and digital economic information channel. Nicolas de Tavernost thus underlines a clear desire: BFM Business and La Tribune must now collaborate to “occupy a dominant position in economic information intended for working people”.
This ambition is part of an in-depth reshuffle of the RMC-BFM group. Arnaud de Courcelles, director of BFM Business, succeeds Philippe Antoine, as director of the local BFM branches, while Karim Oudjane, former Radio France executive, joins the staff as secretary general of information. Two new strategic positions will also be created: a director of strategy and development as well as a Chief Digital Officer.
Back to basics for BFMTV
At the same time, Nicolas de Tavernost set another priority: repositioning BFMTV to regain leadership in information against CNews. “BFMTV must return to its fundamentals,” he declared in Le Figaro, with a clear line: “Be a news and events channel, rather than a talk channel.” An editorial overhaul which aims to capture an active audience, where CNews is aimed at an older audience.
On January 6, BFMTV will launch its own 8 p.m. news, hosted by Maxime Switek. The morning will be reinforced with Apolline de Malherbe and Julie Hammett. “We are engaged in long-term work,” recalls Nicolas de Tavernost, who is already pleased with the “first results”. Since the beginning of December, BFMTV has regained the lead in audiences against CNews.
Modernization and local development
The convergence project between BFM Business and La Tribune is also part of a broader strategy: the development of local BFM branches and the technological modernization of the group. After taking over the TNT frequencies of BFM Lyon and BFM Alsace, management plans the merger between BFM Marseille and La Provence, another media in the fold of CMA CGM (even if the advertising agencies are obliged to remain separate in the PACA region ).
Nicolas de Tavernost finally specifies that technological investments “of several tens of millions of euros” will be deployed to improve digital platforms, modernize studios and integrate artificial intelligence. CMA CGM, already at the forefront in this area with strategic partnerships with Google and Mistral AI, fully supports these developments.
An ambitious shareholder
In a fragmented and rapidly changing market, Nicolas de Tavernost remains cautious, but determined. “CMA CGM is a powerful and ambitious shareholder,” he recalls. If the RMC-BFM group is operating in a difficult advertising context, the new strategy initiated under the leadership of Rodolphe Saadé aims to redefine positions. BFM Business and La Tribune, in convergence, symbolize the emergence of an economic center capable of competing with the major information players in France. La Tribune will move into the RMC-BFM premises in the 15th arrondissement of Paris in January.
For Rodolphe Saadé and Nicolas de Tavernost, the objective is clear: restore the group to its full power and make it an essential economic leader, which will compete with Les Echos.
