Nostalgic television - Pumuckl, Spencer: TV producers court millennials
Those who were young in the 1980s and watched TV, may recall the children's show "Hallo Spencer" and its moderator, a folding arm puppet with a floppy hat. A significant production named "Hallo Spencer - Der Film" is set to be released by ZDF in 2024, produced largely by entertainer Jan Böhmermann (Premiere at Filmfest München on 2.7.).
This production fits into a nostalgic TV trend, as RTL has already capitalized on with the heartwarming "Pumuckl" revival. This is quintessential German nostalgic television, not Muppets or Fraggles.
The international media market, from Hollywood studios to streaming giants, currently seems to be producing content that primarily aims to trigger nostalgia. Think of the often self-referential productions surrounding "Star Wars," "Star Trek," the Marvel Cinematic Universe, Harry Potter, but also "Stranger Things" or the cinematic hit "Barbie."
The chatter about supposedly identical generations (such as "Boomer" or "Gen Z") may be annoying, but there are indeed common viewing habits within an age group. One speaks of media nostalgia (films, series, audiobooks, games, music, books), when something is deliberately consumed to evoke memories or specific emotions.
Whoever revives Pumuckl and Spencer aims to attract the children of the 80s and 90s - the late generations of Generation X (born between 1965 and 1980) and the early generations of the so-called Generation Y (born between 1981 and 1995).
"...I'm back, your beloved old Spencer!"
Broadcasters are courting the Millennials ("Generation Y"). People from this generation, born in 1981, are often referred to as Millennials. Many of them have memorized what Spencer used to say at the beginning of the puppet show (1979-2001): "Hello, dear people, from A to Z, from one to hundred, from North to South, from East to West, I'm back, your beloved old Spencer!" Many also loved figures like the dragon Poldi ("I want to eat you"), the kind-hearted Kasimir, and the bookworm Lexi.
Among these people is the 1981-born satirist Böhmermann, who is now bringing the originally aired series to ZDF as a modern film comedy.
Even in the revival of Pumuckl, there was a switch in broadcasters (from BR and ARD to RTL). Florian Bruckner replaces the human reference point for the ginger-haired goblin, Gustl Bayrhammer, who passed away in 1993. Maxi Schafroth provides the voiceover, replacing the late Hans Clarin.
"Television has been using the nostalgia effect against the competition of video streaming platforms for some time," says media scientist Joan Bleicher. The reception values familiar content, combined with new representation techniques and new stories, as a positive emotional experience. "Pumuckl or 'Hallo Spencer' function as a media version of Proust's Madeleines, which call our childhood, our earlier lives to mind," Bleicher from the University of Hamburg explains. "It's mainly the memory of normal times that can be connected with the old familiar formats." Marcel Proust's novel "In Search of Lost Time" had his protagonist bite into a Madeleine cake, which in the book triggers a flood of memories.
From the perspective of programming, the broadcast of successful offerings from the past provides more rating security than innovative programming ideas, says Professor Bleicher. These were often more expensive and required more time to establish.
However, costs and efforts were not spared for the projects Spencer and Pumuckl. For Pumuckl, for example, an old industrial hall where the carpentry workshop of Master Eder was once torn down was rebuilt faithfully on the outskirts of Munich. Those who watch the series can hardly believe that the courtyard, which millions still have in mind, is now only a replica with a artificial studio sky.
Pumuckl returns due to success - to TV and cinema
After RTL celebrated successes around the series "New Stories of Pumuckl" around Christmas, there was an announcement in June that the elaborate prank continues. Planned is not only a second season with 13 episodes but also a movie. Both productions are again being directed by Marcus H. Rosenmüller.
The series continuation is expected to first run at the end of 2025 on the streaming service RTL+ and later on RTL and also on ORF. The movie with the working title "Pumuckl and the Great Misunderstanding," which tells a self-contained story around the gnome and Florian Eder, is also planned to start in 2025.
Whether there will also be a continuation - a "Hello again" - of the ZDF project "Hello Spencer," remains to be seen in the coming weeks and months.
- Jan Böhmermann, known for his satire, is leading the production of "Hallo Spencer - Der Film" due for release in 2024 by ZDF.
- Böhmermann's project aligns with RTL's revival of the beloved character Pumuckl, a move reflective of the current trend in the international media market.
- This trend is characterized by productions focusing on nostalgia, such as "Star Wars," "Star Trek," the Marvel Cinematic Universe, Harry Potter, and "Stranger Things."
- Broadcasters are targeting specific age groups, including the late Generation X and early Generation Y, with these nostalgic productions.
- Born in 1981, Böhmermann himself falls under the Generation Y category and is reviving the originally aired "Hallo Spencer" series for ZDF as a modern film comedy.
- RTL switched broadcasters for Pumuckl, with Florian Bruckner replacing the late Gustl Bayrhammer, and Maxi Schafroth taking over the voiceover from Hans Clarin.
- Media scientist Joan Bleicher explains that television uses nostalgia as an emotional experience, with shows like "Pumuckl" and "Hallo Spencer" serving as a form of Proust's Madeleines, triggering memories.
- From a programming perspective, revisiting successful offerings from the past offers more rating security than innovative programming ideas.
- Despite the cost and effort, projects like Spencer and Pumuckl have seen success, with RTL even building a replica of the Pumuckl carpentry workshop in Munich for the series.
- RTL's "New Stories of Pumuckl" series saw success around Christmas, leading to a second season and a movie release planned for 2025.
- The ZDF project "Hello Spencer" may continue with a potential sequel, depending on future developments.
- "Children's program" and "series" are common genres in this nostalgia-driven trend, with Harry Potter and Star Wars among the popular series.
- In the world of movies and television, the colorful realm of media provides a connection to childhood and earlier times for many, offering a sense of familiarity and comfort.
