Deck the halls with drama: ZDF Studios’ Christmas content strategy

ZDF Studios’ chief commercial officer Tim Gerhartz tells C21 how the German distributor is pairing trusted festive brands with fresh titles such as Grand Hotel by the Sea as digital platforms reshape the market.

Cruise into Cloud Nine follows couples navigating love aboard cruise ships

When Tim Gerhartz stepped into the role of chief commercial officer at ZDF Studios in October 2025, he returned to the company where he had begun his media career in 2010, and to a catalogue that has spent decades making the festive season its own. With more than 100 Christmas TV movies, ZDF Studios’ festive content sits at the heart of a broader scripted and movie offering that spans all genres.

“As one of Europe’s largest content distributors, we offer an unrivalled catalogue with exceptional depth and breadth across all genres,” says Gerhartz. “Festive content is one of the cornerstones of our drama catalogue.”

That catalogue draws on two sources: the output of ZDF, a major German public service television broadcaster, and a curated selection of productions from European independent producers that Gerhartz describes as “distinguished by their particularly high production values.”

Ask him what makes a ZDF Studios Christmas movie work and he will reply with three words: “Consistency, reliability and repeatability.” He adds: “This applies not only to traditional Christmas-themed content, but also to the scheduling of long-running series and productions within the romantic comedy and drama genres.”

The visual identity of the catalogue, lush pastures, steep cliffs, white beaches and majestic manors, is combined with an emotional appeal best exemplified by TV movie collections such as Lindström, Rosamunde Pilcher and Summer in… These brands deliver classic romantic drama set against some of the world’s most beautiful locations.

“Audiences value the familiarity of these productions and the recurring cast members they have come to know and love,” says Gerhartz. “These established brands are firmly embedded in our clients’ festive schedules and, thanks to their uplifting and optimistic tone, create genuine opportunities for family co-viewing and shared viewing experiences.”

The romantic comedy strand runs equally deep. With Cruise into Cloud Nine and Dream Voyage, ZDF Studios offers hundreds of hours of programming built around love stories set aboard cruise ships. “These are stories of love, heartbreak and happiness,” Gerhartz notes. “For decades, we have been telling the stories of couples who meet aboard cruise ships, fall in love, get married and navigate both the small and major challenges that relationships bring.”

While established IP offers buyers “familiarity, trust and scheduling certainty,” Gerhartz says taking creative risks is just as important to ZDF Studios’ content strategy. “For me, the real strength lies in the combination of the two,” he says. “Many of our long-running franchises have demonstrated their value over multiple seasons and across multiple territories. At the same time, every catalogue needs renewal. New projects are essential for attracting new audiences and creating future brands.”

The new title generating the most excitement heading into this year’s festive selling season is Grand Hotel by the Sea, an eight-part Dutch romantic period drama set in a coastal hotel in the early 20th century. “This compelling period romantic drama is set in 1912 and follows two families who are diametrically opposed yet deeply interconnected as they navigate a time of profound social change,” Gerhartz explains. “Bound by their shared desire to build a better future, they must confront ambition, sacrifice and the shifting tides of a rapidly changing world.”

The show is produced by Big Blue and scheduled to air on Dutch public broadcaster NPO this December, with Gerhartz noting: “The series is set to be one of the highlights of this year’s Mipcom and is already generating considerable interest among international buyers and broadcasters.”

When it comes to the international market, ZDF Studios’ distribution reach is built on long-standing relationships with traditional linear broadcasters, as well as a growing digital footprint that caters for a younger audience. “We are seeing particularly significant growth across digital distribution platforms, reaching audiences across generations,” Gerhartz says.

The company’s pitch to buyers of festive movie collections and seasonal romance titles reflects this dual reality. “When pitching to buyers, we emphasise not only their proven success in traditional Christmas programming slots, but also their growing value across digital distribution channels,” Gerhartz explains. “From dedicated Christmas slots on linear television to curated festive channels on SVoD and FAST platforms, our collections and series offer a cohesive, highly reliable programming proposition that performs across all distribution models.”

Central to the international strategy is the universal appeal of festive content itself. “Festive content is family content: programming that brings viewers together and creates shared viewing experiences for audiences of all ages,” says Gerhartz. “For us, the key is maintaining strong partnerships while helping content travel successfully across territories and platforms.”

ZDF Studios also acts as a full-spectrum partner for creative talent and producers across Europe, spanning development, financing, pre-sales and digital distribution. “We are the preferred partner for creative talent and producers in Germany and across Europe,” Gerhartz says.

Grand Hotel by the Sea, an eight-part Dutch period drama, is set in 1912

For large-scale productions, particularly premium event series scheduled around key holiday periods, ZDF Studios gets involved in sourcing funding. “We play an important role in helping producers secure financing through minimum guarantees and international pre-sales,” Gerhartz says. “These projects are typically characterised by substantial budgets and high production values, requiring strong commercial and distribution partnerships from an early stage.”

For these productions, the company also acts as a key partner throughout the distribution process, deploying smart windowing approaches to maximise audience reach and long-term value. “By combining financing expertise, international market access and sophisticated distribution capabilities, we help premium European content find the right audiences across both traditional and digital platforms,” Gerhartz adds.

For the exec, no single trend is reshaping the festive and romance-drama market as much as the rise of digital distribution. “Direct licensing to SVoD, AVoD and FAST platforms has become a significant part of our business alongside traditional linear broadcasters,” he says.

Buyer behaviour is evolving in step with platform growth. “Demand for uplifting, feel-good content with broad family appeal remains robust, but buyers are increasingly seeking proven brands and evergreen titles that can perform across multiple platforms and attract audiences of all generations. As a result, coordinated digital distribution strategies are becoming just as important as traditional broadcast premieres,” Gerhartz notes.

Despite intensifying competition for seasonal content, Gerhartz remains sanguine about ZDF Studios’ position. “Demand for high-quality, feel-good festive programming remains consistently strong, especially for established brands and trusted franchises,” he says.

Looking ahead, as digital platforms continue to reshape the distribution landscape, Gerhartz says: “My ambition is to continue building on that strength by combining trusted brands with fresh ideas and by expanding opportunities for international partners. Buyers increasingly value dependable content with proven appeal, but they also want new stories and new ways to engage audiences across linear, streaming and digital platforms.”

With Grand Hotel by the Sea headlining ZDF Studios’ Mipcom slate alongside a festive catalogue still driving demand across linear, SVoD and FAST platforms, Gerhartz’s task now is to keep both halves of that catalogue, the trusted and the new, moving in step as buyers navigate an increasingly fragmented, platform-driven market.