In the modern media landscape, France Télévisions is no longer just a traditional broadcaster; it’s a public service media group blending national TV, digital video platforms, national and regional content to inform, educate, and entertain audiences across France, with a renewed focus on accessibility and innovation.
At The MarTech Summit Paris, we are pleased to welcome Anaïs Flores, Head of CRM, France Télévisions to share how her experience of leading CRM and loyalty strategies at France Télévisions have shaped her belief that impactful customer engagement comes from user-centric, data-driven omnichannel orchestration that strengthens retention, enhances experience, and drives measurable business performance.
About France Télévisions
France Télévisions is the leading French public broadcasting group: every month, 40 millions French people visit its streaming platform france.tv. As a public service broadcaster, the group plays a significant role in social and cultural life, which demands constant ambition and high standards in defining its programming.
Quick Q&A with Anaïs Flores
Could you please give us a quick introduction of yourself?
I’m Head of CRM at France Télévisions, the french TV broadcaster leader, where I lead the customer engagement strategy across newsletters, push notifications, in-app messages for all the group’s info & streaming mobile apps & websites.
I have over 18 years of experience in CRM, customer & data marketing, primarily in media and content-driven environments. My expertise lies at the intersection of audience engagement, editorial ecosystems and first-party data activation, with a strong belief that CRM is not just a marketing channel, but a strategic lever to build meaningful and long-term relationships with audiences.
Throughout my career, I’ve been particularly interested in how brands — especially media brands — can create value beyond transactions by designing relevant, respectful and data-driven customer expériences & journeys.
Why did you choose to participate in The MarTech Summit Paris?
Like many disciplines, CRM is being significantly reshaped by AI and personalization at scale. The martech tools are becoming more powerful and sophisticated, but technology alone is not strategy — it requires strong human judgement and clear vision to be used effectively and responsibly.
Participating in The MarTech Summit is an opportunity to exchange with peers, stay ahead of industry shifts and gain fresh perspectives. In such a fast-moving environment, these conversations are both enriching and essential.
Could you share a bit about your role at France Télévisions and how CRM contributes to customer engagement in a high-audience media environment?
At France Télévisions, CRM structures the relationship between millions of users and our content ecosystem.
My team leads newsletters and push strategy across web and app, segmentation and targeting, personalisation and recommendation projects, omnichannel orchestration, continuous optimisation (including A/B testing), as well as governance and exploration of new channels and formats.
In a high-audience media environment, CRM has a dual mission: driving usage and return frequency while building long-term engagement and trust.
As a public broadcaster, our responsibility goes beyond performance metrics. We must address all French audiences — across generations, socio-economic backgrounds, territories and viewing habits — ensuring equitable access to content. Engagement is therefore not only about watch time, but also about discoverability, cultural diversity, and giving visibility to a wide range of programmes and key societal topics for all citizens.
In a content-driven organisation, how do you align CRM strategy with editorial and product teams while maintaining a strong customer focus?
Alignment starts early – especially when launching new features or preparing major tentpole moments.
For product launches, we collaborate from the outset, sharing CRM requirements (deeplinks, tracking,…) to ensure we can properly relay the feature and clearly communicate its user benefit.
We also synchronise closely around major events such as Roland-Garros, Cannes or high-potential series, aligning editorial priorities, product visibility and CRM activation.
We work through shared KPIs such as return frequency and active users rather than siloed CRM metrics. We combine algorithmic targeting with curated editorial logic to preserve integrity, and we rely on continuous testing and data feedback loops to align decisions around real user impact.
Maintaining a customer focus ultimately means asking: is this genuinely useful for the user?
What role does personalisation play in increasing engagement across platforms such as web, app, and connected TV?
Personalisation is essential to increasing engagement because it helps users quickly find relevant content in a very large catalogue and maintain a seamless experience across screens.
Thanks to authentication, we can recognise users across logged environments — web, mobile apps, and part of connected TVs — enabling cross-device continuity and more relevant recommendations.
At France Télévisions, engagement relies on a balance between algorithm-based personalisation and editorial curation. Algorithms drive relevance and return frequency, while editorial recommendations encourage discovery and prevent users from being confined to the same viewing patterns. This is particularly important for a public service broadcaster, as we aim to promote the diversity of our content.
Beyond content, we also work on relationship personalisation — adapting communication pressure, channel, and timing — while ensuring that major editorial moments and societal topics reach all audiences.
With a sharp focus on intelligence, integration, and conversion, this panel brings together leaders who believe the future of omnichannel lies in transforming fragmented touchpoints into a unified, data-driven engagement layer. As customer interactions span more platforms than ever, the discussion will explore how brands can leverage APIs, automation, and advanced analytics to orchestrate seamless, scalable experiences that don’t just connect channels but convert with precision.
Join the Panel Discussion | [Omnichannel Intelligence] Making Connections that Convert at The MarTech Summit Paris
The MarTech Summit Paris – New Edition in EMEA
Join us on 21 April 2026 at Novotel Paris Centre Tour Eiffel! We’re back with the the newest edition to our EMEA tour with The MarTech Summit Paris, welcoming 200+ attendees. With insightful panel discussions, fireside chats, thought-provoking keynote presentations, and interactive roundtables, you will leave the summit equipped with the latest tools and strategies to elevate your marketing efforts.
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Last updated: February 2026
