PROMOTION ON AIR

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Reporting on the EU A German Experience Z. Sara
Cenan Pascal Albrechtskirchinger Dubrovnik 8 June
2006
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• Active in Media Development Projects in the
  Balkan Area since 1999 (Stability Pact)
• Fields
• Technical Assistance (incl. Equipment)
• Training (incl. Journalistic ethics)
• Media policy issues (functioning of PSB)
• Principles
• Enshrining PSB principles and behavioural
  patterns
• Fostering multi-ethnic and interregional content

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• Founded in 1961 as the nationwide PSB
• Staff 3.600 plus ca. 3.000 free-lancers
• Headquarters in Mainz (Rhineland-Palatinate)
• 16 domestic bureaus
• 20 foreign bureaus ? Brussels one of the biggest
• Brussels EU Affairs Office

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Organisation Chart
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German TV-Market

• 82,5 million population
• 33,7 million TV-households

• 54 Cable (decreasing)
• 43 Satellite (increasing)
• 4 Terrestrial (should slightly increase)
• 20 Digital households (growing fast)

Daily viewing time (gt 3 y/o) 210 minutes Average
number of channels per household 39,2
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The German TV Market

• ? Highly competitive market ! ? PSB in 2005 44.O
• Dual System strong PSB vs. strong commercial
  broadcasting
• Strong Free-to-air market
• Small Pay-TV market

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General Development market shares 1987-2003
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ZDF and viewer acceptance

• ZDF 1st choice in 10 of 28 genres
• Documentaries
• Science, Economy, Nature
• Culture
• ZDF best choice (range) of entertainment
• ZDF best choice of German fiction (produced and
  acquired)

Quelle Medienforschung, Imagestudie 2004
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Programme 2005
Quelle AGF/GfK IFEM, Köln (in Media
Perspektiven 5/2005)
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German TV Market comparison of aired programme
genres (2004)
Quelle AGF/GfK IFEM, Köln (in Media
Perspektiven 5/2005)
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• REMIT / Foundations
• Interstate Treaties (Governments)
• Broadcasting Treaty
• ZDF-Treaty
• Guidelines (TV Council / ZDF)
• General Principles
• General Programming Guidelines
• Advertising and Sponsoring
• Protection of Minors
• Commitments (ZDF)
• Concrete Implementation of the remit
• ? Importance of PSB autonomy (programming
  autonomy)

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• REMIT / Programming
• . inform
• . educate. entertain
• classical definition as defined by the
  British Model
• ? based on/derived from article 5 of Federal
  Constitution (Grundgesetz) on free opinion
  forming important Court rulings in favour of
  pluralism and PSB

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• REMIT / Programming (2)
• Information objective, balanced, comprehensive
• Orientation/Guidance free opinion forming
• Forum platform for public debate
  (Agorafunktion)
• Integration social cohesion, national European
  international integration, cultural diversity,
  minorities
• ? principles underpinning all programmes ? main
  and secondary channels, as well as in a
  technologically neutral way

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• How to report on Europe (ZDF experience)
• ? Dramatic failures of institutional
  programmes
• Europe is not only institutional
• Europe also affects daily lifes
• Europe has to be integrated in all types of
  thematic programmes (no EU-ghettos)

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• A special daily Magazine (since 12.04.97)

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•  heute in europa  a typical day
• 30.05.2006
• (New) youth riots in Paris
• Bad weather in Europe
• Service Directive (Polish plummer and beyond)
• British betting culture (Mundial)

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•  heute in europa  ratings 2006
• ? Between 1.5 and 2.0 million viewers
• ? Market share between 11 and 18 (over 10 over
  period of 9 years)

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•  heute in europa  key for success
• ? Right format for the right public at the right
  time
• Right (immediate) programming environment( Progra
  mme Mix )
• ?  Showcase and Window  (for viewers and for us)

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points for discussion

• Integration has to be understood as a whole in
  political, social, cultural terms Region ? State
  ? Europe ? World
• PSB specific  European  responsability
  explaining context, fighting prejudice
• A strong PSB is the indispensable benchmarker for
  reporting on Europe
• Implementation of  European Model  remains a
  regional (national) task
• Defending PSB principles and values is a daily
  task

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Thank you for your attention !