THE CHANNEL
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ANALYSIS
of social networks, we have the
annual Deutsche Welle Blog
Awards ‐ The BOBs, which honour
blogs in 11 languages that
champion the open exchange of
ideas and freedom of expression.
Who are your audiences?
DW wants to meet the needs of
information seekers interested in
Germany, Europe, and a German
and European perspective on
international issues. As part of our
multiplatform strategy, a few
months ago we launched TV
magazines for partner broadcasters
in Central and South Eastern
Europe. These programmes are
produced by our Bonn‐based
departments that used to be
primarily concerned with radio
broadcasting, which reflects how
we have changed to meet the
demands of today’s audiences.
In Afghanistan and Africa we
offer, aside from shortwave
broadcasts, ʹLearning by Earʹ for
young listeners. Today, half of the
Afghan population knows DW and
this educational yet at the same
time entertaining programme
reaches 15% of the population each
week. For South Asia we have
created the Internet forum
Womentalkonline, and for Asian
users we offer multimedia websites
in 10 languages from Bengali,
Chinese to Farsi and Urdu. One of
our latest initiatives is the
multimedia project ʹVoices of
Today ‐ Ideas for Tomorrowʹ,
which deals with issues related to
the Rio+20 UN conference and
sustainable development.
Worldwide, about 86m people
t the core of this
process lies the
aim to
communicate
better with the
target audience
through new,
focused, language‐based channels,
regionalized programming and a
variety of multimedia content that
can be used online. So what has
changed?
Besides going for a new
corporate design, DW has created a
new television line‐up with six
worldwide channels, in German,
Spanish and Arabic, plus English,
on a 24/7 basis. Our new website
www.dw.de
offers articles, audio,
video and interactive content. DW
is a source of reliable information
and high‐quality journalistic
content from Germany, so from
that starting point users can find
exactly what they want, in any of 30
languages.
Are you targeting younger
audiences?
We are naturally seeking to win
younger audiences because so
much of the population in
developing and transformation
countries is young. It was young
people who were the catalyst for
change in much of the Arab world
last year. So for example in our
weekly talk show Shababtalk on
DW (Arabia) we get young people
from Germany and Egypt to discuss
current issues – itʹs a co‐production
with our partner Al Hayah TV and
regularly reaches up to 14% of the
urban population in Egypt.
Besides expanding into the field
A
With its recent relaunch Germany's
international broadcaster Deutsche Welle
squares up to competition worldwide. Having
successfully wrapped up this year's DW Global
Media Forum with a record attendance of over
2,000 media representatives from all over the
world, Director General Erik Bettermann
outlined DW's new strategic focus
ONTARGET
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