THE CHANNEL
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ISSUE 1 2012
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53
STRATEGY
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THE CHANNEL
make use of our programme offer
each week.
How are you integrating new
media technology?
We were the first public
broadcaster in Germany to go
online, and with podcasting we
branched out early into areas like
on‐demand content. At
, Deutsche
Welle now offers a wide range of
digital content that is specifically
designed for mobile phones,
smartphones and tablets. The
selection includes a variety of
video, audio and articles in 30
languages, covering a wide range
of content from top stories, news
and background information to
services like Learning German.
Deutsche Welle developed its first
iPhone app way back in 2009,
followed in 2011 by applications for
Android platforms as well as for
Symbian and Windows Phone. And
early this year we released a
completely redesigned app for iOS.
Our DW Media Center –
launched in 2010 – brings all of
DWʹs audiovisual content together
under one roof: live streams,
videos, audio and photo galleries
(
.
As far as Connected TV is
concerned, I think it offers great
potential for reaching new target
audiences but there are great
practical difficulties at present
because there is no single
worldwide technical standard
among hardware manufacturers for
providing access to content. DW is
working nonetheless to cooperate
with the most important
manufacturers who are setting the
standards.
Content is still king - what do
audiences want?
Our basic principle remains to
provide quality programming from
a trusted source. DW offers depth
and balance that listeners/viewers/
users can depend on. Instead of
going for sensationalism, we rely
on journalistic independence and
pluralistic reporting which is
guaranteed by law in the Deutsche
Welle Act.
News [DW’s
Journal
] is at the
core of our programming – those
who look for information still
primarily want the news. Business
Brief and World Stories help round
off the picture. And we have
introduced groundbreaking
programmes like ʹShift ‐ Living in
the Digital Ageʹ, where we
highlight how the Internet is
changing society and how people
can keep up.
You personally have been
advocating support for the reform
process in the Arab world. What
are DW and DW Akademie doing to
promote independent media there?
DW took a major step by
significantly expanding its Arabic
television programming in
February. From Tunisia to Bahrain,
we provide an important source of
complementary information to
viewers in those countries. We are
accompanying the changes
constructively and critically as a
partner in dialogue. For example
with our talk show ʹThe New Arab
Debatesʹ, or via our multimedia
website
which
gives up‐to‐date information on
topical issues for users in the Arab
world. Also, DW’s Arabic Facebook
page has seen a rapid increase in
the number of ʹfansʹ, and we are
one of the partners behind the
online magazine Qantara.de which
serves as an independent medium
for promoting intercultural
dialogue.
Many journalists in the Arab
world are showing an enormous
amount of courage, and they can
count on our support. DW
Akademie is focusing on the region
by offering training programmes
for media professionals in Tunisia,
Egypt, Libya and beyond. This
allows us to share our professional
standards and journalistic ethics,
encompassing a wide range of
topics from election reporting and
political communication to the
future of public service
broadcasting and digitalisation.
Last December, DWAkademie
opened its first North African office
Top
Dr Jusuf
Habibie, former
President of
Indonesia at DW
GMF 2012
Bottom
Learning
by Ear
DW Global Media Forum
"Culture. Education. Media - Shaping
a Sustainable World" was the theme
of this year's Deutsche Welle Global
Media Forum held in Bonn, Germany.
Over 2,000 participants from more
than 100 countries came together in
June to discuss over the course of
three days the importance of culture
and education for sustainable
development and intercultural
dialogue, as well as the role of media
in this process.
Speakers included German Foreign
Minister Guido Westerwelle and
former Indonesian President
Bacharuddin Jusuf Habibie.
"Enabling everyone to claim the right
to education is one of the great
challenges of globalisation, and it's
up to the media to help people do
that," said Bettermann at the close
of the conference.
The 2013 DW Global Media Forum
will take place from June 17-19 to
examine "The Future of Growth -
New Economies and the Media."
in Tunis. About the same time, DW
Akademie in co‐operation with
Tunisian partners hosted a Young
Media Summit there. Even in the
very volatile situation in Libya, our
trainers were already in the country
helping Libyan journalists deliver
information to the public. DW is
much more than just a broadcaster.
Looking ahead, what's next?
The competition is getting tougher.
To keep up, we are going to
strengthen our co‐operation with
other German public broadcasters
and expand the range of our
programming.
On an international level, it’s
important to co‐operate with
broadcasters that have similar
philosophies and values to our
own. Together we are strong. We
also plan to intensify co‐operation
with partners in target areas
worldwide. A dialogue between
equal partners is an important
element in strengthening DW’s
position on the international
playing field.
Erik Bettermann, thank you.
Those who
look for
information
still
primarily
want the
news
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