Half a century after the first broadcast, Germany’s international
broadcasting service is positioning itself as an innovative media
enterprise. DW offers multimedia, globally accessible information in
more than 30 languages. It uses the latest digital technology for
production and broadcasting and, more importantly, draws on the
expertise of a multinational team of some 1,500 employees from
more than 60 countries. They create DW-TV and DW-RADIO programmes
as well as the website DW-WORLD.DE. According to Director-General
Erik Bettermann, “Intercultural dialogue is part of our work – all day
and every day. And it is not just about spreading linguistic and cultural
diversity abroad. Our cosmopolitan approach and specialist knowledge
also contribute to public debate here in Germany.”
On June 27
th
, 2003, Deutsche Welle marked its 50
th
birthday with
festivities at the
Plenarsaal
in Bonn. Federal President Johannes
Rau was the guest of honour and keynote speaker. DW also celebrated
the official opening of its new broadcasting house, for DW’s
anniversary year of 2003 is also the year that the headquarters of
the German international broadcaster moves from Cologne to Bonn
and one of Europe’s most modern broadcasting centres.
Three pillars ...
“Hier ist die Deutsche Welle Bonn”
– this acoustic hallmark will soon
go out around the world from the Federal City, Bonn. This is where
the multilingual programmes of DW-RADIO are made: for example
languages like Amharic and Urdu, Bengali and Ukrainian and, of
course, German and English, Russian and Chinese. This is where
multimedia DW-WORLD.DE goes online. Here, the Deutsche Welle Radio
Training Centre (RTC) successfully trains radio staff from developing
countries and Eastern Europe. DW’s television activities are concentrated
in Berlin. DW-TV in German, English and Spanish, as well as regional
slots in other languages. DW also broadcasts
GERMAN TV
, the joint
“best of” programme from the public broadcasters ARD and ZDF.
... one mission
Deutsche Welle was commissioned to “provide listeners and viewers
abroad with a comprehensive picture of political, cultural and economic
life in Germany and to present and describe German positions on
important issues.” This is how the 1997 Deutsche Welle Act defines our
mission statement. The Federal Government intends to amend this act
and reformulate the mission in close co-operation with DW. Bettermann:
“DW stands for independence and credibility, which will remain the
priority since people all over the world value our programmes for these
qualities. Nevertheless, DW’s mission needs to be extended and made
more precise. We do not only report about Germany, but about events
in our target regions. This is the only way international radio can have
an impact as a form of preventive foreign and security policy. It ensures
a free flow of information in regions of war and crisis.”
The anniversary year will be marked by rapid implementation of the
reform process already under way. DW’s current corporate profile
defines clear focal points and aims. As Bettermann states, “We will
continue to regionalise our programmes and intensify intercultural
dialogue – in particular with the Islamic world. DW-TV’s programme
slots in the Afghan languages Dari and Pashto and in Arabic are
examples of the success of this idea.” Furthermore, DW is covering
the process of European unification extensively and is making its
mark with a focus on the areas of business and culture. Bettermann
continues, “as an institution for international media and cultural
work, DW has the deepest possible impact. Intercultural dialogue
also includes promoting the German language. That is far more
than conveying an authentic picture of German reality.”
Two thirds of humankind lives under authoritarian or totalitarian
regimes, which deny their citizens freedom of the press and freedom
of speech. In these nations, and in particular in regions of crisis
and conflict, DW is an acknowledged source of objective information
– whether in the Balkans, today in Afghanistan or many other regions
of the world. DW addresses people all over the world who are
Germany’s in
reaches out at
German President Johannes
Rau addressing DW’s 50th
anniversar y celebrations
Erik Bettermann,
Deutsche Welle Director-General
DW-TV reporting from the roof
of the Reichstag in Berlin
16
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the
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