Deutsche Welle guido.baumhauer@dw-world.de Profile & - PowerPoint PPT Presentation

Guido Baumhauer Tel.: +49 228 429 2152 Deutsche Welle guido.baumhauer@dw-world.de Profile & Distribution Strategy │ Guido Baumhauer, Managing Director of Strategy, Marketing and Distribution

Radio Social Web Podcast Blogs target groups Platforms TV Innovation Changing media markets Convergence Mobility RSS Online Multiplatform-Strategy Social Bookmarking Marketing Digitalization New Media Strategy market knowledge Web 2.0 DW Audio Digital Divide │ Guido Baumhauer, Managing Director of Strategy, │ Page 2 Marketing and Distribution

Deutsche Welle’s Profile Profile - Germany’s international broadcaster - DW-TV, DW-RADIO, DW-WORLD.DE, DW-AKADEMIE - 1,500 employees - More than 60 nationalities - Based in Bonn and Berlin - Content in 30 languages │ Guido Baumhauer, Managing Director of Strategy, │ Page 3 Marketing and Distribution

Deutsche Welle’s Profile Highlights - Global reach of over 90 million weekly listeners and viewers and users - More than 4,500 partner stations - First European broadcaster featuring a TV service in Arabic - First German public broadcaster using online audio and video podcasting - DW-WORLD.DE and DW-RADIO in 30 languages, e.g. Chinese and Persian - 1,000 journalists, technicians and managers from abroad educated by DW-AKADEMIE each year │ Guido Baumhauer, Managing Director of Strategy, │ Page 4 Marketing and Distribution

Changing Media Markets changing political and economical new technologies conditions DW digitalization changing media and fragmentation usage and new of media markets user types │ Guido Baumhauer, Managing Director of Strategy, │ Page 5 Marketing and Distribution

Distribution Strategy Multiplatform Strategy - Definition of the “right” content and the “right” medium for the “right” target groups - 30 languages, more than 30 markets - Analog and/or digital distribution - No “all services in all markets” strategy │ Guido Baumhauer, Managing Director of Strategy, │ Page 6 Marketing and Distribution

Distribution Strategy Multiplatform-Strategy │ Guido Baumhauer, Managing Director of Strategy, │ Page 7 Marketing and Distribution

The Road Ahead Wanted: A more-than-educated guess - Where and how will content be accessed? - Who is head of programming, content creator, consumer? - Which target groups are focused on? - Which content and distribution channels are best suited for the relevant target groups? │ Guido Baumhauer, Managing Director of Strategy, │ Page 8 Marketing and Distribution

The Road Ahead Deutsche Welle is banking on… - “Content is king, but effective delivery is King Kong!” - Learning from the customer - Trial and error - Brand trust carried over to the platforms - “POPE” - Systematic implementation of the Multiplatform Strategy │ Guido Baumhauer, Managing Director of Strategy, │ Page 9 Marketing and Distribution

Thank you! your suggestions your questions your attendance Thank you for… your feedback your inspiration Guido Baumhauer your attention Tel.: +49 228 429 2152 guido.baumhauer@dw-world.de │ Guido Baumhauer, Managing Director of Strategy, │ Page 10 Marketing and Distribution