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

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Aug 04, 2023 23 likes •123 views

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

SLIDE 1

│ Guido Baumhauer, Managing Director of Strategy, Marketing and Distribution

Profile & Distribution Strategy

Deutsche Welle

Guido Baumhauer

Tel.: +49 228 429 2152

guido.baumhauer@dw-world.de

SLIDE 2

│ Page 2 │ Guido Baumhauer, Managing Director of Strategy, Marketing and Distribution

Radio

target groups Blogs

Platforms

Changing media markets

Convergence Mobility RSS Multiplatform-Strategy Digitalization New Media market knowledge Web 2.0

Strategy

Audio Digital Divide

Social Bookmarking

Social Web

Online

DW

Marketing

Podcast

Innovation

TV

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│ Page 3 │ Guido Baumhauer, Managing Director of Strategy, 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

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│ Page 4 │ Guido Baumhauer, Managing Director of Strategy, 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
nline 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

SLIDE 5

│ Guido Baumhauer, Managing Director of Strategy, Marketing and Distribution │ Page 5

Changing Media Markets

DW

changing political and economical conditions new technologies digitalization and fragmentation

f media markets

changing media usage and new user types

SLIDE 6

│ Page 6 │ Guido Baumhauer, Managing Director of Strategy, 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

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

Distribution Strategy

Multiplatform-Strategy

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│ Page 8 │ Guido Baumhauer, Managing Director of Strategy, 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?

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│ Page 9 │ Guido Baumhauer, Managing Director of Strategy, 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

SLIDE 10

│ Page 10 │ Guido Baumhauer, Managing Director of Strategy, Marketing and Distribution

Guido Baumhauer

Tel.: +49 228 429 2152

guido.baumhauer@dw-world.de

Thank you!

Thank you for…

your attention

your feedback

your inspiration

your questions

your suggestions

your attendance