We are in a turbulent period, and it is evident on the Screenforce 2024 Festival stage: two wars continue to evoke fear and terror, with no end in sight. This is matched by the tense economic situation in the country, with populist and right-wing parties growing stronger. What does this have to do with television? A lot, says Screenforce Managing Director, Malte Hildebrandt. Television is the glue that holds society together, he says.
Mr Hildebrandt, the social responsibility of the TV industry has been an issue close to your heart for a long time, but it is probably not a topic that immediately comes to mind when you start talking about television. Do you think that the role of broadcasters in society is sufficiently appreciated?
I still see room for improvement here. Both in society as a whole and in the media industry itself. In my view, there is too little appreciation of what television is doing right now in the war in Ukraine or the Middle East, and how journalists are risking their lives on the spot. One only has to think of the coronavirus pandemic, the various climate disasters, or the elections in recent years, which have been extensively covered in television news and reports. All of this makes it clear that we need television with its thoroughly vetted programmes. We must not leave the interpretation to social media, which is awash with fake news and disinformation campaigns.
Do you consider television to be the saviour of democracy?
Television is the glue that helps hold society together. Democracy needs strong TV stations, just as it needs strong publishing houses and radio stations. Ultimately, it is about social responsibility and quality journalism. And that is what the mainstream media provide. Today, it is more important than ever.
How do you currently assess the performance of German broadcasters in this area?
Television does a lot. Just think of the news, documentaries, interviews, or prime-time specials. Or the incredibly large sums of money that are collected on TV through fundraising! And not just for acute issues like wars or environmental disasters. We also see this with initiatives such as “Wir helfen Kinder” (We help children). On YouTube, Facebook and the like, you wouldn’t even begin to generate such sums for a good cause. I can think of several TV shows that are role models for many others. For example, the “Green Seven Week” on Pro Sieben, the recent “Woche der Vielfalt” on RTL, the reports with Thilo Mischke, all the formats such as Joko & Klaas, the “Klima update”, countless reports on ARD or on the news channels Welt and n-tv. In my opinion, this also includes the social reports on RTL Zwei “Hartz und herzlich” or “Hartes Deutschland”, because they help socially disadvantaged people living on the breadline, and thus often reveal their plight.
“Democracy needs strong TV stations, just as it needs strong publishing houses and radio stations.”
Malte Hildebrandt
However, trust in traditional media is declining. Young people, in particular, are seeking information primarily on social media - with known consequences. How can the TV industry counter this situation?
Up to 75% of Germans still trust the traditional media, while 25% avoid the media - slightly more in the East, slightly less in the West. This is the finding of a recent study by Rheingold Salon, which Jens Lönneker presented at our last expert forum. Of course, there is cause for concern when a quarter of the population turns away. The broadcasters involved in the Screenforce initiative can counter this in various ways - and they are already working on it. For example, they are active on social media in addition to their coverage on television and in media libraries. For example, Tagesschau prepares news for the young generation on TikTok and, in addition to current affairs, also imparts media skills to young people by providing information about working behind the camera or giving tips on fact-checking on social media. The service itself has around 1.4 million followers, making it a hugely successful service.
Is the solution to reach at least the young target groups through digital channels when they hardly ever watch traditional TV?
Young people watch linear TV too, just more selectively. But yes, the right way to go is really to develop an offer for all platforms and devices. I firmly believe that broadcasters will continue to succeed in keeping up with their topics, especially in the areas of information and infotainment, across all channels. That way, they will remain relevant with their shows, even to young target groups.
And what about the Screenforce initiative? How can you set the tone and bring socio-political issues to the market?
We can do something, for example, by designing our own events accordingly and providing a forum for socio-political issues. Examples include the “Jahr der Nachricht” or “Use The News” initiatives launched under the leadership of dpa. Project Manager Vanessa Bitter attended our Screenforce Academy a few weeks ago and presented the great initiatives already supported by RTL, Pro Sieben Sat 1, n-tv as well as ARD and some other channels. Many publishers are also involved, which makes me very happy, and OMG is also actively supporting the project. Together, we can achieve more.
Does the type of news coverage need to change as well? Do we need a different form of information provision - especially in this international “super-election” year?
There is certainly no one right way. I think it is the right thing to do to use the diverse possibilities that the moving image offers such as news, documentaries, reports, as well as interactive formats that engage people. During the last parliamentary election, for example, Seven.One Entertainment called on young people and non-voters in particular to exercise their right to vote through its campaign “Go Vote!”. In addition to the channel’s prominent faces, artists from Studio71’s internal network, such as Eko Fresh and Diana zur Löwen, who have millions of followers, also joined the campaign. A great example of how an important topic can be highlighted outside of traditional news coverage.
What changes does the increasing digitalisation of television bring with it? To what extent are new opportunities emerging?
The digitalisation of television has revolutionised production and distribution. Viewers can display news clips, interviews, and reports at any time, and the use of videos, graphics, or interactive maps makes the communication of information immeasurably more attractive. In addition to better quality and greater diversity of content, the future will certainly see exciting new possibilities in terms of interactivity, personalisation, and multimedia reporting: real-time updates, virtual reality, augmented reality, and perhaps even other forms of citizen journalism, such as eyewitness videos.
Nevertheless, I have the impression that the “information offensive” promoted by broadcasters in recent years has not been as successful and sustainable as expected. Moreover, large platforms such as Netflix and Amazon are competing more in the entertainment sector. What should motivate broadcasters to take their social responsibility seriously?
Reaching millions of people every day is a great privilege and a special commitment. The broadcasters involved in the Screenforce initiative are certainly aware of this social responsibility. I would like us all to be able to talk much more again about the real role of television as a medium that can entertain audiences with new formats but in addition, a medium that many people choose if they want to be informed. Television is much more than an algorithm recommending the same thing over and over again. Television, both linear and digital, is a diverse, creative medium that offers entertainment and information for all of society. That is our real task. And that should be the focus of our discussions.
As part of the Screenforce festival, for example?
Absolutely. At our Screenforce festival and on our stage at Dmexco, we introduced the complete Total Video offering to the advertising industry. Anyone who will experience both will see how strong and powerful television is as an advertising medium today and how strong it will be in the future.
Source: horizont.net
