Financing of High-Quality Content
New ways of advertising, new funding strategies and their influence on programme content and journalistic quality – over 100 participants from science, economy and legal consultation attended the conference of the Alcatel-Lucent Stiftung, the Hans Bredow Institute and the Media Authority Hamburg/Schleswig-Holstein at the International Maritime Museum in Hamburg on 9 June 2009.
- Programme (German, pdf-document)
Refinancing media through advertising is becoming more and more difficult. This leads to increasing relevance of new forms of advertising and financing. Against this backdrop, the conference aimed to discuss opportunities of new models, for example product placement and micro financing, from both a practical and a scientific point of view, and to further comment on their risks for high-quality content.
In the first part of the event, representatives of broadcasting organisations, production companies and the advertising industry discussed the potential of new ways of advertising and refinancing as well as their impact on practice.
The second part focused – from a scientific point of view – on how new strategies of financing affect the provision of quality content and how high-grade journalism may be protected and supported with regard to the conditions of net economy. This also involved taking a look at new offers, such as user-generated content, and their contribution to public communication.
Programme
09:30 Opening
Thomas Fuchs, Director Media Authority Hamburg/Schleswig-Holstein
Dr. Nikolas Hill, State Council Office for Culture, Sports and Media
Alf Henryk Wulf, Chairman of the Board Alcatel-Lucent Germany and Trustee Alcatel-Lucent Stiftung
10:00 Chancen von Product Placement und neuen Werbeformen für die Marktbeteiligten im privaten Rundfunk (Opportunities of Product Placement and New Ways of Advertising for Involved Parties in Private Broadcasting)
Talk:
Marc Schwieger, International Creative Director and Partner Scholz & Friends
Panel Discussion:
Martin Hoffmann, Chairman of the Board MME Moviement
Martin Krapf, Managing Director IP Deutschland
Marc Schwieger, International Creative Director and Partner Scholz & Friends
Moderation: Dr. Friederike Grothe, Grothe Medienberatung
12:00 Lunch
13:00 Rechtsprobleme integrierter Werbung (Legal Issues of Integrated Advertising)
Introduction to the Topic
Dr. Wolfgang Schulz, Director Hans Bredow Institute
Trennungsgebot - letzte Bastion der Werberegulierung oder vormoderne Illusion? (The Principle of Separation - Last Bastion of Advertising Regulation or Pre-Modern Illusion?)
Disputation:
Prof. Dr. Karl-E. Hain, Institute for Media Law and Communication Law, University of Cologne
Prof. Dr. Karl-Heinz Ladeur, Research Centre Law and Innovation (CERI), University of Hamburg
Die neuen Vorschriften zum Product Placement (New Regulations of Product Placement)
Dr. Stefan Engels, Partner Lovells
14:00 Ökonomische Analysen zur Finanzierung von Qualitätcontent (Economic Analyses of Financing High-Quality Content)
Ende der Quersubvention von Qualität? Aktuelle Kostenstrukturen der Medienproduktion (No More Cross-Subsidisation of Quality? Current Cost Structures of Media Production)
Dr. Klaus Goldhammer, Managing Director Goldmedia
14:20 Coffee Break
14:40 Erlösmodelle im Netz: Zwischen Paid-Content und Link-Economy (Revenue Models on the Internet: Between Paid-Content and Link-Economy)
Dr. Holger Schmidt, Frankfurter Allgemeine Zeitung
Discussion
15:15 Produktion von Qualitätscontent (Production of High-Quality Content)
Verlegerische Perspektiven der Qualitätsfinanzierung (Perspectives of Quality Financing for Publishers)
Dr. Rainer Esser, Managing Director ZEIT-Verlag
Qualitätsjournalismus vor neuen Herausforderungen (High-Grade Journalism Facing New Challenges)
Prof. Dr. Volker Lilienthal, Augstein-Stiftungsprofessur, University of Hamburg
Discussion
16:15 Coffee Break
16:45 Qualitätscontent im Wandel. Ersetzen neue Angebote klassische Medien? (High-Quality Content in the Course of Time. Will New Services Replace Classic Media?)
Die digitalen Pioniere - ein gemeinwirtschaftliches Modell auch für Deutschland? (Digital Pioneers – A Non-Profit-Making Model for Germany?)
Volker Agüeras Gäng, politik-digital
User-generated-Content als Qualitätsmedium? (User-Generated Content as Quality Medium?)
Dr. Axel Bruns, Queensland University of Technology
Medien als Institutionen (Media as Institutions)
Dr. Dieter Klumpp, Director Alcatel-Lucent Stiftung
18:00 Closing Remarks and Outlook
Prof. Dr. Gabriele Siegert, Institute for Science of Journalism and Media Research, University of Zurich