The coronavirus pandemic is hitting the media industry in turbulent times due to digitalisation and is actively accelerating the digital transformation. At the annual introductory event of the Chair of Media & Technology Management - Innovation (Prof. Dr. Reinhard Kunz), five industry experts reported from their practical experience.

Thus, Lars Grasemann of the Karlsruher management consultation “netzstrategen” pointed out that the journalism can also profit from this unfortunate situation. The big chances: "[...] will come when journalism emancipates itself from the carrier medium", as the expert for media marketing strategies described.

As a result of the Corona crisis, on the one hand the number of subscribers and reach of newspapers increased, but on the other hand publishers had to record a dramatic decline in advertising.

From the publishing sector, Franziska Urlaub and Heike Mück provided information for the Medienhaus DuMont Rheinland. In general, the business of this publishing house, which is known primarily for print media, has shifted more and more towards Business Information and Marketing Technology occupying an increasingly large area.

DuMont, too, currently registers an increase in digital media consumption. Mück and Urlaub ascribe this increase to the excess of time and limited contact opportunities. These result in a desire for escapism and increased use of social media. In addition, for some years now, a "digitalisation offensive" has been underway.

For the two experts, the Corona crisis represents a catalyst for the digital transformation, a conclusion that Dr. Florian Kumb, Head of Programming at ZDF, was addressing as well. Germany's largest TV broadcaster is relying on digital transformation, particularly on the further development of the ZDFmediathek, the youth program funk, and the broadcaster's social media offerings. In future, the "online only content", which has only recently been permitted, will also play an important role. ZDF will also benefit from the fact, that the maximum permitted length of stay for content has been increased.

Martin Lorber, PR Director of Electronic Arts (EA) and lecturer for Public Relations at the University of Cologne, explains reported from an originally digital branch of the industry. Following the digital development, the market in this area is also constantly changing. At present, multi-player games, which can be played on various end devices, offer new revenue opportunities. In view of the strong competition in the sector, however, it is still important to be innovative and to develop new products that can bind customers to the company.

The annual introductory event of the Seminar for Media and Technology Management traditionally includes guest lectures by industry experts on current topics and focal points of the industry.

• Seminar for Media and Technology Management – Innovation (Prof. Dr. Reinhard Kunz)
• Find an Expert: Prof. Dr. Reinhard Kunz