From Audience to Community

The broadcasting industry is undergoing profound change. Above all, media consumption among younger generations today follows the logic of the affinity ecosystem – a system in which community and engagement count for more than mere reach or subscription numbers. For users, it is increasingly the content that counts – not the TV and streaming providers behind it. Does the industry need to fundamentally rethink its approach, break open old silos and redefine the concept of broadcasting? How important are new partnerships and collaborations? What role do social media play? Are they merely storefront for content or independent distribution channels? Should it continue to be a strategic goal to lead users from social platforms back to one's own brand – or should broadcasters give up this idea? And what does this mean for TV and streaming brands? Media Universe Cartographer Evan Shapiro and Dr. Markus Schäfer, Spokesperson for the Management Board at ZDF Studios, will discuss these and further questions. The audience is invited to actively participate in the discussion via a “third chair.”